Integrated

Marketing
Communication
Dr. Tejinderpal Singh
Assistant Professor
University Business School
Panjab University Chandigarh
tejinderubs@gmail.com
Integrated Marketing Communication

IMC is a communication process that entails the

planning, creation, integration and implementation of
diverse form of marcom (Advertising, sales promotion,
publicity releases, events etc.) that are delivered over
time to a brands targeted customers and prospects.

The goal of IMC is ultimately to influence or directly

affect the behaviour of the target audience. IMC
consider all touch points or sources of contact, that a
customer/prospect has with the brand as potential
delivery channels for messages and make use of all
communications methods that are relevant to
customers /prospects.
Features of IMC
Key Feature 1
The consumer or Business Customer Must
Represent the starting point for all
marketing communication activities
Start with the consumer or prospect
Avoids inside-out, starts outside-in

Consumers in Control[ when, how and

where?]
Reduced dependence on Mass media
NPD: 70% Of Consumers Now Watch TV On Non-TV
Devices; PCs ReignSupreme

Source: http://techcrunch.com/2012/06/27/npd-70-of-consumers-now-watch-tv-on-non-tv-
devices-pcs-reign-supreme/?icid=maing-grid10|htmlws-main-bb|dl11|
sec3_lnk2&pLid=173868
Alternative ways to consume TV/video contents

Source: http://techcrunch.com/2012/06/27/npd-70-of-consumers-now-watch-tv-on-non-tv-
devices-pcs-reign-supreme/?icid=maing-grid10|htmlws-main-bb|dl11|
sec3_lnk2&pLid=173868
Total online Ad Spent 2850cr

20

Search Portals
Social Media E-mail
53 Video 13 Moble Ads
On-line
Classified
3
5
23

Source: Digital Advertising Report-April2012,IAMAI

Future Growth
Growth
Rate(2010-
April12)
Digital
Advertising 25%
Report- December 2012
April2012,IAMAI
Rs.3535cr.
March 2013

Rs.4391cr.
Features of IMC
Key Feature 2
Use any and All Marcom Tools of that are up
to the Mark
Touch Point and 360-Degree Branding
Not All touch points are equally engaging

Touch Pont: Any

message
Medium capable
of reaching
target customer
and presenting
the brand in
favorable light
Features of IMC
Feature 3 A brands positioning
statement must:
Multiple Messages
Present a clear idea
must speak with a of the
single voice brand in its target
markets mind
All touch points Consistently deliver
must present a the same
unified message
unified that is based
across all
on the brands media channels on
positioning strategy all occasions
or , in other words
communicate with a
single voice
Features of IMC
Feature : 4
Build Relationship Rather than engage in
Flings
Loyalty Programs
Experiential marketing Programs
 Indian Retailers offering Loyalty
Programmes to woo consumers!

Future Group,
Landmark Group,
Reliance Retail,
Indus League and
Shoppers Stop

Source : http://trak.in/tags/business/2011/01/18/indian-retailers-loyalty-programmes/
Loyalty Programme members

Loyalty programme members( Millons)

800
700
700
600
500
400
300
200
100 20
0
India USA
Source: Colloquy,ET- JAN 17,2011
http://articles.economictimes.indiatimes.com/2011-01-17/news/28431895_1_loyalty-programmes-
loyalty-cards-big-retail-chains
Features of IMC
Feature : 5
Affecting Behaviour

Move people to action

The goal of IMC is to influence the target

audience in such a way that the audience
engages in a specific desired behavior.
The effectiveness of an IMC program is judged by
its success in terms of its ultimate influence on
behavior
Obstacles to Implementing IMC
Integration requires tight coordination
among all elements of a marcom program.
Few providers of marketing communication
services have the diversity of skills required to
execute an IMC program.
Direct-to-customer advertising is more difficult
than a mass media campaign.
The greatest challenge is making sure that all
marcom tools are consistently executed.
The Case for IMC
1.Decreasing Impact of Traditional
Advertising
2.Proliferation of new ways to reach
Consumers
3. Demand for greater accountability
ROO (Return on Objectives)
ROI (Return on Investment)
4. Growth of data base marketing
5. Growth of International marketing
 Emphasis on relationship marketing

5 percent improvement of customer

retention can cause between 25 to 85
percent increase in profitability
depending on the industry
Reichheld and Sasser
 Need for single brand custodian
 Need for brand Identity
IMC Process
IMC Planning Process
Situation Analysis
(Analysis of factors that are relevant
to the promotion situation)
1. Past promotional situations
2. Product situation ( Pr, Quly, img)
3. Audience situation
4. Competitive situation
5. Regulatory situation
SWOT Analysis
 Determine a problem or opportunity
 Determine the communication
objectives

Marketing objective and

Communication objectives
 Determine the budget
How much the programme will cost?
How much it can afford
 Develop IMC strategy
Target Market
Target audience
( Role of Children)
 Implement the strategies and
monitors Activities

Evaluation the planning process

Fundamental Marcom Decisions

Fundamental
Marcom Program
Decisions

Setting
Targeting Positioning Budgeting
Objectives
Budgeting

Top-down
(TD)

Top-down/Bottom-up
(TD/BU)
Budgeting
Procedures
Bottom-up/Top-down
(BU/TD)

Bottom-up
(BU)
Fundamental Marcom Decisions:
Commit-to-Memory Mantra

1. Directed to a specific
target market
All marketing
communications
2. Clearly positioned
should be:

3. Created to achieve
a specific objective

4. Undertaken within
budget constraints
Marcom Implementation Decisions

Marcom Program
Implementation
Decisions

Mixing Creating Selecting Establishing

Elements Messages Media Momentum
 Marcom
Outcomes

Enhancing Affecting
Brand Equity Behavior
 Marcom Program
Implementation

Measuring Results Taking Corrective

for Accountability Action
Behavioral Greater Investment
Impact Providing Different
Communication Feedback Communication
Outcomes Combinations
Revised Strategy
Revised Allocations
Top 10 Indian advertising campaigns of 2011!

Cadburys I love You Meethe me Kuch

Meetha Ho jaaye
Airtels Har ek friend zaroori hota hai
Vodafone Zoozoo superman 3G
Tanishq True Diamond campaign
Ideas No idea.Get idea campaign
Tata Docomo
Tata Sky Poochne mein kya Jaata hai
campaign
Volkswagen Jetta Flyboy campaign
TVS Wego Body Balance campaign
Lays World Cup Flavours campaign
 IMC requires that all of brands
communication media deliver a
consistent message. The IMC process
further necessitates that the
customer is the starting point for
determining the types of messages
and media that will serve best to
inform, persuade and induce action