INTEGRATED MARKETING

COMMUNICATION (PROMOTION
MANAGEMENT)
An Introduction

SESSION 1 AND 2

Mrs.S.Nishanthi
 Meaning of Communication
The word communicate is derived from the Latin word communicare that means to impart ,
to participate, to share or to make common.
Communication means to share some ideas, information, feeling or attitude by using some
symbols so that a common meaning is held. Communication can be defined as the sharing of a
common meaning.
Communication occurs when the message that was sent reaches its destination in a form that is
understood by the intended audience.
Communication is the process of sharing information between people through a continuous
activity of speaking, listening & understanding.
Communication is the process of delivering a message from one person or group to another.
Communication means transmission of message from a sender to receiver by means of signal of
some sort, sent through a channel of some sort.
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Communication can be used in many forms:
It can be written or spoken.
It can be picture or illustrations.
It can be product demonstration.
It can be some kind of body language.
It can be combination of verbal and visuals.
 Definition of Communication
According to Peter Little, Communication is the process by which information is
transmitted between individuals and or organization so that an understanding response
results.
According to Newman and Summer, It is an exchange of facts, ideas, opinions, or
emotions by two or more persons.
According to Louis A.Allen, Communication is the sum total of all the things that a
person does, when to create an understanding in the mind of another. It involves a
systematic and continuous process of telling, listening and understanding .
STEPS IN COMMUNICATION PROCESS
 Meaning of Marketing
Marketing is the social process by which individuals and organizations obtain what they need
and want through creating and exchanging value with others.
Marketing is the study and management of exchange relationships. The American
Marketing Association has defined marketing as "the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large."
Marketing is used to create, keep and satisfy the customer. With the customer as the focus
of its activities, it can be concluded that Marketing is one of the premier components of
Business Management - the other being Innovation. Other services and management
activities such as Operations (or Production), Human Resources, Accounting, Law and Legal
aspects can be "bought in" or "contracted out".
 DEFINITION OF MARKETING
The process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods, and services to create exchanges that satisfy
individual and organizational objectives.

Marketing is defined by the American Marketing Association (AMA) as the

activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.
 Importance of Marketing
Marketing Promotes Product
Awareness to the Public
 Importance of Marketing
Marketing Helps Boost
Product Sales
 Importance of Marketing
Marketing Builds Company
Reputation
 The Marketing Mix
The marketing mix has been the key concept to advertising. The marketing
mix was suggested by Jeremy McCarthy, professor at Harvard Business
School, in the 1960s
The four Ps- Product, Price, Place(distribution), and Promotion are the
elements of Marketing Mix.
Marketers must combine these elements into a cohesive marketing strategy.
 Marketing Communications

1. Among 4 Ps, promotion contains the marketing communication function.

2. Marketing communication is an important P (also called promotion) of Marketing.
3. Marketing communication is all about how to create, deliver, manage, and evaluate
brand message.
4. It can also refer to the strategy used by a company or individual to reach their target
market through various types of communication.
5. Marketing communication is a collective term for all the various types of planned
message.
 Marketing communication is a communication process, by which the
producers of the products or services draw attention of the consumer or
prospective consumers towards their products and services.
Marketing communication includes every activity which inspires people to
buy the goods and services of the company.
 Characteristics of Marketing Communications

It Informs, persuades and reminds.

It is part of the marketing mix.
It includes all the means by which a company communicates directly with potential
customers.
It attempt to influence feelings, beliefs, or behavior.
It is interactive dialogue between company and audience.
Effective marketing communication requires reaching the right people with
appropriate information through the right source.
 Objectives of Marketing Communication
It leads to behavior modification : Modify behavior and thoughts and reinforces existing
behavior.
Objective to inform: All promotional communication are designed to inform the largest
market about the firms product or services.
Objective to persuade: It is designed to stimulate purchase.
Objective to Remind: It is used to keep the product brand name in the publics mind.
Specific Objective : Broadly the goal of promotion is to change the pattern of demand for a
product by behavior modification-informing, persuading and reminding.
FLOW OF MARKETING COMMUNICATION
Marketing
Communication
External
Internal flow
flow

Target
Target audience
audience
Customers: Company
Past, Current, Potential department
Channel member:
Employees
Wholesalers, Retailers
Companies:
Stockholders
Competing, Non-competing
Others:
Govt and Private agencies,
Experts
 History of Integrated Marketing
Communication
The History of Marketing in the 20th century and earlier is a complex and
still not fully explored subject, mixed up as it is with a history of trade and
economics. The concept of integrated marketing is focused on the creation
of value, arguing that the organization needs to be united in the creation of
distinctive or differentiated value in order to achieve productive synergy.
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The concept of integration also arises as a result of recognition of disintegration,
especially in the field of communication. Integrated marketing communications
(IMC) developed during the 1990s as an Endeavour to achieve consistency across
marketing communications disciplines and media that had become fragmented over
time through the cultivation of individual disciplines, competition and the
development of independent communication objectives. By 2000, it was recognized
that there was a logical and practical need in what was called stage for IMC for this
to be extrapolated across all organizational contact with customers and therefore
across the entire organizational business processes.
 Integrated Marketing Communications

IMC is integration of all marketing tools, approaches, and resources, within a company which
maximizes impact on consumer mind and which results into maximum profit at minimum cost.
IMC is also broadly known as the term Promotion Mix.
Integrated marketing communication (IMC) is an approach to brand communications
where the different modes work together to create a seamless experience for the customer
and are presented with a similar tone and style that reinforces the brands core message.
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Its goal is to make all aspects of marketing communication such as advertising, sales
promotion, public relations, direct marketing, personal selling, online
communications and social media work together as a unified force, rather than
permitting each to work in isolation, which in turn maximizes their cost
effectiveness.
Many companies recognize the need to integrate their various marketing
communication efforts, such as media advertising, direct marketing, sales
promotion, and public relations, to achieve more effective marketing
communications.
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Integrated Marketing Communications is a term used to describe a holistic
approach to marketing communication. It aims to ensure consistency of
message and the complementary use of media. The concept includes online
and offline marketing channels.
There are many ways for a company to contact the customer to provide
them the information about the co: The challenge is to understand how to
use the various IMC tools in an effective way in a right combination.
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Online marketing channels include any e-marketing campaigns or programs,
from search engine optimization (SEO), pay-per-click, affiliate, email, banner
to latest web related channels for webinar, blog, micro-blogging, face book
marketing, RSS, podcast, Internet Radio and Internet TV. Offline marketing
channels are traditional print (newspaper, magazine), mail order, public
relations, industry relations, billboard, radio, and television.
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Offline marketing channels are traditional print (newspaper, magazine), mail
order, public relations, industry relations, billboard, radio, and television.
company develops its integrated marketing communication programme using
all the elements of the marketing mix (product, price, place, and promotion).
An integration of all these promotional tools along with other components
of marketing mix to gain edge over competitor is called Integrated Marketing
Communication.
 Definition of Integrated Marketing
Communications
According to the American Marketing Association, integrated marketing
communications is a planning process designed to assure that all brand
contacts received by a customer or prospect for a product, service, or
organization are relevant to that person and consistent over time.
 Objectives of IMC
Building brand equity.
Providing information.
Manage demand and build state.
Differentiate products.
Influence perceptions.
Influence attitude and buyer behavior.
Reasons For Growing Importance of IMC
Shift from media advertising to other forms of marketing communication
Shift in power from manufacturers to retailers- Retailers are becoming more powerful and dominating the
manufactures.
Movement away from advertising focused- approaches that emphasize mass media
Rapid growth of database marketing
Demands for greater ad agency accountability and changes in agency compensation
Rapid growth of the Internet
Increasing importance of branding
Emerging of internet and e-commerce which is redefining the way business is done.
Companies are giving emphasis on communication with the consumers.
 Factors Affecting IMC
Nature of products
State of product life cycle : Various elements of communication are used in
this state of PLC
Introduction stage

Growth stage

Maturity stage

Decline stage

Obsolescence stage
 Factors Affecting IMC
Nature of target market : For following characteristics of target market
affect the communication mix for a product.
Size of market

Concentrated or scattered customers

Socio-economics characteristics of
customers

Intensity of market coverage

Factors
Affecting
IMC
Size of promotion budget
Push and pull strategy
 Factors Affecting IMC
Promotional objectives
Price policy
Distribution policy
Availability of promotional methods
Level of competition
Degree of brand familiarity
Branded/unbranded products
Seasonal products
 Characteristics of Integrated Marketing
Communication
Customers feel that all their brand experiences come from one identity.
Customers trust the brands promises (and pass them on through word of
mouth).
The brand treats different kinds of customers in ways appropriate to them.
Whenever appropriate, the brand recognizes individual customers wherever
they interact or do business.
Customers are happy with the brand experience.
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Everyone nurtures what the brand means to committed customers
Future vision is consistent with core truths of the brand
The values we experience in our company culture support the values we
express in the Brand .
The brand organization is excellent at realizing high value propositions from
idea to Implementation.
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Quality is understood as that which is good for the customer, employee(s) and
company.
(All business) Objectives are coherent with our [brand/companys]
There are no silos {structure for storing bulk materials}(across the organization).
Practices ensure shared learning across the organization.
The organization works in effective partnership with the members of its value
stream.
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The culture encourages people to release their creative potential.
Business processes are actively aligned to the brand value position.
Quality customer information is available in a timely way at every point of
need.
Leaders promote what they practice.
The Marketing function is organized primarily around customer groups with
their different needs and opportunities, not marketing disciplines.
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Senior marketing people are skilled in multiple communication disciplines.
Customer management focuses on the value of customers over their lifetime.
All communication to all constituencies at all touch points uses the same
planning and evaluation framework.
The company and agencies all work together in partnership.
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Communication is creatively aligned through "big media neutral ideas
Evaluation is managed as a learning discipline across the participants.
The key evaluation processes are primarily designed to increase knowledge
about what most efficiently creates value for customers.
Local and international marketing management collaborate effectively.
Need for Integrated Marketing Communications

Integrated marketing communication is the company carefully integrates and

coordinates its many communication channels to deliver a clear, consistent, and
compelling message about the organization and its brands. IMC builds a strong
brand identity in the marketplace by tying together and reinforcing all your
images and messages.
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Conflicting messages from different sources or promotional approaches can
confuse company or brand images.
The problem is particularly prevalent when functional specialists handle
individual forms of marketing communications.
The Web alone cannot be used to build brands; brand awareness potential is
limited.
Best bet is to wed traditional branding efforts with the interactivity and
service capabilities of online communications.
 Benefits of IMC
Consistency of message delivery
Corporate cohesion
Client relationship
Interaction
Motivation
Participation
Measurability
 Other Benefits
Increases profits through increased effectiveness.
Create competitive advantage.
Boost sales by stretching messages across several communications tools to
create more avenues for customers to become aware, aroused, and ultimately,
to make a purchase and profits, while saving money, time and stress.
Creates credibility & reduces risk in the mind of the buyer .
Nurture long term relationships with customers.
 IMC provides
Greater Brand differentiation
Accountability within a firm
Trust among consumers
Levels of effectiveness in cutting through message clutter than single
strategies.
 Challenges in IMC
Though there is increased interest in IMC by marketers, adopting the process is
relatively slow while implementing the IMC approach. Let us look at some
factors that pose a challenge to companies while implementing IMC.
Top management support
Organizational barriers
Cultural barriers
 Role of IMC in Branding
A brand is the personality that identifies a product, service or company
(name, term, sign, symbol, or design, or combination of them) and how it
relates to key constituencies: Customers, Staff, Partners, Investors etc.
With more and more products and services competing for consideration by
customers who have less and less time to make choices, well known brand
have a major competitive advantage in today's market.
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There are many ways for a company to contact the customer to provide
them the information about the company.
The challenge is to understand how to use the various IMC tools in an
effective way in a right combination.
 Identify the Target Audience

Steps Determine the communication objectives

involved in Design the message

developing
IMC Selecting the message source

programme
Choosing the media

Collecting feedback
 What is an IMC plan?
A framework for developing, implementing & controlling the organization's integrated
marketing communication programs & activities.
It must : -
Evaluate the current situation
Determine the role of each promotion mix element
Develop the strategies for each promotion mix element
Plan for their implementation
Consider how to evaluate results
 IMC Audience Contact Tools
Print media
Broadcast media (newspapers, Public Relations/ Internet/
(TV/radio) publicity interactive
magazines)

Out-of-home Direct
media marketing
Target Audience

Personal selling Sales Promotion

Point-of-purchase Events and Product placements

(displays, packaging)
Word-of-mouth (TV and movies)
sponsorship
 IMC Planning Process
The individuals involved in promotion design a promotional plan that
provides the framework for developing, implementing, and controlling the
organization's integrated marketing communications program and activities.
Promotion is one part of, and must be integrated into, the overall marketing
plan and program.
George E. Belch & Michael A. Belch brakes the IMC planning Process into
the following
 Review of marketing plan
Promotional program situation analysis
Analysis of the communications process

Budget determination
Develop integrated marketing communications programs

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Advertising Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
objectives objectives objectives objectives objectives objectives

Message Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
strategy strategy strategy strategy strategy strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program
 Review of Marketing Plan
Examine overall marketing plan and objectives
Role of advertising and promotion
Competitive analysis
Assess environmental influences
 Analysis of Promotional Program Situation
Internal analysis
Promotional department organization
Firms ability to implement promotional program
Agency evaluation and selection
Review of previous program results

External analysis
Consumer behavior analysis
Market segmentation and target marketing
Market positioning
 Analysis of Communication Process
Analyze receivers response processes
Analyze source, message, channel factors
Establish communications goals and objectives
 Budget Determination
Set tentative marketing communication budgets
Allocate tentative budget
 Develop IMC Program
Advertising
Set advertising objectives
Determine advertising budget
Develop advertising message
Develop advertising media strategy
Direct marketing
Set direct marketing objectives
Determine direct marketing budget
Develop direct marketing message
Develop direct marketing media strategy
 Develop IMC Program
Interactive/Internet marketing
Interactive/Internet marketing objectives
Determine Interactive/Internet marketing budget
Develop Interactive/Internet marketing message
Develop Interactive/Internet marketing media strategy
Sales Promotion
Set Sales Promotion objectives
Determine Sales Promotion budget
Determine Sales Promotion tools and develop messages
Develop Sales Promotion media strategy
 Develop IMC Program
Publicity/ Public relations
Set Publicity/ PR objectives
Determine Publicity/PR budget
Develop Publicity/PR message
Develop Publicity/PR media strategy

Personal Selling
Set personal selling and sales objectives
Determine personal selling/sales budget
Develop sales message
Develop selling roles and responsibilities
 Integration and Implement Marketing
Communication Strategy
Integrate promotional- mix strategy
Create and produce ads
Purchase media time, space, etc
Design and implement direct-marketing programs
Design and distribute sales promotion materials
Design and implement PR/Publicity programs
Design and implement Interactive/Internet Marketing Program
 Monitor, Evaluate, and Control IMC Program

Evaluate promotional program results/effectiveness

Take measures to control and adjust promotional strategies
 Conclusion

IMC also increases profits through increased effectiveness. At its most basic
level, a unified message has more impact than a disjointed myriad of
messages. In a busy world, a consistent, consolidated and crystal clear
message has a better chance of cutting through the 'noise' of over five
hundred commercial messages which bombard customers each and every
day.
 Conclusion
At another level, initial research suggests that images shared in advertising
and direct mail boost both advertising awareness and mail shot responses. So
IMC can boost sales by stretching messages across several communications
tools to create more avenues for customers to become aware, aroused, and
ultimately, to make a purchase
 Conclusion
Carefully linked messages also help buyers by giving timely reminders, updated
information and special offers which, when presented in a planned sequence, help
them move comfortably through the stages of their buying process... and this
reduces their 'misery of choice' in a complex and busy world.

IMC also makes messages more consistent and therefore more credible. This
reduces risk in the mind of the buyer which, in turn, shortens the search process
and helps to dictate the outcome of brand comparisons.
 Conclusion
Un-integrated communications send disjointed messages which dilute the
impact of the message. This may also confuse, frustrate and arouse anxiety
in customers. On the other hand, integrated communications present a
reassuring sense of order.
 Conclusion
Consistent images and relevant, useful, messages help nurture long term
relationships with customers. Here, customer databases can identify precisely
which customers need what information when... and throughout their whole
buying life.
 Conclusion
Finally, IMC saves money as it eliminates duplication in areas such as
graphics and photography since they can be shared and used in say,
advertising, exhibitions and sales literature. Agency fees are reduced by using
a single agency for all communications and even if there are several agencies,
time is saved when meetings bring all the agencies together - for briefings,
creative sessions, tactical or strategic planning. This reduces workload and
subsequent stress levels - one of the many benefits of IMC.
 Conclusion
IMC wraps communications around customers and helps them move
through the various stages of the buying process. The organisation
simultaneously consolidates its image, develops a dialogue and nurtures its
relationship with customers.
Although Integrated Marketing Communications requires a lot of effort
it delivers many benefits. It can create competitive advantage, boost
sales and profits, while saving money, time and stress.
Example 1
Integrated Marketing Communication
Tools
of
Dabur
 About Dabur

Dabur (Dabur India Ltd.) is the fourth largest Fast Moving Consumer Goods (FMCG)
company in India-consolidated Revenues of over INR 7,800 Crores and Market
Capitalisation of over INR 46,600 Crore .
Portfolio of over 381 trusted products spread across 21 categories and over 1,000 Stock
Keeping Units (SKUs).
Founded in 1884 by Dr. S. K. Burman, a physician in West Bengal, to produce and dispense
Ayurvedic medicines.
The Dabur name is derived from the Devanagri rendition of Daktar Burman.
 Product Line of Dabur
Hair care
Oral care
Health care & supplements
Digestives
Skin care
Food products
Home care
IMC Tools of Dabur

Advertising

Sales Promotion

Public Relations

Interactive Marketing
 Advertising
Advertising is the most important marketing tool of the company as it has
to cater mass consumer markets.
Does advertisements on national basis.
Has created the huge brand image and a vast product following by
associating mega stars like Amitabh Bachchan, Rani Mukherjee, M.S.
Dhoni, etc.
Invested INR 150 crores just on the advertising of Real Fruit Juice and
Real Active.
 Sales Promotion
Price promotions
Coupons/ On-shelf coupons
Gifts with purchase
Competitions and prizes
Money refunds
Point of sale displays
Free samples
Contest/demos
Festival Sales
Sweepstakes
 Price deal: A temporary reduction in the price is given to consumer during some festival session by dabur foods.
Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra).
Coupons: Dabur foods gives coupons during different sampling activities to consumers and it have become a standard mechanism for sales promotions.
Loss leader: Dabur foods temporarily reduce the price of its popular product in order to stimulate other profitable sales.
On-shelf coupons: Coupons are present at the shelf where the product is available.
Rebates: Consumers are offered money back, rebate at different point of time.
Contests/sweepstakes/games: if a customer wins some game or contest at the time of sampling activities then they are given a discount coupon of products of dabur foods.
Point-of-sale displays: Displays helps the consumer easily recognize their products, dabur keeps a special check on the displays and merchandising of dabur products.
Sampling Activities: Dabur organizes different sampling actives at different retail outlets.
Gift with purchase: Dabur foods gives gift items with purchase like a glass, spoon etc.
Money Refunds: Customer can claim for refund of money if they face some problem with the product
Contest /demos: There are different contests where customers play games and win contests.
Festival Sales: Dabur foods come out with some special offers during festival seasons like buy one get one free.
Multi-packs: Dabur foods has some products in multiple packaging which are comparatively priced lower to the products sold in a single pack.
Trade Fairs & exhibitions: Here dabur foods displays all range of its products, making it easier for customers to know about product line and choose the best out of that.
Customer feedback: dabur foods consider its customer most important and in case of any complaint by customer the foods department will leave all its important work and will
contact the customer.
Contact points: Customer can contact dabur foods by writing the mail or letter on the addresses given at the back of dabur products, or even they can call and visit the dabur web site.
 Public Relations
Drop sugar for a Healthy Honeylicious Life campaign was launched in 2008
when Dabur strategized to tap the huge potential of the honey market in India to
emerge as the market leader with the first -mover advantage.

Sundesh is a non profit organization engaged in carrying out welfare

activities with the aim of improving the quality of life of the people in rural areas.

SUNDESH is associated with the following activities

Education
Health Care
Self Help Groups (Micro Credit Society)
Income Generation
Veterinary Services
 Interactive Marketing

Uses social media like Facebook and Twitter.

Have fan pages of different brands engaging with

customers, creating games, enabling them to order things on
platform.

Seeks customer response online.

 Conclusion
Dabur mostly uses advertising and sales promotion.

The pubIic relation activities indicates that the company is also loyal towards the society, and all
such social responsibilities are very necessary to build a strong customer base and brand loyalty.

Through its comprehensive range of products it touches the lives of all consumers, in all age
groups, across all social boundaries.

Dabur is one of the most trusted brand.

Example 2
 About facebook

Facebook was founded on February 4, 2004, by Mark Zuckerberg.

Facebook is an online social networking services headquartered in Menlo
Park, California. Its name comes from a colloquialism for the directory given
to students at some American universities.
 How IMC tools use by facebook
Advertising:- It means a paid from non personal communication of ideas,
goods and services by identify sponsor.

Advertising On webpage
Games
 Direct marketing :- It is one of the forms of communications
which seeks to cause action; forms databases about clients;
influences separate layer of consumer; gives the chance to learn
analyze there action of consumer to various offer.

Private emailing
Mass media base : magazine ads
 Event & Sponsorship :- Supporting an event, activity or organization by providing money
or other resources that is of value to the sponsor event. This is usually in return for
advertising space at the event or as part of the publicity for the event.

On news media
Social sites registration.
College event
Radio programme
sports
 Public relation :- The planned and sustained effort to establish and
maintain goodwill and mutual understanding between an organization and its
public.

Providing good services

Connecting people
Securities provide
 Features provided by facebook
More functions for connecting people
Doing advertising
Find friends
Fan page
Effective profile
Messages
Video chat
Post and like.
 Advantages
Facebook is free and it's one of the best medium for communication.
Facebook lets us connect to different people from anywhere in the world.
Facebook is the most appropriate tool for finding Old friends.
We can share our feelings and what's happening around in our daily life through
Facebook.
Facebook has good privacy setting which gives you the option to maintain privacy
according to your wish.
Facebook Fan pages , groups , events etc are getting popular day by day.
Facebook advertising and Fan pages are very helpful for a successful marketing
campaign to many business organization.
 Disadvantages
Facebook is Addicting! For some people Facebook could be more addicting than
Cigarette.
Fake profile and ID
Here are plenty of groups and Fan pages out there which are being created to abuse
or violate other religion , personalities , nation etc.
Facebook often brings bad effects on students results.
People can stalk you and get your personal information by using Facebook.
Beside students, people who works in offices wastes their time in browsing
Facebook.
THANK YOU