IMC:

WHERE
EXPECTATION MANAGEMENT
MEETS REALITY

Integrated Marketing
Approach
Traditional

mass media

Television, radio, magazines,

newspapers, billboards
Now drive consumers to Web sites
Online

strategies

Provide detailed information

Be experiential, entertaining,
interactive
MySpace, YouTube, Facebook, wireless
mobile media devices, e-mail

The New Look of

Advertising

Interactive, Informative, Entertaining

Growth of Advertising and

Promotion
Expenditure in Billions of Dollars

Advertising Outside
U.S.

2007
1980

U.S. Advertising

$0

$50

$100

$150

$200

$250

$300

$350

$400

What is Marketing?
An

organizational
function
Processes for creating,
communicating, and
delivering value to
customers
Managing customer
relationships in ways
that benefit the
organization and its
stakeholders

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

The Scion Web Site

Consumers can now customize

the car they want to purchase

Introduction to Integrated
Marketing Communications (IMC)

Communication
IMC Defined
The IMC Plan
4 Stages of Cultivating IMC
SUCCESS
IMC and the Marketing Mix
Factors Affecting IMC

Communication
Transmitting, receiving, and
processing information

Sender,
Receiver
Encoding, Decoding
Transmission Device

Communication models

Communication models

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.

Contemporary Perspective of
IMC
Recognized
Recognized as
as aa business
business process
process

IMC
IMC

Importance
of
audience
Multiple
relevant
audiences
Importance
of relevant
relevant
audience
Multiple
relevant
audiences
Demand
for
accountability
and
Demand
for
accountability
and
Demand
for
accountability
Demand
for
accountability
measurement
measurement of
of outcomes
outcomes

The

aims of IMC are:

To persuade by means of
communication (marketing and other
forms, in fact all forms).
To affect behaviour, not just
attitudes.
To start with customers or prospects
and then to work backwards to
develop effective communication.

The IMC Plan

Situation

Analysis
Marketing Objectives
Marketing Budget (Financials)
Marketing Strategies (an idea)
Marketing Tactics (an action)
Evaluation of Performance
(metrics)

4 Stages of cultivating
IMC SUCCESS

1. Identify, coordinate and manage all

forms of external communication
2. Extend scope of communication to
include everyone touched by the
organization
3. Using IT to infuse customer input
into the plan. Db
development/tracking/analysis.
4. Treating IMC as an investment
rather than a departmental function.

Stages in IMC
development

Reference: Kitchen, P. J. and Pelsmacker, P. D. (2004), Integrated Marketing Communication: A

Primer, Routledge Taylor & Francis, 1st edition, Pg: 9-10.

IMC and the Marketing Mix

Product
Price
Promotion
Place (Distribution)
How do the above elements
effect the communications plan
of a company?

The Components of
Promotion
Product

Advertising

Database
Marketing

Price

Promotion

Personal
Selling

Sales
Promotion

Direct
Marketing

Sponsorshi
p
Marketing

Distributio
n

Internet
Marketing

Public
Relations

Traditional Marketing
Approach
Sales
Point of
purchase

Interactive
marketing

Special
events

Media
Advertising

Public
relations
Direct
marketing

promotion

Packaging

Publicity

Direct
response

Contemporary IMC
Approach
Sales
Direct
Packaging
promotion

Point of
purchase
Publicity

Interactive
marketing

Media
Advertising

Direct
marketing

response

Public
relations

Special
events

Factors Affecting IMC

Information

Technology
Changes in Channel Power
Increases in Competition
Brand Parity
Integration of Information
Decline in Mass Media
Effectiveness

Thank You
See

you next class

read ahead