Integrated Marketing Communication Presentation

The presentation, titled "Integrated Marketing Communication (IMC)," is an academic assignment submitted in partial fulfillment of the requirements for a BBA in Digital Marketing at the University's School of Management and Commerce. It is authored by Mark Anthony Camilleri and is based on the chapter from the book "Travel Marketing, Tourism Economics and the Airline Product."

The presentation focuses on the strategic approach of IMC, which integrates various promotional tools to deliver a consistent message to target audiences. It emphasizes the importance of a unified brand image across all customer touchpoints to enhance the effectiveness of marketing strategies.

The approach of the presentation is structured around the 6Ms framework: market, mission, message, media, money, and measurement. This framework guides marketing managers in allocating financial resources and coordinating spending to effectively communicate with customers.

Key topics covered include:

Personalized Interaction: The presentation discusses the value of tailored presentations that address individual needs, fostering trust and rapport.

Direct Feedback: It highlights the importance of immediate responses to customer questions and objections, allowing for real-time clarification and persuasion.

Influence and Persuade: The presentation outlines how IMC creates awareness of new products, describes features, and differentiates from competitors while building brand image.

This presentation is prepared by students of Dev Bhoomi Uttarakhand University. The University is one of the best Management Colleges in Dehradun

Advertising Brief: It explains the role of the advertising brief in guiding campaign success by outlining objectives and defining the target audience.

Shaping Image & Relationships: The presentation addresses the proactive crafting of a positive narrative and the cultivation of relationships with stakeholders.

Strategic Objectives & Strategy: It sets out the IMC communication objectives, target markets, and product positioning/brand image.

Integrated Marketing Communications Programme: The presentation details the marketing tools included in IMC, such as advertising, direct marketing, interactive marketing, sales promotion, public relations, and personal selling.

Measurement: It stresses the importance of measuring the effectiveness of each marketing tool using quantitative and qualitative metrics.

Digital Technologies: The presentation discusses the central role of digital technologies in enabling two-way, interactive communication with customers.

In summary, the presentation provides a comprehensive overview of IMC, its strategic objectives, and the tools and frameworks used to execute effective marketing campaigns. It underscores the importance of a cohesive message and the need for personalized, interactive communication in today's digital landscape.

1. Fundamentals Of Marketing Management Integrated Marketing Communication Submitted in partial requirement of degree in BBA(Digital Marketing) School Of Management And Commerce Submitted By : Vaibhav Raj, ID : 23BBADM0018 College : https://www.dbuu.ac.in/ Submitted To : Preeti Sonker Assistant Professor Pursuing Phd CA IPCC , CS Executive

2. MARKETING MANAGEMENT

3. Integrated Marketing Communication Presented By : Vaibhav Raj & Anurag Bhatt

4. Introduction to Integrated Marketing Communication. Integrated Marketing Communications (IMC) is a strategic approach that integrates various promotional tools to deliver a consistent and cohesive message to target audiences. IMC plays a significant role in marketing strategy by ensuring that all customer touchpoints receive consistent messages, fostering awareness, and influencing purchase decisions. The 6M’s Framework The 6Ms framework, including market, mission, message, media, money, and measurement, guides marketing managers in allocating financial resources and coordinating spending to effectively communicate with customers.

5. Integrated Marketing Communication Plans Strategic Objectives & Strategy: IMC/Communication objectives, target market(s), product positioning/brand image. Integrated Marketing Communications Programme: Marketing tools includes advertising, direct marketing, interactive marketing, sales promotion, public relations, and personal selling.

6. Advertising Advertising is the practice of communicating persuasive messages about a product, service, or idea to influence target audiences and encourage them to take a desired action, such as making a purchase or learning more. Objectives of Advertising: Inform and Educate: Communicate new or improved product features, routes, or remind customers of existing offerings. Influence and Persuade: Create awareness of new products, describe features, suggest uses, differentiate from competitors, and build brand image. Importance of Advertising Brief: Guides Campaign Success: Outlines objectives, defines target audience, and ensures alignment with company goals. Clear Communication: Promotes transparency and ensures everyone is on the same page.

7. Personal Selling Features and Importance in Purchase Decisions Personalized Interaction: Tailored presentations based on individual needs and concerns, fostering trust and rapport. Direct Feedback: Immediate responses to questions and objections, allowing for real-time clarification and persuasion. Relationship Building: Cultivating long-term connections with customers, leading to repeat business and positive word-of-mouth.

8. Direct & Interactive Marketing: Direct: Personal touches (email, SMS) Trackable results (ROI, response rates) Interactive : Engaging platforms (websites, apps, social) Real-time updates (recommendations, support) Gamification (incentivize actions) Impact: More conversions (sales, actions) Better customer experience (loyalty) Strong brand image (community building)

9. Public Relations & Publicity: Shaping Image & Relationships: Crafts positive narrative: Proactively tells company's story, addressing potential issues. Builds stakeholder engagement: Cultivates relationships with media, investors, customers, communities. Manages reputation: Responds to crises, minimizing damage and restoring trust. Promotes positive news: Highlights awards, social responsibility, building positive image. Online Reviews & Ratings Impact: Direct influence: Reviews significantly impact consumer purchase decisions. Credibility builder: Positive reviews build trust and credibility. Reputation barometer: Reviews offer insights into customer sentiment and areas for improvement. Crisis management tool: Negative reviews require prompt and professional PR response.

10. Integrated Marketing Communication Campaign: IMC combines various marketing tools like advertising, sales, and promotions. • Aims to achieve specific marketing goals (sales, awareness, etc.) over time. • Considers the "6Ms": market, mission, message, media, money, and measurement. • Importance of digital marketing is growing due to interactive communication capabilities.

11. Conclusion Integrated Marketing Communications (IMC) involves a comprehensive approach to marketing strategy, encompassing various promotional tools and communication objectives. The IMC plan should consider the 6Ms (market, mission, message, media, money, and measurement) when preparing the strategy, and businesses should measure the effectiveness of each marketing tool using quantitative and qualitative metrics. Direct and interactive marketing are becoming central to businesses' marketing strategies, leveraging digital technologies to engage with customers and provide personalized, targeted marketing efforts. The use of digital media and interactive tools allows for two-way, interactive communication with customers, enabling businesses to better target individual consumers and measure the impact of their integrated marketing communications.

12. Reference Integrated Marketing Communications By Mark Anthony Camilleri1, PhD (Edinburgh) Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 5 pp. 85-103). Cham, Switzerland: Springer Nature.