Objectives of Chapter 1

To examine the promotional function and the growing importance of advertising and other promotional elements

To introduce the concept of IMC and consider how it has evolved

To introduce the various elements of the promotional mix

To examine how various marketing, promotional elements must be communicated effectively

To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program.

Different approach adopted to marketing

Integration of advertising efforts with a variety of other communication

techniques

Recognition of the idea that communication tools are most effective when they

are coordinated with other elements of the marketing

program

The fragmentation of mass markets, the explosion of

new technologies, the rapid growth of the Internet and electronic commerce have

changed the marketing approach

Advertising and promotion integral part of social and

economic systems

Increasing expenditure on marketing reflect an

increasing importance of marketing function

General Concepts

General Concepts

Quality

Customer Relationship

Marketing

Increase of advertising expenditure exponentially

Focus on relationship marketing rather than mere selling

Superior customer value desired by customers

Advances in information technology, along with flexible manufacturing systems and new marketing processes, have led to mass customization

During 1980’s, companies began moving towards IMC

IMC involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers

IMC used as way to coordinate and manage their marketing communications programs to ensure that they give customers a consistent message

Reasons for importance of

IMC

Immense value in strategically integrating the various communications functions rather than having them operate autonomously

Reflection of an adaptation by marketers to a changing environment, particularly with respect to consumers, technology and media

Traditional media becoming more fragmented and reaching smaller and more selective audiences

Consumers being turned off by advertising and tired of being bombarded with sales messages

A shifting of marketing dollars from media advertising to other forms of promotion, particularly consumer- and trade-oriented sales promotions

Role of IMC in branding and Promotion

Recognition of fact that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information about a company and/or brands

Challenge is to understand how to use the various IMC tools to make such contacts and deliver the branding message effectively and efficiently

Each element of the promotional mix is viewed as an integrated marketing communications tool that plays a distinctive role in an IMC program

IMC Planning Process

A detailed situation analysis that consists of an internal marketing audit and review and an external analysis of the market competition and environmental factors.

Specific marketing objectives that provide direction, a time frame for marketing activities, and a mechanism for measuring performance.

A marketing strategy and program that include selection of target market(s) and decisions and plans for the four elements of the marketing mix.

A program for implementing the marketing strategy, including determining specific tasks to be performed and responsibilities.

A process for monitoring and evaluating performance and providing feedback for having proper control