An Introduction to

Integrated Marketing
Communications

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

What is Marketing?
Marketing
Marketing is
is an
an
organizational
organizational function
function
and
and aa set
set of
of processes
processes for
for
creating,
creating, communicating
communicating
and
and delivering
delivering value
value to
to
customers
customers and
and for
for
managing
managing customer
customer
relationships
relationships in
in ways
ways that
that
benefit
benefit the
the organization.
organization.

Value
Value
Relationship
Relationship marketing
marketing
Mass
Mass customization
customization
Customer
Customer relationship
relationship
management
management (CRM)
(CRM)

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Coordinated Marketing Mix Elements

Build Image

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Traditional Approach to Marketing

Communications

Point of
purchase

Special
events

Publicity

Media
Advertising

Public
relations
Direct
marketing

Sales
promotion

Packaging

Direct
response

Interactive
marketing

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Contemporary IMC Approach

Packaging

Sales
promotion

Point of
purchase
Publicity

Interactive
marketing

Media
Advertising

Direct
marketing

Direct
response

Public
relations

Special
events

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Defining IMC
IMC
IMC isis aa strategic
strategic business
business
process
process used
used to
to plan,
plan, develop,
develop,
execute
execute and
and evaluate
evaluate coordinated,
coordinated,
measurable,
measurable, persuasive
persuasive brand
brand
communication
communication programs
programs with
with
consumers,
consumers, customers,
customers, prospects
prospects
employees
employees and
and other
other relevant
relevant
external
external and
and internal
internal audiences.
audiences.
The
The goal
goal of
of IMC
IMC isis to
to
generate
generate short-term
short-term
financial
financial returns
returns and
and build
build
long-term
long-term brand
brand value.
value.

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Contemporary Perspective of IMC

Recognized
Recognized as
as aa business
business process
process

IMC
IMC

Importance
of
audience
Multiple
audiences
Importance
of relevant
relevant
audience
Multiple relevant
relevant
audiences
Demand
for
accountability
and
Demand
forfor
accountability
and
Demand
accountability
Demand
for
accountability
Measurement
Measurement of
of Outcomes
Outcomes

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Reasons for the Growing Importance of

IMC
From

Toward

Media
Media advertising
advertising

Multiple
Multiple forms
forms of
of communication
communication

Mass
Mass media
media

Specialized
Specialized media
media

Manufacturer
Manufacturer dominance
dominance

Retailer
Retailer dominance
dominance

General
General focus
focus

Data-based
Data-based marketing
marketing

Low
Low agency
agency accountability
accountability

Greater
Greater agency
agency accountability
accountability

Traditional
Traditional compensation
compensation

Performance-based
Performance-based compensation
compensation

Limited
Limited Internet
Internet availability
availability

Widespread
Widespread Internet
Internet availability
availability

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IMC and Branding

Brand
Brand Identity
Identity is
is aa
combination
combination of
of factors:
factors:
Name,
Name, logo,
logo, symbols,
symbols,
design,
design, packaging,
packaging,
product
product or
or service
service
performance,
performance, and
and image
image
or
or associations
associations in
in the
the
consumers
consumers mind.
mind.

IMC
IMC plays
plays aa major
major role
role
in
in the
the process
process of
of
developing
developing and
and
sustaining
sustaining brand
brand
identity
identity and
and equity.
equity.

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Basic Elements of the Promotional Mix

Advertising
Advertising
Direct
Direct Marketing
Marketing
Interactive/
Interactive/
Internet
Internet Marketing
Marketing
Sales
Sales Promotion
Promotion
Publicity/Public
Publicity/Public
Relations
Relations
Personal
Personal Selling
Selling
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Classifications of Advertising
National
National Advertising
Advertising
Retail/Local
Retail/Local Advertising
Advertising
Primary
Primary vs.
vs. Selective
Selective
Demand
Demand Advertising
Advertising

Consumers

Business-to-Business
Business-to-Business Advertising
Advertising
Professional
Professional Advertising
Advertising
Trade
Trade Advertising
Advertising
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Organizations

Direct Marketing is Part of IMC

Direct
Direct
Mail
Mail
Direct
Direct
Response
Response
Advertising
Advertising

Internet
Internet
Sales
Sales

Direct
Direct
Marketing
Marketing
Shopping
Shopping
Channels
Channels

Telemarketing
Telemarketing
Catalogs
Catalogs
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Using the Internet as an IMC Tool

The
The
Internet
Internet

Educates
Educates or
or
informs
informs
customers
customers
Obtains
Obtains
customer
customer
database
database
information
information

AA persuasive
persuasive
advertising
advertising
medium
medium

Communicates
Communicates
and
and interacts
interacts
with
with buyers
buyers

AA sales
sales tool
tool
or
or an
an actual
actual
sales
sales vehicle
vehicle

Provides
Provides
customer
customer
service
service and
and
support
support

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Builds
Builds and
and
maintains
maintains
customer
customer
relationships
relationships

Sales Promotion Tools

Coupons
Trade
Allowances

Samples
Premiums
Contests/Sweepstakes

POP Displays
Training
Programs
Trade
Shows
Coop
Advertising

Refunds/Rebates
Bonus Packs
Loyalty Programs
Events

Consumeroriented
[For end-users]

Tradeoriented
[For resellers]

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Various Uses of Sales Promotion

Introduce
Introduce new
new
products
products

Combat
Combat
competition
competition

Enhance
Enhance
personal
personal selling
selling

Get
Get existing
existing
customers
customers to
to buy
buy
more
more

Sales
Sales
Promotion
Promotion

Tie
Tie in
in advertising
advertising
&
& personal
personal
selling
selling

Attract
Attract new
new
customers
customers

Maintain
Maintain sales
sales in
in
off
off season
season

Increase
Increase retail
retail
inventories
inventories

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Versus Publicity

Factor
Factor

Advertising
Advertising

Publicity
Publicity

Control
Control

Great
Great

Little
Little

Credibility
Credibility

Lower
Lower

Higher
Higher

Reach
Reach

Measurable
Measurable

Undetermined
Undetermined

Frequency
Frequency

Schedulable
Schedulable

Uncontrollable
Uncontrollable

Cost
Cost

High/Specific
High/Specific

Low/Unspecified
Low/Unspecified

Flexibility
Flexibility

High
High

Low
Low

Timing
Timing

Specifiable
Specifiable

Tentative
Tentative

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Publicity Vehicles
Feature
Feature
Articles
Articles

News
News
Releases
Releases

Interviews
Interviews
Interviews

Publicity
Publicity
Vehicles
Vehicles

Press
Press
Conferences
Conferences

Special
Special
Events
Events

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Public Relations Tools

Publicity
Vehicles

Community
Activities

Special
Publications

Corporate
Advertising
Advertising

Public Affairs
Activities

Cause-related
Marketing

Special Event
Sponsorship

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IMC Audience Contact Tools

Broadcast
Broadcast
media
media
(TV/radio)
(TV/radio)

Print
Print media
media
(newspapers,
(newspapers,
magazines
magazines))

Public
Public
Relations/
Relations/
publicity
publicity

Internet/
Internet/
interactive
interactive

Direct
Direct
marketing
marketing

Out-of-home
Out-of-home
media
media

Target
Target Audience
Audience
Personal
Personal
selling
selling
Point-ofPoint-ofpurchase
purchase
(displays,
(displays,
packaging)
packaging)

Sales
Sales
Promotion
Promotion

Word-ofWord-ofmouth
mouth

Events
Events and
and
sponsorship
sponsorship

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Product
Product
placements
placements
(TV
(TV and
and movies)
movies)

The Marketing Plan

1.
1. A
A detailed
detailed situation
situation analysis
analysis
2.
2. Specific
Specific marketing
marketing objectives
objectives
3.
3. A
A marketing
marketing strategy
strategy and
and program
program
4.
4. A
A program
program for
for implementing
implementing the
the strategy
strategy
5.
5. A
A process
process for
for monitoring
monitoring and
and evaluating
evaluating performance
performance
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Integrated Marketing Communications Planning Model

Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Advertising

Sales
promotion

PR/
publicity

Personal
selling

Direct
marketing

Internet/
interactive

Advertising
objectives

Sales
promotion
objectives

PR/
publicity
objectives

Personal
selling
objectives

Direct
marketing
objectives

Internet/
interactive
objectives

Message
strategy

Sales
promotion
strategy

PR/
publicity
strategy

Personal
selling
strategy

Direct
marketing
strategy

Internet/
interactive
strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin