I N T E G R AT E D

M A R K ET I N G
C O M M U N I C AT I O N
M 1 7 0 5 – A M A R T YA D A S M1706- ANIKET V KURANE
M 1 7 0 9 - AV I N A S H K A U S H A L M 1 7 1 1 – B I S W A M O H A N PAT I
M 1 7 3 4 - U J J WA L R AO
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 MARKETING COMMUNICATIONS:
• Marketing communications are the means by which firms attempt to inform, persuade, and
remind consumers, directly or indirectly, about the products and brands they sell.
• Links a brand to other people, places, events, brands, experiences etc.

Functions of Why & How Who are the

IMC
The Product is Users & When
used to be Used

Manufacturer of Product
& the Brand
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COMMUNICATION MIX:

Sales Events &

Advertising
Promotion Experiences

Public Direct Personal

Relations Marketing Selling

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COMMUNICATION PLATFORMS:
• Advertising Sales Promotion Events/ Experiences
• Print and broadcast ads • Sports
• Contests, games,
sweepstakes • Entertainment
• Packaging inserts
• Festivals
• Motion pictures • Premiums
• Arts
• Brochures and booklets • Sampling • Causes
• Posters • Trade shows, exhibits • Factory tours
• Billboards • Coupons • Company museums
• POP displays • Rebates • Street activities

• Logos • Entertainment
• Videotapes • Continuity programs

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Personal Selling Public Relations Direct Marketing
• Sales presentations • Press kits • Catalogs
• Speeches • Mailings
• Sales meetings
• Seminars • Telemarketing
• Incentive programs • Annual reports • Electronic shopping
• Samples • Charitable donations • TV shopping
• Fairs and trade shows • Publications • Fax mail
• Community relations • E-mail
• Lobbying • Voice mail
• Identity media • Blogs
• Company magazine • Websites

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COMMUNICATION WITH BRAND EQUITY

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COMMUNICATION PROCESS MACRO MODEL:

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 ROLEX SWATCH

SENDER ROLEX SWATCH

TOP OF THE RANGE, HIGH

ENCODING FASHIONALBE
QUALITY, EXPENSIVE

VIDEO WITH SPOKESPERSON

MESSAGE/ MEDIA VIDEO ADVERTISEMENT
ROGER FEDERER

SUITABLE FOR HIGH INCOME COLORFUL & FOR YOUNG

DECODING
PEOPLE PEOPLE

RECEIVER AUDIENCE AUDIENCE

RESPONSE BUY OR NOT AGE DIFFERENCE

WORTHY OF PRICE & ADAPTATION ACCORDING TO

FEEDBACK
QUALITY THE FEEDBACK

NOISE OMEGA CASIO

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COMMUNICATION PROCESS:
Grab Customers Attention by sending too many
commercials a day & attracting them by fear, music or
Selective attention promising head lines such as “How to make Million”

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COMMUNICATION PROCESS:
Customers amplify the message according to their
Selective distortion beliefs. Challenge is to make a clear & simple
message.

People remember messages that are closer to their

Selective retention interests.

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RESPONSE HIERARCHY MODELS:

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MICRO MODELS OF CONSUMER RESPONSES:

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HIERARCHY OF EFFECTS MODEL:

1. Awareness
2.Knowledge

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3. Liking
4. Preference

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5.Conviction
6. Purchase

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IDEAL AD CAMPAIGN:
• The right consumer is exposed to the
message at the right time and place.
• The ad causes consumer to pay
attention without noise.
• The ad reflects consumer’s level of
understanding and behaviors with
product.
• The ad correctly positions brand in
terms of points-of-difference and
points-of-parity.
• The ad motivates consumers to
consider purchase of the brand.
• The ad creates strong brand
associations.
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DEVELOPING EFFECTIVE COMMUNICATION
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC
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