Integrated Marketing Communications (IMC)

Integrated Marketing communication (IMC)

•The concept of designing marketing communications programs that coordinate all promotional activities

Marketing communication mix

Communication process

Source

Feedback Response

Receive

Media

Message

Noise

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Developing Effective Communication

•Step1:Identifying the Target Audience

•Step2:Determining Communication Objectives

•Step3: Designing a Message

•Step4:Choosing Media

•Step5:Selecting the message source

•Step6:Collecting Feedback

Developing Effective Communication

Step1:Identifying the Target Audience• Affects decisions related to what, how, when, and

where message will be said, as well as who will say it.

Step2:Determining Communication Objectives• Six buyer readiness stages.

Six buyer readiness stages

Developing Effective Communication

Developing Effective Communication

Step3: Designing a Message•AIDA framework guides message design.

Awareness, Interest, Desire, Action.•Message content contains appeals or themes designed

to produce desired results. Rational appeals: relate to the audience’s self-interest. Emotional appeals: Stir up negative or positive feelings

using humor, fear, pride, joy, etc. Moral appeals: related the audience’s sense of right vs

wrong.

Developing Effective Communication

Step3: Designing a Message•Message Structure: Key decisions are required with

respect to three message structure issues:▫Whether or not to draw a conclusion▫One-side vs two-sided argument▫Order of argument presentation.

• Message format: Design, layout, copy, color, shape, movement, words, sounds, body language, dress, etc.

Developing Effective Communication

Step4:Choosing Media•Personal communication channels: Includes face to

face, phone, mail, and Internet chat communications.•Non-personal communication channels: Includes

media, atmosphere, and events.

Developing Effective Communication

Step5: Selecting the Message Source•Highly credible sources are more persuasive.•A poor spokesperson can tarnish a brand.

Developing Effective Communication

Step6:Collecting Feedback•Recognition, recall, and behavioral

measures are assessed.•May suggest changes in

product/promotion.

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