8/12/2019 Reena Sharma IMC PPT
1/17
Name : Reena Sharma
Roll No. : 37
T.Y.B.B.I.
8/12/2019 Reena Sharma IMC PPT
2/17
Relatively new concept
Major communication development
Upto late 1980s promotion was confined
Incorporates every form of communication to customers
Creates perception of Quality & Exclusiveness
Wide concept
Cumulative effect
8/12/2019 Reena Sharma IMC PPT
3/17
Integrated Marketing Communications IMC) Is a communications process for planning, creation, integration,and implementation of diverse forms of marketingcommunication delivered to a brands targeted customers andprospects
Has as its goal influencing or affecting behavior of targetedaudience
Considers all touch points a customer/ prospect has with thebrand as potential delivery channels for messages
Requires that all of a brands communication media deliver aconsistent message
Has customer/prospect as its starting point fordetermining types of messages and media toinform, persuade, and induce action.
8/12/2019 Reena Sharma IMC PPT
4/17
IMC and Synergy Using multiple communication tools in
conjunction with one another can produce greater
results (synergistic effects) than tools usedindividually and in an uncoordinated fashion.
8/12/2019 Reena Sharma IMC PPT
5/17
Marketing Communications Objective
To enhance brand equity by moving customers tofavorable action toward the brandtrying it, repeatpurchasing it, and becoming loyal toward the
brand.
Brand Equity
The degree to which consumers favorably perceivethe brands features and benefits as compared tocompetitive brands and how strongly these viewsare held in memory
8/12/2019 Reena Sharma IMC PPT
6/17
Product
Price
Place
Promotion
8/12/2019 Reena Sharma IMC PPT
7/17
Advertising
Sales promotion
Public Relation
Personal Selling
Direct Marketing
8/12/2019 Reena Sharma IMC PPT
8/17
Advertising is any paidform of non-personalpresentation and promotion of ideas, goodsand services by an identified sponsor. Kotler
Advertising is a paid, mass mediated attemptto persuade
salesmanship in print
Substitute for a humansalesman
8/12/2019 Reena Sharma IMC PPT
9/17
Draws stronger and quicker buyer response
Used for short run effect
Distinctive benefits Communication
Incentive
Invitation
8/12/2019 Reena Sharma IMC PPT
10/17
Helps improve image
High credibility
Ability to catch buyers off guard
Dramatization
8/12/2019 Reena Sharma IMC PPT
11/17
8/12/2019 Reena Sharma IMC PPT
12/17
Interactive paid approach
Relationship with the buyer
Distinctive qualities Personal interaction
Cultivation
Response
8/12/2019 Reena Sharma IMC PPT
13/17
Personalised promotion material delivery
Interactive approach
Target customers - ROI
Can be used to test strategies before
implementing to all Target consumers
8/12/2019 Reena Sharma IMC PPT
14/17
Modes of Integrated Marketing Communications
1. Media Advertising
TV Radio
Magazines
Newspapers
2. Direct Response and
Interactive Advertising
Direct mail
Telephone solicitation
Online advertising
3. Place Advertising
Billboards and bulletins
Posters
Transit ads
Cinema ads
4. Store Signage and Point-of-
Purchase Advertising External store signs
In-store shelf signs
Shopping cart ads
In-store radio and TV
5. Trade- and Consumer-
Oriented Promotions Trade deals and buying
allowances
Display and advertising
allowances
Trade shows
Cooperative advertising
Samples
Coupons Premiums
Refunds/rebates
Contests/sweepstakes
Promotional games
Bonus packs
Price-off deals
6. Event Marketing and
Sponsorships Sponsorship of sporting
events
Sponsorship of arts, fairs,
and festivals
Sponsorship of causes
7. Marketing-Oriented Public
Relations and Publicity
8. Personal Selling
8/12/2019 Reena Sharma IMC PPT
15/17
Target customers information gathering process
Media institutions & people that influence Target customers
Target attitude/behaviour
Communication need
Choosing best programme sequence
Budget allocation
Responsibility deligation
Measuring success
8/12/2019 Reena Sharma IMC PPT
16/17
Baltimore Airlines
8/12/2019 Reena Sharma IMC PPT
17/17