Chapter One

Overview of Integrated Marketing

Communications

Chapter One ObjectivesChapter One Objectives

• Introduce the topic of marketing communications (MarCom)

• Describe the nature and importance of different elements of MarCom

Chapter One ObjectivesChapter One Objectives

• Understand the advantages of integrated marketing communications (IMC)

• Understand how elements must be tightly interwoven in order to enhance brand equity

Definition of MarketingDefinition of Marketing

Marketing

A set of activities whereby business and other organizations create transfers of value (exchanges) between themselves and their customers.

CommunicationsCommunications

Communications

The process whereby thoughts are conveyed and meaning is shared between individuals or between organizations and individuals.

Marketing CommunicationsMarketing Communications

Marketing Communications

The collection of all elements in a brand’s marketing mix that facilitate exchanges by targeting the brand to a group of customers, positioning the brand as somehow distinct from competitive brands, and sharing the brand’s meaning with the brand’s target audience.

Marketing is Communication and Marketing is Communication and Communication is MarketingCommunication is Marketing

Business-to-business (B2B)

Business-to-consumer (B2C)

Not-for-profit services

Elements of Marketing CommunicationsElements of Marketing Communications

Brand Level MarketingBrand Level Marketing

Most marketing communications occurs at the brand level.

Brand Level MarketingBrand Level Marketing

A well known and respected brand is an invaluable asset.

Brand Level MarketingBrand Level Marketing

A successful brand can create barriers to entry for competitors.

Brand Level MarketingBrand Level Marketing

This is the key means for differentiating one company’s offering from competitive brands.

Integrated Marketing Communications(IMC)

The process of planning, creation, integration, and implementation of diverse forms of marketing communications that are delivered over time to a brand’s targeting customers and prospects.

Integrated Marketing Communications Integrated Marketing Communications (IMC)(IMC)

Key Features of IMCKey Features of IMC

1. Start with the customer or prospect.

2. Use any form of relevant contact.

3. Achieve synergy (speak with a single voice).

4. Build relationships.

5. Affect behavior.

Changes in Changes in Marketing Communication PracticesMarketing Communication Practices

• Reduced dependence on mass media

advertising.

• Increased reliance on highly targeted

communication methods.

• Heightened demands on suppliers.

• Increased efforts to assess

communications’ return on investment.

Obstacles to Implementing IMCObstacles to Implementing IMC

• Few providers have the skills

required to execute.

• Mass media campaigns easier than

Direct-to-Customer.

• Need for MarCom Director.