INTEGRATED MARKETING

COMMUNICATIONS

Prof. Sameer Mathur, Ph.D.

Agenda

Integrated Marketing Communications

Promotional Mix

Marketing Communications Mix

Promotion Decision Process

Communication Process

Three Reasons for IMC

Sameer MathurBuddingMarkets.com

Marketing Professor 2009 – 2013

Ph.D. and M.S. (Marketing) 2003 – 2009

Marketing Professor 2013 –

Indian Institute of Management, Lucknow

A company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Integrated Marketing Communications

Conflicting messages from different sources or promotional approaches can confuse company or brand images

Why IMC?

The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.

Promotional Mix

Promotional Mix

• Advertising: – Any paid form of non-

personal presentation and promotion of ideas, goods, or services by an identified sponsor

• Sales promotion:– Short-term incentives to

encourage purchase or sale of a product or service

• Public relations:– Building good relations and

corporate image with the company’s publics using publicity, and handling unfavourable events

• Personal selling:– Personal presentation by

the firm’s sales force for the purpose of making sales and building customer relationships

• Direct marketing:– Direct communications with

targeted individuals to obtain an immediate response and lasting customer relationships

Marketing Communications Mix

Source: walmart.com, target.com, kmart.com; Business 2.0, June 2003

Promotion Decision Process

Communication Process

A Product in the Mature Stage of the PLC

Promotion over PLC

Directing the promotional mix to channel members to gain their co-operation in ordering and stocking a product.

“Push” Channel Strategy

Directing the promotional mix at ultimate consumers to encourage them to ask the retailer for the product

“Pull” Channel Strategy

THREE Reasons

for

IMC

Media Explosion

Consumers Take Over

Branding is Everything

Three Reasons for IMC

Media Explosion

Consumers Take Over

Consumers Take Over

• Media fragmentation• Explosion of cable TV• Birth of the Internet• TiVo/DVRs• Viral Marketing• Rise of the Blog• Social Networking• Consumer Generated

Media

Signs that the Consumer is in Control

Media Explosion

Consumers Take Over

Branding is Everything

Three Reasons for IMC:

Branding is Everything!

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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.

Summary: Integrated Marketing Communications

Summary

Integrated Marketing Communications

Promotional Mix

Marketing Communications Mix

Promotion Decision Process

Communication Process

Three Reasons for IMC

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http://www.BuddingMarkets.com/

Sameer MathurBuddingMarkets

.com

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Prof. Sameer Mathur