Integrated

Marketing
Communications

Nisha Joseph
(25)
Parthiv
Panchal(27)
15 - 1
 Objectives
• Know the tools of the marketing
communications mix.
• Understand the process and
advantages of integrated marketing
communications.
• Learn the steps in developing effective
marketing communications.
• Understand methods for setting
promotional budgets and the factors
that affect the design of the promotion 15 - 2
 Need for IMC
• The concept under which a
company carefully integrates
and coordinates its many
communications channels to
deliver a clear, consistent, and
compelling message about the
organization and its products

15 - 3
 Elements in the
Communication Process
SENDE Message
Decoding
RECEIVER
R Encoding
Media

Noise

Feedback Response
 Message Problems
Selective Attention

Selective Distortion

Selective Retention

04/15/09
Steps in developing Effective
Communication

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Step 1: Identify the target
audience
Image Analysis : Conducted to
profile the target audience in
terms of brand knowledge to
provide further insight.

15 - 7
 Contd….
Familiarity-Favorability Analysis

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 Step 2: Determine the
Communication Objective

Category Need (Electric cars)

Brand Awareness (Colgate dental
cream)
Brand Attitude (pril dish washer)
Brand Purchase Intention

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 Step 3: Design the
Communication
• Message Strategy (what to say?)
Rational Appeal
Emotional Appeal
Moral Appeal
Creative Strategy (how to say it?)

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 Informational Appeals
• Problem solution ads
(Saridon, Iodex, Surf)
Product demonstration ads
(Toilet Liquids, Utensil Cleaning Bars)
Product comparison ads
(Tata Indica)
Celebrity Endorsers
(Rahul Dravid endorsing BOB)
Comedy or Tragedy
(Chlormint)
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 Transformational
Appeals
Stirs up emotions to motivate purchase
(Raymond, Liril)
Borrowed Interest devices
(Vodafone Pub)
Print Media- focus on headline, copy,
illustration & color
Radio Media- focus on words, voice
qualities & voice vocalizations.
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 Contd…
Communicators use negative
appeals to get people to do
things.(brush their teeth, annual
check up) or stop doing things
(domestic violence, smoking).

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 Message Source
• Expertise – Specialized Knowledge the
communicator possesses to back the
claim.
• Trustworthiness – How objective and
honest the source is perceived to be.
Likability – Source’s attractiveness.
It requires qualities like candor, humor
and naturalness.
( Kyra Shroff (Blood Gluco Meter),
Sachin Tendulkar for Pepsi, MRF Tyres )

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 Step 4: Select
communication channels
• Personal Communication Channels

 Advocate channels
 Expert channels
 Social channels

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Non Personal Communication
Channels

Media
Sales Promotions
Events and Experiences
Public relations

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Step 5: Total Marketing
communication budget

% Of
Affordable
Sales

Competitive Objective
Parity & Task
 Objective & Task Method
 Establish the market-share goal
 Determine the percentage of the market
that should be reached by advertising
 Determine the percentage of aware
prospects that should be persuaded to try
the brand
 Determine the number of advertising
impressions per 1 percent trial rate
 Determine the number of gross rating points
that would have to be purchased
 Determine the necessary advertising budget
on the basis of the average cost of buying a
gross rating point
15 - 18
 Step 6:Marketing
Communications Mix ?
• Advertising - It is any paid form of
non-personal communication link, initiated by an
identified marketer, to establish or continue
exchange relationships with customers and at
times, with other stakeholders
General Qualities:
– Public presentation
– Pervasiveness
– Amplified expressiveness
– Impersonality

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 Contd…
 Sales Promotion- A direct
inducement that offers an extra value or
incentive for a product, to the trade or
consumer, with the objective of creating an
immediate sale

Benefits:
– Communication
– Incentive
– Invitation

15 - 20
 Public Relations and Publicity -
Public relations includes ongoing activities
to ensure the overall company has a strong
public image. Public relations activities
include helping the public to understand
the company and its products.
Distinctive qualities:
– High credibility
– Ability to catch buyers off guard
– Dramatization
15 - 21
 Contd..
 Personal Selling – Sales made through
a medium of face to face
communication, personal
correspondence or personal telephone
conversations. It is the most effective
tool at later stages of the buying
process.

 Distinctivequalities:
– Personal confrontation
– Cultivation
– Response
• 15 - 22
• Direct Marketing - It is defined as any
communication to a consumer to generate a
behavioural response.

 Distinctive qualities:
– Nonpublic
– Customized
– Up-to-date
– Interactive

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 Factors in Setting the
Marketing Communication
Mix
Type of Product Market
Buyer Readiness Stage
Product Life Cycle Stage

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Buyer readiness
Stage

15 - 25