This document provides an overview of an Integrated Marketing Communications course. It defines IMC as unifying all marketing channels to send a consistent message to target audiences. The goal is to create synergy across advertising, sales, promotion, PR, direct marketing, personal selling, events, sponsorships, endorsements and customer service. IMC allows companies to control messaging and manage crises. It emphasizes developing relationships with customers through coordinated promotion. The course will cover IMC planning, analysis, communication processes, message development, media strategies, implementation and evaluation.

1. Integrated Marketing
Communications
JOUR 538
Tuesdays, 6-9pm
Angela Ford

2. What and Why
What is IMC?
•Unifying all marketing channels /media to send target audiences a consistent
message that meets the sales and promotion goals of the company/organization
•Creates synergy
•What are the forms of marketing communication?
•Advertising
•Sales
•Promotion
•Public relations
•Direct marketing
•Personal selling
•Events
•Sponsorships
•Endorsements
•Customer service
•Social & interactive media

3. •IMC based around the concept that EVERYTHING a company/organization does (good or
bad) sends a message. IMC allows us to CONTROL the message to a certain extent by
coordinating and planning all marketing and communication activities to send the RIGHT
message to the RIGHT audience – not to mention manage any crises or “bad messages”
•IMC is all about creating synergy. What’s synergy?
•the interaction of elements that when combined produce a total
effect that is greater than the sum of the individual elements, contributions, etc.
•Each media chosen should be enhanced by the other mediums chosen, creating a
marketing plan that hits the target audience through integrated channels, with a
consistent message.
•The Promotion or “IMC Plan” recognizes the added value of a comprehensive plan that
evaluates strategic roles that combines a variety of platforms for clarity, consistency and
maximum impact.
•Learning theory, strategy and implementation of a comprehensive IMC plan that creates
synergy will be the focus throughout this class
SYNERGY

4. Marketing Priorities in 2013
• Relationships with Customers/Clients
– Today, most markets are seeking more than just a one-
time exchange/transaction with customers. The focus
has shifted to developing and sustaining a relationship
with customers/clients
– Successful companies and organizations have realized
that connecting with the audience and delivering
value to their customers is PRIORITY.
– What brands do you feel connected with? Why ? How
do you think the brand has achieved this connection
between itself and you?

5. The Marketing Mix
• Price
• Product
• Packaging
• Promotion
– Integrated Marketing Communication = Promotion
Combine these elements (The 4 P’s) into a program that
delivers value to the consumers. IMC focuses on the
“Promotion” element.

6. Why is IMC’s importance growing?
• Works for both large and small, for-profit and
non-profit companies/organizations
• Works for B2B and B2C
• By coordinating media together into one
comprehensive message, companies:
– Avoid duplication
– Create synergy
– Develop more effective and efficient overall
communication plans
– Maximize return on investment

7. Why is IMCs importance growing?
• Works in a changing environment and landscape
• Global recession forced innovation, co’s move to “non-
traditional” media like social media and a larger focus on
“Free’ publicity via a stronger PR component
• As technology progresses, it pushes marketers and
companies to think outside the box and think more
strategically and creatively. Ex: DVR made it possible for
viewers to FF through commercials. How to compensate?
Product Placement. What else?
•Plays a major role in managing and sustaining brand
identity and equity. Building & properly managing
brand equity has become a priority for companies of all
sizes, across all industries and markets.

8. The Planning Process
Review Overall Marketing Plan (the other 3 P’s)
• Objectives
• What role (and how prominent) will the role of Promotion be?
• Competitive Analysis
• Assess Potential Environment Influences
Analysis
• Internal
• Your or the firm’s ability
• Review previous results and feedback & make necessary adjustments
• Consider the firm/your organization process
• External
• Market
• Consumer
Communication Process
•Receiver’s response
•Source
•Message
•Channel Factors
•What are your communication goals and objectives?

9. Most Valuable Brands of 2012
• What do you think?
• Are you right?
(http://interbrand.com/en/best-global-
brands/2012/Best-Global-Brands-2012-Brand-
View.aspx)

10. The last P.
– Aka the IMC program/plan
– Determining which channels to use, and what their role and significant
will be, and how they will coordinate with one another.
• Message Development/Creative Strategy
– The copy, graphic design, and basic appeal to the target audience.
• Media Strategy
– Which forms of marketing should be used to result in maximum
impact and therefore be most successful?
• Implementation
• Montitoring, Evaluation, Control
– Must have tools in place to measure the effectiveness and success of a
campaign
– Important for the growth of the company: provides insight into what
resonates and what doesn’t with your audience, and what the best
way to do that is.

11. • Throughout IMC, we’ll explore each part of
the last P – the Promotion/ IMC portion of a
Marketing Plan, in both theory and
implementation. Research and case studies
supplement further understanding of what
works and what doesn’t.