Integrated Marketing

Communication
Lecture: 3
Communication Process & IMC
Plan

 2005 Pearson Education Canada Inc.

1-2

Communication Process
SOURCE : Communicator such as
ADVERTISER , SALESPERSON , SALES
PROMOTER Who has ideas based on
the products attributes and benefits to
share with the target audience
ENCODES a message to achieve
communication objective
ENCODING : Translating thoughts in to
symbolic form , sentences , symbols ,
non verbal elements etc

 DECODING : Involves activities undertaken by

receivers (target audience with whom the
source attempts to share ideas) to interpret ,
or derive meaning from , marketing messages
COMMUNICATION OUTCOME & FEEDACK
Target audience experiences , realises , or
manifests outcomes in response to message
received from brand communicator/Source
OUTCOME SHOULD MATCH THE
COMMUNICATORS GENERAL OBJECTIVE
( Gauged from Feedback)

COMMUNICATION OBJECTIVES?
Creating Brand awareness
Implanting positive associations in the
consumers memory /positive brand image
Affecting behaviour
MESSAGES
Symbolic expression of what the
communicator intends to accomplish
.Advertisments , sales presentations,
package designs and point of purchase
displays

 MESSAGE CHANNEL:

Path of message from source to receiver

Television , Radio , Newspaper ,
magazines , the internet , T shirts ,
packages , point of purchase displays ,
signs painted on busses , advertisments
in cinemas

NOISE
?
Noise in message : unclear objective /confusion

Noise in channel : fuzzy television signal ,

crowded magazine page(adds with competitive
clutter) ,personal sales interactions interrupted
by telephone calls
Noise in Decoding/receiver : Telephone may
ring during a television commercial and block out
critical points in the sales message , passengers
in car may talk and not listen to the radio
commercial , or receiver may not have the
complete knowledge to understand the
promotional message

Noteable Communication
Suppliers In Pakistan corporate
scene
BULLS EYE COMMUNICATIONS Client
TELENOR PAK
IAL SAATCHI & SAATCHI Client ENGRO
, PAMPERS,
ADETUDE Client Zong
PRESTIGE COMMUNICATIONS AND JWT
PAK Client PANTENE , SUNSILK
HEADLION Client DHL

 NOTEABLE COMMUNICATIONS

Jazz Budjet
Ab baat karo aur kartay he jao

Such apnao , jazba jagao

The message From Mobilink

jazba
A holistic experience keeping all the needs
of the young in mind
Jazba offers a variety of voice and sms
bundle packages with validity period
ranging from one day to one month giving
users the freedom to switch as and when
they like and to use the bundle that most
suites their communication needs on any
given day
Competitor to M9

Customers View of Jazz Brand

Brand is RELEVANT , CONSISTENT ,

PROPERLY POSITIONED & PRICING
SYSTEM IS BASED ON CONSUMERS
PERCEPTION OF VALUE

Sept 2011

The IMC Plan

To keep the companys total
communication in Synch

A. Situation analysis / Swot

B .Marketing objectives:
Higher sales, increase in
market share,a new
competitive position etc
C. Marketing budget : Amount
to be spent on the campaign

D. Marketing strategy: Plan of action ,

positioning strategy, differentiation, or
branding strategies

E. Marketing tactics: Guide for the day

by day activities

F. Evaluations

: Feed back

Four Stages in
Cultivating an IMC System
Stage 1: Identify, coordinate and manage
all forms of marketing communications.
Stage 2: Communications are examined
from perspective of customers.
Stage 3: Apply information technologies
to the IMC program.
Stage 4: Customer data information and
insights used in corporate strategic
planning.

Trends Impacting IMC

THE VALUE OF IMC PLANS

Information technology
Changes in channel power
Increase in competition
Brand parity : Brand parity is the
perception of the customers that some
brands are equivalent
Integration of information
Decline in the effectiveness of television
advertising

Global IMC
Goal to coordinate marketing
efforts
Greater challenge due to national
and cultural differences
Standardization vs Adaptation

Think globally, but act locally.