Introduction to IMC:

IMC stands for Integrated Marketing Communications. It is a strategic approach that

combines various communication tools and channels to deliver a consistent and unified
message to the target audience. IMC aims to create a seamless and coordinated customer
brand experience across different marketing channels.

IMC Planning Process:

The IMC planning process involves several steps:

1. Reviewing Marketing and Communication Objectives: This step entails understanding

the overall marketing objectives and aligning them with the communication goals.

2. Conducting a Situation Analysis: It involves analyzing the internal and external factors
that can influence the effectiveness of the IMC campaign, such as the target audience,
competitors, and market trends.

3. Defining the Target Audience: Identifying and understanding the characteristics,

preferences, and behaviors of the target audience is crucial for developing effective
communication strategies.

4. Establishing Communication Objectives: Clearly defining the desired outcomes of the

IMC campaign, such as increasing brand awareness, generating leads, or driving sales.

5. Developing the IMC Strategy: Determining the key message, positioning, and creative
approach that will be used to communicate with the target audience consistently across
different channels.

6. Selecting the Promotional Mix: Choosing the specific communication tools and channels
that will be utilized in the IMC campaign to reach the target audience effectively.

7. Implementing and Executing the IMC Plan: Putting the strategy into action by creating
and delivering the planned communications through various media channels.

8. Evaluating and Measuring Results: Assessing the effectiveness of the IMC campaign
based on predefined metrics and making adjustments if necessary.

IMC in the Marketing Process:

IMC plays a vital role in the overall marketing process. It helps ensure that all marketing
communication efforts are aligned and work together to achieve the marketing objectives. By
integrating various communication tools and channels, IMC allows marketers to deliver a
consistent message across different touchpoints, reinforcing the brand image and enhancing
customer experience. IMC helps create synergy and coordination among marketing activities,
leading to improved efficiency and effectiveness in reaching the target audience.
Role of IMC in Branding:
IMC plays a crucial role in branding by creating and maintaining a consistent brand image
and identity. It ensures that all communication efforts, whether it's advertising, public
relations, direct marketing, or digital marketing, convey a unified brand message. Through
consistent messaging, IMC helps build brand recognition, awareness, and equity. It also helps
establish and reinforce the brand's positioning in the minds of consumers, leading to
increased brand loyalty and preference.

Promotional Mix: The Tools for IMC:

The promotional mix refers to the various communication tools and channels that marketers
use to convey their messages to the target audience. The key elements of the promotional mix
include:

1. Advertising: Paid, non-personal communication through mass media channels such as

television, radio, print, outdoor, and digital platforms.

2. Public Relations (PR): Managing the spread of information and maintaining positive
relationships with the media, public, and other stakeholders through activities like press
releases, media coverage, events, and sponsorships.

3. Sales Promotion: Short-term incentives and offers aimed at stimulating immediate sales,
including discounts, coupons, contests, samples, and loyalty programs.

4. Personal selling: face-to-face or one-on-one communication between sales representatives

and potential customers to explain the features and benefits of a product or service.

5. Direct Marketing: Direct communication with individual customers through channels like
email marketing, direct mail, telemarketing, and SMS marketing.

6. Digital Marketing: Utilizing online channels such as websites, social media, search
engine marketing, content marketing, and influencer marketing to reach and engage with the
target audience.

IMC Process:
The IMC process involves the strategic planning, implementation, and evaluation of
integrated marketing communications. It follows a

cyclical approach, which includes:

1. Setting Objectives: Defining the communication objectives and desired outcomes of the
IMC campaign.
2. Audience Research and Segmentation: Understanding the target audience's
characteristics, needs, preferences, and behaviors to tailor the communication messages
effectively.

3. Message Development: Creating compelling and consistent messages that align with the
brand and resonate with the target audience.

4. Channel Selection: Choosing the appropriate communication channels and tools based on
the target audience's media preferences and behaviors.

5. Budget Allocation: Determining the budget for the IMC campaign and allocating
resources across different communication channels.

6. Implementation and Execution: Creating and delivering the planned communications

through selected channels.

7. Monitoring and Evaluation: Tracking and measuring the effectiveness of the campaign
using key performance indicators and metrics.

8. Optimization and Adjustment: Making adjustments to the IMC strategy based on the
evaluation results to improve the campaign's performance.

Communication Objectives:
Communication objectives are the specific goals that an organization aims to achieve through
its marketing communications. These objectives can vary depending on the stage of the
buyer's journey, the target audience, and the overall marketing objectives. Common
communication objectives include:

1. Building Brand Awareness: Increasing the visibility and recognition of the brand among
the target audience.

2. Enhancing Brand Image: Shaping and reinforcing the desired perception and reputation
of the brand.

3. Generating Sales Leads: Attracting potential customers and generating interest in the
product or service.

4. Driving Sales: Encouraging customers to make a purchase or take a specific action.

5. Increasing Customer Engagement: Encouraging customers to interact with the brand,

such as through social media, contests, or events.
6. Educating Customers: Providing information about the product or service to enhance
customer understanding and knowledge.

7. Building Brand Loyalty: Fostering long-term relationships and repeat purchases by

creating loyalty and advocacy among existing customers.

8. Managing Crisis or Reputation: Addressing and mitigating any negative publicity or

crisis situations that may impact the brand's image and reputation.

Each of these topics plays a crucial role in developing and implementing an effective IMC
campaign, ensuring that the communication efforts are aligned, consistent, and targeted
towards achieving the desired marketing objectives.

Models of Communication:
Models of communication are theoretical frameworks that help us understand the process of
communication. There are various models, including:

1. Linear Model: This model views communication as a one-way process, where a sender
transmits a message to a receiver through a channel. It lacks feedback and assumes that the
message is received and understood as intended.

2. Interactive Model: This model incorporates feedback, acknowledging that communication

is a two-way process. It includes the sender, receiver, message, and channel, but also
considers feedback from the receiver to the sender.

3. Transactional Model: This model recognizes that communication is a dynamic process

where both the sender and receiver simultaneously send and receive messages. It emphasizes
the importance of context and shared meaning between communicators.

Traditional Response Hierarchy Models:

Traditional response hierarchy models are used to understand the process through which
consumers respond to marketing communications. These models include:

1. AIDA Model: AIDA stands for Attention, Interest, Desire, and Action. According to this
model, consumers move through a sequence of stages, starting with grabbing attention,
generating interest, creating desire, and ultimately taking action, such as making a purchase.

2. DAGMAR Model: DAGMAR (Defining Advertising Goals for Measured Advertising

Results) is another traditional response hierarchy model, which we will explain in detail later.

Message Factors:
Message factors refer to the elements that influence the effectiveness of a communication
message. These factors include:

1. Message Content: The actual information or content being communicated, such as the key
benefits, features, and value proposition of a product or service.

2. Message Appeal: The emotional or rational approach used to appeal to the target
audience, such as humor, fear, logic, or empathy.

3. Message Structure: The organization and arrangement of the message, including its
format, order of presentation, and storytelling techniques.

Channel Factors:
Channel factors are the characteristics of the communication channels through which the
message is transmitted. These factors can impact the effectiveness of the communication,
such as:

1. Reach The extent to which the channel can reach the target audience.

2. Frequency: The number of times the message can be delivered to the target audience
within a given time period.

3. Impact: The ability of the channel to capture attention and create a strong impression on
the audience.

Sales versus communication objectives:

Sales objectives and communication objectives are two different types of goals that
organizations can set.

Sales objectives are focused on generating revenue, increasing sales volume, and achieving
specific financial targets. These objectives are directly related to the organization's bottom
line and often measured in terms of sales revenue, market share, or profitability.

Communication objectives, on the other hand, are focused on creating awareness, shaping
perceptions, influencing attitudes, and generating customer engagement. These objectives are
more concerned with building brand equity, establishing relationships with customers, and
driving long-term brand value.

While sales objectives are more short-term and transactional in nature, communication
objectives are more long-term and relationship-oriented. Both objectives are important and
can work together to support overall business goals.

DAGMAR Approach:
The DAGMAR (Defining Advertising Goals for Measured Advertising Results) approach is a
specific model for setting and measuring advertising objectives. It was developed by Russell
H. Colley in the late 1960s and focuses on the idea that advertising should have a precise
objective that can be measured.

The DAGMAR approach consists of four stages:

1. Awareness: The initial objective is to create awareness among the target audience about
the product or service.

2. Comprehension: Once awareness is established, the objective is to help the audience

understand the key features, benefits, and positioning of the product or service.

3. Conviction: The objective at this stage is to build conviction or belief among the audience
regarding the product's ability

Creative Strategy:
The creative strategy refers to the plan and approach used to develop advertising and
promotional messages that effectively communicate with the target audience and achieve
marketing objectives. It involves the process of conceptualizing, designing, and executing
creative and compelling communications. Several key components contribute to the creative
strategy:

Creativity Process:
The creativity process involves generating innovative and unique ideas to develop compelling
and engaging advertising messages. It typically includes the following steps:

1. Preparation: Gather relevant information about the product, target audience, market
trends, and competition to gain a deep understanding of the context.

2. Incubation: Allowing the gathered information to incubate in the mind, giving time for
ideas to form and connections to be made.

3. Illumination: The "aha" moment when the creative idea or concept emerges.

4. Verification: Evaluating the feasibility and effectiveness of the creative idea, refining and
testing it to ensure it aligns with the marketing objectives.

Planning Creative Strategy:

Planning the creative strategy involves identifying the target audience, defining the
communication objectives, and determining the key message and positioning. It includes the
following steps:
1. Target Audience Analysis: Understanding the characteristics, needs, preferences, and
behaviors of the target audience to create messages that resonate with them.

2. Communication Objectives: Clearly defining the desired outcomes of the creative

strategy, such as increasing brand awareness, changing perceptions, or driving sales.

3. Message and Positioning: Developing a compelling message that communicates the

unique selling proposition (USP) of the product or service and differentiates it from
competitors.

Creative Strategy Development:

Creative strategy development involves translating the planning phase into a concrete
creative execution. It includes:

1. Concept Development: Generating and refining creative concepts that effectively

communicate the key message and appeal to the target audience.

2. Visual and Verbal Elements: Determining the visual and verbal elements that will be
used in the creative execution, such as imagery, colors, typography, copywriting, and slogans.

3. Creative Tactics: Identifying specific creative tactics that will be employed, such as
storytelling, humor, emotion, or user-generated content.

Media Planning:
Media planning involves determining the most appropriate media channels and platforms to
reach the target audience effectively. It includes:

1. Media Research: Conduct research to understand the media consumption habits and
preferences of the target audience.

2. Media Objectives: Establish specific objectives for the media plan, such as reach,
frequency, and engagement.

3. Media Selection: Choosing the media channels and platforms that best align with the
target audience and the creative strategy, considering factors such as demographics,
psychographics, budget, and timing.

Developing and Implementing Media Strategies:

Developing and implementing media strategies involves creating a detailed plan for
executing the media tactics. It includes:

1. Media Mix: Determining the optimal combination of media channels, such as television,
radio, print, outdoor, digital, and social media.
2. Media Scheduling: Planning the timing and frequency of media placements to maximize
reach and impact.

3. Budget Allocation: Allocating the budget across different media channels and tactics
based on their effectiveness and potential ROI.

Advertising Appeals:
Advertising appeals refer to the persuasive techniques and approaches used to attract
attention and influence consumer behavior. Some common advertising appeals include:

1. Emotional Appeal: Eliciting emotional responses, such as happiness, fear, love, or

nostalgia, to connect with consumers on a deeper level.

2. Rational Appeal: Using logical reasoning, facts, and evidence to appeal to consumers'
rational thinking and decision-making process.

3. Humorous Appeal: Employing humor and wit to entertain and engage the audience,
making the message more memorable.

Advertising Execution:
Advertising execution involves the actual implementation and production of the creative
strategy and advertising materials. It includes:

1. Copywriting: Crafting compelling and

persuasive written content for advertisements, including headlines, body copy, and calls to
action.

2. Visual Design: Creating visually appealing and impactful elements, such as images,
illustrations, typography, and layout.

3. Production: Bringing the creative elements together to produce the final advertising
materials, such as TV commercials, radio spots, print ads, or digital banners.

Evaluation of Broadcast Media:

The evaluation of broadcast media involves assessing the effectiveness and impact of
advertising messages delivered through television or radio. It includes:

1. Reach and Frequency: Measuring the number of people reached by the broadcast media
and the frequency of exposure to the advertisement.
2. Message Recall: Assessing the audience's ability to remember and recall the advertisement
after exposure.

3. Impact and Engagement: Evaluating the emotional and cognitive impact of the
advertisement on the audience, including measures of attention, interest, and perception
change.

Evaluation of Print Media:

The evaluation of print media focuses on assessing the effectiveness of advertising messages
delivered through print publications, such as newspapers or magazines. It includes:

1. Circulation and Readership: Analyzing the circulation figures and readership

demographics of the print publication to gauge the potential reach and target audience
exposure.

2. Ad Placement and Positioning: Assessing the location and prominence of the

advertisement within the publication to determine its visibility and impact.

3. Response and Conversion: Tracking and measuring the response rate and conversion
metrics, such as coupon redemption or website visits, resulting from the print advertisement.

By conducting evaluations of broadcast and print media, advertisers can gather insights to
optimize their advertising strategies and make informed decisions for future campaigns.

Sales Promotion:
Sales promotion refers to the use of various promotional techniques and incentives to
stimulate immediate sales and encourage customer action. It plays a vital role in the
marketing mix and can be aimed at both consumers and trade partners. Some key aspects of
sales promotion include:

Role of Sales Promotions:

1. Increase Sales: The primary role of sales promotions is to boost sales by creating a sense
of urgency and providing incentives for customers to make a purchase.

2. Encourage Repeat Purchases: Sales promotions can help generate customer loyalty and
repeat business by offering rewards, discounts, or incentives for ongoing patronage.

3. Introduce New Products: Sales promotions can effectively introduce new products to the
market by providing incentives for trial purchases and creating awareness.

4. Clear Inventory: Sales promotions can be used to clear excess inventory by offering
discounts or special deals on slow-moving or seasonal products.
Consumer-Oriented Sales Promotion:
Consumer-oriented sales promotions are aimed directly at end consumers to stimulate
purchases. These promotions include various tactics such as:

1. Coupons: Offering discounts or special offers through printed or digital coupons that
customers can redeem at the point of purchase.

2. Discounts and Rebates: Providing temporary price reductions or offering cash rebates on
products to encourage immediate purchases.

3. Sampling and Free Trials: Allowing customers to experience the product for free or at a
reduced price to encourage trial and adoption.

4. Contests and Sweepstakes: Engaging consumers through contests or sweepstakes where

they have a chance to win prizes by participating or purchasing specific products.

Trade-Oriented Promotions:
Trade-oriented promotions are targeted at retailers, wholesalers, or other trade partners to
incentivize them to promote and sell specific products. These promotions may include:

1. Trade Allowances: Offering financial incentives or discounts to retailers for purchasing

larger quantities or promoting the product through special displays or promotions.

2. Trade Shows and Exhibitions: Participating in trade shows or exhibitions to showcase

products to potential trade partners and generate business leads.

3. Trade Incentives: Providing bonuses, commissions, or rewards to sales representatives or

distributors for meeting sales targets or promoting specific products.

Traditional Support Media:

Traditional support media refers to advertising and promotional channels that complement the
primary advertising campaign. These include:

1. Outdoor Advertising: Using billboards, posters, or signage placed in strategic locations

such as highways, bus stops, or popular public areas to reach a wide audience.

2. Print Media: Placing advertisements in newspapers, magazines, brochures, or other print

publications to target specific audiences.

Alternative Out-of-Home Media:

Alternative out-of-home media refers to non-traditional advertising channels that provide
unique opportunities for reaching consumers in different environments. Examples include:

1. In-Store Media: Advertising displays, signage, or digital screens placed within retail
stores or supermarkets to capture customers' attention and influence their purchase decisions
at the point of sale.

2. Transit Advertising: Placing advertisements on public transportation vehicles, such as

buses, trains, or taxis, or within transit stations to reach a captive audience during their
commutes.

3. In-Flight Advertising: Promoting products or services through advertisements displayed

on airplane seatbacks, tray tables, or in-flight entertainment systems to target travelers during
their flights.

Non-Traditional Support Media:

Non-traditional support media encompasses innovative and unconventional advertising
platforms that go beyond traditional channels. Examples include:

1. Digital and Online Media: Utilizing online platforms, social media, mobile apps, or
websites to reach and engage a digitally connected audience.

2. Influencer Marketing: Collaborating with social media influencers or content creators to

promote products or services to their dedicated followers.

3. Experiential Marketing: Creating memorable and immersive brand experiences through

interactive events, product demonstrations, or pop-up installations to engage consumers and
leave a lasting impression.

By effectively utilizing sales promotions and support media, businesses can enhance their
marketing efforts, drive sales, and increase brand visibility among both consumers and trade
partners.

Direct Marketing:
Direct marketing is a form of advertising and promotion that involves communicating
directly with individual consumers or businesses to generate a response or transaction. It
utilizes various channels, such as email, direct mail, telemarketing, or digital platforms, to
reach the target audience. Key aspects of direct marketing include:

Role of Direct Marketing:

1. Building Customer Relationships: Direct marketing allows businesses to establish and
nurture direct relationships with customers, fostering loyalty and repeat business.

2. Targeted Communication: Direct marketing enables precise targeting, delivering tailored

messages to specific segments or individuals based on their demographics, behaviors, or
preferences.

3. Measurable Results: Direct marketing campaigns can be tracked and measured, providing
insights into response rates, conversion rates, and return on investment (ROI).

Evaluating Direct Marketing:

Evaluating the effectiveness of direct marketing campaigns is crucial to optimize
performance and allocate resources efficiently. Key evaluation metrics include:

1. Response Rate: The percentage of individuals who respond to the direct marketing
communication, such as making a purchase, requesting information, or subscribing to a
service.

2. Conversion Rate: The proportion of responders who complete the desired action, such as
making a purchase or signing up for a subscription.

3. Cost per Acquisition (CPA): The average cost incurred to acquire a customer or generate
a desired action through direct marketing efforts.

Internet and Interactive Media:

The internet and interactive media have revolutionized direct marketing, offering new
channels and opportunities for businesses to engage with customers. Key aspects include:

1. Email Marketing: Sending targeted emails to individuals or segmented lists to promote

products, share information, or provide personalized offers.

2. Online Advertising: Utilizing digital platforms such as display ads, search engine
marketing (SEM), or social media advertising to reach and engage the target audience.

3. Interactive Websites and Landing Pages: Creating interactive and engaging online
experiences where customers can learn about products, make purchases, or provide feedback.

Scope of Personal Selling:

Personal selling involves one-on-one communication between sales representatives and
potential customers to generate sales and build relationships. It encompasses various
activities, including:
1. Prospecting and Lead Generation: Identifying potential customers and generating leads
through research, referrals, networking, or cold calling.

2. Sales Presentations and Demonstrations: Delivering persuasive presentations,

showcasing product features and benefits, and addressing customer concerns or objections.

3. Negotiation and Closing: Engaging in negotiations to reach mutually agreeable terms and
closing the sale.

Role of Personal Selling:

Personal selling plays a vital role in the sales process and customer acquisition. Key roles
include:

1. Building Trust and Relationships: Personal selling allows sales representatives to

establish trust and rapport with potential customers, providing personalized attention and
addressing individual needs.

2. Customization and Consultation: Sales representatives can provide customized solutions

and expert advice, guiding customers through the buying process and helping them make
informed decisions.

3. After-Sales Support: Personal selling enables ongoing customer support and relationship
management, ensuring customer satisfaction and fostering loyalty.

Direct Marketing Strategies and Media:

Direct marketing strategies involve developing targeted campaigns to reach specific
audiences. Key media channels for direct marketing include:

1. Direct Mail: Sending promotional materials, catalogs, brochures, or personalized offers

through postal mail to targeted individuals or businesses.

2. Telemarketing: Contacting potential customers via phone calls to generate leads, promote
products, or conduct surveys.

3. Digital Marketing: Utilizing online platforms, such as email, social media, or search
engine marketing, to deliver personalized messages and drive customer actions.

Direct Selling:
Direct selling involves selling products or services directly to consumers through personal
interactions, typically outside of a retail establishment. Key features of direct selling include:
1. Independent Sales Representatives: Direct selling companies often recruit independent
sales representatives who build their own customer base and earn commissions based on
sales.

2. Home Parties and Demonstrations: Direct sellers often host home parties or product
demonstrations to showcase and sell products to a group of potential customers.

3. Relationship Building: Direct selling focuses on building relationships with customers,

offering personalized service, and providing ongoing support.

Direct selling provides individuals with opportunities to start their own businesses and
generate income through direct sales while offering customers a personalized buying
experience and access to unique products.

Measuring the Effectiveness of Promotional Program:

Measuring the effectiveness of a promotional program is essential to evaluate its impact and
ensure that it aligns with the marketing objectives. Several approaches can be used to
measure effectiveness:

1. Key Performance Indicators (KPIs): Identifying specific metrics, such as sales revenue,
customer acquisition rate, customer retention rate, or website traffic, to track the program's
performance.

2. Surveys and Market Research: Conducting surveys or market research to gather

feedback and insights from customers, evaluating their awareness, perception, and response
to the promotional activities.

3. A/B Testing: Comparing the performance of different program elements or variations to

determine which ones yield the most favorable outcomes.

4. Return on Investment (ROI): Calculating the financial return generated from the
promotional program compared to the investment made, considering factors like sales uplift,
cost savings, or customer lifetime value.

Testing Process:
Testing the effectiveness of different program elements or variations can help optimize
promotional efforts. The testing process typically involves:

1. Hypothesis Formulation: Defining clear hypotheses or assumptions about the expected

outcomes of specific program elements or variations.
2. Control and Test Groups: Dividing the target audience into control and test groups to
compare the performance of different program elements or variations.

3. Implementation and Monitoring: Implementing the program elements or variations and

closely monitoring their performance, measuring the impact on key metrics.

4. Analysis and Evaluation: Analyzing the results and evaluating the performance of
different elements or variations, drawing insights to inform future promotional strategies.

Social and Legal Issues of Promotions:

Promotional activities can raise social and legal considerations that businesses must be
mindful of. Some common issues include:

1. Deceptive Advertising: Promotions must not mislead or deceive consumers by providing

false or misleading information about products, prices, or offers.

2. Privacy and Data Protection: Collecting and using customer data for promotional
purposes must comply with relevant privacy laws and regulations, ensuring proper consent
and protection of personal information.

3. Intellectual Property Rights: Promotions should respect and not infringe upon
intellectual property rights, such as trademarks, copyrights, or patents.

Promotion Ethics:
Ethical considerations are essential in promotional activities to ensure fairness, transparency,
and respect for consumers. Some ethical principles include:

1. Honesty and Truthfulness: Promotions should be based on accurate and truthful

information, avoiding exaggerated or false claims.

2. Transparency: Disclosing relevant information about the promotion, such as terms and
conditions, eligibility criteria, or any limitations or restrictions.

3. Fairness: Treating all customers equally and avoiding discriminatory practices in

promotions, ensuring equal opportunities for participation and benefits.

Social and Ethical Criticism:

Promotions can face social and ethical criticism when they are perceived as manipulative,
exploitative, or detrimental to society. Common criticisms include:

1. Exploitative Practices: Criticisms may arise if promotions exploit vulnerable populations,

promote unhealthy behaviors, or create unnecessary needs or desires.
2. Environmental Impact: Promotions that involve excessive packaging, waste generation,
or unsustainable practices can face criticism for their negative environmental impact.

3. Stereotyping and Offensiveness: Promotions that perpetuate stereotypes, offend cultural

or social sensitivities, or promote harmful ideologies can be subject to criticism.

Advertising Standards Council of India (ASCI):

The Advertising Standards Council of India (ASCI) is a self-regulatory body in India that
aims to ensure responsible advertising and protect consumer interests. ASCI:

1. Sets Advertising Standards: ASCI establishes advertising standards and guidelines to

promote ethical and truthful advertising practices.

2. Monitoring and Complaints: ASCI monitors advertisements and addresses complaints

from consumers, industry stakeholders, or other concerned parties regarding misleading or
offensive promotions.

3. Voluntary Compliance: ASCI encourages advertisers to

voluntarily comply with its guidelines and rulings, promoting self-regulation within the
advertising industry.

ASCI's role is to promote responsible advertising practices, maintain consumer trust, and
address concerns related to unethical or misleading advertisements.