Page 196 - DMGT547_INTERNATIONAL_MARKETING

Unit 11: Communication Decision for International Markets

11.1.2 Integrated Marketing Communication Notes

It refers to integrating all the methods of brand promotion to promote a particular product or
service among target customers. In integrated marketing communication, all the dimensions of
marketing communication work together for increased sales and maximum cost effectiveness.
It is an approach to achieving the objectives of a marketing campaign, through the coordinated
use of different promotional methods that re-enforce each other.
As defined by the American Association of Advertising Agencies, Integrated Marketing
communications “recognizes the value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines advertising, public relations, personal selling,
and sales promotion and combines them to provide clarity, consistency, and maximum
communication impact.”
It is a management concept that is designed to unify all the aspects of Marketing communication
such as Advertising, Sales Promotion, Public Relation, Direct Marketing, Personal Selling and
make them work together towards a common goal, rather than letting each work in isolation.
IMC is a cross functional approach concerned with developing relationships with customers and
other stakeholders.

Figure 11.1: Steps of Integrated Marketing Communication

Advertising

Sales
Publicity
Promotions
Communications
designed to deliver
one consistent
message to buyers!

Public Sales
Relations Presentations

Source: http://drillbitmarketing.com/wp-content/uploads/2011/11/IMC.pdf

Notes There are three elements in any IMC strategy: the consumer, the channels through
which the message is communicated, and the evaluation of the results of the communication.

Components of IMC

The Foundation: It involves detailed analysis of both the product and the target market.
It is essential for marketers to understand the brand, its offerings and end-users. They
need to be aware of the needs, attitudes and expectations of the target customers as well as
keep a close watch on competitor’s activities.

The Corporate Culture: The features of products and services have to be in line with the
work culture of the organization. Every organization has a vision and the marketers to
keep that in mind before designing products and services.

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