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An Introduction to Integrated Marketing Communications ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
What is Marketing? Marketing  is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Value Relationship marketing Mass customization Customer relationship management (CRM) Value Relationship marketing Mass customization
Coordinated Marketing Mix Elements  Build Image ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Traditional Approach to Marketing Communications   ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Media Adver- tising
Contemporary IMC Approach   ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
Defining IMC IMC  is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The goal of IMC is to generate short-term financial returns and build long-term brand value.
A Contemporary Perspective of IMC Demand for accountability and Measurement of Outcomes Recognized as a business process Multiple relevant audiences ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC Demand for accountability Recognized as a business process Importance of relevant audience
Reasons for the Growing Importance of IMC ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Traditional compensation Performance-based compensation  Traditional compensation Performance-based compensation  Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Limited Internet availability Widespread Internet availability Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability From Toward
IMC and Branding Brand Identity  is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. IMC  plays a major role in the process of developing and sustaining brand identity and equity. ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Basic Elements of the Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Classifications of Advertising Primary vs. Selective  Demand Advertising National Advertising Retail/Local Advertising Business-to-Business Advertising Professional Advertising ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Primary vs. Selective  Demand Advertising Business-to-Business Advertising Organizations National Advertising Retail/Local Advertising Professional Advertising Trade Advertising Consumers
Direct Marketing is Part of IMC Direct Response Advertising Direct Mail Telemarketing Catalogs Shopping Channels Direct Marketing ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Response Advertising Direct Mail Catalogs Telemarketing Internet Sales Shopping Channels
Using the Internet as an IMC Tool   Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle The Internet ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Builds and maintains customer relationships Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle
Sales Promotion Tools ,[object Object],[object Object],[object Object],[object Object],Events Events Loyalty Programs Loyalty Programs Bonus Packs   Bonus Packs   Refunds/Rebates   Refunds/Rebates   Contests/Sweepstakes Contests/Sweepstakes Premiums Premiums Samples Samples Coupons Coupons Coop Advertising Coop Advertising Trade Shows Trade Shows Training Programs Training Programs POP Displays POP Displays Trade Allowances ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Various Uses of Sales Promotion   Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Sales Promotion ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Combat competition
Advertising Versus Publicity Advertising Publicity Tentative Low Low/Unspecified   Uncontrollable   Great Lower Measurable   Schedulable High/Specific   High Specifiable Undetermined Higher Little Factor Control Credibility Reach Frequency Cost Flexibility Timing ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Publicity Vehicles Interviews   Feature Articles Special Events News Releases Publicity Vehicles ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Interviews Feature Articles Special Events Press Conferences News Releases
Public Relations Tools Corporate Advertising Corporate Advertising   Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities Public Affairs Activities Special Publications ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMC Audience Contact Tools Target Audience ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Broadcast media (TV/radio) Print media (newspapers, magazines ) Public Relations/ publicity Internet/ interactive Direct marketing Sales Promotion Product placements  (TV and movies) Events and sponsorship Word-of-mouth Point-of-purchase (displays, packaging) Personal selling Out-of-home  media
The Marketing Plan 1. A detailed situation analysis 1. A detailed situation analysis 3. A marketing strategy and program 4. A program for implementing the strategy 2. Specific marketing objectives ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance
Integrated Marketing Communications Planning Model ©  2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Review of marketing plan Advertising Sales promotion PR/ publicity Personal selling Direct marketing Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives Direct marketing objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy Direct marketing strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Internet/ interactive objectives Internet/ interactive strategy

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integrated marketing communication

  • 1. An Introduction to Integrated Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 2. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Value Relationship marketing Mass customization Customer relationship management (CRM) Value Relationship marketing Mass customization
  • 3. Coordinated Marketing Mix Elements Build Image © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 4. Traditional Approach to Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Media Adver- tising
  • 5. Contemporary IMC Approach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
  • 6. Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The goal of IMC is to generate short-term financial returns and build long-term brand value.
  • 7. A Contemporary Perspective of IMC Demand for accountability and Measurement of Outcomes Recognized as a business process Multiple relevant audiences © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC Demand for accountability Recognized as a business process Importance of relevant audience
  • 8. Reasons for the Growing Importance of IMC © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Traditional compensation Performance-based compensation Traditional compensation Performance-based compensation Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Limited Internet availability Widespread Internet availability Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability From Toward
  • 9. IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. IMC plays a major role in the process of developing and sustaining brand identity and equity. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 10. Basic Elements of the Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 11. Classifications of Advertising Primary vs. Selective Demand Advertising National Advertising Retail/Local Advertising Business-to-Business Advertising Professional Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Primary vs. Selective Demand Advertising Business-to-Business Advertising Organizations National Advertising Retail/Local Advertising Professional Advertising Trade Advertising Consumers
  • 12. Direct Marketing is Part of IMC Direct Response Advertising Direct Mail Telemarketing Catalogs Shopping Channels Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Response Advertising Direct Mail Catalogs Telemarketing Internet Sales Shopping Channels
  • 13. Using the Internet as an IMC Tool Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle The Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Builds and maintains customer relationships Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle
  • 14.
  • 15. Various Uses of Sales Promotion Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Sales Promotion © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Combat competition
  • 16. Advertising Versus Publicity Advertising Publicity Tentative Low Low/Unspecified Uncontrollable Great Lower Measurable Schedulable High/Specific High Specifiable Undetermined Higher Little Factor Control Credibility Reach Frequency Cost Flexibility Timing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 17. Publicity Vehicles Interviews Feature Articles Special Events News Releases Publicity Vehicles © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Interviews Feature Articles Special Events Press Conferences News Releases
  • 18. Public Relations Tools Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities Public Affairs Activities Special Publications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 19. IMC Audience Contact Tools Target Audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Broadcast media (TV/radio) Print media (newspapers, magazines ) Public Relations/ publicity Internet/ interactive Direct marketing Sales Promotion Product placements (TV and movies) Events and sponsorship Word-of-mouth Point-of-purchase (displays, packaging) Personal selling Out-of-home media
  • 20. The Marketing Plan 1. A detailed situation analysis 1. A detailed situation analysis 3. A marketing strategy and program 4. A program for implementing the strategy 2. Specific marketing objectives © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance
  • 21. Integrated Marketing Communications Planning Model © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Review of marketing plan Advertising Sales promotion PR/ publicity Personal selling Direct marketing Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives Direct marketing objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy Direct marketing strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Internet/ interactive objectives Internet/ interactive strategy

Editor's Notes

  1. Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin