Department Of Management Studies

MBA – 3rd Semester

Session 2023-24
Subject: Integrated Marketing Communication
A Presentation
On
Topic: Introduction To IMC

Guided By Submitted By
Dr.(Mrs.) Bobby Brahme Pandey Alok Pandey
Mrinali Mahanta
Ragini Kumari 1

Vaibhavi Hirwani
 Integrated Marketing Communication
• Integrated Marketing Communication (IMC) is a
Management Concept that aims to make all
components of Marketing Communication work as a
single force rather than separately.

• Integrated Marketing Communication is a strategic

approach that combines various promotional tools
and channels to convey a consistent and unified
message to target audiences.

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Features of IMC
Consistency
Integration
Two-Way
Communication
Multiple Channels
Targeted Approach
Build Customer
Relationship
Communication
Synergy

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Tools of IMC
Advertising Public Relations

Sales Promotion Direct Marketing

Digital Marketing Personal Selling

Sponsorship & Experimental

Partnership Marketing

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STEP 1: KNOW YOUR TARGET AUDIENCE
• As a general rule, there is no “general audience”. You always want to communicate with a
specific audience to make the most effective use of your resources.
• Segmenting specific audiences into groups based on characteristics will help you identify
who are most likely to purchase or utilize your products and services.

STEP 2: DEVELOP A SITUATION ANALYSIS

Commonly referred to as a SWOT analysis.
• A situation analysis can provide much insight into both internal and external conditions that
can lead to a more effective marketing communications strategy.

STEP 3: DETERMINING MARKETING COMMUNICATION OBJECTIVES

Here are some common marketing communications objectives:
• Growing Your Brand Awareness
• Improving Your Brand Image
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• Improving Sales Of Your Products Or Services.
• Reinforcing Your Customer’s Purchase Decision.
STEP 4: STRATEGIES AND TACTICS
Looking back at the objectives you created in step three, you will want to
develop strategies which are ideas on how you will accomplish those
objectives.

STEP 5: DETERMINING YOUR BUDGET

Having a realistic idea on what you have to work with is important as it
will shape the tactics you develop in the next step. Once you determine
your overall budget.

STEP 6: EVALUATION AND MEASUREMENT

Almost as important as the plan as a whole, you want to outline a method
of how you will evaluate the effectiveness of your IMC strategy.
Sometimes elements of your plan will not work. It’s important to know
what did or didn’t, try to understand why, and make note for future
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planning.
 ROLE OF CONSUMER BEHAVIOUR IN IMC

“ Consumer behavior refers to the study of how customers, both individual and organizations, satisfy their
needs and wants by choosing, purchasing, using and disposing of goods, ideas, and services.”
-American marketing
association

“Behaviour is a reflection of thought process, thoughts, words, inputs, culture, society, education, people,
books, or influencers or experience generated with every element”

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CONSUMER BUYING BEHAVIOUR

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MOTIVATION RESEARCH IN MARKETING

• Motivational research is a type of marketing research that attempts to explain

why consumers behave as they do. Motivational research seeks to discover and
comprehend what consumers do not fully understand about themselves.

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 Some of the marketing research methods used to probe
the mind of the consumers
• In-depth interviews- face to face situations in which an interviewer asks a consumer to talk freely
in an unstructured interview using specific questions designed to obtain insights into his or her
motives, opinions and ideas.
• Projective techniques- efforts designed to gain insights into consumers’ values, motives, attitudes
or needs that are difficult to express or identity by having them project these internal states upon
external object.
• Association tests- a technique in which an individual is asked to respond with the first thing the
comes to mind when he or she is presented with stimulus.
• Focus groups – a small number of people with similar backgrounds and/or interests who are
brought together to discuss a particular product, ideas, or issue.

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 Advertising as a communication tool

It is considered as the most effective way of communicating to the customers about the availability
of the product, new variants of the product available in the market, new uses of existing products,
new products available in the market and new prices at which the products are available.

Elements of advertising communication

• Advertiser

• Advertisement

• Media

• Target audience

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Communication
The communication word is derived from the Latin word communism , which means Common.

According to Keith Davis

“Communication as the transfer of the information and understanding from one person
to another , it is the way of reaching others with facts , ideas , thoughts and values .”

•It is the process of exchanging :-

•Information, Ideas, Thoughts, Feelings, Emotions
•Through :-
•Speech, Signals, Writing, Behavior

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Communication Process

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 Conclusion
Integrated Marketing Communication (IMC) stands as a dynamic and
indispensable approach to promoting a cohesive brand message in today's
complex and interconnected business landscape. By seamlessly integrating
various communication channels, such as advertising, public relations,
direct marketing, and digital media, IMC ensures consistency and synergy
in delivering a compelling narrative to the target audience.

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