imc _ strategic perspectives @mica (31.01.10)

8/14/2019 IMC _ Strategic Perspectives @MICA (31.01.10)

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Integrated MarketingCommunications – Strategic

Perspectives

Chandradeep (CD) Mitra January 2010



The problem with advertisingtoday

• Declining ROI with media fragmentation

• Waste due to spillover, no contextual fit,improper timing

•Clutter, boredom & intrusiveness of ads

• The practice & tools of ‘ad avoidance’

• Less ad impact due to more literate & cynicalconsumers

• Limited ability to create interactivity, buildrelationships or experience, be flexible andrespond in real time

• Increasing marcom options with addedcapabilities



Changes in MarketingCommunication Practices

• Growth of many more media options

• Reducing faith in mass media advertising

• Increasing reliance on highly targeted

communication methods• Greater demands on marketing

communications specialists

•

Increasing efforts to assesscommunications’ ROI



Genesis & growth of IMC

• Fragmentation of mass media

• Reducing cost effectiveness of massmedia

• Shift of marketing dollars fromAdvertising to other forms of marketing communications

• Shift of market power from sellers tobuyers

• Shift of market power from marketers to

retailers• -



First definition of IMC (4As)

A concept of marketing communicationsplanning

that recognizes the added value of a comprehensive plan that evaluates the

strategic roles of a variety of communication disciplines –

for example, general advertising, directresponse,

sales promotion, and public relations – and combines these disciplines to provide

clarity,



IMC is the process of developing anddelivering optimal & effective

communication programs using a

combination of relevant contactsto build relationship with and affect

behaviour of defined groups of

target customers or prospects.



Integrated Marketing Communicationsis a strategic business processused to plan, develop, execute andevaluate coordinated, measurable,

persuasivebrand communication programs over time

with consumers, customers, prospects,employees, associates and other

relevant external & internal audiences.



Don E Schultz Perspective

• Broader perspective

• “All sources of company or brandcontact” that a customer orprospect has

• “Big Picture” approach

• Strategic view of brandcommunications, covering all fourPs/Cs

•



Shift from 4Ps (Seller) to 4Cs(Buyer)

(Robert Lauterborn)•

Product

Price

Place

Promotion

•

•

Customer Solution

Customer Cost

Convenience

Communication

•



Five key features of IMC

• Start with the customer or prospect

• Use any or all forms of contacts

•

Achieve optimal synergy• Build relationships

• Affect behaviour



Thank You

imc _ strategic perspectives @mica (31.01.10)

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