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Integrated Marketing

CommunicationPrashant Kumar GuptaJain College Of MBA & MCA

Means by which the firms attempt to inform, persuade and remind customer, directly or indirectly about the products or brands they sell

It represents the voice of the brand

Marketing Communication

Marketing Communication Mix

Advertising Any paid form of non-

personal presentation and

promotion of ideas, goods or

services by an identified sponsor

Sales Promotion Short-term incentives to

encourage the purchase or sale of a product or service

Public Relation Building good relations with the company’s various publics by obtaining

favourable publicity, building up a good corporate image and handling or

heading off unfavourable rumors, stories and events

Personal SellingPersonal presentation by the firm’s

sales force for the purpose of making sales and building customer relationship

Direct MarketingUse of mail, telephone, fax, e-mail or

internet to communicate directly with or solicit response or

dialogue from specific customer prospects

Blending IMC mix

Advertising

Personal Selling

Public Relation

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Direct Marketin

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Sales Promotio

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Events & Experien

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Consistent, clear and

compelling company

and brand message

Media

Communication Process

SenderEncodin

gMessag

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gReceiver

Response

Feedback

Noise

Developing Effective Communication

Identify Target AudienceAudience may be potential buyers or

current users.They may be individuals, groups, special

public or general public.

Determining Communication Objective

1. Category Need: Create a need (Electric Cars)2. Brand Awareness: Identify the brand in the category (Red and White packing of Colgate)3. Brand Attitude: Ability to meet current need (Positive or negative oriented)4. Brand Purchase Intention: (Promotional offers in form of coupons)

Communication DesignSolves three problems:-1. Message Strategy: What to say2. Creative Strategy: How to say

a. Informational Appeals: Elaborates product or service related benefits.

b. Transformational Appeals: Elaborates on non-product related benefit or image

3. Message Source: Who should say

Select Communication Channels1. Personal Communication Channel: Involves

two or more persons communicating face to face or directly over phone or e-mail

a. Advocate Channelsb. Social Channelsc. Expert Channels

2. Non-Personal Communication Channel: Communication

directed to two or more person including media, sales promotion, events and publicity

Establish Total Marketing Budget1. Affordable Method2. Percentage Of Sales Method3. Competitive Parity Method4. Objective and Task Method

Decide Media Mix• Advertising• Sales Promotion• Public Relation• Events• Direct Marketing• Personal Selling

Measure Results & Manage IMC

Characteristics Of Communication Mix

Advertising• Can be used to build a long term image• Affectively reach geographically dispersed

audience• Certain forms of advertising require high budget• Has following qualities:-

1. Persuasiveness2. Amplified expressiveness3. Impersonality

Sales Promotion• Sales Promotion tools like coupons,

contests, etc. • Used in short run• Offer three benefits:-

1. Communication: Gain attention2. Incentive: Extra benefit3. Invitation: Engage a transaction now

Public Relation & Publicity• When co-ordinated with other tools, can

be very effective• Have three distinctive qualities:-

1. High credibility2. Dramatisation3. Ability to catch buyers who avoid sales

person, advertisements

Events and Experiences• Advantages:-

1. Relevant2. Involving3. Implicit (Soft Sell)

Direct Marketing• Direct mail, Tele-marketing, internet

marketing• Characteristics:-

1. Customised2. Up-to-date3. Interactives

Personal Selling• Most effective tool of selling at later stage

of buying • Characteristics:-

1. Personal Interaction2. Develops relationship3. Response

Type of product market PLC Buyer Readiness Stage

Awareness Knowledge Liking Preference Conviction Purchase

Factors in Setting MCM

AIDA Model Hierarchy Of Effects Model

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