Integrated Marketing Communications (IMC) Notes
Integrated Marketing Communications (IMC) Notes
Integrated Marketing Communications (IMC) Notes
COMMUNICATIONS (IMC)
MBA Marketing
2008 PATTERN
UNIVERSITY OF PUNE
Compiled by:
RAHUL MANDAL
CONCEPT IMC
Concept and Process of Integrated Marketing
Communications
Integrated Marketing Communications is a term used to
ensure consistency of message and the complementary
use of media.
Consumer Advertising
Industrial Advertising
Trade Advertising
Specifying
advertisement Select media
objectives
Comparative Advertising
Explicit Advertising
Inoculative Advertising
Refutation Advertising
Creating emotions
Using endorsers
The mailers list was provided by advertising agency and this list
was bought by Brooke bond. The list consisted only the coffee
drinkers in the city of Chennai. The target sample customers of
4000 were home delivered the small jar of coffee granules. The
delivery was done by courier and registered post.
Advantages
Enhances brand visibility
Excellent platform for appropriate relationship
building
Bond between customer and the company
Disadvantages
Involvement of small percentage of brands
target audience
Public Relations
A Systematic act of building an image of the
product/service/idea/company among the
target group / general public/stakeholders
though a well designed promotion on a
regular basis
Crisis Management :
Press release
Exclusive stories
Company newsletter
Sponsored event
Advantages of PR
Credibility
Cost
Avoidance of Clutter : News item
Ability to reach specific groups
Lead generation
Image building
Disadvantage
If PR does not co-ordinate with marketing department
there can be inconsistency in the communication
Media Relations
Cabbage patch dolls became a toy craze in the 1985
after being featured in a Newsweek cover story,
appearing in network and local TV and radio broadcasts
and after first lady Nancy Reagan was show worldwide
giving them to two Korean children hospitalized for
heart treatment
I love you
Little Jenny Katherine.
Creative Process
Copywriting Illustrating
Layout
Client Approval
MEDIA MANAGEMENT
Media Management
Popups that block the article for 15, 14, 13, 12 ... Seconds
are extremely annoying
Times of India
In 2008 - The worlds largest selling daily, ranked
3rd largest selling newspaper in any language in
the world
Our car is more spacious More Car Per Car (Tata Indica)
Our butter is tasty and fun to eat Utterly Butterly delicious (AMUL)
Our motorbike is fuel efficient Fill it, Shut it , Forget it (Hero Honda
Motorcycle)
Our mobile service helps you to stay in Express yourself (Airtel mobile telephone
touch with anyone services )
ETHICS & CSR IN IMC
Ethics and social responsibility in
IMC campaigns
Advertising and their agencies must be sure
advertising does not overstep social and legal
norms. Public policy makers have developed a
substantial body of laws and regulations to
govern advertising