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SBG- MSRIM

PGDM ( Auto)

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Aconcept of marketing communicationsplanning that

recognizes the added value of a

comprehensive plan thatevaluates the strategic roles of a variety of

communication disciplines

combines these disciplines to provide clarity,

consistency and maximum communicationsimpact.

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Integrated Marketing Communications (IMC)

is a simple concept. It ensures that all forms

of communications and messages are

carefully linked together. At its most basic level, Integrated Marketing

Communications, or IMC, as we'll call it,

means integrating all the promotional tools,

so that they work together in harmony.

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Integrated marketing communications (IMC) is aprocess for managing customer relationships thatdrive brand value primarily throughcommunication efforts.

IMC includes cross-functional processes thatcreate and nourish profitable relationships withcustomers and other stakeholders bystrategically controlling or influencing allmessages sent to these groups and encouragingdata-driven, purposeful dialog with them.

IMC includes the coordination and integration ofall marketing communication tools, avenues, andsources within a company into a seamlessprogram in order to maximize the impact on endusers at a minimal cost.

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A marketing communications planning concept thatrecognizes the value of a comprehensive plan.

A plan that evaluates the strategic roles of severalcommunications disciplines: Media advertising Direct marketing

Interactive/internet marketing

Sales promotion

Publicity/Public relations

Combines the disciplines to provide: Clarity

Consistency

Maximum communications impact

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Marketing Mix: Product or Service

Pricing

Channels of Distribution

Promotion

Promotional Mix: Advertising

Direct Marketing

Interactive/internet marketing Sales Promotion

Publicity/Public Relations

Personal Selling

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The Foundation - corporate image and brand management;buyer behavior; promotions opportunity analysis.

Advertising Tools - advertising management, advertisingdesign: theoretical frameworks and types of appeals;

advertising design: message strategies and executionalframeworks; advertising media selection. Advertising alsoreinforces brand and firm image.[3]

Promotional Tools - trade promotions; consumerpromotions; personal selling, database marketing, and

customer relations management; public relations andsponsorship programs.

Integration Tools - Internet Marketing; IMC for smallbusiness and entrepreneurial ventures; evaluating andintegrated marketing program.[4]

http://en.wikipedia.org/wiki/Integrated_marketing_communicationshttp://en.wikipedia.org/wiki/Integrated_marketing_communicationshttp://en.wikipedia.org/wiki/Integrated_marketing_communicationshttp://en.wikipedia.org/wiki/Integrated_marketing_communicationshttp://en.wikipedia.org/wiki/Integrated_marketing_communicationshttp://en.wikipedia.org/wiki/Integrated_marketing_communications

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The concept of IMC the idea of managing customer

relationships is not new.

However, the processes used in managing IMC, such astaking advantage of new communication and database

technologies and creating synergy for a brand, are

new.

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Shift from media advertising to other forms of

marketing communication

Movement away from advertising focused-

approaches that emphasize mass media Shift in power from manufacturers to retailers

Rapid growth of database marketing

Demands for greater ad agency accountability Changes in agency compensation

Rapid growth of the Internet

Increasing importance of branding

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IMC Communication Tools

AdvertisingDirect

Marketing

Interactive/

Internet Marketing

Sales

PromotionPublicity/Public

Relations

Personal

Selling

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IMC Communication Tools

AdvertisingSales Promotion

Direct Marketing - Publicity/Public Relations

Interactive/ Internet MarketingPersonal

Selling

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Promotional Program Situation Analysis

Analysis of the Communications Process

Budget Determination

Develop Integrated Marketing Communications Programs

Review of Marketing Plan

AdvertisingSales

Promotion

PR/

Publicity

Personal

Selling

Direct

Marketing

Advertising

Objectives

SalesPromotionObjectives

PR/PublicityObjectives

PersonalSellingObjectives

DirectMarketingObjectives

Message

Strategy

SalesPromotionStrategy

PR/PublicityStrategy

PersonalSellingStrategy

DirectMarketingStrategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program

Internet/

Interactive

Internet/InteractiveObjectives

Internet/InteractiveStrategy