INTEGRATED MARKETING

COMMUNICATION
Course: Marketing Management

Made By: Syeda Tabinda

MARKETING +
COMMUNICATION

MARKETING COMMUNICATION

Creating demand for your product To transmit information

Marketing Communications

The means by which firms attempt to

inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
 EXAMPLE OF MARKETING
COMMUNICATION
According to Arshad Chaudry
( Pakistan’s no 1 sales trainer)

C.V is the best marketing communication tool

• Product is the one applying for job

• Consumer is the one who is hiring someone for job

• Needs of consumer are job requirements

Marketing Communication Mix- 6
Models
Any Paid Form of Non personal Presentation
1 Advertising by an Identified Sponsor.

Personal Presentations by a Firm’s Sales

2 Personal Selling Force.

Short-term Incentives to Encourage Sales.

3 Sales Promotion

Building Good Relations with Various Publics

4 Public Relations by Obtaining Favorable Unpaid Publicity.

Direct Communications With Individuals to

5 Direct Marketing Obtain an Immediate Response.

6 Events & Experiences Company sponsored activities and

programs
 Advertising

•Print & broadcast Ads •Directories

•Packaging-outer •Bill Boards
•Packaging-inserts •Display Signs
•Motion Pictures •Audio Visual
•Brochure &Booklets •Symbols & Logos
•Posters & Leaflets
 Sales
Promotion

• Contests ,Games • Demonstrations

,lotteries • Coupons
• Premiums & gifts • Rebates
• Samples • Low Interest Financing
• Fairs & Trade Shows • Trade in Allowances
• Exhibitions
 Public
Relations

•Press kits
• Community Relations
•Speeches
• Lobbying
•Seminars
• Identity Media
•Annual Reports
• Company Magazine
•Donations
• Events
•Sponsorships

•Publications
 Personal
Selling

Sales Presentation

Sales meetings

Incentive Programmes

Samples

Fairs & Trade Shows

 Direct
Marketing

•Catalogs
•TV Shopping

•Mailings •Fax Mail

•E-mail
•Telemarketing
•Voice Mail

•Electronic Shopping
 Communication Process

SENDER Encoding Message Decoding RECEIVER

NOISE

Feedback Response
 INTEGRATED
MARKETING
COMMUNICATION
(IMC)
• IMC is a way of looking at the whole marketing
process From the viewpoint
of the receiver.

• The integrated marketing communications (IMC)

a concept of marketing communication planning
that recognizes added value of a comprehensive
plan.
 Steps in Developing Effective
Communication
Step 1. Identifying the Target Audience

You can’t meet the needs of an audience if you don’t know who that audience is.
Therefore idetifying target audience is an important step.

Target audience: potential buyers of the company’s products,

current users, deciders, or influencers; individuals, groups,
particular publics, or the general public.
STEPS IN DEVELOPING
EFFECTIVE COMMUNICATION
Step 2. Determining the Communication Objectives

Category need

Brand Awareness

Brand attitude

Brand purchase intention

 Steps in Developing Effective
Communication

Step 2: Determining the Communication Objectives

Knowing the target audience and its perceptions, the

marketing communicator can now decide on the desired
audience response, communicator’s decisions about what to
say, how to say it, when to say it, where to say it, and to
whom to say it.
Steps in Developing Effective
Communication
Step 3: Designing the Message

Message Content:
Message Structure
What to say
How to say

Message Format
Through what ways to express
AIDA MODEL

Get Attention Hold Interest Arouse Desire Obtain Action

 Step 3: Designing the Message

The message should gain attention, hold interest, arouse desire, and elicit
action

Message Content:

An appeal, theme, idea, or unique selling proposition that will produce

desired response.

➤ Rational appeals relates to the audience’s self interest.

➤ Emotional appeals attempt to move up negative or positive emotions that

will motivate purchase.

➤ Moral appeals are directed to the audience’s sense of what is right and
proper.
 Step 3: Designing the Message

Message Structure
The order in which arguments are presented is also an important part of
message structure.

Message Format
Print ad: headline, copy, illustration, and color
For radio: words, voice qualities, and vocalization
On television: all of these elements plus body language (nonverbal clues)
Carried by the product or its packaging: color, texture, scent, size, and
shape

Message Source
Messages delivered by attractive or popular sources achieve higher
attention.
Messages delivered by highly credible sources are more persuasive,
 STEPS IN DEVELOPING
EFFECTIVE COMMUNICATION

step 4. choosing media

Personal Communication
Channels

Non personal Communication

Channels
 Personal Communication Channels

Personal communication channels involve two or more persons

communicating directly with each other face to face.

-Face to face, phone , mail , email, internet chat.

-Personal communication is effective because it allows personal
addressing feedback.

-Tools of personal communication:

COMPANY: Sales staff
INDEPENDENT EXPERTS: Buying guides
WORD OF MOUTH: Friends, Neighbours, Family

-Opinion leaders are the people within reference group who

because of special skills , knowledge, presonality or other exerts
social influence on others
 Non Personal Communication Channels

Non personal channels include media, atmospheres, and

events. Media consist of print media (newspapers,
magazines, direct mail), broadcast media (radio, television),
electronic media (audiotape, videotape, CD-ROM, DVD, Web
page), and display media (billboards, signs, posters). Most
non personal messages come through paid media.
Although personal communication is often more effective,
non personal channels affect personal attitudes and behavior
through a two-step flow-of-communication process
 Steps in Developing Effective
Communication
Step 5: Establishing the Marketing Communications Budget

Industries and companies vary considerably in how much they spend on

promotion; with variations from company to company. How do companies
decide on the promotion budget? Here are four common methods:
➤ Affordable method. Set the promotion budget at what management thinks
the firm can afford.
➤ Percentage-of-sales method. Many firms set promotion expenditures at a
specified percentage of sales (either current or anticipated) or of the sales
price. it provides no logical basis for choosing the specific percentage.
➤ Competitive-parity method. Some companies set their promotion budget
to achieve share-of-voice parity with competitors. Furthermore, there is no
evidence that competitive parity discourages promotional wars.
➤ Objective-and-task method. Here, marketers develop promotion budgets
by defining specific objectives, determining the tasks that must be performed
to achieve these objectives, and estimating the costs of performing these
tasks
Step 6: Developing and Managing the Marketing Communications Mix

Advertising
Reaches Many Buyers, Expressive
Impersonal

Personal Selling
Personal Interaction, Builds Relationships
Costly

Sales Promotion
Provides Strong Incentives to Buy
Short-Lived

Public Relations
Believable, Effective, Economical
Underused by Many Companies

Direct Marketing
Nonpublic, Immediate, Customized,
Interactive
 Factors in Setting the Marketing Communications Mix

Companies must consider several factors in developing their promotion mix:

➤ Type of product market. Industrial or Consumer good

 Factors in Setting the Marketing Communications Mix

➤ Push-versus-pull strategy.
It involves the manufacturer using sales force and trade promotion to encourage
intermediaries to carry, promote, and sell the product to end users.
➤ Buyer-readiness stage.
Promotional tools vary in cost effectiveness at different stages of buyer readiness,
Closing the sale is influenced mostly by personal selling and sales promotion.
Reordering is also affected mostly by personal selling and sales promotion, and
somewhat by reminder advertising.
➤ Product-life cycle stage.
It also vary in cost effectiveness at different stages of PLC. Advertising and publicity
are most cost effective in the introduction stage; Sales promotion, advertising, and
personal selling grow more important in the maturity stage. In the decline stage,
sales promotion continues strong, advertising and publicity are reduced.
➤ Company market rank.
Market leaders derive more benefit from advertising than from sales promotion.
Conversely, smaller competitors gain more by using sales promotion in their
marketing communications mix.
Steps in Developing Effective
Communication
Step 7: Measuring Results

After implementing the promotional plan, the communicator must measure

its impact.
how many times they saw it,
what points they recall,
how they felt about the message,
and their previous and current attitudes toward the product and company.
Steps in Developing Effective
Communication
Step 8: Managing Integrated Marketing Communications Process

Given the fragmenting of mass markets into mini markets,

companies need to use a wider range of communication tools, messages,
and audiences.
Integrated marketing communications (IMC) is a concept of marketing
communications planning that recognizes the added value of a
comprehensive plan that evaluates the strategic roles of a variety of
communications disciplines
for example, general advertising, direct response, sales promotion and
public relations—and combines these disciplines to provide clarity,
consistency, & maximum communications’
IMC produces stronger message and greater sales impact; it also gives
someone responsibility to unify the company’s various brand images and
messages. Properly implemented, IMC will improve the company’s ability
to reach the right customers with the right messages at the right time and in
the right place