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An Introduction toIntegrated Marketing

Communications

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What is Marketing?

Marketingis anorganizational function

and a set of processes for

creating, communicating

and delivering value tocustomers and for

managing customer

relationships in ways that

benefit the organization.

Value

Relationship marketing

Mass customization

Customer relationship

management (CRM)

Value

Relationship marketing

Mass customization

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Coordinated Marketing Mix ElementsBuild Image

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Point ofpurchase

Publicity

Publicrelations

Directmarketing

Interactivemarketing

Specialevents

Packaging

Salespromotion

Directresponse

Traditional Approach to MarketingCommunications

MediaAdver-tising

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Contemporary IMC Approach

Point ofpurchase

Publicity

Interactivemarketing

Publicrelations

Directmarketing

Specialevents

PackagingSales

promotionDirect

response

MediaAdver-tising

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Defining IMC

IMCis a strategic businessprocess used to plan, develop,

execute and evaluate coordinated,

measurable, persuasive brand

communication programs with

consumers, customers, prospects

employees and other relevant

external and internal audiences.

The goal of IMC is togenerate short-termfinancial returns and buildlong-term brand value.

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Demand for accountabilityDemand for accountability and

Measurement of Outcomes

Recognized as a business process

Importance of relevant audience

Recognized as a business process

Multiple relevant audiences

A Contemporary Perspective of IMC

IMC

R f th G i I t f

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Traditional compensation Performance-based compensationTraditional compensation Performance-based compensation

Media advertising Multiple forms of communication

Mass media Specialized media

Manufacturer dominance Retailer dominance

General focus Data-based marketing

Low agency accountability Greater agency accountability

Limited Internet availability Widespread Internet availability

Media advertising Multiple forms of communication

Mass media Specialized media

Manufacturer dominance Retailer dominance

General focus Data-based marketing

Low agency accountability Greater agency accountability

Reasons for the Growing Importance ofIMC

From Toward

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IMC and Branding

Brand I denti tyis acombination of factors:

Name, logo, symbols,

design, packaging,

product or service

performance, and imageor associations in the

consumers mind. IMCplays a major role

in the process of

developing andsustaining brand

identity and equity.

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Advertising

Direct Marketing

Interactive/Internet Marketing

Sales Promotion

Publicity/PublicRelations

Personal Selling

Advertising

Direct Marketing

Interactive/Internet Marketing

Sales Promotion

Publicity/PublicRelations

Basic Elements of the Promotional Mix

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Primary vs. SelectiveDemand AdvertisingPrimary vs. SelectiveDemand Advertising

Business-to-Business Advertising

Organizations

National Advertising

Retail/Local Advertising

Professional Advertising

Trade Advertising

National Advertising

Retail/Local Advertising

Business-to-Business Advertising

Professional Advertising

Classifications of Advertising

Consumers

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DirectResponse

Advertising

DirectResponse

Advertising

DirectMail

Catalogs

Telemarketing

InternetSales

ShoppingChannels

DirectMail

Telemarketing

Catalogs

ShoppingChannels

Direct Marketing is Part of IMC

DirectMarketing

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Builds andmaintainscustomer

relationships

Obtainscustomerdatabase

information

Communicatesand interactswith buyers

Providescustomer

service andsupport

Educates orinforms

customers

A persuasiveadvertising

medium

A sales toolor an actualsales vehicle

Obtainscustomerdatabase

information

Communicatesand interactswith buyers

Providescustomer

service andsupport

Educates orinforms

customers

A persuasiveadvertising

medium

A sales toolor an actualsales vehicle

Using the Internet as an IMC Tool

TheInternet

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Consumer-oriented

[For end-users]

Trade-oriented

[For resellers]

Sales Promotion Tools

EventsEvents

Loyalty ProgramsLoyalty Programs

Bonus PacksBonus Packs

Refunds/RebatesRefunds/Rebates

Contests/SweepstakesContests/Sweepstakes

PremiumsPremiums

SamplesSamples

CouponsCoupons

Coop

Advertising

Coop

Advertising

TradeShowsTradeShows

TrainingProgramsTrainingPrograms

POP DisplaysPOP Displays

TradeAllowances

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Introduce newproducts

Get existingcustomers to buy

more

Attract new

customers

Maintain sales inoff season

Increase retailinventories

Tie in advertising& personal

selling

Enhancepersonal selling

Combat

competition

Introduce newproducts

Get existingcustomers to buy

more

Attract new

customers

Maintain sales inoff season

Increase retailinventories

Tie in advertising& personal

selling

Enhancepersonal selling

Various Uses of Sales Promotion

SalesPromotion

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Advertising Versus Publicity

Advertising Publicity

Tentative

Low

Low/Unspecified

Uncontrollable

Great

Lower

Measurable

Schedulable

High/Specific

High

Specifiable

Undetermined

Higher

Little

Factor

Control

Credibility

Reach

Frequency

Cost

Flexibility

Timing

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InterviewsInterviews

FeatureArticles

SpecialEvents

Press

Conferences

NewsReleases

FeatureArticles

SpecialEvents

NewsReleases

Publicity Vehicles

PublicityVehicles

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CorporateAdvertisingCorporate

AdvertisingCause-related

MarketingCause-related

Marketing

PublicityVehicles

Community

Activities

Public Affairs

Activities

SpecialPublications

Special Event

Sponsorship

PublicityVehicles

Community

Activities

Public Affairs

Activities

SpecialPublications

Public Relations Tools

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IMC Audience Contact Tools

Target Audience

Broadcast

media(TV/radio)

Print media

(newspapers,

magazines)

Public

Relations/publicity

Internet/interactive

Direct

marketing

SalesPromotion

Productplacements

(TV and movies)

Events andsponsorship

Word-of-mouth

Point-of-purchase(displays,packaging)

Personalselling

Out-of-home

media

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1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

1. A detailed situation analysis

3. A marketing strategy and program

4. A program for implementing the strategy

2. Specific marketing objectives

The Marketing Plan

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Integrated Marketing Communications Planning Model

Promotional program situation analysisAnalysis of the communications process

Budget determination

Develop integrated marketing communications programs

Review of marketing plan

AdvertisingSales

promotionPR/

publicityPersonalselling

Directmarketing

Advertisingobjectives

Salespromotionobjectives

PR/publicity

objectives

Personalselling

objectives

Directmarketingobjectives

Messagestrategy

Salespromotionstrategy

PR/publicitystrategy

Personalselling

strategy

Directmarketingstrategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

Internet/interactive

Internet/interactiveobjectives

Internet/interactivestrategy