INTEGRATED MARKETING COMMUNICATIONS

To begin with I.M.C. we should recall the 4Ps of MARKETING MANAGEMENT:

PRODUCT is a thing which satisfies the need of consumer and can be offered for exchange.

PRICE is the value of the product for exchange. PROMOTION refers to the marketing activities required to

communicate the product . PLACE refers to the marketing point where products are

available for exchange.

WHAT IS I.M.C.?

According to AMERICAN ASSOCIATION OF ADVERTISING AGENCIES- INTEGRATED MARKETING COMMUNICATION is a concept of marketing communications planning that recognises the added value of a comprehensive plan. The tools of I.M.C. are:

1. ADVERTISING.2. SALES PROMOTION.3. PUBLIC RELATIONS.4. PERSONAL SELLING.5. DIRECT MARKETING.6. INTERACTIVE MARKETING.

ADVERTISING

Any paid form of non personal presentation by an identified sponsor is ADVERTISING. Ads develops a long term image in the mind of viewers .PRODUCTS requiring Image attention, Pervasiveness and Amplified expressiveness can go for advertisements.It is an expensive tool.

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SALES PROMOTION

A variety of short term incentives to encourage purchase of a product is SALES PROMOTION.FOR Eg. DISCOUNTS,COUPONS, FREE GIFTS etc…Products which requires quick buyer response and fast transaction can go for this tool.

PUBLIC RELATIONS

In this tool a variety of programs,events, are designed to promote a product or to enhance the company’s image in public.It gives high credibility, and ability to catch buyers off guard.

PERSONAL SELLING

It is all about face to face interaction with prospective purchasers.It helps in building up buyer’s preference.

It has 3 distinctive qualities:

1. Personal interaction2. Cultivation3. Response

DIRECT MARKETING

Use of mail telephone,fax,internet to communicate directly with customers is DIRECT MARKETING.

INTERACTIVE MARKETING

I.M. are Online activities designed to engage customers to raise awareness,improve image,elicit sales.It allows prospects to build brand image.It is facilated by internet technology.

FACTORS IN SETTING MARKETING COMMUNICATION MIX.

1.TYPE OF PRODUCT MARKET- COMMUNICATION MIX ALLOCATIONS VARY BETWEEN CONSUMER AND BUSINESS MARKETS.Eg. CONSUMER MARKETERS TEND TO SPEND MORE ON SALES PROMOTION AND ADVERTISING WHILE BUSINESS MARKETERS TEND TO SPEND MORE ON PERSONAL SELLING.

2.BUYER READINESS STAGE-COMMUNICATION TOOLS VARY IN COST EFFECTIVENESS AT DIFFERENT STAGES OF BUYER READINESS. Eg. ADVERTISING PLAYS IMPORTANT ROLE IN AWARENESS BUILDING STAGE. CUSTOMER CONVICTION IS INFLUENCED BY PERSONAL SELLING.

FACTORS IN SETTING MARKETING COMMUNICATION MIX

3.PRODUCT LIFE CYCLE STAGE- COMMUNICATION TOOLS VARY AT DIFFERENT STAGES OF PLC:

INTRODUCTION STAGE- ADVERTISING GROWTH STAGE-WORD OF MOUTH SELLING. MATURITY STAGE-ADVERTISING EVENTS DECLINE STAGE-SALES PROMOTION.

CONCLUSION

MODERN MARKETING IS MORE THAN DEVELOPING A GOOD PRODUCT. COMMUNICATION SHOULD PROPERLY TRANSMIT THE MESSAGE,AND SHOULD REACH THE TARGET AUDIENCE WITH EFFECTIVE COST BENEFIT ANALYSIS.MANAGING AND COORDINATING THIS PROCESS CALLS FOR INTEGRATED MARKETING COMMUNICATIONS.

THANK YOU!

SURABITA ROY

MOHD. TABISH ANWAR