What is an integrated marketing communications program? Based on Kotler Chapter 16

1. What Is An Integrated Marketing
Communications Program?
Kotler Chapter 16
Aayushi Aggarwal
IIT Kanpur

2. Why integration?
Many companies still rely on one
or two communication tools.
Marketers need to assemble
various media properties and
services in a integrated
communication program.
Integrated Marketing
Communications can produce
stronger message consistency,
help build brand and create
greater sales impact.

3. Integrated Marketing Communication
(IMC)
An approach
to achieving
the objectives
of a marketing
strategy,
through a well
coordinated
use of
different
promotional
methods that
are intended
to reinforce
each other.

4. Coordinating media
Marketers should
combine personal
and non-personal
communications
channels to achieve
maximum impact
and increase
message reach and
impact
Promotions can be more effective when combined
with advertising – can increase the success of more
direct sales pitches

5. Companies can
coordinate their
online and
offline
communications
activities.
Web addresses in ads allow customers to fully explore a company’s
products

6. Implementing IMC

7. Solution
Companies should
acquire Promotion
agencies, Public
relation firms,
Website developers
and direct mail
houses.