The document discusses integrated marketing communications (IMC) and presents several models for IMC. It describes Butterfield's new model for corporate marketing communication, which delivers the corporate mission and vision through the traditional marketing mix, with the 4 Ps as a hygiene factor. It also outlines Schulz and Kitchen's four-stage model of IMC integration, with each stage involving increased coordination, data collection, and evaluation of marketing communications from a customer and financial perspective. The document examines what makes good and relevant IMC from the customer's view, and also looks at challenges that can hinder effective IMC.

1. MKT4007 Strategic Integrated Marketing Communications

2. Complex Comms T2 T4 T1 T3 Mass Media 1 Mass Media 2 Mass Media 3 Mass Media 5 Mass Media 4

3. What makes good IMC? Creative Adverts Cool Sales Promotions Good PR Great Blogs Good-looking Sales force Consumer I want a divorce!

4. What makes good IMC? Relevant Adverts Relevant Sales Promotions Relevant PR Relevant Blogs Relevant Sales force Consumer

5. What makes good IMC? Relevant & Personal Adverts Relevant & Personal SP Relevant & Personal PR Relevant & Personal Blogs Relevant & Personal Sales force Consumer Relevant & Personal Communication at each point!

6. Difficulties Tactical rather than strategic function Rivalry between IMC providers Organisation is seen as starting point Ad-hoc planning & objectives

7. Traditional Model Corporate Marketing Communication (Butterfield, 1997) 4 P’s Advertising etc.

8. New Model Corporate Marketing Communication (Butterfield, 1997) Delivers the corporate mission and vision through the traditional marketing mix Defines corporate vision & expresses vision to stake holders 4 Ps = hygiene factor

9. Advantages of Butterfield’s Model Integration of Push and Pull strategies Push: Retailer Promos, Personal Selling Pull: Advertising PR Customer

10. Customer’s Brand View Customer Service POP Displays Sales Promotion Advertising Distribution Pricing Product Design Other Tools Schulz & Kitchen 2000 N.B.:...many more contact points than shown!

11. Brand Contact Audit Parasuraman, et al., 1985 Improvement Impact/ Importance Positive/ Negative Message sent Experience Expectation Contact Point Target Segment:

12. Brand Audit Produces a holistic communication picture Can be surprising Enables you to strategically adjust communication preferences Does not answer how/when to adjust! Ignores time & relevance (context) of communication

13. Message Two important attributes: Receptivity of target audience Relevance to target audience A s seen from the perspective of the customer!

14. Relevance/Receptivity Matrix Receptivity Relevance Schulz & Kitchen, 2000 Double-glazing sales personnel visiting new housing estate with double glazed windows. Restaurant advert during advertising break Cinema advert for car featured in the feature film Pizza delivery firm during advertising break

15. 4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 1st Stage: High degree of interpersonal and cross-functional communication. Let by organisation, not external agencies

16. 4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 2nd Stage: Organisations gather extensive information about their customers and apply to developing marcoms, and evaluating feedback. Also need to align with external agencies.

17. 4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 3rd Stage Maintain accessible data sources and build globally segmented databases. Effectively incorporate data in communication planning and implementation to turn customer data into customer knowledge.

18. 4 Stage Integration Tactical Coordination of Marketing Communication Redefining Scope of Marketing Communications Application of Information Technology Financial & Strategic Integration 1st 2nd 3rd 4th Schulz & Kitchen, 2000 4th Stage: Firm constantly monitor marcom performance from a ROI perspective. Information, knowledge linked to an ongoing evaluation of each segment on a global basis.

19. Control of IMC Eagle, Kitchen, Bulmer, 2007

20. What hinders IMC? Eagle, Kitchen, Bulmer, 2007

21. Next Week The challenges of Integration