1. Integrated Marketing Communications

3. Integrated Marketing Communications
The Marketing Communications Environment is Changing:
Mass markets have fragmented, causing marketers to shift away from mass marketing to target marketing
Improvements in information technology are facilitating segmentation
Media fragmentation has occurred with companies doing less broadcasting and more narrowcasting
IMC = The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
The goal of IMC is to generate short-term financial returns and build long-term brand value.

4. Traditional Marketing Approach
Point of
purchase
Interactive
marketing
Special
events
Sales
promotion
Media
Adver-
tising
Packaging
Public
relations
Publicity
Direct
marketing
Direct
response

5. Contemporary IMC Approach
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Point of
purchase
Public
relations
Publicity
Interactive
marketing
Direct
marketing
Special
events

6. The Need for IMC Strategic integration of communications functions
Avoids duplication; creates synergy & more efficient and effective marketing
Rapidly changing environment
Consumers, Technology, Media
Conflicting messages from different sources / approaches can confuse stakeholders:
The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently

7. IMC Mix
Advertising
Events
Meetings
Sales Promotions
Trade Shows
Personal Selling
Direct Selling PR
Digital Media
IMC considers coordination of all promotional activities to produce a unified customer-focused promotional message
Success of any IMC program depends critically on identifying the members of an audience and understanding what they want

8. AIDA IMC Strategy: AIDA How? Awareness Interest Desire Action
Grab Attention
Provoke
Inspire
Amuse
Tell a Story
Expose
Challenge
Educate
Inspire Action
Trigger
Mobilize
Act
AIDA
Awareness
Interest
Desire
Action
Engage your audience creatively
Get your audience on your side
Spur your audience to action

9. Exercise
Yearly
Quarterly
Monthly
Weekly
Daily