1. INTEGRATEDMARKETINGCOMMUNICATIONByYuvaraj Padmanaban11

2. 12Marcom Objective & Brand Equity Marketing Communications Objective To enhance brand equity by moving customers to favorableaction toward the brandtrying it, repeat purchasing it, andbecoming loyal toward the brand. Brand Equity The degree to which consumers favorably perceive the brandsfeatures and benefits as compared to competitive brands and howstrongly these views are held in memory 3. 2010 South-Western, a part of Cengage Learning. All rights reserved.13Marketing Communication Types Basis Industry 4. 14ATL & BTL in Marcom 5. 15Integrated Marketing Communications (IMC) Is a communications process for planning, creation, integration, andimplementation of diverse forms of Marcom delivered to a brandstargeted customers and prospects Has as its goal influencing or affecting behavior of targeted audience Considers all touch points a customer/ prospect has with the brand aspotential delivery channels for messages Requires that all of a brands communication media deliver a consistentmessage Has customer/prospect as its starting point for determining types ofmessages and media to inform, persuade, and induce action 6. 16Why Integrated Marketing CommunicationsIMC and Synergy Using multiple communication tools in conjunction with oneanother can produce greater results (synergistic effects) thantools used individually and in an uncoordinated fashion. 7. 171. Start with the customer or prospect.2. Use any form of relevant contact or touch point.3. Speak with a single voice.4. Build relationships.5. Affect behavior.Key Points to Consider 8. 2010 South-Western, a part of Cengage Learning. All rights reserved.18Selecting the Appropriate Marcom ToolsIdentify MarcomProgram GoalsDetermine BestWay to AllocateMarketing BudgetMedia-NeutralApproach 9. 19Making Brand-Level Marcom Decisions and Achieving Desired Outcomes 10. 110Fundamental Marcom DecisionsTargeting PositioningSettingObjectivesBudgetingFundamentalMarcom ProgramDecisions 11. 111Marcom Implementation DecisionsMixingElementsCreatingMessagesSelectingMediaEstablishingMomentumMarcom ProgramImplementationDecisions 12. 112Marcom OutcomesEnhancingBrand EquityAffectingBehaviorMarcomOutcomes 13. 113For More details Visithttp://www.mybskool.comEmail us support@mybskool.comCall us - +91-9840048418