This document outlines an integrated marketing communications plan, including: - The meaning and aim of IMC is to coordinate all promotional activities to deliver a unified customer message and build brand value over time. - The evolution of IMC moved from mass marketing to relationship marketing using integrated channels with a focus on customer interaction. - Key players in IMC include companies, agencies, customers, media, and other stakeholders. - The promotional mix tools of advertising, public relations, direct marketing, personal selling, and sales promotion are used to deliver consistent brand messages.

2. GROUP 8
 -AISHA SHAIKH
 -ADITYA GOTAD

3. OUTLINE
 MEANING
 AIM OF IMC
 EVOLUTION
 KEY PLAYERS
 COMPARISON OF PUSH AND PULL
STRATEGIES
 PROMOTIONAL MIX TOOLS
 BUDGETING
 STEPS TO EFFECTIVE COMMUNICATION
 CONCLUSION

4. MEANING OF IMC
 It is the coordination of all promotional activities to
produce a unified customer-focused promotional
message.
 Goal of IMC:
 Generate short term financial returns and build long term brand
value.
 Marketing mix elements:
 Product
 Price
 Place
 Promotion

5. AIM OF IMC
DIFFERENTIATE
REMIND
INFORM
PERSUADE

6. IMC – The Evolution
Mass Marketing
Using Mass Communication
To
Relationship Marketing
Using integrated Marketing Communication with a
focus on interaction

7. KEY PLAYERS IN IMC PROCESS
COMPANIES
AGENCIES
CUSTOMER
S AND
OTHER
COMPANY
STAKEHOL
DERS
MEDIA

8. Comparison Of Push And Pull Promotional
Strategies

9. Promotional Mix Tools
ADVERTISING
PERSONAL
SELLING
PUBLIC
RELATIONS
DIRECT
MARKETING
SALES
PROMOTION Consistent,
clear &
compelling
company &
brand messages

10. BUDGETING METHODS
1. Affordable or Fund Available Method
2. Percentage of Sales Method
3. Competitive Parity Method
4. Objectives and Task Method

11. Steps to Effective Communication
Identify Target Audience
Develop Situation Analysis
Determine Marketing Communication Objectives
Strategies And Tactics
Evaluation & Measurement
Determine Budget

12. Conclusion
 Don’t think too narrowly
 Communication is not merely Advertising
 The tools will be evaluated through monitoring sales,
conducting surveys and evaluating customer
feedback

13. Conclusion