INTEGRATED MARKETING

COMMUNICATION
 MARKETING +
COMMUNICATION

 MARKETING
COMMUNICATION

Creating demand for your product To transmit information

Marketing Communications

The means by which firms attempt to

inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
 EXAMPLE OF MARKETING
COMMUNICATION
According to Arshad Chaudry
( Pakistan’s no 1 sales trainer)

 C.V is the best marketing communication tool



• Product is the one applying for job

•
• Consumer is the one who is hiring someone for
job
•
• Needs of consumer are job requirements

 INTEGRATED
MARKETING
COMMUNICATION
(IMC)
• IMC is a way of looking at the whole marketing
process From the viewpoint
 of the receiver.


• The integrated marketing communications (IMC)

a concept of marketing communication
planning that recognizes added value of a
comprehensive plan.
 Objectives of Integrated
Marketing Communication (IMC)
 Relevance of market within the
context of advertising
§ Relevance of promotion mix
§ Exposure to IMC is step forward in
understanding advertising
§ Branding – dominant role in today’s
advertising
 Three Aspects
vHow Does Communication Work ?
v
vSteps In Developing IMC
v
vResponsibility Of Planning IMC
Marketing Communication Mix- 6
Models
Any Paid Form of Non personal Presentation
1 Advertising by an Identified Sponsor.

Personal Presentations by a Firm’s Sales

2 Personal Selling Force.

Short-term Incentives to Encourage Sales.

3 Sales Promotion
Building Good Relations with Various Publics
4 Public Relations by Obtaining Favorable Unpaid Publicity.

Direct Communications With Individuals to

Obtain an Immediate Response.
5 Direct Marketing

6 Events & Experiences Company sponsored activities and programs

 Advertising

•Print & broadcast Ads •Directories

•Packaging-outer •Bill Boards
•Packaging-inserts •Display Signs
•Motion Pictures •Audio Visual
•Brochure &Booklets •Symbols & Logos
•Posters & Leaflets
 Sales
Promotion

•Contests ,Games •Demonstrations

,lotteries •Coupons
•Premiums & gifts •Rebates
•Samples •Low Interest Financing
•Fairs & Trade Shows •Trade in Allowances
•Exhibitions
 Public
Relations

•Press kits
• •Community Relations
•Speeches •
• •Lobbying
•Seminars •
• •Identity Media
•Annual Reports •
• •Company Magazine
•Donations •
• •Events
•Sponsorships
•
•Publications
 Personal
Selling

üSales Presentation
ü
üSales meetings
ü
üIncentive Programmes
ü
üSamples
ü
üFairs & Trade Shows
 Direct
Marketing

Catalogs
 TV Shopping

Mailings Fax Mail
 
E-mail
Telemarketing 
 Voice Mail

Electronic Shopping 
 



 Communication Process

SENDER Encoding Message Decoding RECEIVER

NOISE

Feedback Response
Message Not Reaching
Target Audience

Selective Selective
Attention Distortion

Selective
Retention
 Steps in Developing Effective
Communication
Step 1. Identifying the Target Audience

You can’t meet the needs of an audience if you don’t know who that audience is.
Therefore idetifying target audience is an important step.

Target audience: potential buyers of the company’s products,

current users, deciders, or influencers; individuals, groups,
particular publics, or the general public.
STEPS IN DEVELOPING
EFFECTIVE COMMUNICATION

Identify Target Audience

§Developing Objectives
§Design Message
§Select Channels
§Establish Budget
§Decide On Media Mix
§Measure Results
§Manage IMC
 Steps in Developing Effective
Communication
Identify Target Audience
Identify Target
vPotential Buyers Audience
v
vCurrent Users
v
vDeciders or Influencers
v
vIndividuals
v
vGroups
v
vParticular or General Public
Steps in Developing Effective
Communication
Step 3: Designing the Message

Message Content:
What to say Message Structure
How to say

Message Format
Through what ways to
express
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 Step 3: Designing the Message

The message should gain attention, hold interest, arouse desire, and elicit
action

Message Content:

An appeal, theme, idea, or unique selling proposition that will produce

desired response.

➤ Rational appealsrelates to the audience’s self interest.

➤ Emotional appeals attempt to move up negative or positive emotions

that will motivate purchase.

➤ Moral appealsare directed to the audience’s sense of what is right and

proper.
 Step 3: Designing the Message

Message Structure
The order in which arguments are presented is also an important part of
message structure.

Message Format
Print ad: headline, copy, illustration, and color
For radio: words, voice qualities, and vocalization
On television: all of these elements plus body language (nonverbal clues)
Carried by the product or its packaging: color, texture, scent, size, and
shape

Message Source
Messages delivered by attractive or popular sources achieve higher
attention.
Messages delivered by highly credible sources are more persuasive,
 STEPS IN DEVELOPING
EFFECTIVE COMMUNICATION
step 4. choosing media

Personal
Communication
Channels
Non personal
Communication
Channels
 Personal Communication Channels

Personal communication channels involve two or more persons

communicating directly with each other face to face.

-Face to face, phone , mail , email, internet chat.

-Personal communication is effective because it allows personal
addressing feedback.

-Tools of personal communication:

COMPANY: Sales staff
INDEPENDENT EXPERTS: Buying guides
WORD OF MOUTH: Friends, Neighbours, Family

-Opinion leaders are the people within reference group who

because of special skills , knowledge, presonality or other exerts
social influence on others
 Non Personal Communication Channels

Non personal channels include media, atmospheres, and

events. Media consist of print media (newspapers,
magazines, direct mail), broadcast media (radio, television),
electronic media (audiotape, videotape, CD-ROM, DVD, Web
page), and display media (billboards, signs, posters). Most
non personal messages come through paid media.
Although personal communication is often more effective,
non personal channels affect personal attitudes and behavior
through a two-step flow-of-communication process
 Steps in Developing Effective
Communication
Step 5: Establishing the Marketing Communications Budget

Industries and companies vary considerably in how much they spend on

promotion; with variations from company to company. How do companies
decide on the promotion budget? Here are four common methods:
➤ Affordable method. Set the promotion budget at what management thinks
the firm can afford.
➤ Percentage-of-sales method. Many firms set promotion expenditures at a
specified percentage of sales (either current or anticipated) or of the sales
price. it provides no logical basis for choosing the specific percentage.
➤ Competitive-parity method. Some companies set their promotion budget
to achieve share-of-voice parity with competitors. Furthermore, there is no
evidence that competitive parity discourages promotional wars.
➤ Objective-and-task method. Here, marketers develop promotion budgets
by defining specific objectives, determining the tasks that must be performed
to achieve these objectives, and estimating the costs of performing these
tasks
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Step 6: Developing and Managing the Marketing Communications Mix
Models That Help to
Conceptualize the Buying
Process
• specific model that aid in
understanding the buying
process, as well as in
framing communication is:-
 (1) A I D A Model


•
 Buying decision process
§ Need recognition
§ Information search
§ Evaluation of alternatives
§ Purchase
§ Post-purchase evaluation behaviour
AIDA MODEL
 Attention (awareness)


 Interest


 Desire


 Action
 According to ‘AIDA’ model, A marketer
should begin by winning attention or
gaining awareness, creating interest,
inspiring desire and precipitating the action
for purchase, in the prospects in order to
enable its product to be adopted by the
target public.

 Factors in Setting the Marketing Communications Mix

➤ Push-versus-pull strategy.
It involves the manufacturer using sales force and trade promotion to encourage
intermediaries to carry, promote, and sell the product to end users.
➤ Buyer-readiness stage.
Promotional tools vary in cost effectiveness at different stages of buyer readiness,
Closing the sale is influenced mostly by personal selling and sales promotion.
Reordering is also affected mostly by personal selling and sales promotion, and
somewhat by reminder advertising.
➤ Product-life cycle stage.
It also vary in cost effectiveness at different stages of PLC. Advertising and publicity
are most cost effective in the introduction stage; Sales promotion, advertising, and
personal selling grow more important in the maturity stage. In the decline stage,
sales promotion continues strong, advertising and publicity are reduced.
➤ Company market rank.
Market leaders derive more benefit from advertising than from sales promotion.
Conversely, smaller competitors gain more by using sales promotion in their
marketing communications mix.
Steps in Developing Effective
Communication
Step 7: Measuring Results

After implementing the promotional plan, the communicator must measure

its impact.
how many times they saw it,
what points they recall,
how they felt about the message,
and their previous and current attitudes toward the product and company.
Steps in Developing Effective
Communication
Step 8: Managing Integrated Marketing Communications Process

Given the fragmenting of mass markets into mini markets,

companies need to use a wider range of communication tools, messages,
and audiences.
Integrated marketing communications (IMC) is a concept of marketing
communications planning that recognizes the added value of a
comprehensive plan that evaluates the strategic roles of a variety of
communications disciplines
for example, general advertising, direct response, sales promotion and
public relations—and combines these disciplines to provide clarity,
consistency, & maximum communications’
IMC produces stronger message and greater sales impact; it also gives
someone responsibility to unify the company’s various brand images and
messages. Properly implemented, IMC will improve the company’s ability
to reach the right customers with the right messages at the right time and in
the right place