CIB Presentation

8/3/2019 CIB Presentation

1/20

Group members

Adnan wazirFahad quddus

Badar

Omer khanSaqib


2/20

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.


3/20

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


4/20

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


5/20

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.


6/20

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


7/20


8/20


9/20

Four pillar of IMC

Stakeholder


10/20

Second IMC pillar: content

Consumer insights

Message and incentive

Controlled uncontrolled

Participatory media


11/20

Third IMC pillar: channel

Multiple channels

Contact points

relevance/preference fragmentation


12/20

Fourth IMC pillar: result

Financial measurement

Accountability

Behavior based measurement Wealth contribution


13/20

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


14/20

Level 4

Financial and strategic integration result


15/20

Interplay between four levels and four

pillars of IMC


16/20

Level 1: tactical coordination (content)

Coordination among all marketing channels to deliver a

clear message to target audience (stakeholders).


17/20

Level 2: redefining the scope of

marketing communications (channels)

Identifying those channels that customers or prospects

prefer and find most relevant.


18/20

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.


19/20

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.


20/20

Conclusion

Revised IMC definition

Elements involved in four pillars of IMC

construct

Interplay between four pillars and four levels

of IMC implementation

CIB Presentation

Documents

Transcript of CIB Presentation