CHAPTER: AN INTRODUCTION TO

INTEGRATED MARKETING COMMUNICATIONS

Topics to be covered:

The Growth of Advertising and Promotion

The Role of Marketing

Integrated Marketing Communications

The Promotional Mix: The Tools for IMC

IMC Involves Audience Contacts
The IMC Planning Process

THE GROWTH OF ADVERTISING AND PROMOTION

The aspects of the growth of advertising and

promotion are as follows:
There

is a significant growth in expenditures for

marketing communications from 1980 to 2010 and
the growth is expected to continue.
It is particularly interesting to note the amount of
marketing communication monies spent on the
Internet and other nontraditional media, some of
which did not even exist at the beginning of the new
millennium.
While the traditional media and sales promotion still
account for the majority of companies marketing
communication expenditures, more monies are being
allocated to nontraditional media and the amount is
expected to increase rapidly.

THE ROLE OF MARKETING

The

role of marketing will be clarified in

terms of:
Marketing

Defined
Marketing Mix

(CONTINUED)
Marketing

Defined: the AMA

adopted a revised definition of
marketing in 2007, which is as
follows: Marketing is the activity, set
of institutions, and processes for
creating, communicating, delivering
and exchanging offerings that have
value for customers, clients, partners,
and society at large.

NONPROFIT ORGANIZATIONS USE ADVERTISING

TO SOLICIT CONTRIBUTIONS AND SUPPORT

(CONTINUED)
The

Marketing Mix: These four Ps

Product, Price, Place (distribution), and
Promotionare elements of marketing
mix. To develop an effective marketing
mix, marketers must:
Be

knowledgeable about the issues and options

of each element of the mix
Know how to combine the elements to form an
effective marketing program
Analyze the market and use the data to
develop the marketing strategy and mix

MOVADO USES A VARIETY OF MARKETING MIX ELEMENTS

INCLUDING PRICE, PRODUCT DESIGN, BRAND NAME, AND
DISTRIBUTION STRATEGY TO CREATE A HIGH-QUALITY,
UPSCALE IMAGE FOR ITS WATCHES

INTEGRATED MARKETING
COMMUNICATIONS
The

following perspectives will be taken:

The

Evolution of IMC
A Contemporary Perspective of IMC
Reasons for the Growing Importance of IMC
The Role of IMC in Branding

(CONTINUED)
The

Evolution of IMC: From 1980s

enlightened organizations are moving
toward
the
process
of
integrated
marketing
communications
(IMC),
which involves coordinating the various
promotional elements and other marketing
activities that communicate with a firms
customers. However, advocates of the IMC
concept argued for an even broader
perspective that considers all sources of
brand or company contact that a customer
or prospect has with a product or service.

(CONTINUED)
A

Contemporary Perspective of IMC:

The
cornerstones
or
contemporary
perspective of IMC are:
View:

It views IMC as an ongoing strategic

business process
Goal: Generate short-term financial returns
and build long-term brand and shareholder
value
Audience: Multiple relevant audiences

(CONTINUED)

Reasons for the Growing Importance of IMC: The

growing importance of IMC can be summarized as follows:

(CONTINUED)

Role of IMC in Branding: One of the major

reasons for the growing importance of integrated
marketing communications over the past decade
is that it plays a major role in the process of
developing and sustaining brand identity and
equity. Brand identity is a combination of many
factors, including the name, logo, symbols,
design, packaging, and performance of a product
or service as well as the image or type of
associations that comes to mind when consumers
think about a brand. IMC plays a major role in
developing and sustaining brand identity and
brand equity.

THE
AMERICAN
ADVERTISING
FEDERATION
PROMOTES THE VALUE OF ADVERTISING FOR
BUILDING STRONG BRANDS

THE PROMOTIONAL MIX:

THE TOOLS FOR IMC
Promotion has been defined as the coordination of all
seller-initiated efforts to set up channels of
information and persuasion in order to sell goods and
services or promote an idea. The basic tools used to
accomplish an organizations communication objectives
are often referred to as the promotional mix.

(CONTINUED)

Advertising: Advertising is defined as any paid form of

nonpersonal communication about an organization, product,
service, or idea by an identified sponsor. Advertising classifications
are shown below:

(CONTINUED)
Direct

Marketing: One of the fastestgrowing sectors of the U.S. economy is

direct
marketing,
in
which
organizations communicate directly with
target customers to generate a response
and/or a transaction. It involves:
Database

Management
Direct Selling
Telemarketing
Direct-Response Advertising (encourages the
consumers directly purchase from the
manufacturer)

(CONTINUED)

Digital/Internet Marketing: The following aspects

are spurring the diffusion of digital/internet marketing:

(CONTINUED)
Sales

Promotion: Sales promotion is

generally defined as those marketing
activities that provide extra value or
incentives to the sales force, the
distributors, or the ultimate consumer and
can stimulate immediate sales. Sales
promotion is generally broken into two
major categories: consumer-oriented and
trade-oriented activities.

(CONTINUED)

Major sales promotion tools used are shown in the

given figure:

(CONTINUED)
Publicity:

Publicity
refers
to
nonpersonal communications regarding an
organization, product, service, or idea not
directly paid for or run under identified
sponsorship. High credibility and low costs
are major advantages. But they are not
always under the control of company and
negative
publicity
can
be
highly
damaging.

(CONTINUED)
Public

Relations: Public relation is

defined as the management function
which evaluates public attitudes, identifies
the policies and procedures of an
individual or organization with the public
interest, and executes a program of action
to earn public understanding and
acceptance. Public relation generally has
a broader objective than publicity, as its
purpose is to establish and maintain a
positive image of the company among its
various publics.

(CONTINUED)
Personal

Selling: The final element of an

organizations
promotional
mix
is
personal selling, a form of person-toperson communication in which a seller
attempts to assist and/or persuade
prospective buyers to purchase the
companys product or service or to act on
an idea. It allows sellers to tailor the
messages to customers specific needs and
situations. It involves immediate and
precise feedback.

IMC INVOLVES AUDIENCE

CONTACTS
contact (or touch) point refers to
each and every opportunity the customer
has to see or hear about the company
and/or its brands or have an encounter or
experience with it. There are four
categories:

Company

created touch points

Intrinsic touch points
Unexpected touch points
Customer-initiated touch points

(CONTINUED)

Various IMC audience contact tools are shown in the given figure:

(CONTINUED)

The following figure shows IMC Contact Points:

Control Vs Impact:

THE IMC PLANNING PROCESS

Integrated

marketing communications
management involves the process of
planning,
executing,
evaluating,
and
controlling the use of the various
promotional-mix elements to effectively
communicate with target audiences.
This process is guided by an integrated
marketing communications plan that
provides the framework for developing,
implementing,
and
controlling
the
organizations IMC program.

(CONTINUED
)

The Model of
IMC Planning
Process is
shown in the
given figure:

THANK YOU!