An Introduction to Integrated
Marketing Communications
Defining IMC
IMC is a strategic business
process used to plan, develop,
execute and evaluate coordinated,
measurable, persuasive brand
communication programmes with
consumers, customers, prospects
employees and other relevant
external and internal audiences.
The goal of IMC is to
generate short-term
financial returns and build
long-term brand value.
Integrated Marketing Communications
A marketing communications planning
concept that recognises the value of a
comprehensive plan.
A plan that evaluates the strategic roles of
several communications disciplines:





Media advertising
Direct marketing
Interactive/internet marketing
Sales promotion
Publicity/Public relations
Combines the disciplines to provide:
 Clarity
 Consistency
 Maximum communications impact
Traditional Approach to Marketing
Communications
Point of
purchase
Special
events
Publicity
Media
Advertising
Public
relations
Direct
marketing
Sales
promotion
Packaging
Direct
response
Interactive
marketing
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Contemporary IMC Approach
Packaging
Sales
promotion
Point of
purchase
Publicity
Interactive
marketing
Media
Advertising
Direct
marketing
Direct
response
Public
relations
Special
events
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Marketing
&
Promotional Mixes
Marketing Mix:
• Product or Service
• Pricing
• Channels of Distribution
• Promotion
Promotional Mix:
• Advertising
• Direct Marketing
• Interactive/internet marketing
• Sales Promotion
• Publicity/Public Relations
• Personal Selling
Communication-Based Marketing Model
Other Stakeholders
Employees
Investors
Financial Community
Government
Regulators
Corporate Level Message Sources
Administration Manufacturing/ Marketing Finance Human Legal
Operations
Resources
Cross-Functional Brand Equity (IM) Team
Marketing Level Message Sources
Product
Mix
Price
Mix
Marketing
Distribution
Communication
Mix
Cross-Functional IMC Team
Marketing Communication Level Message Sources
Personal Adver- Sales
Direct
Public
Pack- Events
Sales tising Promotion Marketing Relations aging
Interactivity
Distributors
Customers Suppliers
Competition
Consumers
Local Community
Media
Interest Groups
Communication Levels
Corporate Level
Messages sent by a company’s overall business practices
and philosophies such as mission, labour practices,
philanthropies, culture and other processes
Marketing Level
Messages sent by or inferred from by various aspects of
marketing mix such as product performance, design,
appearance, pricing and distribution
Marketing Communication Level
Strategic and executional consistency among all forms of
marketing communication
Reasons for the Growing Importance of IMC
From
Toward
Media advertising
Multiple forms of communication
Mass media
Specialized media
Manufacturer dominance
Retailer dominance
General focus
Data-based marketing
Low agency accountability
Greater agency accountability
Traditional compensation
Performance-based compensation
Limited Internet availability
Widespread Internet availability
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMC and Branding
Brand Identity is a
combination of factors:
Name, logo, symbols,
design, packaging,
product or service
performance, and image
or associations in the
consumer’s mind.
IMC plays a major role
in the process of
developing and
sustaining brand
identity and equity.
Coca Cola Demonstrates IMC
Coca Cola Demonstrates IMC
Bus shelter advert
Coca Cola Demonstrates IMC
Internet banner
Integrated Marketing Communications
Planning Model
Review of marketing plan
Promotional programme situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programmes
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Internet/
interactive
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Internet/
interactive
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Internet/
interactive
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Programme