1. INTEGRATED MARKETING COMMUNICATION - By Alokesh Banerjee

2. Definition “The recognition of the added value in a program that integrates a variety of marketing disciplines and combines these disciplines to provide clarity, consistency, and maximum communications impact.”

3. The 5 Ws WHY WHO WHEN WHAT WHICH

4. The Traditional Approach

5. THE IMC APPROACH

6. The Communication Planning Process - Guidelines  Consumer-centric brand positioning.  Engage consumers by “fitting in” not “Standing out”.  Leverage the emotional code of the context of consumers live.  Change the everyday life experience Not Just The Purchase Experience.  Link the brand across the consumer journey.

7. PROCESS IDENTIFYING TARGET AUDIENCE DETERMINE OBJECTIVES DESIGN COMMUNICATIONS MEASURE RESULTS DECIDE ON MARKETING MIX ESTABLISH BUDGET SELECT CHANNELS

8. Media Centric Total Communication Planning

9. CHANNELS MASS COMMUNICATION – Advertisements, Sales Promotion, Events, Public Relations. PERSONAL COMMUNICATION – Direct Marketing, Personal Selling, Interactive Marketing.

10. Criteria  Coverage  Contribution  Commonality  Complimentarity  Versatility  Cost