Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAMM402-Integrated Marketing Communication IMC Module 1 Important Lecture Notes (MBA Study Material Notes)
Integrated Marketing
Communication
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
Electronic advertising: These forms of advertising
use electronic media like television, radio, video
and audiocassette, electronic display boards,
CDROMs for promotion of products and services.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
Electronic advertising: These forms of advertising
use electronic media like television, radio, video
and audiocassette, electronic display boards,
CDROMs for promotion of products and services.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
Electronic advertising: These forms of advertising
use electronic media like television, radio, video
and audiocassette, electronic display boards,
CDROMs for promotion of products and services.
In Film advertising: These are new forms of
advertising in which brands are placed inside
the film and actors are shown using these
products during the movie for increasing its
usage among the audience.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
Electronic advertising: These forms of advertising
use electronic media like television, radio, video
and audiocassette, electronic display boards,
CDROMs for promotion of products and services.
In Film advertising: These are new forms of
advertising in which brands are placed inside
the film and actors are shown using these
products during the movie for increasing its
usage among the audience.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
Electronic advertising: These forms of advertising
use electronic media like television, radio, video
and audiocassette, electronic display boards,
CDROMs for promotion of products and services.
In Film advertising: These are new forms of
advertising in which brands are placed inside
the film and actors are shown using these
products during the movie for increasing its
usage among the audience.
Unconventional media: These forms of
advertising are of recent origin and use
traditional art forms like jatraa, puppet dance
and other local dance forms to communicate
about products and services to the audience.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
Electronic advertising: These forms of advertising
use electronic media like television, radio, video
and audiocassette, electronic display boards,
CDROMs for promotion of products and services.
In Film advertising: These are new forms of
advertising in which brands are placed inside
the film and actors are shown using these
products during the movie for increasing its
usage among the audience.
Unconventional media: These forms of
advertising are of recent origin and use
traditional art forms like jatraa, puppet dance
and other local dance forms to communicate
about products and services to the audience.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
Electronic advertising: These forms of advertising
use electronic media like television, radio, video
and audiocassette, electronic display boards,
CDROMs for promotion of products and services.
In Film advertising: These are new forms of
advertising in which brands are placed inside
the film and actors are shown using these
products during the movie for increasing its
usage among the audience.
Unconventional media: These forms of
advertising are of recent origin and use
traditional art forms like jatraa, puppet dance
and other local dance forms to communicate
about products and services to the audience.
ADVERTISING APPEAL IN VARIOUS
STAGES OF PLC
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
Electronic advertising: These forms of advertising
use electronic media like television, radio, video
and audiocassette, electronic display boards,
CDROMs for promotion of products and services.
In Film advertising: These are new forms of
advertising in which brands are placed inside
the film and actors are shown using these
products during the movie for increasing its
usage among the audience.
Unconventional media: These forms of
advertising are of recent origin and use
traditional art forms like jatraa, puppet dance
and other local dance forms to communicate
about products and services to the audience.
ADVERTISING APPEAL IN VARIOUS
STAGES OF PLC
? Pre-Introduction: Light advertising, pre-
introduction publicity.
? Introduction: Heavy use of advertising, public
relations for awareness, sales, promotion for trial.
? Growth: Advertising, public relations, branding and
brand marketing, personal selling for distribution
? Maturity: Advertising decreases, sales promotion,
personal selling, reminder & persuasion.
? Decline: Advertising and public relations decrease,
limited sales promotion, personal selling for
distribution.
FirstRanker.com - FirstRanker's Choice
MODULE-1
Integrated Marketing
Communication
DEFINING IMC
? IMC is a strategic business process
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs with consumers, customers,
prospects employees and other
relevant external and internal
audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.
??Consumers?receive?many?marketing?
messages?all?day.
??Strategy?begins?with?their?wants?or?
needs?and?then?works?backward?to?
product.
??Must?segment?market?according?to?
customer?demographics?and?preferences.
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Behind the Growing Importance of IMC
Traditional
compensation
Performance-based
compensation
Media advertising
Multiple forms of
communication
Mass media Specialized media
Manufacturer
dominance
Retailer dominance
General focus Data-based marketing
Low agency
accountability
Greater agency
accountability
Limited Internet
availability
Widespread Internet
availability
From Toward
IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Marketing and Promotions Process Model
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioning
through
marketing
strategies
Promotional
decisions
? Advertising
? Direct
marketing
? Interactive
marketing
? Sales
promotion
? Publicity and
public
relations
? Personal
selling
Ultimate
consumer
? Consumers
? Businesses
Promotion
to final
buyer
Resellers
Promotion
to trade
Internet/
Interactive
Purchase
COMMUNICATION PROCESS
? Communications efforts should be
viewed from the perspective of
managing customer relationships over
time.
? The communication process begins
with an audit of all potential contacts a
customer might have with the brand.
? Effective communication requires
knowledge of how communication
works.
? Marketing Communications:
? In integrated marketing communications,
the company will carefully coordinate the
promotion elements to deliver a clear,
consistent, and compelling message about
the organization and its products.
? Communication Objectives:
Once the target audience has been
defined the marketing communicator
must decide what response is sought. In
many cases the final response is
purchase. But purchase is the result of a
long process of consumer decision
making.
BUYER-REDINESS STAGES
? The target audience may be in any of six
buyer-readiness stages, the stages
consumers normally pass through on their
way to making a purchase.
? These stages include awareness,
knowledge, liking, preference,
conviction, and purchase.
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Elements in the
Communication Process
The Communication Process
? Sender
? Message
? Media
? Receiver
? Encoding
? Decoding
? Response
? Feedback
? Noise
SENDER
RECEIVER
Message
encoded
Message
decoded
Message
Feedback
Feedback
decoded
?Noise?: culture,
values, traditions.
Feedback
encoded
Frame of
Reference
Frame of
Reference
Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL
ADVOCATE
EXPERT
SOCIAL
EVENTS
ATMOSPHERE
MEDIA
BROADCAST
NETWORK
ELECTRONIC
DISPLAY
Design Message
? Message content
Rational
Emotional
Humuor
? Message structure
Conclusion drawing
Order of Presentation
Strongest argument
Design message
? Message Source
Source credibility
Endorser
? Message Format
?The message has to be considered
depending on which media is going to
be used ? e.g. Layouts, props,
models, music, voice, etc.
ADVERTISING
? Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
? Newspaper, Magazines, Outdoor
posters, Banners, Hoardings,
Direct mail, Radio, TV, the Internet..
PURPOSE OF ADVERTISING
? Creating awareness (informing)
? Persuade
? loyalty
PURPOSE OF ADVERTISING
Generating awareness (informing): The first
task of any advertising is to make
the audience aware of the availability of the
product or service and to explain
exactly what it is.
Creating favorable attitude (persuasion for attitude
formation): The advertising message should create a
favorable attitude towards the brand, eventually leading
the consumers to buy the brand or bring a change to
their past purchasing pattern.
Managing customer loyalty (Reinforcement of the
desired behaviour): One of the key tasks of modern
day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because
competitors will always attempt to break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER
CUSTOMER
COMMUNITY
MIDDLEMEN
TYPES OF ADVERTISING
Non-Commercial advertising: Advertising sponsored by or
for a charitable institution, civic group, religious order,
political organization, or some other nonprofit group to
stimulate donations, persuade people to vote one way or
another, or bring attention to
social causes.
.
? Commercial Advertising: Advertising that
involves commercial interests rather than
advocating a social or political cause.
Brand advertising: This is most popular form of
advertising as all possible media including
television is flooded with brand advertising. Brands
like Surf Excel, Pepsi, and coke in India are shown
more frequently on Indian television.
These kinds of advertisements are done to build
brands and develop unique brand identity for the
firm.
National advertising: These advertisements are
carried out in local and vernacular media to
promote the product in a local region.
Retail advertising: These advertisements are
brought to promote retails outlets and dealer
points.
Nation and destination advertising: These
advertisements are brought out to promote a
nation as a tourism destination. These are also
used for promoting states, cities and tourist
attractions
Political advertising: These are done for political
parties, politicians and individual candidates during
elections.
Social advertising: These advertisements are
brought out for a social cause like against AIDS,
sexual exploitation, women trafficking, child labor
and other critical issues in a society.
Directory advertising: These are the advertisements
done in directories and yellow pages and followed by
people while collecting a telephone number or a
home address. People normally refer to these
directories to buy products and services.
Direct response advertising: These advertisements
are used in any medium, which tries to stimulate
sales directly. The consumer can respond by mail,
telephone or Internet.
Business-to-Business advertising: These kinds of
advertisements are carried out targeting business
and organizational marketers. These messages are
directed towards retailers, wholesalers and
distributors. These advertisements are placed in
professional journals and trade association
publications.
Public service advertising: Government and
government-sponsored institutions bring such
advertisements for the benefit of general public.
They communicate a message on behalf of
some good cause. Advertising professionals
create these advertisements for public relations
department of large corporates, highlighting
a social cause.
Interactive advertising: These are typical
internet based advertisement, which
are delivered to individual consumers who have
access to the WWW. Advertisers use web
pages, banner ads, spots; pop ups and email
programmes to reach the target audience.
Outdoor advertising: These are the forms of
advertising in which the marketer uses out of the
home media like wall paintings, hoardings,
bulletins, kiosks and mobile vans for
communicating with audience.
Electronic advertising: These forms of advertising
use electronic media like television, radio, video
and audiocassette, electronic display boards,
CDROMs for promotion of products and services.
In Film advertising: These are new forms of
advertising in which brands are placed inside
the film and actors are shown using these
products during the movie for increasing its
usage among the audience.
Unconventional media: These forms of
advertising are of recent origin and use
traditional art forms like jatraa, puppet dance
and other local dance forms to communicate
about products and services to the audience.
ADVERTISING APPEAL IN VARIOUS
STAGES OF PLC
? Pre-Introduction: Light advertising, pre-
introduction publicity.
? Introduction: Heavy use of advertising, public
relations for awareness, sales, promotion for trial.
? Growth: Advertising, public relations, branding and
brand marketing, personal selling for distribution
? Maturity: Advertising decreases, sales promotion,
personal selling, reminder & persuasion.
? Decline: Advertising and public relations decrease,
limited sales promotion, personal selling for
distribution.
THANK YOU
FirstRanker.com - FirstRanker's Choice
This post was last modified on 18 February 2020