IMC: WHAT IS IT?• IS A COMMUNICATIONS PROCESS FOR PLANNING,

CREATION, INTEGRATION, AND IMPLEMENTATION OF DIVERSE FORMS OF MARCOM DELIVERED TO A BRAND’S TARGETED CUSTOMERS AND PROSPECTS.

• IMC IS THE APPLICATION OF CONSISTENT BRAND MESSAGING ACROSS BOTH TRADITIONAL AND NON-TRADITIONAL MARKETING CHANNELS AND USING DIFFERENT PROMOTIONAL METHODS TO REINFORCE EACH OTHER.

MARKETING COMMUNICATIONS

• OBJECTIVE

• TO ENHANCE BRAND EQUITY BY MOVING CUSTOMERS TO FAVORABLE ACTION TOWARD THE BRAND TRYING IT, REPEAT PURCHASING IT, AND BECOMING LOYAL TOWARD THE BRAND.

• BRAND EQUITY

• THE DEGREE TO WHICH CONSUMERS FAVORABLY PERCEIVE THE BRAND’S FEATURES AND BENEFITS AS COMPARED TO COMPETITIVE BRANDS AND HOW STRONGLY THESE VIEWS ARE HELD IN MEMORY.

THE TOOLS OF MARKETING COMMUNICATIONS

FIVE KEY FEATURES OF IMC• START WITH THE

CUSTOMER OR PROSPECT.

• SPEAK WITH USE ANY FORM OF RELEVANT CONTACT OR TOUCH

POINT.

• A SINGLE VOICE.

• BUILD RELATIONSHIPS.

• AFFECT BEHAVIOR.

MODEL AND STAGESLEVEL 1: TACTICAL COORDINATION AND

MARKETING COMMUNICATIONS

LEVEL 2: REDEFINING THE SCOPE OF MARKETING

COMMUNICATION

LEVEL 3: APPLICATION OF INFORMATION

TECHNOLOGY

LEVEL 4: FINANCIAL AND STRATEGIC INTEGRATION

IMPORTANCE OF IMC… • SEARCH MARKETING

• ACCESSIBILITY AND CONVENIENCE

• AGGREGATION OF INFORMATION AND SERVICES

• SOCIAL MEDIA

• GROWTH OF MOBILE