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Muhamad Sham Shahkat Ali, PHD

The document provides an overview of a workshop on integrated marketing communications (IMC). The workshop aims to help participants understand IMC theory and practice, analyze differences between marketing communication functions, examine the marketing industry and develop effective IMC strategies. It introduces concepts like coordinating promotional tools to communicate consistently to target audiences and using various promotional specialists. The document also discusses how IMC follows a customer-centric approach and helps maximize return on investment by integrating different communication functions.

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Nazila Adip
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127 views24 pages

Muhamad Sham Shahkat Ali, PHD

The document provides an overview of a workshop on integrated marketing communications (IMC). The workshop aims to help participants understand IMC theory and practice, analyze differences between marketing communication functions, examine the marketing industry and develop effective IMC strategies. It introduces concepts like coordinating promotional tools to communicate consistently to target audiences and using various promotional specialists. The document also discusses how IMC follows a customer-centric approach and helps maximize return on investment by integrating different communication functions.

Uploaded by

Nazila Adip
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Muhamad Sham Shahkat Ali, PhD

At the conclusion of the workshop, you


should be able to:
1. Analyze the differences between the major
marketing communication functions
2. Examine the marketing industry/ the
players
3. Develop effective IMC strategies and
programs
4. Contribute to the planning and
coordinating of group work
The workshop will introduce you to the theory and
practice of IMC and offer an overview of the
developments of the field. You will also be able to
gain insight on the profession of marketing
communication/corporate communication and its
interface with society.
THE WORLD OF IMC

Introduction of IMC
Introduction to Integrated Marketing Communications
The world of Advertising and Integrated Brand
Promotion
Integrated Marketing Program Situation Analysis
Organizing for Advertising and Promotion.
Promotion and IMC -- Planning and Strategy

Understanding the Market Environment: Segmenting,


Targeting and Positioning
Understanding Consumer Purchasing Behavior.
Media Planning,
Direct Marketing,The Internet, Sales Promotion, Personal Selling,
Public Relations and Corporate Advertising.

Sponsorship, point-of-purchase and supportive


Communication.
Evaluating the Social, Ethical, and Economic
Belch,G.E. & Belch, M.A. 2007. Advertising and
Promotion an integrated marketing
communications perspective. 7th edition.NY:McGraw
Hill.

O’Guinn, Allen, Semenik. 2006. Advertising &


Integrated Brand Promotion. OH:Thomson South-
Western.

Semenik, R. J. 2002. Promotion & Integrated


Marketing Communications. Canada: South-
Western.
- The Medill School of Journalism,
Northwestern School of Commerce ---
advertising
- 1980s the Advertising Department added
direct marketing, sales promotion and
corporate public relations
New marketplace – interactive, globally
connected, customer-driven, service
economy where time and speed are of
essence.
• 1980s companies see the need for more
strategic integration of their promotional tools
• Process IMC involves coordinating the various
elements & other marketing activities that
communicate with a firm’s customers. e.g. use
ads, sales promotion, corp. sponsorship, direct
marketing, etc
•Companies built profitable relationship with
customers, stakeholders, stockholders.
advertisers were not clear of
advertising in the new millennium
…..
the indusrty realized its
vulnerability to the outside world
…. For many years, the promotional function in most
companies was dominated by mass media ads. Companies
relied primarily on their ads agencies for guidance in nearly all
areas of marcomm. In fact, most marketers did use additional
promotional & marketing tools but, sales promotion & direct
marketing agencies as well as package design firms were
generally viewed as auxiliary services & often used on a per-
project basis. PR agencies were used to manage the
organization’s publicity, image & affairs with relevant publics
on an ongoing basis but were not viewed as integral
participants in the marcomm process.
Many marketers manage its various marketing
& promotional functions separately. different
budgets, views of market, goals & objectives.
they failed to recognize that the wide range of
marketing & promotional tools must be
coordinated to communicate effectively and
present a consistent image to target audience.
…. 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
e.g. general ads., direct response, sales
promotion, and public relations …. and combines
these disciplines to provide clarity, consistency
and maximum communications impact ….. (Belch
& Belch, 1999)
The concept or philosophy of
marketing that stresses bringing
together all the variables of the
marketing mix, all the media, all the
actions with which a company
reaches its publics, and integrating
the company’s strategy & programs
…..
IMC follows the concept of marketing that start
with the consumer needs and wants and work
back to the brand. through the information from
the database companies are able to find out
about consumers. imc is a practice of unifying
communication tools from packaging ---- to
sending consistent, persuasive message to
target audience
….. The began asking their ad agencies to coordinate
the use of a variety of promotional tools rather than
relying primarily on media advertising. …. Some
companies began looking beyond the traditional
advertising agencies & use other types of promotional
specialists to develop & implement various
components of their promotional plans.
….. using all forms of promotion
…..approach to planning marketing
….promotion programs
….coordinating communication functions
imc helps companies identify the most appropriate &
effective methods to conduct customers &
stakeholders.
significant marketing development
added value of integrating various
communication functions
maximize return on investment
VS

INTERNET, VCD,
DVD, MOBILE
PHONE

RADIO/TV/MAGAZINES/
NEWSPAPER
IMC Media: The means by
which the various types of
marketing communication
messages are sent and
received
Television
Television Radio
Radio

Telephone
Telephone Newspapers
Newspapers
Media
Media
Mail
Mail Magazines
Magazines

Internet
Internet Outdoor
Outdoor
AVOID DUPLICATION ---- integrate
marcom activities
NEW TECHNOLOGY NEW
ENVIRONMENT --- new ways to
reach consumers
DIFFERENT CONSUMERS -----
sophisticated, demanding,
EXPENSIVE TRADITIONAL MEDIA
1. It Drives Brand Differentiation
• IMC helps make your brand stand out
vs. competitors
2. Brings Greater Accountability
• IMC allows you to track sales and
profits based on your brand’s
relationships with consumers
3. Increases the Level of Trust
• IMC focuses on long-term relationships,
not one-time sale
4. Provides Internal Focus
• IMC focuses on “one look, one voice”
Thank you

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