Integrating Marketing communication, ATL and BTL

       Integrating Marketing Communication (IMC)

Integrating Marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts. IMC can also be defined as "a concept that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines to provide clarity. consistency and maximum communication impact". The primary idea behind an IMC strategy is to create a seamless experience for consumer across different aspects of the marketing mix. The brand's core image and messaging are reinforced as each marketing communication channel works together in unity, rather than in isolation. Their sum is greater than their part providing they speak consistently with one voice all the time, every time. this is enhanced when integration goes beyond just the basic communication tools. There are other levels of integration such as horizontal, vertical, internal, external and data integration. And hence these tools help strengthening integrated communications. 
Today, corporate marketing budget are allocated towards trade promotions, consumer promotions, branding public relations, and advertising. The allocation of communication budget away from mass media and traditional advertising has raised IMC's importance for effective marketing. Now, marketing is viewed more as a two-way conversation between marketers and consumers. This transition in the advertising and media industries can be summarized by the following market trends: 

• A shift from mass media advertising to multiple forms of communication
• The growing popularity of more specialized (niche) media, which consider individualized patterns of consumption and increased segmentation of consumer tastes and preferences
• The move from a manufacturer-dominated market to a retailer-dominated, consumer-controlled market
• The growing use of data-based marketing versus general-focus advertising and marketing
• Greater business accountability, particularly in advertising
• Performance-based compensation within organizations, which helps increase sales and benefits in companies
• Unlimited Internet access and greater availability of inline goods and services
• A larger focus on developing marketing communications activities that produce value for target audiences, while raising benefits and reducing costs

Benefits for IMC

With so many product and services to choose from, consumer are often overwhelmed by the vast number of advertisements flooding both online and offline communication channels. Marketing message run the risk of being overlooked and ignores if they are not relevant to consumer needs and wants.

One of the major benefits of integrated marketing communications is that marketers can clearly and effectively communicate their brand’s story and messaging across several communication channels to create brand awareness. IMC is also viewed as more cost-effective than mass media, since consumers are likely to interact with brands across various mediums and digital interfaces. As consumers spend more time on computers and mobile devices, marketers seek to weave together multiple exposures to their brands using different touchpoints. Companies can then view the performance of their communication tactics as a whole instead of as fragmented piece

The other obvious benefit of integrated marketing communications is that it creates a competitive advantage for companies looking to boost their sales and profits. This is especially useful for small- or mid-sized firms that have limited people resources and marketing budgets. IMC wraps communications around customers and helps them move through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue, and nurtures its relationship with customers throughout the exchange. 

Furthermore, IMC can be instrumental to creating a seamless purchasing experience that spurs customers to become loyal, lifelong customers.

Above the line (ATL)

ATL is one of the way in which promotions are targeted. It is the cost incurred during the production of an advertisement commercial for the large audience. It basically uses mass media method for its promotion that includes print, online media, television and cinema advertising. ATL tries to reach a larger audience.Making a message memorable to a large audience is not always easy. It is difficult to tailor a promotion to a specific group of consumers through above-the-line promotions. This is because it is viewed by a mass audience with different tastes and needs. Above-the-line promotion is also very expensive but quite creative. the main aims of above- the- line promotion are to inform customer, raise  awareness and build  brand positioning.

Ways in which ATL promotion is done

• Television and radio can reach a wide range of consumers. 
• The national press and consumer magazines are aimed mainly at consumers
• Trade journals target a business audience

Below the Line (BTL)

Below the line methods are very specific, memorable activities focused on targeted groups of consumers. They are under the control of the organisation.The purpose of these activities has been to develop the brand by creating awareness and building a brand profile. Below-the-line methods include:

• sponsorship
• sales promotions
• public relations
• personal selling
• direct marketing.
• BTL involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and market places or residential complexes. 

Other BTL activities could include roadshows, or moving hoardings with the ad of the product, and vehicles with promotional staff interacting with people demonstrating the product and distributing  literature on the product.  BTL advertising is advertising that uses less conventional methods of advertising that the specific channels of advertising that may or may not be used by ATL advertising to promote products and services.

BTL Promotion

BTL promotion might include direct mail promotional campaigns, PR and sales promotions which are handled directly by the company itself or outsourced to specifically PR agencies and sales promotion agencies and may or not be related to the advertising campaign. BTL advertising might include email campaigns, telemarketing, etc with targeted groups of potential clients.“BTL is preferred on several occasions but the foremost would be when you need to have a personal interaction with the consumer.”

Head & Shoulders basically uses ATL promotion Techniques.