• Integrated Marketing Communications is a term

used to describe a holistic approach to marketing

communication.
• It aims to ensure consistency of message and the
complementary use of media.
• Integrated marketing communication is
integration of all marketing tools, approaches,
and resources within a company which
maximizes impact on consumer mind and which
results into maximum profit at minimum cost.
 Integration of all the promotional tools such as
advertising along with other components of
marketing mix to gain edge over competitor is
called Integrated Marketing Communication.
Integrated Marketing Communications is a
data-driven approach that focuses on identifying
consumer insights and developing a strategy with
the right (online and offline combination)
channels to forge a stronger brand-consumer
relationship.
It includes two concepts channels
• Online
• Offline
 Online marketing channels include any e-
marketing campaigns or programs, from
search engine optimization (SEO), pay-per-
click, affiliate, email, banner to latest web
related channels for webinar, blog, micro-
blogging, podcast, Internet Radio and
Internet TV.
 Offline marketing channels are traditional
print (newspaper, magazine), mail order,
public relations, industry relations, billboard,
radio, and television. A company develops its
integrated marketing communication
programme using all the elements of the
marketing mix (product, price, place, and
promotion).
 Integrated Marketing Communication means
different things depending on who you ask.
Marketing guru Philip Kotler defined IMC as,
"the concept under which a company carefully
integrates and coordinates its many
communications channels to deliver a clear,
consistent message".
 This concept is expanded on in the 4Cs of
IMC which define how various Marketing
Communication Mix tools should be
coordinated in the following ways:
 Coherence
 Consistency
 Continuity
 Complementary
 According to the JIMC(Journal of Integrated
Marketing Communication), "IMC - the
management of all organized
communications to build positive
relationships with customers and other
stakeholders - stresses marketing to the
individual by understanding needs,
motivations, attitudes and behavior."
 Based on the several definitions of
Integrated Marketing Communications, there
are obviously several factors to keep in mind
while implementing IMC are

• creating and presenting a unified "Marketing

Personality" through whom you
communicate with your customers and
 
• coordinating various sales and marketing
activities for maximum impact.
Integrated Marketing Communication involves
the following ways:
 Horizontal Integration
 Vertical Integration
 Internal Integration
 External Integration
 Data Integration
Horizontal Integration
• Sales and marketing is not the sole prerogative of

just the Sales and Marketing departments. Every

department within a company should be aligned
around creating value and creating customers.
Vertical Integration
• CEO, Directors, Managers and frontline

employees should all be able to articulate your

message and tie it to the various needs and
benefits of peers within the customer
organization as well as corporate objectives.
Internal Integration
• Product Marketing, Field Marketing, Corporate

Marketing, Event Marketing and other marketing

disciplines should not work in isolation but rather
in a coordinated way that fosters the exchange of
ideas and creates new synergies.
External Integration
• Customer Advisory Boards, Partner Vendors,

Focus Groups and others may have valuable input

as well as a key role to play in establishing
successful Integrated Marketing Communication.
Data Integration
• A key aspect of IMC in any shape or form is

making sure that all players have access to

the same customer and marketing data. As
newer customer data is collected and as the
marketing message and new initiatives are
refined and developed, employees and
partners should have access to the latest data
via your CRM or other centralized data
system.
• IMC wraps communications around
customers and helps them move through the
various stages of the buying process.
• It can create competitive advantage, boost
sales and profits, while saving money, time
and stress.
• This 'Relationship Marketing' cements a bond
of loyalty with customers which can protect
them from the inevitable onslaught of
competition.  
• A better chance of cutting through the 'noise'
of over five hundred commercial messages
which bombard customers each and every
day.
• Reduces their 'misery of choice' in a complex
and busy world.
• Consistent images and relevant, useful,
messages help nurture long term
relationships with customers.
 Advertising
 Sales Promotion
 Public Relations
 Direct Marketing
 Personal Selling
 Marketing communications involves what you
say about your business? and who you say it
to?
 Set objectives, Make the objectives

quantifiable and you'll be able to build results

measurement into your plan.
 set your identity. Define your logo and colors

and use them consistently.

 Provide basic information.
 Be visible
 Strengthen your connections, Think about

what these folks need to know. A regular

newsletter, a handbook and relevant
information sheets maybe just what you need
to strengthen client relationships.
 Establish a budget and timetable since it
seems they're locking into something.
 Advertis
-ment

Public
Web relation
sites
Marketing
communic
ation
Direct
marketing
Personal
database
selling
marketing
Sale
promotion
sponsoring
exhibits

Functions of IMC:
 It has four characteristics: it is convincing in nature; it is non-
personal; it is paid for by an identified sponsor; and it is
disseminated through mass channels of communication.
 Advertising effects are best measured in terms of increasing
awareness and changing attitudes and opinions, etc.
 Advertising also helps create and maintain brand equity.
Brand equity is an intangible asset that results from a
favorable image, impressions of differentiation, or consumer
attachment to the company, brand, or trademark.
 This equity translates into greater sales
volume, and/or higher margins, thus greater
competitive advantage.
 Cost is the greatest disadvantage of

advertising.
 Credibility and mess are other disadvantages.
 New media are emerging, such as DVRs

(digital video recorders) which allow

consumers to record programs
 It management function which identifies,
establishes, and maintains mutually beneficial
relationships between an organization and
the public’s upon which its success or failure
depends.
 Advertising is a one-way communication
from marketer to consumer.
 public relations considers multiple audiences

(consumers, employees, suppliers, vendors,

etc.)
 Also used for the two-way communication to

monitor feedback and adjust both its

message and the organization's actions for
maximum benefit.
 A primary tool used by public relations
practitioners is publicity.
 Publicity capitalizes on the news value of a

product, service, idea, person or event so that

the information can be disseminated through
the news media.
 This third party "endorsement" by the news
media provides a vital boost to the marketing
communication message.
 Ex: Bosch, Nestle etc.
DIRECT MARKETING:
 Direct marketing, the oldest form of

marketing, is the process of communicating

directly with target customers to encourage
response by telephone, mail, electronic
means, or personal visit.
 Users of direct marketing include retailers,

wholesalers, manufacturers, and service

providers.
 they use a variety of methods including direct
mail, telemarketing, direct-response
advertising, and online computer shopping
services, cable shopping networks, and etc.
 they can serve more effectively and

profitably, companies may be more efficient

in their marketing efforts.
 direct marketing can reach individual

consumers and develop a relationship with

each of them.
DATABASE MARKETING:
 Database marketing is a form of direct

marketing that attempts to gain and reinforce

sales transactions while at the same time
being customer driven.
 Successful database marketing continually

updates lists of customers by identifying who

they are, what they are like, and what they are
purchasing now or may be purchasing in the
future.
 database marketing is viewed by many
marketers as succeed traditional marketing
strategies and is a major component of most
IMC programs.
 database marketing is expensive to develop

and complex to implement effectively.

 SALES PROMOTION
 Sales promotions that offer extra incentives

to improve the product's movement from

producer to consumer.
 Consumer promotions such as coupons,

sampling, premiums, sweepstakes, price

packs (packs that offer greater quantity or
lower cost than normal), low-cost financing
deals, etc.
 Trade promotions include slotting
allowances, display and merchandising
allowances, buying allowances (volume
discounts and other volume-oriented
incentives), bill back allowances (pay-for-
performance incentives), incentives to
salespeople, and other tactics to encourage
retailers to carry the item and to push the
brand.
 Two perspectives may be found among
marketers regarding sales promotion.
 First, sales promotion is supplemental to

advertising in that it binds the role of

advertising with personal selling.
 sales promotion as a minor player in the

marketing communication program.

 A second view regards sales promotion and
advertising as separate functions with
objectives and strategies very different from
each other.
 Advertising sets up the deal by developing a

brand reputation and building market value.

 Sales promotion helps close the deal by

providing incentives that build market

volume.
 Sponsorships increase awareness of a
company or product, build loyalty with a
specific target audience, help differentiate a
product from its competitors, provide
merchandising opportunities, demonstrate
commitment to a community.
 Exhibits, or trade shows, are hybrid forms of
promotion between business-to-business
advertising and personal selling.
 Because many trade shows generate media

attention, they have also become popular

venues for introducing new products and
providing a stage for executives to gain
visibility.
 Personal selling includes all person-to-
person contact with customers with the
purpose of introducing the product to the
customer, convincing him or her of the
product's value, and closing the sale.
 Personal selling is the most effective way to

make a sale because of the interpersonal

communication between the salesperson and
the prospect.
 Web sites provide a new way of transmitting
information, entertainment, and advertising,
and have generated a new dimension in
marketing: electronic commerce.
 E-commerce is the term used to describe the

act of selling goods and services over the

Internet. Ex: Amazon.com, CD Now, eBay, etc
 What makes a good integrated marketing campaign? Analysts
like Marissa Gluck of New York-based Jupiter
Communications say it's consistency: "The look and feel must
be the same offline and online." Nike "Whatever" campaign
not only was consistent, it was groundbreaking--so
groundbreaking that major TV networks almost refused to
run it.
 The campaign was also effective in driving traffic both to
Nike's original site and to the whatever.nike.com site created
specifically for the campaign. According to New York-based
Media Metrix, unique visitors to Nike.com went from 589,000
in January to 852,000 in February, when the campaign
reached its height. Whatever.nike.com garnered 524,000
unique visitors in February (Media Metrix's figures for January
and March were too small for an accurate sample).
 IBM introduced the now-ubiquitous red "e" logo that looks
like an @ sign, designed, says Steve Hayden, president,
worldwide brand services for IBM at Ogilvy, to capture the
"Internet symbology."

The e-business campaign launched Oct. 7, 1997, with an

eight-page insert in The Wall Street Journal. It was followed
by TV and print ads that talked about various Internet issues.
By the end of 1997, knowledge of e-business was up 25
percent among its core target audience of competitors,
according to Ogilvy, as was the concept's association with
IBM.
 Imc plans for Red bull drink campaign
samples , marketing campaign ,cost ,
communication plan etc……….