Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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INTEGRATED MARKETING COMMUNICATION

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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DEFINITION

American Association of Advertising Agencies (AAAA) :

Integrated Marketing Communication(IMC) is “a concept

of marketing communication planning

that recognizes the added value of a

comprehensive plan that evaluates

the strategic roles of a variety of

communication disciplines.”

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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MEANING

An advertiser has to communicate about its

products, terms of sale, offers, benefits to the

consumers.

There is a need for integration in order to

deliver a clear, compelling message about the

company and its product & services.

IMC has positive influence on information,

processing, memory, attitudes and purchase

intentions.

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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OBJECTIVES

Awareness- of impulse products

Attitude- positive or negative

Create brand loyalty- repeat purchases

Develop brand image

Remind the customers

Counter competitor’s claims

Educating the customers

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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ELEMENTS

Publicity Advertising

Sales promotion

Sponsorships

Personal Selling

Public relations

Packaging

Trade fairs &

Exhibitions

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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PUBLICITY

Publicity : It is a form of mass

communication that can be used to promote

products through news and articles carried

by the mass media about a firm’s products,

actions, policies, awards etc.

Publicity can be favourable or unfavourable

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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ADVERTISING

It is any paid form of non-personal presentation of

ideas, goods, and services by an identified sponsor.

The main objectives are – awareness, persuasion,

reminder

The ad messages are communicated through

various media such as newspapers, magazines,

radio, television, direct mail, internet, etc

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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SALES PROMOTION

It includes various techniques that induce desired

response on the part of target customers and

intermediaries.

The various sales promotion techniques include

free samples, consumer contests, free gifts, sale on

installment, discounts, warranties etc.

It develops brand loyalty

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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SPONSORSHIPS

A firm may sponsor sports, cultural, and social

events to create a distinct image for the organisation

and for its brands.

Events like 20-20 cricket world cup, grand slam

tennis

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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PERSONAL SELLING

It involves face to face communication

between the firm’s representative and the

prospect.

It is the oldest type of promotional effort to

sell the products.

The objective includes- to clarify any

information regarding the products, to

maintain good relations with the customers

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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PUBLIC RELATIONS

To communicate the firm’s goal and interests

To maintain goodwill

To correct erroneous impressions of the firm

To maintain good relations with the society

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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PACKAGING

A properly designed package can influence or induce the prospects

to buy the product.

Its main role is –

providing information of the product

preservation of the quality of the product

promotion of the product

protecting the goods while transporting and

handling

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce

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TRADE FAIRS & EXHIBITIONS

It is one of the oldest form of promoting the

products

Objectives-• Demonstrating the features and

operations of the product• Observing the efforts of the competitors• Developing the list of prospective buyers