Integrated Marketing Communications (IMC)

The 6 Elements of the Communication Process

1. A source

2. A message

3. A channel of communication

4. A receiver

5. The process of encoding

6. The process of decoding

The Process of Encoding

The process of a sender transforming an idea into a set of symbols

The Process of Decoding

The process of a receiver taking a set of symbols into an idea

Integrated Marketing Communications (IMC)

The development of the right promotional elements mix

IMC Factors

• Target Audience

• Product Life Cycle

• Stages if the Consumer Journey

• Channel Strategies

IMC Communication Tools

Advertising, Sales Promotion, Personal Selling, Direct Marketing, Mobile Marketing, Social Media Marketing, Public Relations, Sponsorships

Product Life Cycle

Stages of the Consumer Journey

Push Strategy

Pull Strategy

Cultural Approach

Channel strategy based on specific cultural influences and backdrops

Behavioral Approach

Channel Strategy based on practices, influences, and emergent trends

Emotional Approach

Channel strategy aimed at a deeper, more visceral connection

Hard Metrics

Dollar volume sales, unit sales, market share vs. Same period year ago

Soft Metrics

Brand equity perceptions, website traffic, social media engagement, etc.

IMC Program Development