SBG- MSRIM PGDM ( Auto)

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 combines these disciplines to provide clarity, consistency and maximum communications impact.

 Integrated

Marketing Communications (IMC) is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony.

Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. IMC includes cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost.

A marketing communications planning concept that recognizes the value of a comprehensive plan. A plan that evaluates the strategic roles of several communications disciplines:

Media advertising Direct marketing Interactive/internet marketing Sales promotion Publicity/Public relations
Clarity Consistency Maximum communications impact

Combines the disciplines to provide:

Marketing

Mix:

Product or Service Pricing Channels of Distribution Promotion

Promotional

Mix:

Advertising Direct Marketing Interactive/internet marketing Sales Promotion Publicity/Public Relations Personal Selling

The Foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis.
Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image.[3] Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program.[4]

 The

concept of IMC the idea of managing customer relationships is not new. However, the processes used in managing IMC, such as taking advantage of new communication and database technologies and creating synergy for a brand, are new.

Shift from media advertising to other forms of marketing communication Movement away from advertising focusedapproaches that emphasize mass media

Shift in power from manufacturers to retailers

Rapid growth of database marketing Demands for greater ad agency accountability

Changes in agency compensation

Rapid growth of the Internet Increasing importance of branding

IMC Communication Tools

Advertising

Direct Marketing

Interactive/ Internet Marketing

Sales Promotion

Publicity/Public Relations

Personal Selling

IMC Communication Tools

Advertising

Sales Promotion

Direct

Marketing - Publicity/Public Relations

Internet Marketing Personal

Interactive/

Selling

Review of Marketing Plan Promotional Program Situation Analysis Analysis of the Communications Process Budget Determination Develop Integrated Marketing Communications Programs Advertising Sales Promotion Sales Promotion Objectives Sales Promotion Strategy PR/ Publicity PR/ Publicity Objectives PR/ Publicity Strategy Personal Selling Personal Selling Objectives Personal Selling Strategy Direct Marketing Direct Marketing Objectives Direct Marketing Strategy Internet/ Interactive Internet/ Interactive Objectives Internet/ Interactive Strategy

Advertising Objectives
Message Strategy

Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program