Integrated Marketing Communication_Introduction

Integrated Marketing Communication
A PRACTICAL AND MODERN OUTLOOK

Prabhjot Jolly
Chairman, Soul Raaga Interactive
Graduate – Advertising
MBA – Marketing
15 years of work experience in Marketing
Musician, Traveller, Husband of 1, Father of None
‘I am not a marketing guru, I am still a student”.
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prabhjot_jolly@hotmail.com;
prabh0612@yahoo.co.in;
prabhjotjolly@gmail.com;
Phone: +91 955 33 81 466
Skype: prabhjot_jolly
Yahoo Messenger: prabh0612@yahoo.co.in

Nobody reads ads,
people read what
interests them.
SOMETIMES IT’S AN AD.
4

Early to bed, early to
rise. Work like hell to
Advertise.
5

In advertising, Story-Telling is
too often Story-Yelling!!
6

Analysing how consumers access marketing
messages can help brands discover
consumers' preferences for how to receive
information.
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Purchase is just one type of action…
What other actions can IMC ask consumers to take?

The success & failure of an IMC program
depends upon:
 How you, as a marketer, perceive your product / service.
 How you perceive the target market.
 What perception do you have about target audience.
 What is your perception about the various tools of IMC.
 What is your perception about the monies to be spent on IMC program.
 What is / are your objective / objectives for designing the IMC program.
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Integrated Marketing Communications
 Integrated Marketing Communications (IMC) is an approach used by
organizations to brand and coordinate their communication efforts.
 The primary idea behind an IMC strategy is to create a seamless experience for
consumers across different aspects of the marketing mix. The brand's core image
and messaging are reinforced as each marketing communication channel works
together in unity, rather than in isolation.
 The integration of marketing channels involves a process known as multi-channel
retailing.
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 As marketing efforts have shifted from mass advertising to niche marketing,
companies have increasingly used IMC to develop cost-effective campaigns that
deliver consumer value while reducing marketing costs.
 Marketing was once used as a one-way feed. Advertisers broadcasted their
offerings and value proposition with little regard for the diverse needs, tastes,
and values of consumers.
 Often, this "one size fits all" approach was costly and ineffective due to its
general inability to measure results in terms of sales.

 One of the major benefits of integrated marketing communications is that
marketers can clearly and effectively communicate their brand's story and
message across several communication channels to create brand awareness.
 IMC is also viewed as more cost-effective than mass media, since consumers are
likely to interact with brands across various mediums and digital interfaces.
 As consumers spend more time on computers and mobile devices, marketers
seek to weave together multiple exposures to their brands using different touch-
points. Companies can then view the performance of their communication tactics
as a whole instead of as fragmented pieces.
 IMC wraps communications around customers and helps them move through the
various stages of the buying process.
 IMC can be instrumental to creating a seamless purchasing experience that spurs
customers to become loyal, lifelong customers.
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 In the age of the Internet and digital communications, brands must carefully
consider the timing and context of messages from consumers' point of view.
 Companies must ask themselves where the receiver is most likely to be receptive
of the message. Besides market analysis, understanding the communications
process, seasonal trends, purchasing cycles, or usage patterns can maximize the
relevance of a brand's messaging.
 Marketers need to be critically aware of the Marketing Planning Process as a
process.
 Evaluating the results.
 Monitoring & Control.
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Objectives of IMC
 How do customers perceive marketing communications?
 Why are some media channels growing and others aren’t?
 How should companies use marketing metrics to plan for and
measure IMC success?
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Goal of IMC
To generate short term financial returns and
build long term brand value
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Evolution of IMC 17
Mass
marketing
using mass
communica
tion
Relationship
marketing
using
integrated
marketing
communicatio
n with a focus
on interaction
?

Participants in the IMC Process
 Manufacturers / Sellers
 Promotion Agencies
 Wholesalers / Stockists
 Retailers
 Customers / Consumers
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5 step IMC Process 19
Customer
Identification
from
Behavioural
Data
Valuation of
Customers /
Prospects
Estimating
Returns On
Investment
Budgeting,
Allocation,
Evaluation &
Recycling
Creating &
Delivering
Messages &
Incentives

Message clutter is the reason why IMC exists
Fragment
the media
Understand
Consumer
• Brand Value is very much like an
Onion. It has layers and a core. The
CORE is the user, who will stick with
you till the very end.
Create
Brand Value
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How to break the clutter?

Impact of IMC
IMC plays a major role in:
 B2B (Business 2 Business) Interactions.
 Marketing channel communication.
 Customer focussed communication.
 Internally directed communication.
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Tools of IMC
Traditional Tools
 Television Advertising
 Radio Advertising
 Print Advertising
 Billboards & Hoardings
 Wall Paintings & Posters
Modern Tools
 Social Media Marketing
 Digital Media Marketing
 Web Applications
 Mobile Applications
 Sales Promotions, Events & Roadshows
 Point Of Sale Marketing
 Point Of Contact Marketing
 Augmented Reality Marketing
 In-Film / In-Episode Promotions
 Celebrity Marketing
 Rural Marketing
 Participative Marketing** (Agency of
the century – CONSUMER)
Obsolete Tools
 Search Engine Optimisation
 Search Engine Marketing
 Wall Paintings
 Email Marketing
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Components of IMC – The Burger Model 24

Marketing Mix – Combined together to form a
cohesive marketing strategy
Marketing Mix
 4 Ps? An obsolete concept.
 9 Ps? New Concept.
 Product
 Price
 Place
 Promotion
 Packaging
 People
 Process
 Perception
 Positioning
9 Ps
of
Marketing
Product
Price
Place
Promotion
PackagingPeople
Perception
Process
Positioning
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IMC

Promotion Mix (IMC Mix) 26
Advertising
• Paid form of
non-personal
communicatio
n and
presentation
of goods,
services and
ideas by an
identified
sponsor.
Sales
Promotions
•Short term
incentives to
encourage
purchase or sale
of product or
service.
Public
Relations
•Building good
relations with
company’s publics
using publicity
and effectively
handling of
unfavourable
events.
Personal
Selling
•Personal
presentation of
goods, services
and ideas by a
company’s sales
force at the point
of sale or point of
contact, for the
purpose of
making sales and
building customer
relationships.
Direct
Marketing
• Direct
communication
s with targeted
individual to
obtain an
immediate
response and
lasting
customer
relationships.

What else apart from 4Ps (9Ps) drive marketing? 27
4Cs
• Coherent
• Consistent
• Continuity
• Complementary
4Ss
• Synergistic
• Synchronistic
• Symbiotic
• Systematic
4Es
• Enhancing
• Economical
• Efficient
• Effective

IMC Budgets
 What are the rule-of-thumb methods used for setting IMC budgets?
 How would a company evaluate the effectiveness of it’s IMC budget?
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There is more Advertising Money
wasted by Underspending than by
Overspending

 Marketing budgets aid in the planning of operations by forcing managers to
prioritize activities and consider how conditions may change.
 When budgeting a IMC plan, it is important to allocate funds appropriately to the
different facets of integrated marketing.
 The essential purposes of budgeting include:
 To control resources
 To communicate plans to various responsibility managers
 To motivate managers to strive to achieve budget goals
 To evaluate the performance of managers
 To provide visibility into the company's performance
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Methods of setting up a marketing
communication budget
 Affordability
 Can we afford to pay for advertising on the chosen media?
 If Yes, How much?
 If No, Why not?
 Percentage of sale
 What is the percentage of sale contribution does the each media tool give us?
 Is it economical?
 Will it give us the ROI?
 Competitive parity
 Is our budget competitively at par with our competition’s media spending?
 Objective & Task
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Feed forward method or Feedback method?
YOU DECIDE
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Attention
Interest
Desire
Action
Think Feel Do
A
I
D
A
M
O
D
E
L
o The "A" represents attention or
awareness, and the ability to attract
the attention of the consumers.
o The "I" is interest and points to the
ability to raise the interest of
consumers by focusing on and
demonstrating advantages and
benefits (instead of focusing on
features, as in traditional advertising).
o The "D" represents desire. The
advertisement convinces consumers
that they want and desire the product
or service because it will satisfy their
needs.
o The "A" is action, which leads
consumers toward taking action by
purchasing the product or service.

 The AIDA model is an approach used by advertisers to describe the different
phases of consumer engagement with an advertisement.
 New phrases such as “satisfaction” (AIDAS) and “confidence” (AIDCAS) have been
added to the original AIDA model.
 These later models acknowledge the need to satisfy the customer so as to
encourage repeat purchases and generate product referrals.
 Other modifications include the model's reduction to the three steps known as
the CAB model. The steps include “Cognition” (awareness or learning), “Affect”
(feeling, interest, or desire) and “Behaviour” (action).
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Measuring IMC Success
 Understand the outcome they hope to achieve before they begin.
 Short Term or Long Term.
 Should be explicitly defined & measured.
 Frequency.
 Reach.
 Gross rating points. (Reach x Frequency).
 Web Tracking and Analytics.
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Continuous monitoring of performance against predetermined targets
is essential in achieving effective & efficient integrated marketing
communications.

Common Mistakes marketers make while
designing IMC programs.
 Most marketers focus their communication budgets, time and effort only on local advertising.
 While in the international markets, most marketers retain their “Local Advertising Agency” to
communicate with a NON LOCAL MARKET. Thus, not being able to align their communication
options for their international image.
 For example, IBM chooses OGILVY World Wide so as to have a unified brand image, logo, colours,
etc. – “WRONG MOVE INTERNATIONALLY. GO LOCAL.”
 Meanwhile, McDonald’s and KFC have redesigned their menu and rates to fit the local audience
tastes and purchasing power – “GOOD MOVE”.
 Many companies focus on integrated communications by ignoring organisational dimensions.
 Without adequate communication among departments; organisations will have great difficulties
exchanging and sharing crucial information about target audiences.
 Only by aligning process of different functions can organisations develop real customer focus and
customer orientation.
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Exercise
 Can you think of any brand that is internationally recognised?
 That has been promoted via IMC?
 Has used new media?
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Conclusion
Don’t think too narrowly. Communication is
not merely advertising.
Think outside the box. “What does the brave new
world of the 21st century hold for us?”
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Integrated Marketing Communication_Introduction

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