Download - CIB Presentation
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Group members
Adnan wazirFahad quddus
Badar
Omer khanSaqib
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INTRODUCTION
From the pioneering work in 1991 to the mid 2000,
scholarly work on IMC has evolved from limited view
to coordinating communication tools to a strategic
process.
Definition, perception, theoretical foundations,
development and understanding of IMC concept
have been the foremost concern since itsemergence.
IMC gradually spread outside US and began gaining
recognition globally.
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90s
during 90s, scholars worked on the following
topics and the role of IMC.
Effect on advertising process
Relationship marketing
Public relation
Total quality practices
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2000
Since 2000, following topics identified as ofspecial interest.
IMC and internal marketing issues andcorporate communications
IMC branding, brand equity, identity andoutcomes
IMC and media planning, measurement andintegration of multiple media
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Revised IMC definition
IMC is the concept and process of strategically
managing audience-focused, channel-
centered, and results driven brand
communication programs over time.
IMC is an audience-driven business process of
strategically managing stakeholders, content,
channels, and results of brand communicationprograms.
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Difference in definitions
Addition of fourth pillar i.e. CONTENT.
Adoption of the term business process
Takes place at 2 levels. Corporate and
operational level.
Highlights the ethical dimension
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Four pillar of IMC
Stakeholder
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Second IMC pillar: content
Consumer insights
Message and incentive
Controlled uncontrolled
Participatory media
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Third IMC pillar: channel
Multiple channels
Contact points
relevance/preference fragmentation
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Fourth IMC pillar: result
Financial measurement
Accountability
Behavior based measurement Wealth contribution
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Four level and four pillar
Level 1
Tactical coordination content
Level 2 Redefining the scope of marketing
communication channel
Level 3Application of information technology
stakeholder
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Level 4
Financial and strategic integration result
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Interplay between four levels and four
pillars of IMC
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Level 1: tactical coordination (content)
Coordination among all marketing channels to deliver a
clear message to target audience (stakeholders).
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Level 2: redefining the scope of
marketing communications (channels)
Identifying those channels that customers or prospects
prefer and find most relevant.
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Level 3: application of information
technology (stakeholders)
IT provides ease to maintain database about customers
to get close to them in order to analyze risks and
defects in delivering messages.
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Level 4: strategic and financial
integration (results)
Higher authorities are responsible for resource
allocation, organizational alignment and for
measuring return on investment on marketing
communications to get accurate results on most
profitable segment and relationship with that segment.
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Conclusion
Revised IMC definition
Elements involved in four pillars of IMC
construct
Interplay between four pillars and four levels
of IMC implementation