Lecture 4

Integrated Marketing
Communication-1

LEARNING OBJECTIVES
DEFINITION OF IMC
NEED FOR IMC
ELEMENTS IN THE COMMUNICATION
PROCESS
STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

Integrated Marketing Communications (IMC):

is the coordination and integration of all
marketing communications tools, avenues, and
sources within a company into a seamless
program that maximizes the impact on
consumer and other end users at a minimal
cost.
Clow and Baack,

Elements of Marketing
Communications

Advertising
Sales Promotion
Personal Selling
DRM (Direct Response Marketing)
PR (Public Relations)

Need for IMC

Market fragmentation has resulted in media
fragmentation
Alternative media channels abound
(e.g. mags, cd catalogues, internet sites,
kiosks)
All messages seen as one single message to
consumer
NOTE: IMC builds a strong brand identity in
the marketplace by tying together and
reinforcing all your images and messages.
(Armstrong et. al.,

Advertising /Marketing communication

Advertiser:
An advertiser could be an individual or an
organization, which wants to communicate with a
target audience. The communication is about the
products and services offered by the advertiser.

Advertisement:
An advertisement message is meant for
information. It goes beyond it, and tries to make
people favourably inclined towards the product.
It may ask people to act on the message. To do
so, an advertisement uses the persuasive power
of appeals both rational and emotional.

 Media:
The channels of communication are the media.
They convey the ad message to the target
audience. The most commonly used media are
newspapers. Magazines, radio, TV and outdoors.
Each medium has its own strengths and
weaknesses.
Target Audience:
The readers of print media, or the listeners of
radio or the viewers of TV make the audience.
The product may be for mass consumption or for
a targeted audience of the total consumers.
Audience could be of users, non-users and
potential users.

Elements in the Communications

Process

The Communications
Process
Selective attention
Selective distortion
Selective retention

Steps in Developing Effective

Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC