Integrated Marketing Communications Explained || Strategic Brand Management Series

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Integrated marketing communications talks about the entire marketing campaign and how it can be managed to work like an well oiled machine.

In this video, you will learn about the different marketing communication options like advertising, promotional activities, and other strategies inside and IMC program.

I also discuss the different kinds of advertising options you can have in front of you.
There are your traditional advertising methods through various media like TV ads, radio newspapers and magazine ads. In this type of ads, you are trying to reach everyone that is exposed to the media.
Then you have what is called direct advertising where you are trying to reach the customers directly. The examples here are the direct phone calls, e-mail advertisements, and other things where the companies try to reach specific customers directly.
Then you have place advertising where you will chose a specific place like a billboard, or the back of a car and people that are exposed to those places will be exposed to your brand.
Another type of advertising is called point of purchase advertising. You will see these advertisements in any shop you go to buy something, even the shelf will be designed by a certain company, the shopping carts will have ads, and of course, the ads will be played in the store TV.

You can provide different types of promotional activities to the consumers like free samples, coupons, price discounts, buy one get one free and you can even nudge them to buy from you by giving a chance at refunding the product or service. Those were promoting your products to the customers.
Another thing you can do is, promoting your products to the retailers, that is, the person that sells your products can be motivated to push your products more to the customers.
You can do that with different deals to the stores. You can give the store a discount on your products or give something for free. Or, instead of putting your ads on the shelves of the store, you can pay the store owners for improvements on the stores in different ways. Yes, it is a normal practice out there.
Then you have a wide variety of online ads that will get its own separate category. And if I am lucky, you will get an ad in the video you are watching. Right now. Or maybe not. Alright, I will not elaborate on online ads, these are the ads you see online.
You can also promote your brand through sponsorship.

Here I also talk about the entire process of how a company can persuade a potential consumer to buy from the company.
The criteria for IMC programs is also discussed in the video in details where I talk about Coverage, Contribution, Commonality, Complementarity, Conformability, and Cost.

The IMC process is used to reach the customers in the market and the products and services are promoted through Integrated Marketing Communications.

Other videos in the Strategic Brand Management Series -

Brand Management Process -    • Strategic Brand Management Process ||...  

Brand Portfolio -    • Brand Portfolio || Brand Management |...  

Brand Extensions -    • Brand Extensions Explained  

Brand Equity -    • Brand Equity [Everything You Need To ...  

Brand Positioning -    • Brand Positioning || Brand Management...  

Brand Resonance Pyramid -    • Brand Resonances Pyramid || Brand Res...  

Brand Elements Explained -    • Brand Elements Explained || Brand Mix...  


Timestamps:

IMC – 0:00
Marketing Communication Options – 1:39
Types of Advertising – 1:51
Other Communication Options – 3:56
Steps of Reaching the Customers with Potential Pitfalls – 7:18
Criteria for IMC Programs – 10:20
Bonus – 13:54
Outro – 14:18