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CHAPTER 1, KENNETH E. CLOW AND DONALD BA ACK
Chapter Overview
1. Communication and IMC Programs
2. An Integrated Marketing
Communications
3. An Integrated Marketing
Communications Plan
4. IMC Components
1.
2.
3.
4.
5.
The Foundation
Advertising Tools
Promotional Tools
Integration Tools
Refining the IMC Program
Information Technology
Changes In Channel Power
Increases in Competition
Brand Parity
Integration of Information
Decline in the Effectiveness of Mass-Media
Advertising
An Integrated Marketing
Communications 1.1
An Integrated Marketing
Communications 1.2
IMC Plan
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IMC Components
1.
2.
3.
4.
5.
The Foundation
Advertising Tools
Promotional Tools
Integration Tools
Refining the IMC Program
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15
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2. Advertising Tools
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Advertising tools-----
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3. Promotional Tools
The next level of the IMC pyramid adds database and direct
response marketing programs, trade promotions, consumer
promotions, public relations efforts, and sponsorship
programs. When marketing managers carefully design all of
the steps taken up to this point, the firm is in a better position
to integrate these activities. Messages presented in the
advertising campaign can be reinforced with a variety of
communication promotions.
MS. ADIBA ANIS, LECTURER, SCHOOL OF BUSINESS, BANGLADESH OPEN UNIVERSITY
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4. Integration Tools
The top level of the IMC program includes the integration tools needed to make sure all
customers are effectively served (Chapter 14). There are many legal and regulatory
issues that are part of the advertising and promotions environment. Ethical systems go
beyond simply meeting the letter of the law.
It is also important to evaluate an integrated marketing program (Chapter 15).
Evaluations can begin prior to any promotional campaign and continue during the
campaign to post-campaign evaluations. These evaluations can provide valuable
information to alter campaigns before they are commercially introduced, as well as
providing input to modify programs that have already run.
A promotions evaluation process holds everything together; it drives the entire IMC
process. Fully integrated marketing requires a careful linkage between planning and
evaluation processes; one cannot occur without the other.
MS. ADIBA ANIS, LECTURER, SCHOOL OF BUSINESS, BANGLADESH OPEN UNIVERSITY
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Information Technology
Changes In Channel Power
Increases in Competition
Brand Parity
Integration of Information
Decline in the Effectiveness of Mass-Media Advertising
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1. Information Technology
Technology enables instant communications among business
executives, employees, channel members, and others around the world.
It also creates opportunities for marketing communications. For
example, in the past, predictions of consumer purchasing behaviors
were based on the results of test markets, attitudinal research, and
intention-to-buy surveys. Although these are excellent means of
obtaining information about consumers, they are slow, costly, and
potentially unreliable.
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4. Brand Parity
The increase in national and global competition is due to the availability of multiple brands.
Many of these products have nearly identical benefits. When consumers believe that most
brands offer the same set of attributes, the result is brand parity.
From the consumers perspective, this means that shoppers will purchase from a group of
accepted brands rather than one specific brand. When brand parity is present, quality is often
not a major concern because consumers believe that only minor quality differences exist.
Consumers routinely view quality levels of products as being nearly equal. As a result, they often
base purchase decisions on other criteria, such as price, availability, or a specific promotional
deal. The net effect is that brand loyalty has experienced a steady decline.
Brand loyalty has also been reduced because of a growing acceptance of private brands. A
recent survey conducted by Top Brands revealed that consumers are willing to switch brands in
most product categories. In response, the marketing team tries to create messages that express
how the companys products are clearly different. The messages are designed to convince
consumers that the companys brand is superior and is not the same as the competitions. A
quality IMC program is, in part, designed to gain the benefits associated with a strong brand
name.
MS. ADIBA ANIS, LECTURER, SCHOOL OF BUSINESS, BANGLADESH OPEN UNIVERSITY
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5. Integration of Information
Todays consumers have a variety of choices regarding where they obtain
information about a brand. If consumers are not satisfied with what they
hear, they can seek additional information. They might go to the Internet
and read about other brands and companies.
Most companies now list Internet addresses on advertisements. Web
users can now discuss products and companies with other customers in
chat rooms or in blogs. They may also travel to retail stores and discuss
various options with the salesclerk. Others will consult independent
sources of information such as Consumer Reports.
The marketing team should be concerned with the ways consumers
integrate this information. Company leaders should make sure that every
contact point projects the same message. Contact points are the places
where customers interact with or acquire additional information from a
company. These contacts may be direct or indirect, planned or
unplanned. An effective IMC program sends a consistent message about
the nature of the company, its products, and the benefits that result from
making a purchase from the organization.
MS. ADIBA ANIS, LECTURER, SCHOOL OF BUSINESS, BANGLADESH OPEN UNIVERSITY
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The influence of mass-media television advertising has declined dramatically. VCRs and
DVR systems allow consumers to watch programs without commercials. The rise in
popularity of cable TV, DVR recorders, and satellite dishes means consumers have a
wide variety of viewing choices. Using the remote while watching television means that
it is likely that, during most commercials, the viewer is surfing other channels to see
what else is on. Many television advertisements are not seen, even by those people
watching a particular program. In a recent survey by conducted by Brandweek
magazine, only 16% of viewers said that they watch commercials during a program.
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Globally Integrated
Marketing
Communications
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GIMC 1.1
As IMC turns international, literally global. We now call it GIMC, or, globally
integrated marketing communications program. The goal is still the sameto
coordinate marketing efforts. The challenges are greater due to larger national
and cultural differences in target markets.
Previously, marketers could employ two different strategies for global companies.
The first approach was standardization, in which the idea was to standardize
the product and message across countries. The goal of this approach was
generating economies of scale in production while creating a global product
using the same promotional theme. The language would be different, but the
basic marketing message would be the same.
The second approach to global marketing was adaptation. Products and
marketing messages were designed for and adapted to individual countries.
Thus, the manner by which a product was marketed in France was different from
how it was marketed in Italy, India, or Australia.
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GIMC 1.2
The GIMC approach is easier to
apply when a company relies on the
standardization method; however,
GIMC can and should be used with
either adaptation or
standardization.
As telecommunications continue to
expand, contacts between peoples
of different countries are much
more frequent.
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