INTEGRATED

MARKETING

COMMUNICATION
It

is a strategic business process..

use to develop a persuasive communication program.

ROLE OF IMC
to generate short term financial gains

to generate long term brand equity

BY IMC..
avoid duplication advantage of synergy

efficient and effective marketing communication program

TOOLS FOR IMC

the basic tools used to accomplish an organization's communication objectives are often referred to as the promotional mix

ELEMENTS OF IMC
advertising sales promotion

publicity/personal relations
point of purchase/point of purchase

direct marketing
internet/interactive marketing

INTEGRATED MARKETING COMMUNICATION AND DJIUC3

ELEMENTS OF IMC
advertising sales promotion

publicity/personal relations
point of purachase

direct marketing
internet/interactive marketing

ADVERTISING

impersonal, one-way communication about a product or organization that is paid by a marketer..

ELEMENTS OF IMC
advertising sales promotion

publicity/personal relations
point of purchase

direct marketing
internet/interactive marketing

SALES PROMOTION

Marketing activities -other than personal selling, advertising and public relationsthat stimulate consumer behavior and dealer effectiveness

ELEMENTS OF IMC
advertising sales promotion

publicity/personal relations
point of purchase

direct marketing
internet/interactive marketing

publicity/ public relations

The act, process, or occupation of disseminating information to gain public interest.

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

ELEMENTS OF IMC
advertising sales promotion

publicity/personal relations
personalpurchase point of sales

direct marketing
internet/interactive marketing

POINT OF PURCHASE
A place where sales are made. On a macro-level, a point of purchase may be a mall, market or city. On a micro-level, retailers consider a point of purchase to be the area surrounding the counter where customers pay. Also known as "point of sale".

ELEMENTS OF IMC
advertising sales promotion

publicity/personal relations
point of purchase

direct marketing
internet/interactive marketing

DIRECT MARKETING
It is a communication tool in which organizations communicate directly with target consumers to generate a response and/or a transaction

ELEMENTS OF IMC
advertising sales promotion

publicity/personal relations
point of purchase

direct marketing
internet/interactive marketing

INTERNET/INTERACTIVE
MARKETING

Interactive media allow for a back-andforth flow of information whereby uses can participate in and modify the form and content of the information they receive in real time.

PARTICIPANTS OF IMC
advertiser advertising agency media organization marketing communication specialists organization collateral servvices

PARTICIPANTS OF IMC
advertiser advertising agency media organization marketing communication specialists organization collateral services

ADVERTISER

Advertiser is the key participant in the process. They have the product, services or causes to be marketed they make final decisions regarding the advertising and promotional programs.

PARTICIPANTS OF IMC
advertiser advertising agency advertising agency media organization marketing communication specialists organization collateral servvices

ADVERTISING AGENCY

An outside firm that specializes in the creation, and/or placement of the communication message ant that may provide other services to facilitate the marketing and promotion process

PARTICIPANTS OF IMC
advertiser advertising agency media organization marketing communication specialists organization collateral servvices

MEDIA ORGANIZATION
Media agencys function is to provide information or entertainment to their subscriber, viewers or readers. It includes media buying and media planning houses.

PARTICIPANTS OF IMC
advertiser advertising agency media organization marketing communication specialists organization collateral servvices

MARKETING COMMUNICATION
SPECIALIST ORGANIZATIONS
They include direct marketing agencies, sales promotion agencies, and interactive agencies and public relations forms. These organizations provide services in their areas of expertise.

PARTICIPANTS OF IMC
advertiser advertising agency media organization marketing communication specialists organization collateral services

COLLATERAL SERVICES

The wide range of support functions used by advertisers, agencies, media organizations, and specialized marketing communication firms are provided by collateral services.