What is it?
   Integrated Marketing Communications 
    (IMC) is the coordination of all promotional 
    activities to produce a unified, customer-focused 
    message. 
   IMC highly influences promotion, where it 
    informs, persuades, and has great significance 
    to the customer’s purchase decision. 
   Marketing Communications is the promotion 
    part of the 4 P’s: Product, Price, Place, and 
    Promotion.
          Promotional Messages
          Main Purposes:                Main Objectives:
     To gain the receivers          Provide Information
        attention                    
                                        Increase Demand
     Achieve understanding 
        by both the sender and       Differentiate the Product
        receiver                     Accentuate Products 
     Stimulate receiver's              Value
        needs and the means of       Stabilize Sales
        satisfying them
                                IMC: Key Elements
                                                                       Advertising-most visible element of 
                                                                       IMC
                                Personal 
                                Personal 
                                Selling
                                Selling                                Public Relations- “free” media 
                                                                       attention (not directly advertising)
             Sales                                   Media 
             Sales                                   Media 
          Promotions                               Advertising
          Promotions                               Advertising         Sales Promotions-used to stimulate 
                               IMC:                                    demand, via coupons, specials, etc.
                               IMC: 
                       promotional 
                       promotional                                     Personal Selling-promotion through 
                          message
                          message                                      sales representatives
            Direct                                Sponsorship
            Direct                                Sponsorship
          Marketing                                     s
          Marketing                                     s              Direct Marketing-growing element of 
                                                                       IMC, includes e-mail and m-commerce
                                 Public 
                                 Public 
                               Relations
                               Relations                               Sponsorships-mutually advantageous 
                                                                       relationship between two parties, 
                                                                       includes sport events, teams, TV/radio 
                                                                       programs, and organizations
                AIDA Model
           •              The AIDA model can be 
      A Awareness used to provide a basic 
      A                   understanding of how IMC 
                          works by showing how 
       I   • Interest     consumers reach a 
       I                  purchase decision. 
                          The key elements of 
      D •Desire           marketing communication 
      D                   are responsible for 
                          generating AIDA in the 
           •              minds of consumers, 
      A Action            ultimately leading to the 
      A                   goal of customer loyalty.
                
    Implements the use of “content marketing”, 
    where the creation of storytelling material 
    attracts readers, listeners, and viewers to a 
    brand
   The brand must give something valuable to get 
    something valuable in return
   This is achieved through media such as videos, 
    photos, magazines and film productions