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Integrated Marketing Communications

Integrated Marketing Communication

Definition of Integrated Marketing Communications

A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity,consistency and maximum communications impact.

A marketing communications planning concept that recognizes the value of a comprehensive plan.

A plan that evaluates the strategic roles of several communications disciplines:

▪ Media advertising

▪ Direct marketing

▪ Interactive/internet marketing

▪ Sales promotion

▪ Publicity/Public relations

Combines the disciplines to provide:

▪ Clarity

▪ Consistency

▪ Maximum communications impact

The Marketing & Promotional Mixes

Marketing Mix:

• Product or Service

• Pricing

• Channels of Distribution

• Promotion

Promotional Mix:

• Advertising

• Direct Marketing

• Interactive/internet marketing

• Sales Promotion

• Publicity/Public Relations

• Personal Selling

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Communication Levels

Corporate Level

Messages sent by a company’s overall business practices

and philosophies such as mission, labor practices,

philanthropies, culture and other processes

Marketing Level

Messages sent by or inferred from by various aspects of marketing mix such as product performance, design, appearance, pricing and distribution

Marketing Communication Level

Strategic and executional consistency among all forms of marketing communication

Reasons For Growing Importance of IMC

Shift from media advertising to other forms of marketing communication

Movement away from advertising focused- approaches that emphasize mass media

Shift in power from manufacturers to...