Chapter 14

Integrated Marketing Communication Strategy

What is Integrated Marketing Communications (IMC)?

Integrated Marketing Communications is the practice of unifying all marketing

communication tools and corporate and brand messages to communicate in a

consistent way to and with stakeholder audiences. It is more complex because it considers more message sources, more

communication tools, and more audiences.

PackagingPackaging

AdvertisingAdvertising

Public Relations

Public Relations

Point-of-Sale

Point-of-Sale

PersonalSelling

PersonalSelling

DirectMarketing

DirectMarketing

Sales Promotion

Sales Promotion

How the Marketer May Communicate With

Target Markets.

How the Marketer May Communicate With

Target Markets.

Marketing Communication Mix

The Marketing Communications MixThe Marketing Communications Mix

AdvertisingAdvertising

Personal SellingPersonal Selling

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Sales Promotion Short-term Incentives to Encourage Sales.

Public RelationsBuilding Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.

Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.

Personal Presentations by a Firm’s Sales Force.

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MediaMedia

SenderSender

EncodingEncoding

MessageMessage

DecodingDecoding

ReceiverReceiver

ResponseResponse

FeedbackFeedback

The Communication ProcessThe Communication Process

Sellers Need to Know What Audiences

They Wish to Reach and Response

Desired.

Sellers Need to Know What Audiences

They Wish to Reach and Response

Desired.

Sellers Must be Good at Encoding MessagesThat Target Audience

Can Decode.

Sellers Must be Good at Encoding MessagesThat Target Audience

Can Decode.

Key Factors in Good Communication

Sellers Must Send Messages Through Media that Reach Target Audiences

Sellers Must Send Messages Through Media that Reach Target Audiences

Sellers Must DevelopFeedback Channels to

Assess Audience’sResponse to

Messages.

Sellers Must DevelopFeedback Channels to

Assess Audience’sResponse to

Messages.

Step 1. Identifying the Target Audience

Step 2. Determining the Communication ObjectivesBuyer Readiness Stages

PurchasePurchase

Conviction

Preference

Liking

Knowledge

Awareness

Steps in Developing Effective Communication

This ad for the Toyota Celicamay be able to cover the firstthree stages of the buyer-readiness s tages : awareness,knowledge, and liking.

There is no mention ofcompetitors , so it does notseem to establish preference.

Step 3. Designing a Message

Message ContentRational Appeals

Emotional AppealsMoral Appeals

Message StructureDraw ConclusionsArgument TypeArgument Order

Message FormatHeadline, Illustration,

Copy, & ColorBody Language

Steps in Developing Effective Communication

Designing aMessage

ContentThe pictures and the slogan make this whattype of appeal?

FormatThis layout, almost like a yearbook or photoalbum, reinforces the sentimental aspect of this advertisement.

Click or press spacebar to return.

Is this ad making an emotional,rational, or moral appeal, or is itcombining them? How muchdo the personified cowscontribute to this ad?

Is the ad structured to let the audience make a decision?

Is this an effective ad?

The same company puts lifelikestatues of cows, with this slogan,into mall food courts. Whatmakes that practice effective?

Nonpersonal CommunicationChannels

Step 4. Choosing Media

Personal CommunicationChannels

Step 5. Selecting the Message Source

Step 6. Collecting Feedback

Steps in Developing Effective Communication

Socially Responsible Marketing Communication

• Advertising and Sales Promotion– Companies must avoid false and deceptive

advertising.– Sellers must avoid bait-and-switch advertising.– Trade promotion activities are also closely regulated.

• Personal Selling– Salespeople must follow the rules of “fair

competition”.– Three-day cooling-off rule– Salespeople must not disparage competitors.