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Chapter 1

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Pujarini Ghosh
Pujarini Ghosh

The document introduces the concept of integrated marketing communications (IMC) and examines how it has evolved in response to changes in the marketing environment. It discusses how IMC involves coordinating various promotional elements and marketing activities to ensure customers receive a consistent message. The document also introduces a model for IMC planning that includes situation analysis, objectives, strategy/program, implementation, and evaluation.

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To examine the promotional function and the growing importance of advertising and other promotional elements To introduce the concept of IMC and consider how it has evolved To introduce the various elements of the promotional mix To examine how various marketing, promotional elements must be communicated effectively To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program.
Integration of advertising Different approach adopted efforts with a variety of to marketing other communication techniques The fragmentation of mass Recognition of the idea that markets, the explosion of communication tools are new technologies, the rapid most effective when they growth of the Internet and are coordinated with other electronic commerce have elements of the marketing changed the marketing program approach Increasing expenditure on Advertising and promotion marketing reflect an integral part of social and increasing importance of economic systems marketing function
Increase of advertising expenditure exponentially Focus on relationship marketing rather than mere selling Superior customer value desired by customers Advances in information technology, along with flexible manufacturing systems and new marketing processes, have led to mass customization Quality During 1980’s, companies began moving towards IMC Marketing IMC involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers Customer Relationship IMC used as way to coordinate and manage their marketing communications programs to ensure that they give customers a consistent message
Immense value in strategically integrating the various communications functions rather than having them operate autonomously Reflection of an adaptation by marketers to a changing environment, particularly with respect to consumers, technology and media Traditional media becoming more fragmented and reaching smaller and more selective audiences Consumers being turned off by advertising and tired of being bombarded with sales messages A shifting of marketing dollars from media advertising to other forms of promotion, particularly consumer- and trade-oriented sales promotions
Recognition of fact that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information about a company and/or brands Challenge is to understand how to use the various IMC tools to make such contacts and deliver the branding message effectively and efficiently Each element of the promotional mix is viewed as an integrated marketing communications tool that plays a distinctive role in an IMC program
A detailed situation analysis that consists of an internal marketing audit and review and an external analysis of the market competition and environmental factors. Specific marketing objectives that provide direction, a time frame for marketing activities, and a mechanism for measuring performance. A marketing strategy and program that include selection of target market(s) and decisions and plans for the four elements of the marketing mix. A program for implementing the marketing strategy, including determining specific tasks to be performed and responsibilities. A process for monitoring and evaluating performance and providing feedback for having proper control

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Chapter 1

  • 1. To examine the promotional function and the growing importance of advertising and other promotional elements To introduce the concept of IMC and consider how it has evolved To introduce the various elements of the promotional mix To examine how various marketing, promotional elements must be communicated effectively To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program.
  • 2. Integration of advertising Different approach adopted efforts with a variety of to marketing other communication techniques The fragmentation of mass Recognition of the idea that markets, the explosion of communication tools are new technologies, the rapid most effective when they growth of the Internet and are coordinated with other electronic commerce have elements of the marketing changed the marketing program approach Increasing expenditure on Advertising and promotion marketing reflect an integral part of social and increasing importance of economic systems marketing function
  • 3. Increase of advertising expenditure exponentially Focus on relationship marketing rather than mere selling Superior customer value desired by customers Advances in information technology, along with flexible manufacturing systems and new marketing processes, have led to mass customization Quality During 1980’s, companies began moving towards IMC Marketing IMC involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers Customer Relationship IMC used as way to coordinate and manage their marketing communications programs to ensure that they give customers a consistent message
  • 4. Immense value in strategically integrating the various communications functions rather than having them operate autonomously Reflection of an adaptation by marketers to a changing environment, particularly with respect to consumers, technology and media Traditional media becoming more fragmented and reaching smaller and more selective audiences Consumers being turned off by advertising and tired of being bombarded with sales messages A shifting of marketing dollars from media advertising to other forms of promotion, particularly consumer- and trade-oriented sales promotions
  • 5. Recognition of fact that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information about a company and/or brands Challenge is to understand how to use the various IMC tools to make such contacts and deliver the branding message effectively and efficiently Each element of the promotional mix is viewed as an integrated marketing communications tool that plays a distinctive role in an IMC program
  • 6. A detailed situation analysis that consists of an internal marketing audit and review and an external analysis of the market competition and environmental factors. Specific marketing objectives that provide direction, a time frame for marketing activities, and a mechanism for measuring performance. A marketing strategy and program that include selection of target market(s) and decisions and plans for the four elements of the marketing mix. A program for implementing the marketing strategy, including determining specific tasks to be performed and responsibilities. A process for monitoring and evaluating performance and providing feedback for having proper control