MKTG3030

Integrated Marketing
Communications
Professor: Leilei Gao
IMC: The Big Picture
What is IMC?

What can I expect from this

course?
 Common Misconceptions About IMC
• IMC is all about advertising, PR and digital
marketing.
• Great products don’t need to be promoted.
• We’re too small and don’t need to do IMC.
• Only for-profit companies need to do IMC.
• The goal of IMC is to sell our products.
• The target audience of IMC campaigns are my
consumers.
 (1) Advertising
• Paid forms of non-personal communication
– About an organization, product, service, or idea
– No feedback from audience
– With an identified sponsor

• Common Advertising Media

• Traditional media (print, broadcast)
• Alternative media (outdoor, in-store, transit, cinema)
• Interactive media (Internet, mobile phone, video
game)
 (2) Direct Marketing
• A system of marketing by which organizations
communicate directly with target customers
to generate a response and/or a transaction.
Direct
Shopping TV spots/
Response
Advertising Channels Informercials

Direct
Telemarketing Catalogs
Mails
 (3) Digital/Internet Marketing
• The promotion of products or brands via one or
more forms of electronic media

Content
Social Marketing Email
Media Marketing

Search
Mobile
Engine
Marketing
Marketing

Video Digital Native

Advertising Marketing Advertising
 (4) Sales Promotion
• Marketing activities that provide extra value
or incentive to the sales force, distributors, or
the ultimate consumer and can stimulate
immediate sales.
 (5) Public Relations
Systematically plan and distribute information in
an attempt to control and manage image and
the nature of the publicity received.
 (6) Personal Selling

• Person-to-person communication
– A seller attempts to assist and/or persuade
prospective buyers to make a purchase or act on
an idea
 The Promotional Mix
Advertising

Direct Marketing

Digital/ Internet
Marketing

Sales Promotion

Publicity/Public
Relations

Personal Selling
 Brand Names
• Captures the central theme or key associations of a
product in a very compact and economical fashion
 Logos and Symbols
• Indicate origin, ownership, or association
• Range from corporate names or trademarks
written in a distinctive form, to abstract designs
that may be completely unrelated to the
corporate name or activities.
• Symbols = non-word mark logos
 Characters
• Special type of brand symbol that takes on human or real-
life characteristics
• Introduced through advertising and can play a central role
in ad campaigns and package designs.
• A consumer may more easily form a relationship with a
brand when the brand literally has human or other
character presence.
 Slogans
• Short phrases that communicate descriptive or
persuasive information about the brand
• Function as useful “hooks” or “handles” to help
consumers grasp the meaning of a brand
• Indispensable means of summarizing and translating
the intent of a marketing program
 Slogan Quiz
Just do it. ___________________

There Are Some Things Money Can’t Buy.

For Everything Else, There’s MasterCard。 ___________________
萬事皆可達, 唯有情無價
Because you’re worth It.
你值得擁有 ___________________
Melts in Your Mouth, Not in Your Hands.
只融在口不融在手 ___________________
A Diamond Is Forever.
鑽石恆久遠 一顆永流傳 ___________________
Open Happiness. ___________________

I’m Lovin’ It. ___________________

Think Different. ___________________

Impossible Is Nothing. ___________________
 Jingles
• Musical messages written around the brand
• Have catchy hooks and choruses that become
permanently registered in the minds of listeners
• Enhance brand awareness by repeating the
brand name in clever and amusing ways
 Packaging
• Packaging is the activities of designing and producing
containers or wrappers for a product.
• Functions of packaging:
– Identify the brand
– Convey descriptive and persuasive information
– Facilitate product transportation and protection
– Assist in at-home storage
– Aid product consumption
Packaging Trend: Simplicity
Packaging Trend: Sustainability
 Packaging Trend:
Standout Shapes and Materials
Packaging Trend: Artistic Designs
Packaging Trend: Pastels
 Color Matters?

• Not all the colors have the

same visual impact Red Orange
• Five basic colors in brand
building Blue Yellow
• Alternative colors (white, Green
grey, black)
• Colors have symbolic
meanings
 Choosing color for your brand
• Many brands choose one or two of the basic colors
instead of the middle color or mixture of too many
colors (but there are always exceptions)
 Conclusion?
• IMC is much more than advertising, PR and
digital marketing.
 Marketing Communications

Sales
Special
Point of promotion
events
purchase Interactive
marketing

Adver-
Packaging
tising
Public
relations
Publicity Direct
Direct
marketing response
 An IMC Approach
Sales Direct
Packaging
promotion response

Media
Point of
purchase Adver-
Public
tising relations
Publicity

Interactive
marketing Direct
Special
marketing
events
Great products don’t need to be promoted?

A Brand Contact Perspective

Consider any
planned and
unplanned form of
exposure to and
interaction with a
product or service.
 Common Misconceptions About IMC
• IMC is all about advertising, PR and digital
marketing.
• Great products don’t need to be promoted.
• We’re too small and don’t need to do IMC.
• Only for-profit companies need to do IMC.
• The target audience of IMC campaigns are my
consumers.
• The goal of IMC is to sell our products.
Let’s think of it this way…
 Defining IMC

IMC is a strategic business process used

to plan, develop, execute and evaluate
coordinated, measurable, persuasive brand
communications programs over time with
consumers, customers, prospective
employees, associates and other targeted
relevant external and internal audiences.

A centralized messaging system

that seeks to have all the The goal of IMC is to generate short-term
company’s marketing financial returns and build long-term
communication efforts reflect a brand and shareholder value.
unified and consistent image.
Contemporary Perspective of IMC

Recognized as a business process

IMC Importance
Multiple of relevant
relevant audience
audiences

Demand for accountability and

Demand for accountability
measurement of outcomes
 Participants in the IMC Process
In-house agency
IMC Client
Professional Agency
Advertising agency

Media organizations Direct- Sales

response promotion
Marketing agencies agencies
communications
specialist
organizations Public
Interactive
relations
agencies
firms
Collateral services
 Model of the IMC Planning Process
Review of marketing plan

A Thorough Situation Analysis (3Cs & 4Ps)

Target Marketing Process

IMC Objective, Campaign Theme, Budget Determination

Develop integrated marketing communications program

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Develop objectives and strategy for each

Develop message, media strategy, and tactics

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

 7-Step Decision Making Process

• Target Market Selection

• Message Strategy
• Communication Objectives
• Creative Strategy
• Media Strategy
• Budgeting
• Research Strategy

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 Syllabus & Final Project

Guest Speaker (correction):

Wednesday, Oct 3 6:30-7:30pm