Integrated marketing

communication
Session I
Introduction
• Integrated marketing communication (IMC) is also known as
marketing communication mix.
• It includes advertising, public relations, personal selling, sales
promotions, direct marketing, and digital/social media marketing
tools that companies use to communicate customer values and build
relationships.

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• IMC is the coordination of the promotional mix elements with each
other and with the other elements of the brands marketing mix such
that all elements speak with one voice.

• Advertising- It is a paid form of non- personal presentations and

promotions of ideas, goods or services by an identified sponsor.

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 • https://youtu.be/keOaQm6RpBg
• Heinz UK campaign with Ed Sheeran
• Why it works
• Ed Sheeran charming, and he narrates the commercial as
though it’s a pitch. The effect makes it feel like you’re
watching a movie clip instead of an ad. He convinces you
that all the “posh” food and sauces are nothing without
his backpack-based Heinz.
• How to do it
• If your brand is big enough—or lucky enough—to have a
fan like Ed Sheeran, you should be all set. However, if your
celebrity fanbase is a bit smaller, think about working with
influencers. Persuasive ads are usually very on-brand for
social media personalities.
• Pro tip: Find an influencer that’s more niche. That way,
you can target a specific audience you’re looking to
convert, often at a lower cost.

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• Advertising also includes mass media
outlets like TV, Magazine, newspapers,
and out of home (Billboards).
• The advertiser is an identified sponsor
and it’s a non- personal because the
sponsoring form its simultaneously
communicating with multiple receivers
(perhaps millions) rather than specific
person or small group.

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Public relation
• It means building good relations with the company’s
various publics by obtaining favorable publicity,
building up a good corporate image and handling or
heading off unfavorable rumors, stories or events.
• It is an organizational activity involved with fostering
goodwill between a company and its various public.
• The primary focus of public relations in IMC is with
marketing oriented aspects of communications with
publics.
• An organization should avoid PR disasters.
Kylie Jenner Pepsi Ad Backfired

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Sales promotion
• It is a short term incentives to encourage the purchase or sales of ap
product or services.
• It is generally and usually designed to accomplish other objectives like
developing brand awareness or influencing attitudes.

• Sales promotions are directed at the trade, consumers and it times

toward the company’s own sale force.

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Trade sales promotions
• It includes using display allowances, quantity, discounts, and
merchandise assistance to activate wholesale, and retailer responses.

• Consumers sales promotions includes like the use of coupons,

premiums, free samples, contests and rebates.

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Personal selling
• It is a paid person to person communication in which a seller
determines needs and wants of perspective buyers and attempts to
persuade these buyers to purchase the company’s products or
services.
• Depending on the situation personal selling outreach efforts can
range from face to face communication to telephone sales to online
contacts.

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Direct marketing-
• It represents an interactive system of marketing that uses one or
more ad media to effect a measurable responses or transaction at any
locations.
• Primary method of direct marketing include direct response ad, direct
selling, telemarketing, and use of database marketing techniques.
• Direct response ad is a major form of direct marketing involves the
use of any of the several media to transmit messages that encourage
buyers to purchase directly from the advertiser. Such media might
involve TV, direct mail, print, and online efforts.

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Digital marketing
• It is the promotion of product or services online whereas social media
marketing represents a special form of online communication through
user generated content can be shared withing the user’s social
network.
• The use of IMC through social media networks has literally exploded
and has changed the entire IMC industry.

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Drivers to IMC
• Advances in information technology
• Changes in channel power
• Increase in global competitions
• Increase in brand parity
• Emphasis on customer engagement
• Increase in micro marketing

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Advances in information technology

• Technology enables instant communications among business ,

executives, employees , channel members and customers around the
world creating both opportunities and threats for marketing
communications.

• Consumers hold access to wealth of information about companies,

products and brands, They can communicate with each other, sending
favorable or unfavorable rating an information.

• Messages travel almost instantaneously.

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• Marketers are adapting methods to communicate and vend products
effectively in this new communicating rich age. They also monitor
what consumers are saying in blogs and online forums.

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Changes in channel power
• A Marketing channel consists of a producer or manufacturer vending
goods to wholesalers or middle man who in turn sell itmes to retilers
who sell the items to consumers.
• Recent technological developments alter the levels of power held by
members of the channel.

• Retailers seek to maintain channel power by controlling shelf space

and purchase data which allows them to determine which products
and brands are placed on store shelves.

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• Thorough checkout scanners, retailers know what products and
brands are selling

• Many retailers share the data with suppliers and require them to
ensure that store shelves remains well shocked.

• The size and power of mega retailers mean manufacturers and

suppliers have no choice but to follow the dictates of mega stores.

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• At the same time the growth of net and other methods of
communications shifts some channel power to consumers.

• Consumers obtain info about goods and services and purchase them
using net and other resources.

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Increase in global competitions
• Information technology and communications advances influence the
marketplace in other ways. Competitions no longer comes form the
company just down the streets it may be from a firm 10000 miles
away.

• Consumers desire quality along the low prices.

• The company that delivers both quality and values makes the sale
regardless of location.

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Increase in global competitions
• In that circumstances manufacturers invest in trade promotions to
keep products displayed in various retails outlets.

• Encouraging retailers to promote manufacturer brand or prominently

display it for consumer viewing requires an even greater expenditure
of promotional dollars.

• Manufacturer also spend money on consumer promotions to retain

customers, seeking to keep a brand attractive to the retailers.

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Increase in global competitions
• Advancement in delivery system make it possible for purchases to
arrive in a matter of days.

• In this environment integrating advertising and other marketing

communications become increasingly important. Ad cant maintain
alone maintain sales.

• The situation is further complicated for manufacturers when retailers

hold stronger channel power and control the flow of merchandise to
consumers.
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Increase in brand parity
• Brand parity means quality becomes less
of a concern because consumers perceive
only minor differences between brands.
• Consequently on other criteria such as
price, availability or a specific
promotional deals impact purchase
decisions.
• The net effect may be steady decline in
brand loyalty. Brand loyalty has also been
reduced by the growing acceptance of
private bands.

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• A recent survey revealed that consumers are willing to switch brands in
most product categories and don't have one specific brand they must
buy or believe is significantly superior.

• In respond to this trend marketing teams tried to create messages that

suggest a company’s products were different.

• Although these messages were designed to convince the consumers that

the company’s brand was superior and not the same as the competitions
they often didn’t move consumers from the perceptions of brand parity.
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Emphasis on customer engagement
• The expanding number of available brands perceived to be roughly
equivalent leads to another responses. To build loyalty many
marketing efforts have been made to engage customers with the
brand at every contact point.

• Contact point is any place where customers interact with or acquire

additional info about a firm.

• Customer engagement programs often utilize digital media and

should become part of the total integrated marketing approach.
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• Effective engagement provides a venue for 2 way communications. It
can built by offering incentives and reasons for consumer to
communicate with the company.

• For customer to take advantages of these initiatives however they

must develop emotional commitments to the brand and have feeling
of confidence, integrity, pride, an passion towards it.

• The brand must deliver on its promises and provide reasons for
consumers to continue to interact with the company.
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Increase in micro- marketing
• Marketing professionals have shifted efforts to micro marketing techniques.

• These programs focus on more on individual micro segments rather than

mass populations.

• Ad agencies assist in these marketing efforts. Until 1970 almost all agencies
focus solely on ad. Now many agencies help clients in develop and refine
IMC program. Ad agency also design web content, create special events,
and look for opportunities to build 2- way communication systems with
consumers.

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 Thank you!!!

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