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Integrated Marketing Communication

Communication
Marketing Communication
Integrated Marketing Communication
Communication

• Literally, “exchange of information”

• Requires / Involves: sender, receiver, message, media

• Has a ‘purpose’: converse, inform, explain, convince, influence, promote,.....

• Has a ‘context’: personal, social, business (marketing), political, cultural,…...

• Primary forms – Visual, Verbal, Non-verbal, Textual,…

• Basic types – one-to-one, one-to-many


The “Crux” of any Communication

Sender “Meaning” Receiver

Validation of comprehension
The 7C’s of Communication

• Clarity

• Correctness

• Completeness

• Conciseness

• Coherence

• Consistency

• Courtesy
Marketing Communication

• Has a business promotion / commercial context

• Promotion of products and services

• The playground:
– Sender: Marketer / Advertiser
– Receiver: Consumer / Target Audience
– Message: Ads, Articles / Content, Tele / Sales Call, Mail, SMS,…
– Media: TV, Print, Outdoor, Web, Mobile, Collaterals,……

• Purpose: Awareness / Recall, Preference, Sales

• Validation: Measurement of results, costs, ROI


Role of Marketing Communication

Position
Marketing Communication
“Reach out”
Brand
Preference
Engage
Sale
Deliver
Relationship Persuade

Push Consumer Pull


The Big Picture
Marketing
MarComm

Ad, PR, DM,…

Brand

Consumers
Integrated Marketing Communication

• Basically means “integrated messaging” across media

• Optimize communication by creating a consistent


message across all media rather than conveying different
messages in different media

• Basic Premise: “whole > sum of the individual parts”


What is IMC?

• Using the same core brand message and imagery


across all / most ‘channels’ of communications

• Creates a unified and consistent brand experience


for audiences across media / channels

• Helps achieve the ‘multiplier effect’ of high ‘reach’ with


high ‘salience’ – more visibility + stronger recall
The Rationale for IMC

Necessitated by following trends:

• Fragmentation in consumer tastes and preferences (more segmented markets)

• Shift from mass media advertising to multiple forms of marketing communications

• Growing popularity of more specialized and individualized media options

• More efficient marketing planning and implementation, leading to improved MROI


Benefits of IMC

• Focus and consistency in messaging

• Surround sound impact (same/similar message thru multiple mediums)

• Enhanced brand visibility / awareness / recall

• Marketing cost efficiencies (better MROI)


Imperatives of IMC
• Focus to be on the Brand - consistency in brand identity, core
message, imagery, experience

• Focus on Consumer Experience - what / how consumers feel


about the brand / product (meeting consumer expectations)

• Use of Multiple Communication Tools - 3600 communication


planning approach

• Integrated Performance Measurement - tracking results and


consumer feedbacks regularly through CRM and research / survey tools
The 4C’s of IMC

• Consumer

• Communication

• Consistency

• Cost

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