what is an integrated marketing communications program
TRANSCRIPT
What is an integrated marketing communications program?
-A.Tejitha ReddyIIT Hyderabad
Companies must adopt a “360 ◦
view “ of consumers to fully
understand the different ways in
which communication
can affect consumer
behavior in daily life.
“Planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant
to that person and consistent over time ”
Skill
fully
com
bine
s
var
iety
of
com
mun
icat
ion
disc
iplin
es to
Prov
ide:
Clarity
Consistency
Maximum impact
Coordinating Media
Marketers should combine personal and non-personal communications channels to achieve maximum impact and increase message reach.
Coordinating Media
Promotions can be more
effective when
combined with
advertising.
Coordinating Media
Coordinating Media
Companies can coordinate their online and offline
communication activities.
Implementing imc
Implementing imc
Large ad agencies have acquired
promotion agencies, public relations firms,
package design consultancies, web site developers, and direct mail houses and are redefining
themselves as “Communications
Companies”.
Implementing imc
IMC can produce stronger message consistency and
help build brand equity and
create greater sales impact.
Forces management
to think about
everyway the customer comes in
contact with the company,
how it communicate
s and the relative
importance of each vehicle, and timing
issues
Implementing imc
Implementing imc
Improves company’s ability
to reach the right customers
with the right messages
at the right time and in the right place.
Disclaimer:Created by
Tejitha Reddy Ajjuguttu, IIT Hyderabad,
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Contents:Marketing Management ,A South Asian Perspective
!6th Chapter