Integrated Marketing
Communications
Courtesy:
Abhishek Sharma
PGDMM
Gujarat University
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Kotler on Marketing:
Integrated marketing
communications is a way of looking
at the whole marketing process from
the viewpoint of the customer.

4A’s on Marketing
American Association of Advertising Agencies (the
“4As”):
 A concept of marketing communications planning
that recognizes the added value of a comprehensive
plan that evaluates the strategic roles of a variety of
communication disciplines— for example, general
advertising, direct response, sales promotion, and
public relations—and combines these disciplines to
provide clarity, consistency, and maximum
communications impact.
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Evolution of IMC
• During the 1980s, many companies came to
see the need for more of a strategic
integration of their promotional tools
• To coordinate the use of a variety of
promotional tools rather than relying primarily
on media advertising
• IMC offers one-stop shopping for all their
clients’ promotional needs.
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Relevance of IMC
 Better synergy among various promotional functions.
 Companies can avoid duplication.
 To maximize the return on its investment in
marketing and promotion
 Changes in the Target Group (Customers)
 New Technological Advancements
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Factors responsible for Rapid Growth
of IMC
 Allocation of funds from media advertising to other forms of
promotion, particularly consumer- and trade-oriented sales
promotions.
 A shift from traditional ways of relying on advertising-
focused approaches.
 A shift in marketplace power from manufacturers to
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retailers.

Factors responsible for Rapid Growth
of IMC (Contd)
 The rapid growth and development of database
marketing.
 Demands for greater accountability from advertising
agencies and changes in the way agencies are
compensated.
 The phenomenal rise of the Internet.
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The Role of IMC in Branding
• People don’t buy products, they buy brands…
• Brand Equity & Brand Identity
• Edge to the companies in the Cut throat
Competition
• Direct connect with the end customer
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The Promotional Mix: The Tools for
IMC
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Promotion
Communication by marketers
that informs, persuades, and
reminds potential buyers of a
product in order to influence an
opinion or elicit a response.
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Promotional Strategy / Promotional
Mix
A plan for the optimal use of the
elements of promotional mix:
Advertising
Direct Marketing
Publicity / Public Relations
Personal Selling
Sales Promotion

Advertising
Impersonal, one-way
mass communication
about a product or organization
that is
paid for by a marketer.

Advertising Media
Traditional Electronic
Advertising Media Advertising Media
 Television  Internet
 Radio  Computer modems
 Newspapers  Fax machines
 Magazines
 Books
 Direct mail
 Billboards
 Transit cards

Public Relations
The marketing function that
evaluates public
attitudes, identifies areas within
the organization that the public
may be interested in, and
executes a program of action to
earn public understanding and
acceptance.

Public Relations
Functions of
Public Relations
Evaluates public Executes programs
attitudes to “win” public
Identifies areas
of public interest
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Publicity
Public information about a
company, good, or service
appearing in the mass media as a
news item.
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Sales Promotion
Marketing activities--other than
personal selling, advertising, and
public relations--that stimulate
consumer buying and
dealer effectiveness.
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Sales Promotion
Sales Promotion
Targets
End Company
Consumers Employees
Trade Customers
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Sales Promotion
Free samples
Contests
Premiums
Trade Shows
Popular Tools
for Vacation Giveaways
Consumer Sales
Promotion Coupons
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Personal Selling
Planned presentation to
one or more prospective buyers
for the purpose
of making a sale.
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Elements of Promotional Mix in a
Nutshell
Advertising Sales Public Personal Direct
Promotion Relations Selling Marketing
Print and Contests, Press kits Sales Catalogs
broadcast ads games, presentation
sweepstakes,
lotteries
Packaging- Premiums and Speeches Sales Mailings
outer gifts meetings
Packaging Sampling Seminars Incentive Telemarketing
inserts programs
Motion Fairs and Annual reports Samples Electronic
pictures trade shows shopping

Communication
The process by which we
exchange or share
meanings through a common set
of symbols.
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Marketing Communication
Categories of
Communication
Interpersonal Mass
Communication Communication
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The Communication Process
As Senders As Receivers
Inform Develop messages
Persuade Adapt messages
Remind Spot new
communication
opportunities
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The Sender and Encoding
The originator of the message in the
Sender
communication process.
The conversion of a sender’s ideas and
Encoding thoughts into a message, usually in the form
of words or signs.
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The Communication Process
Noise
Encoding Message Decoding
Sender Receiver
Message Channel Message
Message
Channel
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The AIDA Concept
Model that outlines the process
for achieving promotional goals in
terms of stages of consumer
involvement with the message.
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The AIDA Concept
Action
Desire
Interest
Attention
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Factors Affecting the
Promotional Mix
Nature of Product
Stage in PLC
Target Market Factors
Factors Type of Buying Decision
Affecting
Choice of Promotion Funds
Promotional Mix
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Integrated Marketing
Communications
A method of carefully
coordinating all promotional
activities to produce a
consistent, unified message that
is customer focused.
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Thank You.
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