1. Integrated Marketing
Communication
Presented by:
Nitya Jain
Pankaj
Piyush
Piyush Soi
Poonam Chakraborty
Poonam Mishra

2. What is IMC?
Integrated marketing communication (IMC) is an approach
to brand communications where the different modes work
together to create a seamless experience for the customer
and are presented with a similar tone and style that
reinforces the brand’s core message. Its goal is to make all
aspects of marketing communication such as advertising,
sales promotion, public relations direct marketing, online
communications and social media work together as a
unified force, rather than permitting each to work in
isolation, which maximizes their cost effectiveness.

3. NEED For IMC
 Modern Marketing calls for more than developing a
good product, Pricing it attractively, and making it
accessible.
 Companies must also communicate with present and
[potential stakeholders and the general public.
 For most, therefore, the question is not whether to
communicate but rather what to say, how and when to
say it, to whom and how often.
 Communication gets harder and harder as more and
more companies clamor to grab an increasingly
empowered consumer’s divided attention.

4. Need contd….
 Consumer’s themselves are taking a more active role in
the communication process and deciding what
communication they want to receive and how they
want to communicate to others about the products
and services they use.
 Marketing communication mix is the heart of the
marketing strategy if the organization wants to create
valuable customers.
 Improves the company’s ability to reach to the right
consumer at right place and on right time.

5. MARKETING COMMUNICATION MIX

6. It consists of eight major modes of communication:
Advertising
Personal Sales
selling promotion
Communication
Events and
mix experiences
Word of
mouth
marketing
Public relations
Interactive
and publicity
marketing Direct
Marketing

7. •The communication process models
There are two communication models:
Macro model
Micro model
A)Macro model

8. B) Micro model:
Stages AIDA Hierarchy-of-effect Innovation Communication
model model -Adoption model
model
Cognitive Attention Awareness Awareness Exposure
Stage
Reception
Knowledge
Cognitive
response
Affective Interest Liking Interest
stage Attitude
Desire Prefrences Evaluation
Intention
Conviction
Behaviour Trial
Stage Action
Purchase Behavior
Adoption

9. Developing Effective
communication:

10. Stages in developing effective
communication:
Identify Design
Determine
target communicatio
Objectives
audience n
Manage
integrated Select
marketing STAGES
channels
communication
Measure Decide on Establish
results mix media Budgets

11. I) Identify Target Audience:
Target
audience

12. II) Determine communication objectives
Category Brand
needs Awareness
Four possible
objectives
Brand
Brand
Purchase
Attitude
Intention

13. III) Design communication
What to say
(Message
Strategy)
Solve these
problems
Who should
How to say it say it
(Creative (message
strategy) source)

14. A)Message Strategy: Appeals and Ideas are searched that will
help in brand positioning and create a point of difference.
B) Creative Strategy: These are the ways marketers translate
their message into specific and correct information.
C) Messsage Source: Messages delivered through attractive
and popular sources can achieve higher attention and recall,
which is why advertisers often use celebrities for advertising
the products.

15. IV) Select the communication channel
The communication channel can be of two types:
Personal channel
Non Personal
channel

16. V) Establish total marketing budget:
Affordable
price
Competitive Percentage of
Methods
parity sales
Objective and
task

17. VI) Deciding Communication Mix:
Each communication tool has its own characteristics and costs. So they
must be chosen accordingly.
Factors in setting marketing communication mix are:
Type of product
market
Product life Buyer-readiness
cycle stage

18. VII) Measure results:
20% not
aware
40% did
not try
100%
market 80%
Aware 80%
60% disappointe
tried d
20%
satisfied
Total Awareness Brand trial
Satisfaction

19. VIII) Managing integrated marketing communication
process:
It is a concept that evaluates strategic roles of variety of
communication disciplines like promotion,advertising and
direct
response etc… and combines these disciplines to provide
clarity,
consistency and maximum impact through the messages.
Media
should be properly integrated and then IMC should be
implemented.

20. ADVERTISING
Advertising is any paid form of non personal presentation and promotion of
ideas, goods, or services by an identified sponsor.
Objectives of advertising: -
MESSEGE
MISSION MONEY
MEASUREMENT
MEDIA

21. Types of advertising: -
 Informative Advertising
 Persuasive Advertising
 Reminder Advertising
 Reinforcement Advertising

22. Medium of advertisement:-
 Television Ads
 Print Ads
 Radio Ads
 Magazines
 internet
 brochures
 telephone

23. Alternative advertising options :-
 Place Advertising
 Bill boards
 Public Spaces
 Product Placement
Point-Of-Purchase

24. Evaluating advertising
effectiveness: -
1. What is the main message you get from this ad?
2. What do you think they want you to know, believe, or do?
3. How likely is it that this ad will influence you to undertake the
action?
4. How does the ad make you feel?
5. What works well in the ad and what works poorly?

25. Sales Promotion
Whereas advertising offers a reason to buy, sales promotion offers an
incentive to buy.
Sales promotion
Consumer Sales force
Trade promotion
promotion promotion

26. Major decisions for sales
promotion: -
 Establishing objectives.
Selecting consumer promotion tools.
Selecting trade promotion tools.
Developing the program.
Presenting, implementing, controlling and evaluating the program.

27. Advertising versus
promotion: -
Advertising Promotions
1. Define as 1. Customers’ attention 1. Concern of welfare of
society
2. Nature of the appeal 2. Emotional 2. Unemotional
3. Objective 3. To create an enduring 3. To give a better
a brand image. comparison in the mind
of consumers.
4. Directness 4. Indirect and subtle 4. Much more direct.
method.
5. Example 5. Advertising for a cell 5.A cell phone sales
phone service might promotion might
emphasize the coverage emphasize a free phone
area and the many styles for signing a two-year
of phones available. contract if sign-up is
within the next month.

28. Events and Experiences: -
Objectives and Advantages: -
 To identify a particular target market or lifestyle.
 To increase awareness of company or product name.
To enhance corporate image dimensions.
 To create experiences and evoke feelings.
 To express commitment to the community or on social issues.

29. MAJOR DECISIONS FOR
EVENTS: -
 Choosing event opportunities.
 Designing sponsorship programs.
 Measuring sponsorship activities.

30. Public relations: -
A Public is any group that has an actual or potential interest in or impact
on a company’s ability to achieve its objectives.
Public Relations(PR) involves a variety of programs designed to promote
or protect a company’s image or its individual products.
many companies are turning to Marketing Public
Relations to support corporate or product promotion and image making.
Tasks performs by MPR:-
Assisting in the launch of new products.
Assisting in repositioning a mature product.
Building interest in a product category.
Influencing specific target groups.
Building a favorable corporate image.

31. Major TOOLS in marketing
PR: -
 Publications
Events
 Sponsorships
 News
 Speeches
 Public – Service Activities

32. Decisions In marketing pr:
-
 Establishing objectives.
 Choosing messages and vehicles.
 Implementing the plan and evaluating results.

33. Direct Marketing
Direct marketing is the use of consumer-direct
channels to reach and deliver goods and services to
customers without using market middlemen.

34. Benefits of Direct Marketing
 Helps to generate awareness of your business among
your target clients.
 Helps to develop an effective and responsive feedback
system.
 Helps to build a qualified and potential database for
your business.
 It is easy to measure results because you know exactly
how many people you've contacted in the first place.

35. Channels Of Direct Marketing
 Direct mail
 Catalogs
 Telemarketing
 Other direct response

36. Direct Mail
 Direct mail means to communications sent to
potential customers via the postal service and other
delivery services. Direct mail is sent to customers
based on criteria such as age, income, location,
profession, buying pattern, etc.

37. Constructing a Direct-Mail
Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success

38. Catalog Marketing
In catalog marketing companies send catalogs of
various kinds which are:-
 Merchandise Catalog
 Speciality Customer Catalog
 Business Catalog.
These catalogs are usually in printed form but also
sometimes CD’s and videos can be send.

39. Telemarketing
Telemarketing is use of telephone and call centres to
attract the customers.
Types of telemarketing
 Telesales
 Telecoverage
 Teleprospecting
 Customer service and technical support

40. Other Direct Responses
Various other direct media responses which marketers
use are.
 Newspapers
 Magazines
 Television
 Radio

41. Interactive Marketing
Interactive Marketing refers to the evolving trend
in marketing whereby marketing has moved from a
transaction-based effort to a conversation.
It means selling directly to customers through
electronic media.

42. • sales force objective
• sales force strategy
• sales force structure
• sales force size
• sales force compensation

43. Sales Force Objective and Strategy
 Companies must design the specific objective they expect their sales force to
achieve.
- the old idea : “sell, sell and sell”
- later the idea: should know how to diagnose a customer’s problem and propose a
solution.
- sales people don’t try sell a specific product initially.
 They show a customer- prospect how their company can help the customer improve
its profitability.
 They seek to join their company with the customer’s company as “partners for
profit.”

44. Sales Force Objective and Strategy
Sales people have one or more of the following specific task to perform:-
 Prospecting : searching for prospects, or leads.
 Targeting : deciding how to allocate their time among prospect and customer.
 Communicating : communicating information about the company’s product
and services.
 Selling : Approaching, presenting, answering objections, and closing sales.
 Servicing : providing various services to the customer consulting on problems,
rendering technical assistance, arranging financing, expediting delivery.
 Information gathering : conducting marketing research and doing intelligence
work.
 Allocation : deciding which customer will get scarce product during product
shortages.

45. Sales Force Objective and Strategy
 Today’s sales representative act as “account manager.”
- arrange fruitful contact between various people in the buying and selling
organizations.
 To maintain a market focus, salespeople should know how:
- analyze sales data
- measure market potential
- gather market intelligence
- develop market strategies and plans
 Sales forces will be more effective in the long run if they understand marketing
as well as selling.

46. Sales Force Structure
 The sales force strategy has implication for the sales force structure.
 If the company sells one product line to one end using industry with customers
in many location – territorial sales force structure.
 If the company sell many products to many types of customer – product or
market sales force structure.
Territorial :
Each sales representative is assigned an exclusive territory-
 Clear definition responsibilities
 Increase incentive to cultivate local business and personal ties
 Travel expenses are relatively small

47. Sales Force Structure
Territory size :
Designed to provide either equal sales potential or equal work- load.
 Equal potential provide :
- the same income opportunities
- evaluate performance
- vary widely in size(because customer density varies)
 Equal work- load :
-each sale rep can cover his or her territory adequately

48. Sales Force Structure
Territory shape :
 Formed by combining smaller units (countries and states)
 Design must take into
- account the location of natural barriers
- the compatibility of adjacent areas
- the adequacy of transportation
 Can influence
- the cost and ease of coverage
- the sales rep’s job satisfaction

49. Sales Force Size and Compensation
 The company clarify it strategy and structure = consider sales force size
 The company establishes the no. of customers it want to reach = workload
approach to establish sales force size.
 Following five steps :
- Group customers in size classes by annual sales volume
- Establish call frequencies, the no. of calls to be made per year on each
account in a size class
- Multiply the no. of accounts in each size class by the call frequency to arrive
at the yearly sales call workload;
- Determine the average no. of calls a sales rep can make per year
- Divide the total annual sales (calculated in step 3) required by the average
annual calls made by a rep (calculated in step 4) to see how many reps are
needed

50. Sales Force Size and Compensation
 The company must next determine the components of sales force
compensation :
- Fixed amount
- Variable amount
- Expense allowances
- Benefits
 70% total income sales reps is fixed and 30% other elements
 3 basic types of fixed and variable compensation plan :
- Straight salary
- Straight commission
- Combination salary and commission
 ¼ use either and ¾ firms use combination

51. Sales Force Size and Compensation
 Straight -salary plans :
- Provide sales rep with the secure income
- Make them more willing to perform non selling activities
- Give them less incentive to overstock customer
- from the company’s perspective they provide administrative simplicity and
lower turnover
 Straight -commission plans :
- Attract higher sales performers
- Provide more motivation
- Require less supervision
- Control selling costs
 Combination plan offer the benefits of both plans :
- While reducing their disadvantages

52. Advantages of Interactive
Marketing
 Tailored messages possible
 Easy to track responsiveness
 Contextual ad placement possible
 Search engine advertising possible
 Subject to click fraud
 Consumers develop selective attention

53. Personal selling: -
Personal selling is an ancient art. Effective salespeople have
more than instinct, they are trained in methods of analysis and
customer management. Sales training approaches try to
transform a salesperson from a passive order taker into an
active order getter who engages in customer problem solving.
This approach assumes that customers have latent needs that
constitute opportunities and that they will be loyal to sales
representatives who can analyze their needs and who have their
long term interests at heart.

54. Principles of personal
selling:-
Prospecting and Presentation and
preapproach
qualifying demonstration
Follow-up and Overcoming
Closing
maintenance objectives