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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