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An Overview of IntegratedMarketing Communications       Dr. George Belch    San Diego State University
Communication-Based Marketing Model                                                                               Other St...
Communication Levels Corporate Level   Messages sent by a company’s overall business    practices and philosophies such ...
Nike      Corporate Level   (Social Responsibility)      Marketing Level  (Products, Price, Store       Atmosphere)       ...
What is Integrated MarketingCommunications (IMC)?IMC is a strategic business process used to: plan, develop, execute and ...
The Integrated Marketing CommunicationsPerspective The concept of integration:    Combining or coordinating separate ele...
The Marketing Revolution  Shift from traditional media ads to other  forms of promotion/nontraditional media  Internet and...
Skyy Spirits Uses a Variety of TouchPoints to Reach Consumers
IMC Communication Tools                     Traditional               IMC Communication Tools                       Direct...
IMC–Audience Contact Points Broadcast      Print Media      Public                                              Internet/ ...
Assessing Touch/Contact Points Companies/brands connect to customers through contacts  Contact = each and every opportuni...
Types of Touch Points                                                   Intrinsic  Company-Created                        ...
Touch Points: Control vs. Impact             Unexpected      High                              Customer Initiated  Relativ...
Touchpoint Planning Determining the optimal mix of MARCOM tools or  channels to ensure that we deliver the right message,...
Levels of Integration Vertical integration – within a specific campaign to a  specific audience or market segments    Al...
The Role of Integrated MarketingCommunicationsIMC perspective can help address these  issues and ensure that we: determin...
General Mills Used an Integrated Campaignto Introduce New Wheaties Fuel
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Lecture 1-overview of imc

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Lecture 1-overview of imc

  1. 1. An Overview of IntegratedMarketing Communications Dr. George Belch San Diego State University
  2. 2. Communication-Based Marketing Model Other Stakeholders Corporate Level Message Sources Employees Administration Manufacturing/ Marketing Finance Human Investors Legal Financial Community Operations Resources Government Cross-Functional Brand Equity (IM) Regulators Team Marketing Level Message Sources Distributors Interactivity Customers Suppliers Product Price Marketing Distribution Competition Mix Mix Communication Mix Consumers Cross-Functional IMC Team Local Community Media Marketing Communication Level Message Sources Interest Groups Personal Adver- Sales Direct Public Pack- Events Sales tising Promotion Marketing Relations aging
  3. 3. Communication Levels Corporate Level  Messages sent by a company’s overall business practices and philosophies such as its mission, labor practices, philanthropies, culture and other processes Marketing Level  Messages sent or inferred from various aspects of a company’s marketing mix such as product quality and performance, design, appearance, pricing, and distribution Marketing Communication Level  Strategic and executional consistency among all forms of marketing communication
  4. 4. Nike Corporate Level (Social Responsibility) Marketing Level (Products, Price, Store Atmosphere) Marketing Communications (Advertising, Publicity/Public Relations, Web Site)
  5. 5. What is Integrated MarketingCommunications (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 goal is to generate short-term financial returns and build long-term brand value
  6. 6. The Integrated Marketing CommunicationsPerspective The concept of integration:  Combining or coordinating separate elements so as to provide a harmonious integrated whole The logic of integration:  Communications emanating from a single strategic platform will be more effective than those that are independent and not coordinated The reality of integration:  Companies must consider how a variety of MARCOM tools can be used to deliver messages about their company and/or brands Effective integration begins with discipline excellence:  It requires individuals in various disciplines to think about how they contribute to the overall process and outcome rather than their own specific goals.
  7. 7. The Marketing Revolution Shift from traditional media ads to other forms of promotion/nontraditional media Internet and social media changing how companies interact with consumers Power shift: manufacturers to retailers Growth of Database marketing Greater ad agency accountability Greater Role of IMC in Brand Building
  8. 8. Skyy Spirits Uses a Variety of TouchPoints to Reach Consumers
  9. 9. IMC Communication Tools Traditional IMC Communication Tools Direct Interactive/ Advertising Marketing Internet Marketing Sales Publicity/Public Personal Promotion Relations Selling
  10. 10. IMC–Audience Contact Points Broadcast Print Media Public Internet/ Media (Newspapers Relations/ Magazines) Publicity Interactive (TV/Radio)Out-of-home Direct Media Marketing Target Audience Personal Sales Selling Promotion Point-of- Word-of- Product Purchase Events and Mouth Placements (Displays/ (Buzz) sponsorships (TV and Movies) Packaging)
  11. 11. Assessing Touch/Contact Points Companies/brands connect to customers through contacts  Contact = each and every opportunity the consumer has to see or hear about the company’s product/brand or have an experience/encounter with it.  Contacts are not neutral conveyors of messages as they add or subtract value  “Net promoter” value vs. “Detractor”  Contacts are not all equal - some are more influential than others, e.g. an in-store demonstration will have more impact than a TV or print ad
  12. 12. Types of Touch Points Intrinsic Company-Created Messages received from Planned Messages interactions that occur • Advertising, web sites, during the process of news releases, packages, purchase or use brochures, store displays • Instructions, manuals, Company X web sites, packages, retail sales personnel Products/ Services Unexpected Customer-Initiated Unanticipated messages received Interactions that occur when that are beyond the control of the a customer or prospect contacts company a company. • Word-of-mouth/buzz • Help lines, web sited, e-mail • Messages from suppliers, responses, CRM efforts government officials, channels, retailers, analysts
  13. 13. Touch Points: Control vs. Impact Unexpected High Customer Initiated Relative Intrinsic Impact Planned: Company-Created Low High Ability to control/influence
  14. 14. Touchpoint Planning Determining the optimal mix of MARCOM tools or channels to ensure that we deliver the right message, the right way to the right customer, at the right time Taking a discipline agnostic perspective with no preconceived roles for one MARCOM discipline over another Zero-based communication planning. Focusing on the objectives to be achieved, the tasks required to achieve them, what MARCOM elements should be used and to what extent
  15. 15. Levels of Integration Vertical integration – within a specific campaign to a specific audience or market segments  All IMC elements working synergistically Horizontal integration – across campaigns to a specific audience or market segments  Alignment across communications to a given audience to maximize their cumulative impact Cross-audience integration – across multiple campaigns and across audiences and market segments  Delivering a consistent value proposition, message and image across all markets segments and globally
  16. 16. The Role of Integrated MarketingCommunicationsIMC perspective can help address these issues and ensure that we: determine the right way to deliver the right message to the right customer at the right time
  17. 17. General Mills Used an Integrated Campaignto Introduce New Wheaties Fuel

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