Integrated marketing communications (IMC) involves coordinating different promotional tools - including advertising, sales promotion, public relations, personal selling, direct marketing, and interactive marketing - to send a unified message about a product. The document discusses each promotional tool and factors to consider when determining the appropriate marketing communication mix, such as the product's market, buyer readiness stage, and lifecycle stage. The goal of IMC is to effectively transmit marketing messages to the target audience through a comprehensive promotional plan.

2. INTEGRATED MARKETING
COMMUNICATIONS
To begin with I.M.C. we should recall the 4Ps
of MARKETING MANAGEMENT:
PRODUCT is a thing which satisfies the need of consumer and
can be offered for exchange.
PRICE is the value of the product for exchange.
PROMOTION refers to the marketing activities required to
communicate the product .
PLACE refers to the marketing point where products are
available for exchange.

3. WHAT IS I.M.C.?
According to AMERICAN ASSOCIATION OF
ADVERTISING AGENCIES- INTEGRATED MARKETING
COMMUNICATION is a concept of marketing
communications planning that recognises the added
value of a comprehensive plan. The tools of I.M.C. are:
1. ADVERTISING.
2. SALES PROMOTION.
3. PUBLIC RELATIONS.
4. PERSONAL SELLING.
5. DIRECT MARKETING.
6. INTERACTIVE MARKETING.

4. ADVERTISING
Any paid form of non
personal presentation by an
identified sponsor is
ADVERTISING. Ads develops
a long term image in the
mind of viewers .PRODUCTS
requiring Image
attention, Pervasiveness
and Amplified
expressiveness can go for
advertisements.It is an
expensive tool.
.

5. SALES PROMOTION
A variety of short term
incentives to encourage
purchase of a product is
SALES PROMOTION.FOR
Eg.
DISCOUNTS,COUPONS, FR
EE GIFTS etc…Products
which requires quick
buyer response and fast
transaction can go for this
tool.

6. PUBLIC RELATIONS
In this tool a variety of
programs,events, are
designed to promote a
product or to enhance
the company’s image in
public.It gives high
credibility, and ability to
catch buyers off guard.

7. PERSONAL SELLING
It is all about face to
face interaction with
prospective
purchasers.It helps in
building up buyer’s
preference.
It has 3 distinctive
qualities:
1. Personal interaction
2. Cultivation
3. Response

8. DIRECT MARKETING
Use of mail
telephone,fax,internet
to communicate directly
with customers is
DIRECT MARKETING.

9. INTERACTIVE MARKETING
I.M. are Online activities
designed to engage
customers to raise
awareness,improve
image,elicit sales.It
allows prospects to
build brand image.It is
facilated by internet
technology.

10. FACTORS IN SETTING MARKETING
COMMUNICATION MIX.
1.TYPE OF PRODUCT MARKET- COMMUNICATION MIX
ALLOCATIONS VARY BETWEEN CONSUMER AND BUSINESS
MARKETS.Eg. CONSUMER MARKETERS TEND TO SPEND MORE
ON SALES PROMOTION AND ADVERTISING WHILE BUSINESS
MARKETERS TEND TO SPEND MORE ON PERSONAL SELLING.
2.BUYER READINESS STAGE-COMMUNICATION TOOLS
VARY IN COST EFFECTIVENESS AT DIFFERENT STAGES OF
BUYER READINESS. Eg. ADVERTISING PLAYS IMPORTANT ROLE
IN AWARENESS BUILDING STAGE. CUSTOMER CONVICTION IS
INFLUENCED BY PERSONAL SELLING.

11. FACTORS IN SETTING MARKETING
COMMUNICATION MIX
3.PRODUCT LIFE CYCLE STAGE- COMMUNICATION
TOOLS VARY AT DIFFERENT STAGES OF PLC:
INTRODUCTION STAGE- ADVERTISING
GROWTH STAGE-WORD OF MOUTH SELLING.
MATURITY STAGE-ADVERTISING EVENTS
DECLINE STAGE-SALES PROMOTION.

12. CONCLUSION
MODERN MARKETING IS MORE THAN
DEVELOPING A GOOD PRODUCT.
COMMUNICATION SHOULD PROPERLY
TRANSMIT THE MESSAGE,AND SHOULD
REACH THE TARGET AUDIENCE WITH
EFFECTIVE COST BENEFIT
ANALYSIS.MANAGING AND COORDINATING
THIS PROCESS CALLS FOR INTEGRATED
MARKETING COMMUNICATIONS.

13. THANK YOU!
SURABITA ROY
MOHD. TABISH ANWAR