TOPIC 1 - INTRODUCTION TO IMC

DPM40093

Integrated
Marketing
Communications

Here is where our lesson
begins

01 02

Integrated Marketing The benefits IMC
Communications (IMC)
04
03
The IMC objectives
The IMC tools

What is Integrated Marketing Communications?

Definition

A concept of marketing communications planning that
recognizes the added value of a comprehensive plan
that evaluates the strategic roles of a variety of
communication disciplines – for example, general
advertising, direct response, sales promotion and public
relations- and combines these disciplines to provide
clarity, consistency and maximum communications
impact.

Definition

IMC is the coordination and integration of all marketing
communication tools, avenues, functions and sources within
a company into a seamless program that maximizes the

impact on consumers and other end users at a minimal cost.

The Benefits of IMC

1. Improved Results

● An integrated approach ensures that all IMC tools
come together to form one big and beautiful
marketing machine.

● The information released by the press is backed up
by articles, external marketing agencies, sales
teams etc.

● This way, communication becomes clear enough to
target audience, obviously leading to improved
sales.

The Benefits of IMC

2. Improved Brand Image

● Always strive to ensure that the content,
style guides, logos, voice, and headers
work in tandem as this will ensure to
maximize market impact and carve out
our niche or industry.

The Benefits of IMC

3. Improved Efficiency

● Consistently delivering messages will not only ensure that
have a stronger impact on the market but also make the
company more productive and save money too.

● Company can create advertisement images once and then
proceed to use them across several marketing channels.
Company also can decide to perfect a piece of content and
use it on different media.

The Benefits of IMC

4. Diversity

● Integrated marketing communications will ensure the message
remains the same, no matter the type of medium/IMC tools. If your
message stays the same, it means none of your potential customers
or clients will miss out on what you’re offering.

● Company/marketer are able to send messages to customers via their
preferred platforms. For instance, different customers might prefer
receiving their messages via email, text message, social media or via
podcast. All in all, this type of marketing technique will reach out to a
greater audience, thanks to its diversity.

The Benefits of IMC

5. Reduced Confusion

● With integrated marketing, buyer’s confusion can be significantly
reduced when choosing a particular product or service, as opposed to
advertising via different communication methods.

● Additionally, IMC helps buyers get all the information about special
offers and new product releases. Consumers can then purchase the
products as quickly as possible, thereby avoiding competition from
other brands who sell the same products.

IMC Tools

01 IMC Tools 03

Advertising 02 Interactive and
Internet Marketing
04 Direct Marketing
06
Sales Promotion 05
Personal Selling
Public Relations

Advertising

Definition:

Any paid form of non personal communication about an
organization, product, service or idea by an identified
sponsor and usually use the mass media.

Types of advertising:

• Television ads/music in ads
• Radio advertising
• Online advertising
• Product placements
• In-store advertising

Direct Marketing

Definition:

Direct marketing is a system of marketing by which organizations
communicate directly with target customers to generate a

response and/or a transaction using one or more media. Direct
marketing has not traditionally been considered an element of

the promotional mix.

Example of direct marketing channel:
Direct mail

Telemarketing
Door-to-door leaflet marketing

Interactive and Internet Marketing

Definition:

Online marketing is the system with interactive on-line
computer that connects users to the vendor
electronically.

Interactive media allow for a back-and-forth flow of
information whereby users can participate in and

modify the form and content of the information they
receive in real time.

Sales Promotion

Definition:

Sales Promotion is a marketing activities that provide extra
value or short term incentive within a time period to the
sales force, distributors, or the ultimate consumer and
can stimulate immediate sales.

Public Relations

Definition:

Public relations is defined as the management functions which evaluates
public attitudes and execute program of action to earn public
understanding and acceptance.

Tools of PR such as community activities, sponsorship, fund raising,
public affairs, etc.

Personal Selling

Definition:

Personal selling is a direct person-to-person or face-to-face
communication whereby a seller attempts to assist and/or persuade
prospective buyers to purchase a company’s product or service or act

on an idea.
Personal selling involves direct contact between buyer and seller.

IMC Objectives

i. Awareness

The communicator’s task is to build
awareness, perhaps just name recognition,

with simple messages repeating the
product name.

Consumers must be aware of the brand.

The brand name needs to be made focal to get
customer attention.

ii. Knowledge

The target audience might have product
awareness but not know much more, hence
this stage involves creating brand knowledge.

This is where brand comprehension of the brand
name and what it is stands for become
important.

What are the brand ‘specific appeals? Who is the
target market? These are the types of
questions that must be answered if

consumers are to achieve the step of brand
knowledge.

iii. Liking

If target members know the product. How
do they feel about it? Means if the

audience looks unfavorably towards the
product to communicator has to find out

why.
If the unfavorable view is based on real

problems, a communication campaign
alone cannot do the job.

iv. Preference

The target audience might like the product
but not prefer it to others and in this

case, the communicator must try to build
consumer preference by promoting

quality, value, performance and others
features

vi. Purchase

Finally some members of the target
audiences might have conviction but
not quite get around to making the

purchase then they may wait for
more information or plan to act later.

v. Conviction

A target audience might prefer a particular
product but not develop a conviction

about buying it and the communicator’s
job is to build conviction among the
target audience.

THANK YOU!

Do you have any questions?