Integrated Marketing Communications

1
Integrated Marketing Communications

• Chapter 1

2
Chapter Overview

• Highly competitive global marketplace.
• Greater variety of media available for
  communications.
• Clear communications needed.
• Emerging trends.
• Accountability.
• Change in roles of account executives, creatives
  and brand managers.
• Development of alternative media.

3
Communication Process

• Sender
• Encoding
• Transmission device
• Decoding
• Receiver

Noise
Clutter
Jargon
4
Integrated Marketing Communications Coordination
and integration of all marketing communications
within a company into a seamless program which
maximizes the impact on consumers and other
end-users at a minimal cost. The IMC includes all
business-to-business, channel, customer, external
communications and internal communications
5
Communication Mix

• Traditional
• Price, Product, Distribution, Promotion
• Promotion
• Advertising
• Sales promotions
• Personal selling
• Additional components
• Database marketing
• Direct marketing
• Sponsorship marketing
• Internet marketing
• Guerilla marketing
• Alternative marketing

6
The Marketing Plan

• Situation analysis
• Marketing objectives
• Marketing budget
• Marketing strategy
• Marketing tactics
• Evaluations

7
IMC Components

• The IMC Foundation
• Advertising tools
• IMC Media tools
• Promotional tools
• Integration tools

8
Four Stages inCultivating an IMC System
American Productivity Quality Center

• Stage 1 Identify, coordinate and manage all
  forms of marketing communications.
• Stage 2 Communications are examined from
  perspective of customers.
• Stage 3 Apply information technologies to the
  IMC program.
• Stage 4 Customer data information and insights
  used in corporate strategic planning.

9
Trends Impacting IMC

• Information technology
• Changes in channel power
• Increase in competition
• Brand parity
• Integration of information
• Decline in the effectiveness of television
  advertising
• Globalization