This document discusses integrated marketing communication (IMC), which combines public relations, advertising, and marketing to manage brand perception. IMC uses a variety of communication channels, including publicity, events, sponsorship, sales promotion, direct marketing, and packaging. The goal is to improve relationships with key audiences through coordinated, creative, and synergistic messaging. Benefits of IMC include increased brand trust, better internal coordination, and cost effectiveness.

1. COMM 2337
Integrated Marketing
Communication
IMC
Advertising + Marketing + PR
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

2. COMM 2337
Marketing vs. Advertising
vs. PR
IMC
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

3. COMM 2337
PR Is…
IMC
•A managed process
Class 3 •Mutually beneficial
Fall 2011 •About relationships
•Focusing on various
Publics (audiences)
@AndreaGenevieve
andream@stedwards.edu

4. COMM 2337
Types of Publics
IMC • Media
• Employee
Class 3 • Member
Fall 2011
• Community
• Government
• Investor
• Consumer
• International
• Special Interest
@AndreaGenevieve
andream@stedwards.edu

5. COMM 2337
The Goal of PR
IMC
This matters because……
Class 3
Fall 2011
PR is all about targeting messages
to publics and establishing
connections.
@AndreaGenevieve
andream@stedwards.edu

6. COMM 2337
Journalism vs. PR
IMC • VERY different
animals
• Both write,
Class 3 interview people
Fall 2011 to secure coverage
of news
• Both require
excellent grammar
skills BUT…
@AndreaGenevieve
andream@stedwards.edu

7. COMM 2337
Journalists
IMC • Objective observers
• Gather info to provide to greater
Class 3 public
Fall 2011 • Write for mass audiences
• Reach audiences through ONE
channel
@AndreaGenevieve
andream@stedwards.edu

8. COMM 2337
PR Pros
IMC • Think strategically
• Inform while changing attitudes or
Class 3 behavior
Fall 2011 (Although,facts are still necessary!)
• Write for specific, special audiences
• Use a variety of communication
channels
@AndreaGenevieve
andream@stedwards.edu

9. COMM 2337
Example of PR
Communication
IMC 1. PR Professional interviews a CEO.
2. PR Professional writes a Press Release.
Class 3 3. PR Professional sends the release to reporters and
Fall 2011 Journalists.
4. Journalists decide to run, or not run the
information.
5. Journalists may add, edit or delete pieces to fit a
storyline.
6. Journalists may also trash the release.
@AndreaGenevieve
7. PR Professional accomplishes goal, or revisits the
andream@stedwards.edu goal to see if other tactics may work.

10. COMM 2337
IMC
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

11. COMM 2337
Example: Red Bull
IMC
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

12. COMM 2337
IMC
IMC • Name given to all types of planned
messages used to build a brand:
Class 3
Fall 2011 Managing how an audience
perceives a company, service or
product.
@AndreaGenevieve
andream@stedwards.edu

13. COMM 2337
Parts of IMC
IMC • Publicity • Advertising
• Events and • Personal Selling
Class 3 Sponsorship • Sales
Fall 2011 • PR Promotion
• Direct • Packaging
Marketing
• Customer
Services
@AndreaGenevieve
andream@stedwards.edu

14. COMM 2337
An IMC plan of
IMC
creativity,
attack will use
Class 3 synergy, integration
Fall 2011
and
communication.
@AndreaGenevieve
andream@stedwards.edu

15. COMM 2337
Benefits
IMC • Improved relationships with all
audiences
Class 3 • Increases brand trust
Fall 2011 • Fosters internal communications
and coordination among all
departments
• Cost effective
@AndreaGenevieve
andream@stedwards.edu

16. COMM 2337
Share & Engage
IMC
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

17. COMM 2337
Credits
IMC
Andrea Genevieve Michnik
Intro to PR COMM 2337
Class 3 St. Edwards University- Fall 2011
Fall 2011 E-mail: andream@st.edwards.edu
@AndreaGenevieve
All photos protected under Flickr Creative Commons
@AndreaGenevieve
andream@stedwards.edu