43392188 integrated marketing communications

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1. Integrated

2. Marketing

3. Communications


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The unity in todays world is the brand. The diversity is the market place.

Diversity is all around. Media, Demographic segments, Cultures, lifestyles, nationalities,

suppliers, and the brand themselves.

No longer is the relationship between marketer and the consumer one of a single contactpoint.

In such a diverse market place, brands need to maintain a unity of image and message.

It is in this diverse and dynamic environment that the integrated marketing

communications seeks to bring a unity of message in brand communication and all itsmarketing activities.

Need For IMC


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What are all the possible communication

interfaces that are used for


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What are all the possible communication

interfaces for


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UnderstandingIntegrated Marketing Communications

History Of IMC

Role Of IMC In Contemporary Marketing

IMC Tools


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Worlds First Modern Integrated

Marketing Effort


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World War II. The First Integrated Marketing Effort

It is amazing to see how a nation that did not want to go to war was able to galvanise its

entire population to one focal point The War.

Every form of media that existed then had only one theme. Defeat the Axis Powers.

Every propaganda shaped the new attitude by teaching the Americans to hate Hitler and

mock Mussolini.

At a behavioral level, every American was taught the virtues of discipline, self denial andpersonal responsibility.

Young men lined up to join the army, children carved the shapes of enemy aircrafts for

spotters training. Older men guarded the shores and patrolled the streets.

Popular culture was full of patriotic themes woven into comics.

Bulletin boards in classrooms, factories, offices, envelopes, billboards, cereal boxes every

moving image, printed surface or sound source went to war, just like lucky strike green.


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End Of War


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Rise Of The New Market. Mass Market.

The war ended and home came the heroes. The age of denial and perseverance

was over.

The new age was of celebration. Of getting married, of having babies, of living the

dream, lets buy a car, a house, now lets buy everything.

Advertising was the hyperbole. It cheerlead all the wonderful things Americans

can have now and all the beautiful lives they can lead.


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Beginning of Mass Marketing

Mass marketing was invented to sell theses standardized products to a set of

equally standardized undifferentiated set of people.

Michigan State University floated the 4P theory. A theory that was top-down.

The theory was product centric and not consumer centric

The manufacturer decided to make a product because he could, priced it to cover

cost and yield maximum profit, placed on store shelves through distribution chain

and advertised it shamelessly

Media too was mass driven. Television ruled the roost.

Advertising executives also looked at people as mindless, advertisements were

manipulative, formula based and condescending.

But it was paying off. So no one bothered.


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The Quiet Shift To De-massification

Alvin Toffler coined the term Demassification in his book future shock. Which

went on to predict the breaking down of the social structure in times to come.

No one cared. Business was good, and growth was there. No one cared for the

receiver/consumer.

Al Ries and Jack trout floated the theory of positioning which said that most

marketing plans are conceived as if products existed in isolation.

The challenge thrown back by agencies and manufacturers was that we do

position our products. The reply was that manufacturers dont position a product,

consumers do

In 1970s John Naisbitt warned that consumer attitudes on social issues will affect

their purchasing behavior. Till the 80s these were considered mere theories, with less takers.


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The Change

As the 90s dawned, new realities started shaping the world.

Empowerment mean people not only chose what they wish to listen to, but they also talk

back and have the means to make themselves heard.

The young were moving away from the family, which encouraged personal independenceand individual thinking.

Media options were exploding. Network TV was declining, print was fragments with 11,400

magazines in circulation in 1990.

The collapse of mass media and changes in social culture shook the entire system on whichmarketing and advertising was based on.

Rise of Internet was the biggest change the world saw. Information was just a click away.


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Trends That Paved Way For IMC

Several shifts in the advertising and media industry have caused IMC to develop

into a primary strategy for marketers:

From media advertising to multiple forms of communication.

From mass media to more specialized (niche) media, which are centered around

specific target audiences.

From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.

From general-focus advertising and marketing to data-based marketing.

From low agency accountability to greater agency accountability, particularly in

advertising.

From traditional compensation to performance-based compensation (increasedsales or benefits to the company).

From limited Internet access to 24/7 Internet availability and access to goods and

services. - Wikipedia


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Trends That Paved Way For IMC

1. Decrease in Message Credibility

2. Decrease in of Cost of Database Marketing

3. Increase of Cost and decrease in effectiveness of mass media communications

4. Increase in mergers and acquisitions of marketing communication agencies

5. Increase in media and audience fragmentation

6. Increase in parity or me-too products

7. Shift of information technology


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IMC is the process of managing all sources of

information about a product/service to which a

customer or prospect is exposed, which behaviorally

moves the consumer towards a sale and maintaincustomer loyaltyDon Schultz


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IMC is a management concept that is designed to

make all aspects of marketing communication such

as advertising, sales promotion, public relations, and

direct marketing work together as a unified force,rather than permitting each to work in isolation.


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Advertising

Television

Billboard

Print

Public Relation

Corporate announcements

CSR

Retail Store

Ambience, Music, Light

Sales Staff, POS

Sports Endorsements

Sponsorships

Sportsmen Management

Interactive

Web Engagement

Products

Design and performance

Lines

WOM

User reviews and experiences


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1st Presentation for 5 marks

Why is IMC important in todays

marketing scenario?

Write your own slidesRead textbook, surf net, use your own understanding.

Be creative, be interesting, be illustrative.

Dont be happy with your presentation till you are really.

Group of 3 x 7. Time: 5 minutes.

Compile all presentations in one folder and give it to me.

Dress well, be nice, be good. Believe in yourself


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Tools Of IntegratedMarketing Communications

AdvertisingPublic Relations

Word of Mouth

Direct Marketing

Web Marketing

Retail MarketingTouch Point

CRM


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Advertising

A marketing tool that focuses on mass media like television, print, OOH

and radio.

It is an excellent tool to generate the highest brand awareness possible in

the shortest period of time amongst maximum people.

Since it involves both audio and visual stimulus, advertising is the mostdynamic way of conveying the brand message in an interesting way


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Advertising Media Universe

Broadcast Media

Television

Radio

Print Media

Magazine

Newspaper

OOH

Outdoor

In Store/POP

Transit Miscellaneous

Movie Trailers, DVDs, Inserts etc.


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Public Relations

BUZZ!


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Public Relations

It is a form of communication that seeks to make use of publicity, word of

mouth and other non paid forms of channels to influence feelings,

opinions and beliefs about a company, its products or services to buyers,

prospects or other stake holders.

PRs foremost objective is to capture the attention of media and

consumers in a way that talking about your brand becomes entertaining,

fascinating and newsworthy.

PRs biggest advantage is that it has more credibility than advertising since

it is generated and spread by a third party media and/or the consumers


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Case


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Case


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Public Relations Deliverables

Keep the firm or the brand in news

Builds firm or brand and consumer relationship

Provides extra value to the brand

Increase positive public opinion

Positively influence public policy decisions Create pre-advertising and/or product launch buzz

Introduce and support a brand or product with minimal advertising

expenditure

Defend the firm and its brands or products.


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43392188 integrated marketing communications

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