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Integrated Marketing

Communication (IMC)
Too many choices too little a time, same quality
brands

Unless its remarkable


We communicate to change the behavior
of our consumers
We Face Different Challenges to Communicate
Growing Importance of IMC
 Strategic integration of communications functions
 Avoids duplication
 Synergy among promotional tools
 More efficient and effective marketing
 Rapidly changing environment
 Consumers
 Technology
 Media
Behind the Growing Importance of IMC

From Toward
Media
Mediaadvertising
advertising Multiple
Multipleforms
formsof
ofcommunication
communication

Mass
Massmedia
media Specialized
Specializedmedia
media

Manufacturer
Manufacturer dominance
dominance Retailer
Retailer dominance
dominance

General
Generalfocus
focus Data-based
Data-basedmarketing
marketing

Low
Lowagency
agencyaccountability
accountability Greater
Greateragency
agencyaccountability
accountability

Traditional
Traditionalcompensation
compensation Performance-based
Performance-basedcompensation
compensation

Limited
LimitedInternet
Internetavailability
availability Widespread
WidespreadInternet
Internetavailability
availability
The Disintegration & Integration of Marketing
(dates are approximations)

Up to 1940s Sales

1950s Sales Marketing

1960s Product/brand Marketing


management services

1970s Advertisin Sales Event Direct Marketin


g promotion sponsorship response g
public
relations
2000s Integration
Focus on Brand Positioning
The Role of IMC in Branding

“IMC builds the relationships that build


brands”
Marketing and IMC

Marketing, as we all know is creating and retaining


consumers/customers.
IMC is a process for managing the customer relationship that
drive brand value.
It is a cross-functional process for
•creating and nourish­ing profitable relationships with customers
and other stakeholders
•by strategically controlling or influencing all messages sent to
these groups and
•encouraging data-driven, purposeful dialogue with them.
WHAT NEEDS TO BE INTEGRATED ?

Customers
Business
Employees partners

Corporate mission

Corporate Corporate Databases


culture learning
Traditional Marketing Approach

Special Sales
Point of promotion
Interactive events
purchase
marketing

Media
Packaging
Adver-
Public tising
relations
Publicity
Direct Direct
marketing response
Contemporary IMC Approach
Sales Direct
Packaging
promotion response

Point of Media
purchase Advertising Public
relations
Publicity

Interactive
marketing Direct
Special
marketing
events
Nothing begins in IMC if you don’t have a great
consumer insight

 Consumers are driving the trend


 They view brands as a form of
self-expression
 They know more about brands and the
companies that make them
 Cynicism about corporations is at an
all-time high
 They seek and share information with other
consumers via the Internet
The Message
 Everything communicates
 Brand messages:
 All the messages customers and other stakeholders
receive from and about a brand.
 Combination of content elements – words, sounds,
illustrations, actions, symbols, or objects
 How they are applied and arranged is the structure of
the message
The IMC Message Typology

Product Planned

Brand

Service Unplanned
Persuasion:
Hierarchy-of-Effects-Models

Persuasion is the act of creating changes in beliefs, attitudes,


and behaviors.
A classic persuasion model is AIDA.

A = Attention
I = Interest
D = Desire
A = Action
Think Feel/Do Model
The Response Wheel
Four paths to a Brand Decision
Type of decision
Route Products
process
Cars, new products, high
Cognitive processing Think/ feel/ do
involvement products
Snacks, beverages,
Experiential processing:
Do/ feel/ think cigarettes, small household
impulse
items
Experiential processing: Restaurants, sporting
Feel/ do/ think
experiences events, trade shows
BtB supplies, routine
Repeat/ habit
Do/ think/ feel purchases, repeat purchases
processing
leading to brand loyalty
IMC Planning
How Planning Works?

Three critical tasks in planning:


 Setting measurable objectives

 Deciding on strategies

 Choosing tactics
 Selecting the most relevant MC mix to help achieve
objectives
 Objective: “Increase belief of brand claims by 15%” –

publicity
 Objective: “Increase trial by 25%” – sales promotion

 The hard part of planning:


 Deciding how best to mix the various MC functions for

maximum efficiency and impact

 A major problem “One IMC tool dominates simply out


of tradition” – i.e. Mass media advertising
 Creating of seeing the big idea
 Provides a single focus to all MC efforts

 Frutika- একটু বেশীই পিওর

 Gives direction to both message design and

delivery
 Must be reflected in the executions

 Must be carefully managed, otherwise a variety

of unrelated ideas may be produced


 There should be a fit between brands and

offers
Companies use a combination of methods to determine how
much MC money they will need, such as:
 Percentage-of-sales: sales forecast and an arbitrary % of
that forecast
 Objective and task: what tasks need to be done and
estimate the cost of each task
 Share-of-category spending: should be fairly close to its
market share
 Return on investment (ROI): by doing marginal analysis
 Coordinating the timing between marketing, production,
and sales is important.
 Time and coordination go together, and are critical
elements of integration.
 There is no magic formula for timing MC programs

Since MC causes and effects are constantly changing and are


different for each category, the only way to know whether
or not something will work is to try it.
 Test the level of media spending: How much spending is too much?
How much is too little?
 A campaign is evaluated based on how well it met its objectives.
 Research is done to determine is there is a change in awareness or
perception
Consistency
IMC planners focus their attention on two types of consistency:
 One-voice, one-look

 Most elementary level of consistency

 Same appearance and feel in all MC functions

 All the media message reinforce one another

 Strategic consistency

 Core values: Corporate mission, culture

 Brand identity and position: Product/service performance

 Brand image and personality: Creative strategy and

executions
Media Overview
In IMC, media menu refers to all the communication vehicles
available to the consumer as well as the marketer.
How brands choose to connect with prospects and customers
can influence a brand’s image.
Media is plural referring to all carriers of data and information.
Medium is singular and refers to one media type.
There are four basic types of media:
 Print

 Broadcast

 Interactive

 Out-of-home
Media Classification Levels
Media Plan Questions
That Must Be Answered
Media Integration
Media plans can be integrated into many different
areas of a company’s operations:
 Overall marketing plan

 Creative planning

 Business model

The decisions made in a media plan are as much an


art as a science.
Media Mix
Determining a media mix involves two basic
decisions:
 Which media to use?

 How much of each?

The media mix should be driven by the


media and marketing objectives.
Factors Affecting the
Promotional Mix
Nature
Nature of
of Product
Product

Stage
Stage in
in PLC
PLC

Target
Target Market
Market Factors
Factors

Factors
Factors Type
Type of
of Buying
Buying Decision
Decision
Affecting
Affecting
Choice
Choice of
of Promotion
Promotion Funds
Funds
Promotional
Promotional Mix
Mix
Push
Push or
or Pull
Pull Strategy
Strategy
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Product Life Cycle and the
Promotional Mix
Maturity
Sales ($)

Decline
Introduction Growth

Time
Light Heavy use of Advertising, Ads decrease. AD/PR
Advertising, advertising, PR, Brand Sales decrease
pre- PR for loyalty Promotion, Limited
Sales
introduction awareness; Personal Personal Selling
Promotion,
Publicity sales Selling for Reminder & Personal
promotion distribution Persuasive Selling for
for trial distribution
34
What makes a communication
effective?

35
If it separates the product or brand from the competition in
the mind of the consumer i.e. differentiates
THANK YOU

END

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