2. WHAT IS INTEGRATED
MARKETING
COMMUNICATIONS?
• IMC combines marketing, PR and advertising.
• More and more agency groups are combining resources
to provide this “one stop shop” approach.
• You’re using the same muscles and skills, just in a
different way.
• “A flow of information from indistinguishable sources”
3. IMC RESEARCH
NUANCES
• The SWOT analysis is a must.
• You’re thinking about increasing market share. Financials
matter more.
• External factors matter more. You have to think about
competitors who want to see you fail. They are more broad
than you might think.
5. IMC RESEARCH
NUANCES
• You’re focusing more on what the client provides or sells.
• Product
• Price
• Place
• Promotion
• IMC focuses on the notion the needs of customers and
stakeholders comes first.
• Instead of selling products, you’re using the 4 P’s to
create brand loyalty.
6. IMC PROGRAMMING
NUANCES
You’re combining traditional PR with advertising.
Controlled media is more important.
• You’re developing commercials
• You’re developing direct mail.
• You’re working on telemarketing.
• You’re doing point of purchase work.
• You’re handling specialty advertising.
• You’re buying billboards.
• You’re taking care of web ads.
7. ANALYTICS 101
• Impressions are the number of people who saw an ad.
• A click through refers to the people who bother to click on
the ad.
• Conversions are people who take the action step.
• If you get a 3% click through rate, you’ve done well.
• If you get a 1% conversion rate, you’ve done well.
• Judging the return on investment is tricky.
• Billboard factor.
• Buzz factor from uncontrolled media
• Does doing a cool social media campaign change your
image for the better with people 18-34?
12. FINAL
• Three case studies. You will pick one.
• One will be on Public Affairs
• One will be on Integrated Marketing Communication.
• One will be on something else.
• Memorize the Emergency PR Checklist on page 368-369.
You’ll be asked to present it in outline form.
• The rest will be short answer questions like we saw
before.
