ROLE OF INTEGRATED

MARKETING COMMUNICTION
IN BRND WARENESS

What Is Marketing?
The action or business of promoting and

selling products or services, including market

research and advertising.
It includes diverse disciplines like
sales, public relations, pricing,
packaging, and distribution.

Defining IMC
IMC is a strategic business process used to plan, develop,

execute and evaluate coordinated, measurable, persuasive

brand communication programs with consumers, customers,
prospects employees and other relevant external and internal
audiences.
The goal of IMC is to generate short-term financial

returns and build long-term brand value.

Reasons for Growing Importance Of IMC

More Contact Points
More Specialized Media
More than ever, customers are king
Marketing in now more data-based
More widespread internet use

IMC and Branding

Brand Identity is a combination of factors: Name,

logo, symbols, design, packaging, product or service

performance, and image or associations in the
consumers mind.
IMC plays a major role in the process of developing
and sustaining brand identity and equity.

Basic elements of Promotion

Advertising
Direct Marketing
Internet Marketing
Sales promotion
Public Relations

Direct Marketing a part of IMC

Using Internet as IMC Tool

Educate
Persuasive
or advertising
informs
Customers
medium
A
sales
Obtains
Provides
Communicates
tool
or
customer
customer
an actual
and
database
service
interacts
sales vehicle
and
information
with
support
buyers

IMC Audience Contact Tools

Conclusion