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Integrated
Marketing
Communication
Definition
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.
Modes of Marketing Communications
Advertising
Sales promotion
Events and
experiences
Public relations
and publicity
Direct marketing
Interactive
marketing
Word-of-mouth
marketing
Personal selling
IMC Builds Brands –The Need for IMC
IMC Video
HAMMONDS
Characteristics of the Elements in the
Promotional Mix
Word-of-Mouth Marketing
Person-to-person
Chat rooms
Blogs
Mobile Advertising
E-marketer predicted that mobile ads would
reach $2.61 billion in 2012.
Mobile advertising formats available to
marketers include:
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Paid search
Display ads
Full screen takeovers
Messaging
Location-based ads
Video
Apps
©2014 Pearson Education, Inc. publishing as Prentice Hall
Elements in the Communications
Process
Field of Experience
Sender’s
field
Receiver’s
field
IPL Video
Can you remember all the brands ??
Response Hierarchy Model
AIDA
Attention
Attention :Apple Teaser Ad
https://www.youtube.com/watch?v=6rk3VNB66Yw
Interest : Demo
Desire : Nokia Ad
Action : Exchange offer
Practice Question
Create an AIDA for India’s first liquid
detergent Surf Excel Liquid .
http://economictimes.indiatimes.com/news/news-by-industry/consproducts/fmcg/hul-to-roll-out-indias-first-liquid-detergent-surf-excel-liquidat-rs-230/litre/articleshow/19979759.cms
An Ideal Ad Campaign
The right consumer is exposed to the message
at the right time and place
The ad causes consumer to pay attention
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
Factors in Setting
Communications Mix
Type of product market
Target Market Characteristics
Product life cycle stage
Push
Pull
Product life cycle stage and communication mix for a
dog food
Cost Effectiveness by Buyer Readiness
Stage
Current Consumer States for Two
Brands
Practice Question
 Pick a brand and go to the Website.
Locate as many forms of
communication as you can find.
 Conduct an informal communications
audit. What do you notice? How
consistent are the different
communications?
Resources
https://www.youtube.com/watch?v=aXFGW_XTlzs