Integrated Marketing Communications

1. Integrated 2. Marketing 3. Communications

Need For IMC

The unity in todays world is the brand. The diversity is the market place. Diversity is all around. Media, Demographic segments, Cultures, lifestyles, nationalities, suppliers, and the brand themselves. No longer is the relationship between marketer and the consumer one of a single contact point. In such a diverse market place, brands need to maintain a unity of image and message. It is in this diverse and dynamic environment that the integrated marketing communications seeks to bring a unity of message in brand communication and all its marketing activities.

What are all the possible communication interfaces that are used for

What are all the possible communication interfaces for

Understanding Integrated Marketing Communications

History Of IMC Role Of IMC In Contemporary Marketing IMC Tools

Worlds First Modern Integrated Marketing Effort

World War II. The First Integrated Marketing Effort

It is amazing to see how a nation that did not want to go to war was able to galvanise its entire population to one focal point The War. Every form of media that existed then had only one theme. Defeat the Axis Powers. Every propaganda shaped the new attitude by teaching the Americans to hate Hitler and mock Mussolini. At a behavioral level, every American was taught the virtues of discipline, self denial and personal responsibility. Young men lined up to join the army, children carved the shapes of enemy aircrafts for spotters training. Older men guarded the shores and patrolled the streets. Popular culture was full of patriotic themes woven into comics. Bulletin boards in classrooms, factories, offices, envelopes, billboards, cereal boxes every moving image, printed surface or sound source went to war, just like lucky strike green.

End Of War

Rise Of The New Market. Mass Market.

The war ended and home came the heroes. The age of denial and perseverance was over. The new age was of celebration. Of getting married, of having babies, of living the dream, lets buy a car, a house, now lets buy everything.

Advertising was the hyperbole. It cheerlead all the wonderful things Americans can have now and all the beautiful lives they can lead.

Beginning of Mass Marketing

Mass marketing was invented to sell theses standardized products to a set of equally standardized undifferentiated set of people. Michigan State University floated the 4P theory. A theory that was top-down. The theory was product centric and not consumer centric The manufacturer decided to make a product because he could, priced it to cover cost and yield maximum profit, placed on store shelves through distribution chain and advertised it shamelessly Media too was mass driven. Television ruled the roost. Advertising executives also looked at people as mindless, advertisements were manipulative, formula based and condescending. But it was paying off. So no one bothered.

The Quiet Shift To De-massification

Alvin Toffler coined the term Demassification in his book future shock. Which went on to predict the breaking down of the social structure in times to come. No one cared. Business was good, and growth was there. No one cared for the receiver/consumer. Al Ries and Jack trout floated the theory of positioning which said that most marketing plans are conceived as if products existed in isolation. The challenge thrown back by agencies and manufacturers was that we do position our products. The reply was that manufacturers dont position a product, consumers do In 1970s John Naisbitt warned that consumer attitudes on social issues will affect their purchasing behavior. Till the 80s these were considered mere theories, with less takers.

The Change

As the 90s dawned, new realities started shaping the world. Empowerment mean people not only chose what they wish to listen to, but they also talk back and have the means to make themselves heard. The young were moving away from the family, which encouraged personal independence and individual thinking. Media options were exploding. Network TV was declining, print was fragments with 11,400 magazines in circulation in 1990. The collapse of mass media and changes in social culture shook the entire system on which marketing and advertising was based on. Rise of Internet was the biggest change the world saw. Information was just a click away.

Trends That Paved Way For IMC

Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers: From media advertising to multiple forms of communication. From mass media to more specialized (niche) media, which are centered around specific target audiences. From a manufacturer-dominated market to a retailer-dominated, consumercontrolled market. From general-focus advertising and marketing to data-based marketing. From low agency accountability to greater agency accountability, particularly in advertising. From traditional compensation to performance-based compensation (increased sales or benefits to the company). From limited Internet access to 24/7 Internet availability and access to goods and services. - Wikipedia

Trends That Paved Way For IMC

1. Decrease in Message Credibility 2. Decrease in of Cost of Database Marketing 3. Increase of Cost and decrease in effectiveness of mass media communications 4. Increase in mergers and acquisitions of marketing communication agencies 5. Increase in media and audience fragmentation 6. Increase in parity or me-too products 7. Shift of information technology

IMC is the process of managing all sources of information about a product/service to which a customer or prospect is exposed, which behaviorally moves the consumer towards a sale and maintain customer loyalty Don Schultz

IMC is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

Advertising Television Billboard Print Public Relation

Corporate announcements
CSR Retail Store Ambience, Music, Light Sales Staff, POS Sports Endorsements Sponsorships Sportsmen Management Interactive Web Engagement Products Design and performance Lines WOM User reviews and experiences

1st Presentation for 5 marks

Why is IMC important in todays marketing scenario?
Write your own slides Read textbook, surf net, use your own understanding. Be creative, be interesting, be illustrative. Dont be happy with your presentation till you are really. Group of 3 x 7. Time: 5 minutes. Compile all presentations in one folder and give it to me. Dress well, be nice, be good. Believe in yourself

Tools Of Integrated Marketing Communications

Advertising Public Relations Word of Mouth Direct Marketing Web Marketing Retail Marketing Touch Point CRM

Advertising

A marketing tool that focuses on mass media like television, print, OOH and radio. It is an excellent tool to generate the highest brand awareness possible in the shortest period of time amongst maximum people. Since it involves both audio and visual stimulus, advertising is the most dynamic way of conveying the brand message in an interesting way

Advertising Media Universe

Broadcast Media

Television Radio
Print Media

Magazine Newspaper
OOH

Outdoor In Store/POP Transit

Miscellaneous

Movie Trailers, DVDs, Inserts etc.

Public Relations

BUZZ!

Public Relations

It is a form of communication that seeks to make use of publicity, word of mouth and other non paid forms of channels to influence feelings, opinions and beliefs about a company, its products or services to buyers, prospects or other stake holders. PRs foremost objective is to capture the attention of media and consumers in a way that talking about your brand becomes entertaining, fascinating and newsworthy. PRs biggest advantage is that it has more credibility than advertising since it is generated and spread by a third party media and/or the consumers

Case

Case

Public Relations Deliverables

Keep the firm or the brand in news Builds firm or brand and consumer relationship Provides extra value to the brand Increase positive public opinion Positively influence public policy decisions Create pre-advertising and/or product launch buzz Introduce and support a brand or product with minimal advertising expenditure Defend the firm and its brands or products.