imc _ strategic perspectives @mica (31.01.10)
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Integrated MarketingCommunications – Strategic
Perspectives
Chandradeep (CD) Mitra January 2010
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The problem with advertisingtoday
• Declining ROI with media fragmentation
• Waste due to spillover, no contextual fit,improper timing
•Clutter, boredom & intrusiveness of ads
• The practice & tools of ‘ad avoidance’
• Less ad impact due to more literate & cynicalconsumers
• Limited ability to create interactivity, buildrelationships or experience, be flexible andrespond in real time
• Increasing marcom options with addedcapabilities
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Changes in MarketingCommunication Practices
• Growth of many more media options
• Reducing faith in mass media advertising
• Increasing reliance on highly targeted
communication methods• Greater demands on marketing
communications specialists
•
Increasing efforts to assesscommunications’ ROI
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Genesis & growth of IMC
• Fragmentation of mass media
• Reducing cost effectiveness of massmedia
• Shift of marketing dollars fromAdvertising to other forms of marketing communications
• Shift of market power from sellers tobuyers
• Shift of market power from marketers to
retailers• -
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First definition of IMC (4As)
A concept of marketing communicationsplanning
that recognizes the added value of a comprehensive plan that evaluates the
strategic roles of a variety of communication disciplines –
for example, general advertising, directresponse,
sales promotion, and public relations – and combines these disciplines to provide
clarity,
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IMC is the process of developing anddelivering optimal & effective
communication programs using a
combination of relevant contactsto build relationship with and affect
behaviour of defined groups of
target customers or prospects.
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Integrated Marketing Communicationsis a strategic business processused to plan, develop, execute andevaluate coordinated, measurable,
persuasivebrand communication programs over time
with consumers, customers, prospects,employees, associates and other
relevant external & internal audiences.
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Don E Schultz Perspective
• Broader perspective
• “All sources of company or brandcontact” that a customer orprospect has
• “Big Picture” approach
• Strategic view of brandcommunications, covering all fourPs/Cs
•
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Shift from 4Ps (Seller) to 4Cs(Buyer)
(Robert Lauterborn)•
Product
Price
Place
Promotion
•
•
Customer Solution
Customer Cost
Convenience
Communication
•
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Five key features of IMC
• Start with the customer or prospect
• Use any or all forms of contacts
•
Achieve optimal synergy• Build relationships
• Affect behaviour
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Thank You