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An Introduction To Integrated Marketing Communications: Submitted By: Harshith Gowda G PGDM No. 17012

The document provides an introduction to integrated marketing communications (IMC). It discusses the growth of advertising and promotions spending. It defines key marketing terms like marketing, marketing mix, and the evolution of IMC. It also outlines the various elements of the promotional mix, including advertising, direct marketing, interactive marketing, sales promotion, publicity, and personal selling. Finally, it discusses promotional management and the process of developing a marketing plan, including a promotional program situation analysis.

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79 views5 pages

An Introduction To Integrated Marketing Communications: Submitted By: Harshith Gowda G PGDM No. 17012

The document provides an introduction to integrated marketing communications (IMC). It discusses the growth of advertising and promotions spending. It defines key marketing terms like marketing, marketing mix, and the evolution of IMC. It also outlines the various elements of the promotional mix, including advertising, direct marketing, interactive marketing, sales promotion, publicity, and personal selling. Finally, it discusses promotional management and the process of developing a marketing plan, including a promotional program situation analysis.

Uploaded by

K1 ARUN
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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AN INTRODUCTION TO INTEGRATED MARKETING

COMMUNICATIONS

ASSIGNMENT 1
Submitted by:
HARSHITH GOWDA G
PGDM No. 17012

Submitted to:

Dr.H. Gayathri
SDMIMD, Mysuru

Submitted on:7th April 2019

SDM Institute for Management Development


Mysuru, Karnataka, India
AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS
The Growth of Advertising and Promotions
 Advertising and Promotion spending is expected to increase over the next few years
as the marketers around the world recognize the value and importance of advertising.
 IMC Plays an important role in all Marketing programs of companies in their efforts
to communicate and sell their products to their consumers.
 A fundamental reason is that they understand the value of strategically integrating the
various communications functions rather than having them operate autonomously.
 There are some of the channels where they offer 24-hour shopping networks others
contain 30- or 60-minute direct-response appeals known as infomercials, which look
more like TV shows than ads.
 A shift in marketplace power from manufacturers to retailers.

The Role of Marketing


The Process of Planning, Organizing and Executing, Pricing, Promotion, and Distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational
objectives is called as Marketing.

Marketing Mix
The Basic combination of four elements in the Marketing Program to facilitate the potential
for exchange with consumers in the Market place is called Marketing Mix and they are:-
 Product
 Price
 Place
 Promotion

The Evolution of IMC


In 1990 many companies started moving towards Integrated Marketing Communications
which involves co-ordination of the various promotion’s elements along with other
Marketing activities that communicate with consumers and the Firm.
Many agencies responded to the call for synergy among the promotional tools by acquiring
PR, sales promotion, and direct-marketing companies and touting themselves as IMC
agencies that offer one-stop shopping for all their clients’ promotional needs and this is how
IMC Started got Evolution.

The Role of IMC in Branding


Building and maintaining brand identity and equity require the creation of well-known
brands that have favourable, strong, and unique associations in the mind of the consumer.
Brand Identity is a combination of many factors where it includes the Company Name, Logo,
Symbols, Design, Packing, Quality of the Product, and how the services provided to the
customers it all matters for the Brand Identity.
The Promotion Mix
It has been defined as the coordination of all seller-initiated efforts to set up channels of
information and persuasion in order to sell goods and services or promote an idea is called
Promotion.
The Promotional Mix has 6 elements and they are: -
 Advertising
 Direct Marketing
 Interactive Marketing
 Sales Promotion
 Publicity
 Personal Selling

Advertising
Advertising is defined as any paid form of nonpersonal communication about an
organization, product, service, or idea by an identified sponsor. The nonpersonal component
means that advertising involves mass media like TV, radio, magazines, newspapers that can
transmit a message to large groups of individuals at the same time. And its very cost effective
to the company because it gives an information or message for a large group of people at the
Real Time.

Direct Marketing
It is a type of Marketing where the organization convey the message or information to
Directly to Target customers to generate a response or to provide the service. Direct
marketing is much more than direct mail and mail-order catalogues. It involves a variety of
activities, including database management, direct selling, telemarketing, and direct response
ads through direct mail, the Internet, and various broadcast and print media.

Interactive Marketing
These Days the society is developing in day to day life so the consumers are updating so
interactive media is been trend now a days. It means the consumer interact with mobile apps
the laptops and he will buy the product these changes are being driven by advances in
technology and developments that have led to dramatic growth of communication through
Interactive media.

Sales Promotion
It has been defined as those marketing activities that provide extra value or incentives to the
sales force, the distributors, or the ultimate consumer and can stimulate immediate sales.
Sales promotion is generally broken into two major categories:
 Consumer-oriented
In this type of sales promotion, we give samples we conduct contest we give discount
offers to the consumers and also, we provide coupons.
 Trade-oriented activities
In Trade oriented activities we provide schemes to intermediaries and Price deals to
them.

Publicity
Publicity refers to nonpersonal communications regarding an organization, product, service,
or idea not directly paid for or run under identified sponsorship. It can do through word of
mouth it can have even Positive shade or Negative shade.

Personal Selling
It can be a form of person-to-person communication in which a seller attempts to assist
and/or persuade prospective buyers to purchase the company’s product or service or to act on
an idea. Or it is a type of door to door services providing.

Promotional Management
Promotional management involves coordinating the promotional-mix elements to develop a
controlled, integrated program of effective marketing communications. The marketer must
consider which promotional tools to use and how to combine them to achieve its marketing
and promotional objectives.

Review of the Marketing Plan


It is a written document that describes the overall marketing strategy and programs developed
for an organization, a product line, or a brand. Marketing plans can take several forms.
It has 5 steps: -
 A detailed situation analysis that consists of an internal marketing audit and review
and an external analysis of the market competition and environmental factors.
 Specific marketing objectives that provide direction, a time frame for marketing
activities.
 A marketing strategy and program that include selection of target market and
decisions and plans for the four elements of the marketing mix.
 A program for implementing the marketing strategy, including determining specific
tasks to be performed and responsibilities.
 A process for monitoring and evaluating performance and providing.

Promotional Program Situation Analysis


The situation analysis focuses on the factors that influence or are relevant to the development
of a promotional strategy. It includes both situation analysis
 Internal Analysis
The internal analysis assesses relevant areas involving the product/service offering
and the firm itself. The capabilities of the firm and its ability to develop and
implement a successful promotional program, the organization of the promotional
department, and the successes and failures of past programs should be reviewed.
 External Analysis
A key element of the external analysis is an assessment of the market. The
attractiveness of various market segments must be evaluated and the segments to
target must be identified. Once the target markets are chosen, the emphasis will be on
determining how the product should be positioned.

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