Chapter 1 - Advertising and
IMC Today
This chapter introduces you to IMC.
The importance of IMC to relationship marketing.
Distinction of advertising from other forms of marketing communications.
Prof. Zenaida F. Jesalva

Twitter
We just made history. All of this happened because you gave
Your time, talent and passion. All of this happened because of you
Thanks.
11.34AM Nov 5th, 2008 from web
Barack Obama

C:UsersKrshna JesalvaVideosMarketing

Obama Team vs Hillary/McCain Team
 Natural leader
 Exciting speaker
 Only 2 years in national office
 Marketing and policy experts
 Positioned as candidate for
change – brilliant idea, bringing
Clinton to an old ways of
governing
 $310 advertising cost
 3x as many supporters as
Obama
 Popular
 Authorizing war in Iraq
 Association with her
husband’s administration
 Wisdom of change as
inexperience
 $135 advertising cost – Mc
Cain

Photo of a campaign add - clinton

a person saw an advertisement about a product and buys it.

When a company deliberately coordinates
and integrates messages from a variety of
sources about its products or brands, it is
practicing integrated marketing
communications, or IMC

Creating, maintaining, and
enhancing long-term relationships
with customers and other
stakeholders that result in exchanges
of information and other things of
mutual value is called relationship
marketing.

Importance of Relationships
The cost of lost
customers
The cost of acquiring
new customers
The value of loyal
customers

Levels of Relationships
 Basic Transactional Relationship – sells the product but does not follow
up in any way.
 Reactive Relationship – sells the product and encourages the customers
tos call if they encounter any problems
 Accountable Relationship – calls the buyers and check whether the
product meets expectation
 Proactive Relationship - calls the customers from time to time
 Partnership – works with customers and stakeholders to discover
ways to deliver better value.

Four Sources of brand messages
 Planned messages - traditional
messages such as advertising,
sales promotional, personal
selling, ( self-serving)
 Product messages –messages
from product, price or distribution
(inferred messages )
 Service messages – employee
interactions, greater impact
 Unplanned messages –
comments by trade or
competitors, WOM rumors, or
major disasters.

SAY
CONFIRM DO
Planned messages
Unplanned messages Product, service
messages
The Integration Triangle

Dimensions of IMC
The integration process
 Ensure consistent positoning
 Facilitate purposeful interactivity between the company and
its customers or stakeholders
 Actively incorporate a socially responsible mission.

What is advertising?
 One type of marketing communications
 Abound different disciplines : journalism – public relations
business people – marketing process
economists and sociologists, economic, societal, or ethical

Advertising
Is the structured and composed non-
personal communication of
information, usually paid or and
usually persuasive in nature, about
products (goods, services, and
ideas) by identified sponsors through
various media

The Human Communication Process

Sponsor
Author
Persona Library frorm
1. Autobiography
2. Narrative
3. Drama
Implied conusumers
Sponsorial
consumers
Actual consumers
Within the text of the advertisement
The Stern Model of the advertising communication process

autobiography
narrative
drama

Business activities/functions
Operations ( production/manufacturing)
Finance/administration
Marketing
Human Resource

L
Is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large.

Classifications of advertising
 By Target Audience
Consumer advertising
Business advertising
 By Geographic Area
Local (retail) advertising
Regional advertising
National advertising
International advertising
 By Medium
Print advertising
Interactive advertising
 By Purpose
Product advertising
Non-product advertising
Commercial/non-commercial
Action advertising
Awareness advertising

Implementing marketing strategy
The 4 P’s
 Product
 Price
 Place
 Promotion

advertising and IMC Today