(IMC)
Integrated Marketing Communications (IMC) is the concept under which a company integrates and coordinates its many communication channels to deliver a clear, consistent and compelling message about the organizations and products.
Overview
Complex set of competitors battling for customers
in rapidly changing environment Wide variety of media available to the leaders of these companies from simple billboards to complex multilingual websites Challenge is how to be heard in this clutter
Emerging Trends
Accountability for measurable results: Advertising agencies
shall produce tangible results. Not to rely on 30sec ad only but use coupon promotion, contest, rebate etc
Changes in Tasks performed by key players in advertising
program: first is account executive now has to be involved in developing overall strategic communication plan. Then its the brand Manager who now works diligently with ad agency, trade and consumer promotions specialist so every promotion is coordinated and gives one simple message.Third are the creatives, who in addition to making the ad also contribute ideas in strategic marketing development of the firm and also being held responsible for the effectiveness of the campaign Increased use of alternative media: from simple web based ads to blogs, interactive sites, facebook, youtube, twitter, Iphone and text messages
Communications
Sender
Receiver
Feedback
Response
Feedback The part of the receivers response communicated back to the sender through purchases, queries, website hits and blogs etc.
Racing will never look the same. PUMA strengthened its motorsport presence when the brand joined forces with formula one giant Mercedes AMG. Mercedes precision racing, paired with PUMAs stylish eye, was a match made for the track. The decision to use racing legends Michael Schumacher and Nico Rosberg as ambassadors of the new relationship, showed the world that PUMA was indeed the new pit crew of style for Mercedes AMG. Advertising Agency: PUMA Internal Creative AgencyArt Director: Jason WozCopywriter: Jenni WilliamsonPhotographers: David Stuart, Mark TeoRetoucher: Scott Dorman / Smalldog ImageworksPublished: April 2012
Noise The unplanned static or distortion during the communication process, which results in the receivers getting a different message than the one the sender sent. Reasons can be viewer is talking on the phone,
clutter of ads in Tv, Print, Outdoor etc,
IMC is coordination and integration of all marketing communication tools, avenues and sources within a company, into a seamless program that maximizes the impact on customers and other stakeholders in a minimum cost Before further examining the IMC concept consider the traditional Marketing mix
Marketing Mix
product
price
promotion
distribution
advertisi ng
Personal selling
Alternativ Databas Direct Public e e response Relations Marketin g A complete IMC plan incorporates every element of marketing mix
and weaknesses and external opportunity and threats SWOT Marketing Objective: higher sales or awareness or innovation Marketing Budget: Marketing Strategies Marketing Tactics How to evaluate performance
IMC Foundation
evaluation
PR and Sponsorships
Alternative channels
Advertising design Message & Framework
marketing communication Analyze customer contact point Use information technology to better serve customer by developing data driven programs Use information technology to assist corporate strategic planning. The information guides marketing decision by using the database developed
5.Integration of information: Todays consumer can get info about a brand and competition through a variety of choices. An effective IMC sends a consistent message about the brand/ company which results in purchase