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Transcript
INTEGRATED MARKETING
COMMUNICATION
- By Alokesh Banerjee
Definition
“The recognition of the added value in a
program that integrates a variety of
marketing disciplines and combines these
disciplines to provide clarity, consistency,
and maximum communications impact.”
The 5 Ws
•
WHY
•
WHO
•
WHEN
•
WHAT
•
WHICH
The Traditional Approach
THE IMC APPROACH
The Communication Planning Process Guidelines

Consumer-centric brand positioning.

Engage consumers by “fitting in” not “Standing out”.



Leverage the emotional code of the context of consumers
live.
Change the everyday life experience Not Just The Purchase
Experience.
Link the brand across the consumer journey.
PROCESS
IDENTIFYING TARGET AUDIENCE
DETERMINE OBJECTIVES
DESIGN COMMUNICATIONS
SELECT CHANNELS
ESTABLISH BUDGET
DECIDE ON MARKETING MIX
MEASURE RESULTS
Media Centric
Planning
Total Communication
CHANNELS


MASS COMMUNICATION – Advertisements, Sales
Promotion, Events, Public Relations.
PERSONAL COMMUNICATION – Direct Marketing,
Personal Selling, Interactive Marketing.
Criteria

Coverage

Contribution

Commonality

Complimentarity

Versatility

Cost