This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.

1. The Role of Marketing
Communications
Informing
Reminding
Persuading

2. The Marketing Communications Mix

3. Integrated Marketing Communications
 Integrated Marketing
Communications (IMC):
 The strategic integration of
multiple means of
communicating with target
markets to form a
comprehensive, consistent
message.

4. The Marketing Communications Process

5. Marketing Communications Planning
Situation
Analysis
Communications
Process
Analysis
Budget
Development
Monitoring,
Evaluating,
Controlling
Integration
&
Implementation
Program
Development
Marketing
Plan
Review

6. Situation Analysis
The
Competitive
Environment
The
Economic
Environment
Marketing
Mix
Considerations
The
Social
Environment

7. Communications Process Analysis
 Set Marketing Communications
Objectives
 Apply the Basic Communication Model.

8. Budget Development
 Influences on Budgeting:
 Size of the company
 Its financial resources
 The type of business
 The market dispersion
 The industry growth rate
 The firm’s position in the
marketplace

9. Budgeting Methods
 Percentage of Sales
 Competitive Parity
 All-You-Can-Afford
 Objective-Task

10. Marketing Communications
Program Development
 Explicit Communications:
 Convey a distinct, clearly stated message through personal
selling, advertising, public relations, sales promotion, direct
marketing, or some combination of these methods.
 Implicit Communications:
 What the message connotes about the product itself, its price, or
the places it is sold.

11. Push, Pull, and Combination
Strategies
 Push Strategy:
 Involves convincing intermediary channel members to “push”
the product through the cannel to the ultimate consumer.
 Pull Strategy:
 Attempts to get consumers to “pull” the product from the
manufacturing company through the marketing channel.

12. Push, Pull, and Combination
Strategies
 Combination Strategy:
 Aiming marketing communications
at both resellers and ultimate
consumers.

13. Integration and Implementation
 Implementation:
 Setting the marketing communications
plan into action.
The key aspect of implementation
is coordination !!!

14. Monitoring, Evaluating, and
Controlling
 Monitor sales promotion by the number of
coupons redeemed.
 Measure the effectiveness of a new personal
selling strategy by looking at the number of new
accounts opened.
 A firm might run tests to see it consumers
noticed the ad.
 Review sales results and attribute fluctuations in
sales volume to MC.

15. Ethical and Legal Considerations
M C Element Legal / Ethical Concerns
Advertising Deceptive advertising
Unfavorable stereotypes
Public Relations Lack of sincerity
Using economic power unfairly
Sales Promotion Misleading consumer promotions
Paying slotting allowances for shelf space
Personal Selling High-pressure selling
Misrepresenting product benefits
Direct Marketing Telemarketing privacy invasion
Misuse of consumer database information

16. Legal -- but Ethical?
 Some marketing communications may be
technically legal but raise significant ethical
questions:
 Liquor industry now advertises on cable and local
television stations.
 Extensive promotion of higher-cost drugs when
health care costs are spiraling out of control.
 Heavy promotional allowances to pharmacies for
agreement to push proprietary instead of generic
drugs.
 Promotion of legalized gambling.