Integrated Marketing

Communication
Mid- Term Assignment

Essay Writing

Submitted To: Ms. Bharghavee (Assistant Professor)

Submitted By: Siddhi Gupta (MFM/22/487)

ABOUT IMC
Integrated Marketing Communication (IMC) is a strategic
approach to planning and implementing marketing
communication programs that align with an organization's
overall marketing strategy. It involves coordinating various
marketing channels such as advertising, public relations,
personal selling, direct marketing, and sales promotion to
create a unified and consistent message that resonates with
the target audience.
The primary goal of IMC is to provide a seamless and cohesive
brand experience across all marketing touchpoints, which
helps to build brand awareness, loyalty, and ultimately drive
sales. By integrating different marketing channels,
organizations can ensure that their messaging is consistent,
relevant, and effective in reaching the intended audience.
 WHY IS IMC SIGNIFICANT?
Integrated Marketing Communication (IMC) is significant for several reasons:
Consistent brand messaging -IMC ensures that all communication
channels reflect the brand's values, personality, and identity to build
trust and recognition.
Efficient use of resources -IMC helps to maximize the impact of
marketing campaigns by aligning all communication channels towards a
common goal, avoiding duplication of effort.
Improved customer experience -IMC provides a seamless and
integrated brand experience to build brand loyalty and create positive
associations, leading to repeat business and referrals.
Better measurement and evaluation -IMC provides valuable insights
into marketing effectiveness by tracking the impact of different
communication channels on objectives.
Adaptability to changing market conditions -IMC enables organizations
to respond quickly to changing market conditions, ensuring their brand
remains relevant and competitive.
ROLE OF IMC IN FASHION INDUSTRY
The fashion industry is highly competitive and dynamic, and
IMC plays a crucial role in helping fashion brands stand out in
the crowded marketplace. Here are some key roles that IMC
plays in the fashion industry:

Building brand identity: IMC helps fashion brands create

a consistent image and personality to differentiate from
competitors.
Creating buzz and excitement: IMC can help fashion
brands in generating anticipation and interest in their
products.
Driving sales: IMC can help fashion brands reach
customers at different stages of the purchase journey.
Maintaining relevance: IMC helps fashion brands stay
relevant with trends and customer preferences.
Building relationships: IMC can help fashion brands build
relationships with customers, influencers, and
stakeholders.
IMC TOOLS

Advertising
Public Relations
Sales Promotions
Personal Selling
Direct Marketing
Events and sponsorships
Advertising: Sales promotions:
Advertising is a traditional Sales promotions involve
marketing tool that can be used offering discounts, coupons,
to reach a broad audience giveaways, or other incentives
through various media such as to customers in order to drive
television, radio, print, and sales. Sales promotions can be
digital platforms. Advertising used to create urgency and
can be used to build brand encourage customers to take
awareness, promote products or Public relations (PR): action.
services, and generate leads. PR involves managing the
communication between an
organization and its various
stakeholders such as customers,
employees, investors, and the
media. PR can be used to create
a positive image for the
organization, manage crises, and
enhance brand reputation.
Personal selling: Events and sponsorships:
Personal selling involves one- Events and sponsorships
on-one communication involve sponsoring or hosting
between a salesperson and a events such as trade shows,
prospective customer. concerts, or sports events.
Personal selling can be used to Events and sponsorships can
build relationships, provide be used to build brand
product information, and close awareness, promote products,
sales. and engage with customers.
Direct marketing:
Direct marketing involves
reaching customers directly
through mail, email, or other
forms of communication. Direct
marketing can be used to
generate leads, promote
products or services, and build
customer relationships.
 IMC PLANNING PROCESS

The IMC planning process involves a series of steps that organizations can follow to develop
an effective and integrated marketing communication strategy. Here are the key steps
involved in the IMC planning process:

Conduct a situation analysis: Analyzing the organization's strengths, weaknesses, market

and competition opportunities and threats is essential for successful IMC planning.
Set marketing communication objectives: Organization should set specific, measurable,
achievable, relevant, and time-bound objectives for marketing communication efforts.
Develop a target audience profile: Identifying the organization's target audience is
essential for developing a relevant and effective communication strategy.
Develop a positioning statement: A positioning statement is a key component of the IMC
plan, guiding the development of the communication message and creative approach.
Develop a creative strategy: The creative strategy outlines the overall approach to be
used in developing communication materials such as advertisements, social media posts,
and other promotional materials. The creative strategy should be aligned with the
marketing objectives and target audience profile.
Choose communication channels: Organizations should select the most
appropriate communication channels to reach their audience based on
their target audience profile and creative strategy.
Develop a budget: The organization should create a budget based on
objectives, target audience, and channels to achieve desired outcomes.
Implement and evaluate: Implement the IMC plan and evaluate its
effectiveness by monitoring performance, tracking impact, and
adjusting as needed to remain relevant and effective.