Integrated Marketing Communications

INTEGRATED MARKETING COMMUNICATIONS

(IMC)

Integrated Marketing Communications (IMC) is the concept under which a company integrates and coordinates its many communication channels to deliver a clear, consistent and compelling message about the organizations and products.

Overview
Complex set of competitors battling for customers

in rapidly changing environment Wide variety of media available to the leaders of these companies from simple billboards to complex multilingual websites Challenge is how to be heard in this clutter

Emerging Trends
Accountability for measurable results: Advertising agencies

shall produce tangible results. Not to rely on 30sec ad only but use coupon promotion, contest, rebate etc
Changes in Tasks performed by key players in advertising

program: first is account executive now has to be involved in developing overall strategic communication plan. Then its the brand Manager who now works diligently with ad agency, trade and consumer promotions specialist so every promotion is coordinated and gives one simple message.Third are the creatives, who in addition to making the ad also contribute ideas in strategic marketing development of the firm and also being held responsible for the effectiveness of the campaign Increased use of alternative media: from simple web based ads to blogs, interactive sites, facebook, youtube, twitter, Iphone and text messages

Communications

Communication is transmitting, receiving and processing information

A VIEW OF THE COMMUNICATION PROCESS

Senders Field of Experience

Encoding

Receivers Field of Experience

Decoding

Sender

Message Media/ transmission device Noise

Receiver

Feedback

Response

Sender The party sending the message to another party.

Encoding The process of putting thoughts into symbolic forms. Message The set of symbols that the sender transmits. Media The communication channels through which the message moves from sender to receiver. Decoding The process by which the receiver assigns meaning to the symbols encoded by the sender. It occurs when message reaches one or more of receivers senses

Receiver The party receiving the message sent by another party.

Response The reactions of the receiver after being exposed to the message.

Feedback The part of the receivers response communicated back to the sender through purchases, queries, website hits and blogs etc.

Racing will never look the same. PUMA strengthened its motorsport presence when the brand joined forces with formula one giant Mercedes AMG. Mercedes precision racing, paired with PUMAs stylish eye, was a match made for the track. The decision to use racing legends Michael Schumacher and Nico Rosberg as ambassadors of the new relationship, showed the world that PUMA was indeed the new pit crew of style for Mercedes AMG. Advertising Agency: PUMA Internal Creative AgencyArt Director: Jason WozCopywriter: Jenni WilliamsonPhotographers: David Stuart, Mark TeoRetoucher: Scott Dorman / Smalldog ImageworksPublished: April 2012

Noise The unplanned static or distortion during the communication process, which results in the receivers getting a different message than the one the sender sent. Reasons can be viewer is talking on the phone,
clutter of ads in Tv, Print, Outdoor etc,

used program which is seldom watched, placed next to competition,

TM does not get the ad,

the producer changed the background the creative

wanted, person in ad overpowers the brand

Integrated Marketing Communications

IMC is coordination and integration of all marketing communication tools, avenues and sources within a company, into a seamless program that maximizes the impact on customers and other stakeholders in a minimum cost Before further examining the IMC concept consider the traditional Marketing mix

Marketing Mix

product

price

promotion

distribution

advertisi ng

Sales promotion Sponsorsh ip marketing E Active Marketin g

Personal selling

Alternativ Databas Direct Public e e response Relations Marketin g A complete IMC plan incorporates every element of marketing mix

Steps to complete marketing plan

Situation Analysis: examining internal strength

and weaknesses and external opportunity and threats SWOT Marketing Objective: higher sales or awareness or innovation Marketing Budget: Marketing Strategies Marketing Tactics How to evaluate performance

IMC Foundation

Regulations & Ethichs

evaluation

Database and Direct response marketing

Traditional media Advertising Management Corporate image

Sales promotions E-Active Marketing

PR and Sponsorships
Alternative channels
Advertising design Message & Framework

Advertising design Theory and appeal Buyer Behavior

promotion opportunity analysis

Refining IMC Program--- 4 stages

Identify, coordinate and manage all forms of

marketing communication Analyze customer contact point Use information technology to better serve customer by developing data driven programs Use information technology to assist corporate strategic planning. The information guides marketing decision by using the database developed

Trends Impacting IMC

1.Development of ITbarcodes and Credit/Debit cards 2.Changes in channel power Producer wholesalers retailer customer Producer Customer 3.Increase In competition --- Local and global through net resulting in constant advertising from producer, sales and trade promotions etc 4.Brand Parity: when consumer believe that most brands offer the same set of attributes the result is brand parity. So purchase is based on price,

Integration of information Trends Impacting IMC --- continued

5.Integration of information: Todays consumer can get info about a brand and competition through a variety of choices. An effective IMC sends a consistent message about the brand/ company which results in purchase

6.Decline in effectiveness of TVC