An Introduction To Integrated Marketing Communications
An Introduction To Integrated Marketing Communications
An Introduction To Integrated Marketing Communications
Marketing Communications
Marketing Mix:
• Product or Service
• Pricing
• Channels of Distribution
• Promotion
Promotional Mix:
• Advertising
• Direct Marketing
• Interactive/internet marketing
• Sales Promotion
• Publicity/Public Relations
• Personal Selling
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
Corporate Level
Messages sent by a company’s overall business practices
and philosophies such as mission, labor practices,
philanthropies, culture and other processes
Marketing Level
Messages sent by or inferred from by various aspects of
marketing mix such as product performance, design,
appearance, pricing and distribution
Marketing Communication Level
Strategic and executional consistency among all forms of
marketing communication
Reasons For Growing Importance of IMC
Direct Interactive/
Advertising Marketing Internet Marketing
Advertising to
Advertising to Consumer
Consumer Markets
Markets
National advertising
National advertising
Retail/local advertising
Retail/local advertising
Advertising to
Advertising to increase
increase demand
demand
––Primary
Primary demand
demand forfor the
the product
product category
category
––Selective
Selective demand
demand for
for aa specific
specific brand
brand
Business &
Business & professional
professional advertising
advertising
advertising
•Business-to-business advertising
•Business-to-business
advertising
•Professional advertising
•Professional
advertising
•Trade advertising
•Trade
An example of a business-to-business ad
Consumer-oriented Trade-oriented
– Targeted to the ultimate – Targeted toward marketing
users of a product or intermediaries such as
retailers, wholesalers, or
service distributors
• Coupons • Promotion allowances
• Sampling • Merchandise allowances
• Premiums • Price deals
• Rebates
• Sales contests
• Contests
• Trade shows
• Sweepstakes
• POP materials
Sales Promotion Uses
Nonpersonalcommunication
Nonpersonal communication regarding
regarding anan
organization,product,
organization, product,service,
service, or
or idea
idea not
not
directlypaid
directly paidfor
foror
orrun
rununder
underidentified
identified
sponsorship.
sponsorship.
Advantages of publicity
– Credibility
– Low cost (although not totally free)
– Often results in word-of-mouth
Disadvantages of publicity
– Not always under control of
organization
– Can be negative
Publicity Vehicles
News Releases:
– Single-page news stories sent to media who
might print or broadcast the content.
Feature Articles:
– Larger manuscripts composed and edited for
a particular medium.
Captioned Photos:
– Photographs with content identified and
explained below the picture.
Press Conferences:
– Meetings and presentations to invited
reporters and editors.
Special Events:
– Sponsorship of events, teams, or programs
of public value.
Advertising Versus Publicity
Themanagement
The management function
functionwhich
whichevaluates
evaluatespublic
public
attitudes, identifies
attitudes, identifiesthe
thepolicies
policiesand
andprocedures
proceduresofof
anindividual
an individualor
or organization
organizationwith
withthe
thepublic
publicinterest,
interest,
andexecutes
and executesaaprogram
programof ofaction
actionto
toearn
earnpublic
public
understandingand
understanding andacceptance.
acceptance.
Coordinating
Coordinatingthe
thepromotional
promotionalmixmix
elements
elementstotodevelop
developaacontrolled,
controlled,
integrated
integratedprogram
program of
ofeffective
effective
marketing
marketingcommunications.
communications.
Budget Determination
Internal Factors
– Assessment of the firm’s promotional
organization and capabilities
– Review of the firm’s previous
promotional programs
– Assessment of firm or brand image
and implications for promotion
– Assessment of relative strengths and
weaknesses of product/service
External Factors
– Customer analysis
– Competitive analysis
– Environmental analysis
IMC Program Situation Analysis
External Factors
Environmental analysis
– Technological Political/Legal
– Demographic Socio/Cultural
– Economic
Competitive Analysis
– Direct and indirect competitors
– Position relative to competitors
– Size of competitors’ advertising/
promotional budgets
– IMC strategies being used by competitors
IMC Program Situation Analysis
External Factors
Customer Analysis
Who buys our product or service?
Who initiates and makes the decision
to purchase and who influences the process?
How is the purchase decision made?
What attributes or criteria are important to
customers?
What are customers’ perceptions of and attitudes
toward our company, product/service or brands?
What factors influence the decision making process?
Contact points where customers can be reached?
Analysis of Communications Process
Sales
Customer loyalty
Company image
Brand image
Store patronage An inquiry
Service contract A visit by a prospect
Product trial
Recommendation
Adoption of the product
The objectives of this ad include image
building and encouraging inquiries
Potential Communications Objectives
Individual sales
Customer loyalty
Company image
Brand image
Store patronage An inquiry
Service contract A visit by the prospect
Product trial
Prescription for use
Recommendation
Adoption of the product
Contact Points Where Customers
Can Be Effectively Reached
Advertising
Determine objectives and budget
Message development
Called “Creative Strategy”
Determine basic appeal
Determine main message
Media strategy
Communication channels
Type of media . . .
Newspapers/Magazines
Radio/Television
Outdoor/Specialty
Select specific media
Specific papers, magazines, TV
programs, radio stations, billboards, or
other media
Integrate and Implement Marketing
Communications Strategies