INTEGRATED MARKETING COMMUNICATION
(IMC)
DEFINITION:
William Stanton defines IMC “as the element in
an organizations marketing mix that is used to
persuade and remind the market regarding the
organization and /or its products”
1. FEATURES OF INTEGRATED MARKETING
COMMUNICATION(IMC)
2. IMC is a process of communicating message: It includes
identifying target audience, determining objectives,
developing plans etc
3. IMC is undertaken to achieve business objectives: Business
objectives may include creating awareness, developing
attitudes, developing brand image, developing brand
loyalty etc
4. IMC is a continuous activity: Company may be required to
continuously communicate with its audience.
5. IMC includes many elements: Elements of IMC includes-
Publicity, Advertising, Sales Promotion, Salesmanship etc
6. Creativity is vital in IMC: Good creativity is required to
create effective advertisements, exciting, entertaining ads
7. IMC is an art and science: Its an art because it has to be
creative and it is science because it is a social science
dealing with the behaviour of consumers.
8. IMC is directed at target audience: IMC is not directed to
public, but only to the selected target audience
9. IMC is used to communicate with diverse audience: IMC is
used to communicate with the various groups of
stakeholders other than consumers like employees,
shareholders, intermediaries etc.
1. ELEMENTS OF INTEGRATED MARKETING
COMMUNICATION (IMC)
2. PUBLICITY: It is an unpaid form of mass communication
directed at public. It is carried out by media, about the
company’s products, activities, policies etc. It may be
favaourable or unfavourable. It is believed more to
advertising, as it comes from the media
3. ADVERTISING: It is a paid form of mass communication
directed at targeted audience. It is sponsored by the
advertisier. It carries the message about the companies
products or services
4. SALES PROMOTION: It includes various techniques to
induce direct and immediate response of the target
customers and intermediaries. Various Sales Promotion
tools used are like – Discounts, free samples, gifts, cupuons
etc.
5. SPONSERSHIPS: Sponsorship may be given by the
advertiser for sports, cultural and social events to create
visibility and a distinctive image of the organisation and its
brand
6. PERSONAL SELLING: It involves face to face selling
between the advertiser’s representative and the target
audience or prospect. It helps to persuade the prospect,
clarify any doubts regarding the products and maintain
good relation with customer.
7. PUBLIC RELATION: Is an effort of the advertiser to
maintain good relation with its public and to communicate
to them its goals and interest. It helps to correct wrong
impressions about the company or its product, to maintain
good relations with the society and enhance goodwill
8. PACKAGING: Packaging is the face of the product. A well
designed packaging can communicate the type and quality
of the product, communicate the product information.
Packaging protects the product, preserves the product
quality and promotes the product.
9. TRADE FAIRS AND E XHIBITIONS: It helps to
demonstrate the features and operations of the product,
generate the list of prospective buyers.
10. 9 DIRECT MARKETING: It involves several
techniques to sell the products directly to the customers
such as yellow pages, direct mail, internet and
telemarketing
