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IMC Chapter 1

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29 views

IMC Chapter 1

Uploaded by

S.m. Proteek
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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INTEGRATED MARKETING

COMMUNICATION
CHAPTER 1
Learning Objectives
 How does communication take place?
 What is an integrated marketing communications program?
 Which trends are affecting marketing communications?
 What are the components of an integrated marketing
communications program?
 What is meant by GIMC?
The Nature of Communication
Communication involves transmitting,
receiving, and processing information.
As a person, group, or organization
sends an idea or message,
communication occurs when the
receiver (another person or group)
comprehends the information.
The Communication Process
Examples of Communication Noise
• Talking on the phone during a commercial on television
• Driving while listening to the radio
• Scanning a newspaper for articles to read
• Talking to a passenger as the car passes billboards
• Scrolling past internet ads without looking at them
• Becoming annoyed by ads appearing on a social media site
• Ignoring tweets on Twitter because they are not relevant
• Being offended by the message on a flyer for a local business
Integrated Marketing
Communications
Integrated marketing communications (IMC) is
the coordination and integration of all
marketing communications tools, avenues, and
sources in a company into a seamless program
designed to maximize the impact on customers
and other stakeholders. The program covers all
of a firm’s business-to-business, market
channel, customer-focused, and internally-
directed communications.
An Integrated Marketing Communications Plan

A strategic marketing plan forms the basis for integrated marketing


communications.

Current
Marketing
situational SWOT analysis Target market
objectives
analysis

Evaluation of Marketing
Implementation Marketing tactics
performance strategies

Figure: Steps in Marketing Plan


Emerging Trends in Marketing
Communications
• Emphasis on accountability and
measurable results
• Mobile marketing
• Integration of media platforms
• Shift in channel power
• Increase in global competition
• Increase in brand parity
• Emphasis on customer engagement
• Focus on convenience
• Cause-related marketing and advertising
The Role of Integrated
Marketing Communications
 Unifies strategy and message across channels
 Streamlines timing
 Connects with multiple audiences
 Creates meaningful insights
 Maximizes impact
IMC Components

Integration

Selling Components

Digital, Mobile, and Alternative

Advertising

IMC Foundation

Figure: Overview of Integrated Marketing Communications


International Implications
Global integrated marketing communication (GIMC):
GIMC refers to the application of varied methods of well-organized brand promotion to achieve
optimal marketing objectives across international borders.
Marketers can employ two different strategies for global companies.
1. Standardization, in which a company features a uniform product and message across
countries, offers one option.
2. Adaptation, results in the creation of products and marketing messages designed for and
adapted to individual countries.
Thank You

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