Integrated Marketing

Communication
Combining and integrating different
elements of communication mix
Communication mix:
Advertising
Direct Marketing
Consumer & Trade Promotions
Publicity & Public Relations
Event & Sports Sponsorships
 IMC: Advertising
Strengths:
Lower cost to reach target customer, since
it uses mass media
Advertising can use complex visual and
emotional methods to increase the
effectiveness of the message (more
effective for consumer products & services)
Increase Brand Awareness and favourable
attitudes towards the Brand
 IMC: Advertising
Weaknesses:
Inability to actually get the sale (needs
additional sales promotion support)
Widely perceived as biased (low trust and
skeptical)
 IMC: Direct Marketing
Includes:
Direct mail

Telemarketing

Direct response

Internet

Also known as Database Marketing

Advantages:
Ability to target specific, individual consumers,

with an offer that is tailored to that consumer

Ability to direct measure the response
 IMC: Sales Promotion
Consumer promotion
Coupons
Sweepstakes
Subsidized financing
Trade Promotion:
Buying allowance
Billback allowance
Display allowance
Contests
 IMC: Other Action Oriented
Communications
Retail Advertising
'Traffic-building' ads

Limited-time-only ads

Cooperative Advertising
Vertical

Horizontal

Ingredient-producer co-op
 IMC: Other Action Oriented
Communications
Reminder Ads:
Short

Outdoor billboards

Points-of-Purchase Materials
Speciality Advertising (Leaflets)
In-store Advertising
Merchandising Environment
Sales Leads in the case of Industrial Marketing
 IMC: Public Relations
Building Corporation's public image
before:
Government
Shareholders
Employees
Community at large
To counteract negative publicity during
any crisis
 Relevance of IMC
Budget allocations have to be spread to all
elements of IMC in such a way to avoid 'Media
Waste'
Who should do the coordinating?
Marketing Managers (large companies)

Outside Agencies (smaller companies)

Commitment and appreciation of top

management towards IMC are essential