INTEGRATED MARKETING COMMUNICATION Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 1

DEFINITION  American Association of Advertising Agencies (AAAA) : Integrated Marketing Communication(IMC) is “ a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines.” Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 2

MEANING  An advertiser has to communicate about its products, terms of sale, offers, benefits to the consumers.  There is a need for integration in order to deliver a clear, compelling message about the company and its product & services.  IMC has positive influence on information, processing, memory, attitudes and purchase intentions. Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 3

OBJECTIVES  Awareness- of impulse products  Attitude- positive or negative  Create brand loyalty- repeat purchases  Develop brand image  Remind the customers  Counter competitor’s claims  Educating the customers Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 4

ELEMENTS PublicityAdvertising Sales promotion Sponsorships Personal Selling Public relations Packaging Trade fairs & Exhibitions Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 5

PUBLICITY  Publicity : It is a form of mass communication that can be used to promote products through news and articles carried by the mass media about a firm’s products, actions, policies, awards etc.  Publicity can be favourable or unfavourable Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 6

ADVERTISING  It is any paid form of non-personal presentation of ideas, goods, and services by an identified sponsor.  The main objectives are – awareness, persuasion, reminder  The ad messages are communicated through various media such as newspapers, magazines, radio, television, direct mail, internet, etc Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 7

SALES PROMOTION  It includes various techniques that induce desired response on the part of target customers and intermediaries.  The various sales promotion techniques include free samples, consumer contests, free gifts, sale on installment, discounts, warranties etc.  It develops brand loyalty Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 8

SPONSORSHIPS  A firm may sponsor sports, cultural, and social events to create a distinct image for the organisation and for its brands.  Events like cricket world cup, grand slam tennis Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 9

PERSONAL SELLING  It involves face to face communication between the firm’s representative and the prospect.  It is the oldest type of promotional effort to sell the products.  The objective includes- to clarify any information regarding the products, to maintain good relations with the customers Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 10

PUBLIC RELATIONS  To communicate the firm’s goal and interests  To maintain goodwill  To correct erroneous impressions of the firm  To maintain good relations with the society Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 11

PACKAGING  A properly designed package can influence or induce the prospects to buy the product.  Its main role is – providing information of the product preservation of the quality of the product promotion of the product protecting the goods while transporting and handling Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 12

TRADE FAIRS & EXHIBITIONS  It is one of the oldest form of promoting the products  Objectives- Demonstrating the features and operations of the product Observing the efforts of the competitors Developing the list of prospective buyers Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 13