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A combination of advertising, personal selling, sales promotion, public relations and direct marketing used to engage consumers and persuasively communicate customer value and build relationships

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Paid form of non-personal presentation that promotes an idea, good or service by a sponsor
Advertisements can reach out to many people dispersed geographically. The average cost is relatively low and messages can be repeated. The company can use expressive tools to dramatise its product which can build long-term image for the product and start a quick sale. However, since it is a non-personal presentation, it may lack persuasion as it is a one-way communication. The total cost is high.

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What is Integrated Marketing communications

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What is Integrated Marketing communications

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The careful integration and coordination of the company's many communication channels to deliver a clear, consistent and compelling message
Each touchpoint (a contact with the brand), will deliver a message. IMC helps build strong customer relationships and ensure that communications are consistent which will in turn impact sales.

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Producers will use sales force and other marketing strategies to sell the products to its channels; the channels will then promote it to the final consumers

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The firm ought to inform, persuade and remind its customer about the product
When informing, the company aims to communicate customer value, build its brand image and most importantly, tell the market about the new product and how it works, how to use it, its augmented product, its price and even warding off false impressions
In the process of persuading, the company needs to build brand preference, change the customer's perception of the product value and encouraging them to switch brand, persuade them to buy the product, create brand relation and persuade people to let others know about the brand
Lastly, the company needs to remind the customers about their brand so as to maintain the relationship. They should remind their consumers where they can buy the product and that they might need the product soon, with the intention of making the consumers remember the brand

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Producers will use marketing strategies to promote and advertise their products to its final consumers, causing them to demand the products from the channels; the channels will then buy from the producers due to the demand

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Short-term incentives to encourage the purchase of a good or service.
Sales promotion can attract consumer's attention easily, triggering quick response and strong incentives to purchase. Sales promotion can dramatise product offers and boost sagging sales. However, since it is a short-term incentive, it will not be effective in the long-run. Consumers may also purchase the item only during sales promotion. This will hurt the brand image

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A personal presentation by a firm's sales force to build customer relationships
Personal selling is very effective at some stages of the buying process. It can build customer relationships because communication is 2-way and it can be improvised for a more persuasive impact. However, personal selling is expensive and the size of the sales force cannot be changed easily. Long-term commitment is needed and it can reach out to only a small number of customers

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Building good relationships with the public by warding off unfavourable rumors or events and obtaining a favourable publicity and building a good corporate image
Public relations is free of charge. It helps build image and can reach specific group of target audience. It is also credible. However, the company has little to no control over the messages and it can go out of control and become negative. It is time-consuming, costly and unmeasurable. There might not be any publicity as well

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Direct connections with targeted customers to build customer relationships and obtain immediate response from them
Direct marketing is very targeted and the success is measurable. The messages can be personalised for specific group and the process is very interactive, allowing engagements. However, it is costly, time-consuming and can be regarded as junk or spam. The responses rates can be due to various factors as well

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Factors changing the communication model

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Factors changing the communication model

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Change in consumers, marketing strategies and communications technology
Marketers are now able to reach and target smaller consumer segments interactively and engagingly. Both traditional mass media and current online marketing are implemented

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Consumers are better informed nowadays due to the internet. Consumers can provide remarks in real-time nowadays, affecting the communication model

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Consumer preferences are making a shift which shatters the mass market. Brands ought to shift from mass marketing to micromarketing so as to build relationship with the consumers

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Customers and brands communicate differently due to the advancement of technology

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The affordable method is usually used by small companies. They will set the budget according to what they think they can afford
The percentage-of-sales method is one whereby the company sets the budget as a percentage of their current sales or forecasted sales
The competitive parity method is the setting of promotion budgets similar to that of their competitors
The objective-and-task method is the setting of budget according to their specific objectives, tasks that must be performed to achieve these objectives and the expected cost of performing these tasks

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The company will first develop a creative concept, an idea that will bring the advertising message to life before executing it. They must take into consideration how they are going to break through the clutter, make the advertisements entertaining (so that people will watch it repeatedly), plan a message strategy, executing the message and include user-generated content.

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Slice of life: Showing how people use the product in their normal day-to-day life
Lifestyle: showing how a product fits into a particular lifestyle
Fantasy: Create a fantasy around the product
Mood or image: building a mood or image
Musical: Singing about the product
Personality symbol: Showing a character that represents the product
Technical expertise: Showing the company's expertise in making the product
Scientific evidence: Showing scientifically proven facts that the product is better
Testimonial evidence: Showing endorsements from highly believable source

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Things to take into considerations include: reach, frequency and impact, type of media, media vehicle and media timing

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Reach is a measurement of the percentage of target market who are exposed to the advertisement during a period of time.
Frequency is the average number of times a person is exposed to the advertisement
Impact is the qualitative outcome of message exposure

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Television: Advantages include a lower average cost, good mass marketing coverage and can combine sight, sound and motion to appeal to the senses. Disadvantage includes high total cost, high clutter, lower audience selectivity and fleeting exposure
Online advertisement: Advantages include the low cost, immediacy, personalisation, interaction and engagement capabilities, social sharing power, personalisation and it being targeted. Disadvantages include narrow impact, low control over exposure (the audience can click on the cross to eliminate the advertisement)
Newspapers: Advantages include it being flexible, on time, good local market coverage, broad acceptability and being trustworthy. Disadvantages include it being short-lived, unable to reproduce and small audience
Direct mail: Advantages include high audience selectivity, flexibility, no advertisement competition and personalisation. Disadvantages include it being costly and it can be regarded as junk mail
Magazines: Advantages include it being selective geographically and demographically, credibility and prestige, high quality reproduction, long life and a good pass along readership. However, it is costly, long lead time and there is no guarantee of position
Radio: Advantages include it being more affordable, good local acceptance and selective geographically and demographically. Disadvantages include it being audio only, fleeting exposure, not attention seeking and fragmented audience
Outdoor: Advantages include it being flexible, easily exposed repeatedly, low cost, low competition and good position selectivity. Disadvantages include limited audience selectivity and limited creativity

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Continuity is a continuous pattern of advertising. No variation of scheduling
Continuity covers the entire buying cycle and allow media priorities. However, it is costly and might be overexposed. Only a limited number of media allows continuity
Flighting is a less regular schedule of advertisement-some advertisement at a particular period of time and no advertisement for the remaining period of time
Flighting is cost efficient and more than one medium can be used. However, competitors may make use of this to expose more than the company does. The effect of the advertisement can wear out, eroding awareness, interest and retention of message
Pulsing is a combination of the previous 2 methods-a low level of continuous advertising for a period of time and an intensed advertising for the remaining period of time

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Public relations raise awareness, build relationships with the community, investors, media and consumer and builds interest

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Public relations is more impactful and affordable than advertising. It can engage consumers and make them part of the brand's story. However, public relations is a limited and scattered use.

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Press relations: Inserting newsworthy information in the news media to attract attention
Product publicity: Publicising specific product
Public affairs: Building and maintaining community relationships
Lobbying: Building good relationships with the government to influence legislation and regulations
Investor relations: Maintaining relationship with shareholders and others involved in finance.
Development: Working with members of non-profit organisations to gain support from them

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Public relations can appear in the news media, speeches, special events, written materials, public services, buzzes and corporate websites