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Integrated Marketing

Communication
Unit 1
29th June 2016

Neil Borden
Since the first propose of marketing mix of 12
marketing variables by Neil H. Borden, the
marketing mix have developed in 1960s. The idea
of marketing mix was widely used to help with a
business. A business can succeed with carry out
all these process properly of marketing mix.
However, it is difficult to a company use 12
marketing variables propose by Mr. Borden. So
that E. Jerome McCarthy developed the marketing
mix into "4Ps". The 4Ps model is known as price,
place, promotion and product.

4Ps to 4 Cs(Lauterborn's)

Product Commodity
Price Cost
Promotion Communication
Place Channel

Booms and Bitner


7 Ps

Another study by Indian Brand


Equity Foundation
Indias advertising industry is expected to grow at a
rate of 16.8 per cent! year-on-year to Rs 51,365
crore (US$ 7.54 billion) in 2016, maintained by
positive industry sentiment and a strong GDP
growth of 7 per cent and above.
Print contributes a significant portion to the total
advertising revenue, accounting for almost 41.2 per
cent, whereas TV contributes 38.2 per cent, and
digital contributes 11 per cent of the total revenue.
Outdoor, Radio and Cinema make up the balance
10 per cent.

The online advertising market in India is expected to


touch Rs 3,575 crore (US$ 538.09 million) in 2015
from Rs 2,750 crore (US$ 413.92 million) in 2014. Of
the current Rs 2,750 crore (US$ 538.09 million)
digital advertisement market, search and display
contribute the most - search advertisements
constitute 38 per cent of total advertisement spends
followed by display advertisement at 29 per cent, as
per the study.
The Internet's share in total advertising revenue is
anticipated to grow twofold from eight per cent in
2013 to 16 per cent in 2018. Online advertising,
which was estimated at Rs 2,900 crore (US$ 436.50
million) in 2013, could jump threefold to Rs 10,000
crore (US$ 1.51 billion) in five years, increasing at a
compound annual rate of 28 per cent.

Promotion and
Marketing
Promotion is intended to further the
objectives of any organization.

It makes use of various tools to


perform four essentials roles

INFORMING (Demo/Presentation
etc.)
PERSUADING
REMINDING
REINFORCEMENT

Traditional Marketing Communication


Finne and Granross(2009)

Importance of IMC
Driver of competitive advantage.
Integration of Marketing
communications mix using strengths
to off set weakness.

IMC Defined (Schultz, 1993)


American Association of Advertising
Agencies 4As

A
concept
of
marketing
communication
planning
that
recognizes the added value of a
comprehensive plan that evaluates
the strategic roles of a variety of
communication
disciplines
(for
example
advertisement,
direct
response, sales promotion, personal
selling , PR and direct marketing)
and combines these disciplines to

Shimp, 2000
The primary goal of IMC is to affect behavior through
directed communication.
The process should start with the customer or prospect
and then work backward to the brand communicator.
IMC should use all forms of communication and all
sources of brand or company contacts as prospective
message delivery channels.
The need for synergy is paramount with coordination
helping to achieve a strong brand image.
IMC requires that successful marketing communications
needs to build a relationship between the brand and the
customer.

Duncan, 2002
IMC is a process for managing the
customer relationships that drive
brand value. More specifically, it is a
cross functional process for creating
and
nourishing
profitable
relationships
with customers and
other stakeholders by strategically
controlling or influencing
all
messages sent to these groups and
encouraging
data
driven,

Marketing Communication Mix


(Promotion Mix)
Advertising
Personal selling
Sales Promotion
Public relation
Direct Marketing
AND more recently
Digital and social media based
advertisements

Advertising
Advertising is any paid form of non
personal communication of ideas /
goods / services/ organizations --- by
an identified sponsor
The most familiar outlets for ads are
Broadcast,
Print , Billboards T shirts and
recently internet .

Sales Promotion
Sales promotion is sponsor funded,
demand simulating activity designed
to support advertising and facilitating
personal selling.
When the sales promotion is directed
to the members of the channel, it is
called as TRADE PROMOTION

Sales promotion is an incentive to


buy and the advertisement is a
reason to buy.

Personal Selling

It is the direct presentation of a


product/ service to a prospective
customer by representative of the
organisation selling it.

Direct Marketing
Direct Communication with carefully
targeted individual consumers the
use of telephone, mail, fax, e- mails,
internet and other tools to
communicate directly with specific
consumers

Public Relations
It encompasses wide variety of
communication efforts to contribute to
generally favourable attitudes and opinions
towards an organization and its products
Unlike the advertising and sales promotion it
does not include a specific sales message.
Public relation can take many forms including
news letter, annual report, lobbying and
support of many bodies.
Publicity ----- is a special form of PR that involves new
stories about an organisation or its products.
News release, Press conference, Photo publication &
Exhibition ---etc

Integrated Marketing
Communication
The concept under which the
company carefully integrates its
many communication channels to
deliver a clear, consistent and
compelling message about the
organization and its products.

IMC
Personal
Selling

Advertising

Direct
Marketing

PR

Sales
Promotion

How can we reach our customers but also how can we find ways
to let our customers reach us?

IMC Elements
An awareness of the target audiences
information source, as well as their media
habits and preferences.
An understanding of what the audience
knows and believes that relates to the
desired response.
The use of mix of promotional tools, each
with specific objectives but all linked to a
common overall goal.

A promotional effort in which personal


selling, advertising, sales promotion,
PR
and
direct
Marketing
are
coordinated in order to communicate a
consistent message.
A carefully timed, continuous flow of
information adapted to the audiences
information needs.

Caemmerer, 2009
Situational Analysis
Identification of Opportunities
Agency Selection
Campaign Development and
Implementation
Campaign Evaluation
Future Planning

Situational Analysis
Politi
cal
Mark
et

Orga
nizati
onal

Comp
etitiv
e

Regulat
ory

PRESTCO
M

Techn
ologic
al

Econom
ic

Soci
al

The Planning Cycle

Lets get
there

Results

Feedback

Are we
there?

If not,
why not?
Situation
Analysis

Implementation

How do we
get there?

Plan

Where do
We want
to go?
Objectives

Where are
we?

Market
Consumers

Where could
we be?
Co. Potential

The IMC Plan

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