Chapter 1
Integrated Marketing Communication
Khondaker Sazzadul Karim
Associate Professor, Marketing
Faculty of Business, NUB.
Communication and IMC Programs
Communication: Communication is defined as
transmitting, receiving and processing
information.
A model of communication is shown in figure 1.1
Assume someone plan to buy a new pair of
athletic shoes and manufacturer are
communicating with the prospective buyers.
1st Typical Senders: Manufacturer that sell the
shoes
2nd Encoding: Attention getting marketing ideas.
Elements in the Communication
Process
Communications Channels
Personal
Channels
Personal
Selling
Word of
Mouth
Print
Media
Broadcast
Media
Nonpersonal
Channels
Communication and IMC Programs
3rd Transmission device: Channel and Medium;
Television Ad, Billboard, Friday newspaper, Direct
mail
4th Decoding: Message touches the receiver
senses, Hear and see the ad, Handle and read
the coupon, Smell the perfume sample
5th Receiver: Effective receivers responding in
shopping, and telling their friends about the
shoes
Noise: Anything distort or disrupt the message.
Noise are shown in figure 1.2.
Communication and IMC Programs
Feedback:
Forms
of
purchase,
inquiries,
complaints, questions, visits to the stores, hits to
the websites
Clutter: Most common form of noise in marketing
communication process is called “Clutter”.
Clutter include:
Jammed Newspaper
Barrage of Billboards
Bus and Taxi Car transit ad
Web site and server loaded with ad
Integrated Marketing
Communication (IMC)
Definition: IMC is the coordination and integration
of all marketing communication tools, avenues
and sources within a company into a seamless
program that maximize the impact on consumers
and other end users at a minimum cost.
IMC plan begins with development and
coordination of Marketing Mix, elements of
prices, products, and distribution methods.
An Integrated Marketing
Communication Plan
1st Step: Situation Analysis: External and Internal Analysis.
2nd Marketing Objectives: Sales, Market share, Desired
customer action.
3rd Marketing Budget
4th Marketing Strategies: Positioning, differentiation and
Branding strategies.
5th Marketing Tactics: Day to day necessary steps to
support Marketing Strategies.
6th Evaluation of Performance
IMC Components
Figure 1.5 An IMC Plan
1st level: The Foundation: Chapter 2,3,4,5.
2nd level: Advertising Tools: 6,7,8,9.
3rd level: Promotional Tools: 10,11,12,13.
4th level: Integration Tools: 14, 15, 16.
Refining the IMC Program
1st Stage: Identify communicate and manage all
forms of external communication.
IMC Umbrella.
Coordinate all advertising and public relation
activities.
2nd Stage: The firms goal must be to extend the
scope of communication to include everyone
touched by the organization.
e.g. Employee, distributors, retailers, dealers,
product package designers, and so forth.
Refining the IMC Program
3rd Stage: Apply information technology in
IMC program; Database, Ecommerce.
Last Stage: Treat IMC as an investment.
Calculate and establish Customer Value and
Understand each Customer worth.
Growth of Information Technology
Computer Tech: Huge data of Customer can
gather quickly
Advanced Statistical Software
Connection between financial (Credit cards,
Banking) and Business.
Purchasing the data from Research Firms
Universal Product Code ( UPC): Helps to control
and evaluate inventory requirements through
computer scanning by the retailers.
Brand Parity
When consumer believe that many brands offer
the same attributes, the result is called brand
parity.
Minor quality difference between the brands.
So, purchase based on price, availability or specific
promotional deals but NOT Quality.
IMC: Marketers must generate messages in a voice
that expresses a clear differences and build a
perceived brand superiority.
Globally Integrated Marketing
Communications (GIMC)
GIMC is the final extension to an IMC plan, which
occur in the international arena.
GIMC Goal: Coordinate all marketing efforts.
GIMC Challenge: Larger national and cultural
differences.
GIMC Two Strategies:
1st Approach: Standardized the product and message
across the countries
Goal:
Generating Economies of Scale in production.
Using the same promotional theme.
Globally Integrated Marketing
Communications (GIMC)
2nd Approach: Adaptation:
Product and Marketing messages were designed
and adapted to individual countries.
Synergy can occur between countries.
Telecommunication and satellite technology
continuously expands and contact between the
peoples of different countries.
Globally Integrated Marketing
Communications (GIMC)
So in terms of Marketing, perhaps the best
philosophy to follow is “Think Globally but Act
Locally”
Strategy: Message should be designed with a
global theme in mind, so the same general
message is heard throughout the world.
At the same time, When marketers design and
encode message for the local market, they need
to have the freedom to tailor or alter the
message so that it fit the local culture and the
target market.
Review Questions (Page 21)
1,2,3,4,5,6,7,8,11,12,15,16,17.