Integrated Marketing Communication s

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2.

Evolution of IMC & IMC

The simplified definition of IMC

It is a

Customer Centric, Data Driven

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method of communicating

BORN

1988 + - years

History of IMC ?

Advertising was the dominant communication It was becoming clear that people relate to

BRANDS and not marketing or

communications

Products were giving way to brands

Individuals were becoming as important as Information Technology breakthrough Globalization

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How the Concept of IMC Evolved ?

Stage 1. Need for Coordination of

all tactical Communication efforts

Evolution of IMC

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Stage 2:

Scope of Marketing Communications redefined.

Evolution of IMC

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Evolution of IMC

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Evolution of IMC

Stage 4: Need for Strategic integration

Financial measures of effective communications are needed

IMC leads to the success of the marketing strategy Click to edit Master subtitle style

IMC implies Financial success for the company.

The Components of Marketing Communications

EVENTS IN-STORE FACEBOOK /TWITTER

SPONSORSHIP SAMPLING PRINT AD RADIO TV Click to edit Master subtitle style SMARTPHONES BRAND PR

NEW CHANNELS

OUTDOOR DIGITAL SOCIAL

The Diversity of Target Audience

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The Complexity of the Communication Process

SEND ER
TRANSMISSION

ENCODIN G

DEVICES

Decoding

RECEIVER FEEDBACK Click to edit Master subtitle style

noi se

What is IMC concept ?

IMC is a way of looking at the whole marketing process from the

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viewpoint of the customer.

Why IMC ?

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The Consumers Perception is that advertising is what all companies do , & They see all communication effort as a Single Advertisement

Why IMC ?

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The Marketers Perspective is that they must communicate, & They give disproportionately high focus to

IMC Importance of Accountability

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All marketing activities must produce measurable results

IMC Importance of Accountability

Marketing is now an investment & not cost. Ad agencies are required to produce Tangible Results. Brand Managers are expected to spend their budgets wisely Creative people in Ad agencies are equally responsible for producing results

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IMC Course Project Objectives: Activity to be done in 3 parts (30 marks)

1.

Part 1 due March1, week #9, just after 1st mid- term Part 2 due March 15, week#12,before 2nd mid-term Part 3 due April 12, 2011 week#15

2.

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3.

Course Project Objectives: IMC

Groups of 5 students each to be formed Email me a written proposal within a week. Jan 26, 2011 The proposal should briefly highlight the pakistani organization and brand selected What activity has been chosen? i.e.
2. 3. 4.

Click to edit Master subtitle style 1. Launch,

Re-launch, Repositioning, Promotion Campaign Etc

Once this is discussed individually with the group