Integrated Communications (IM, IMC, IC)
-
Upload
stacy-trujillo -
Category
Documents
-
view
22 -
download
0
description
Transcript of Integrated Communications (IM, IMC, IC)
![Page 1: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/1.jpg)
Peggy Simcic Brønn 1
Integrated Communications
(IM, IMC, IC)
![Page 2: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/2.jpg)
Peggy Simcic Brønn 2
Integrated Marketing Communication -- integration of all marketing communications functions
Integrated Marketing -- integration of marketing functions (sales, distribution, R&D, marketing communications)
Integrated Communication -- integration of ALL communication functions
![Page 3: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/3.jpg)
Peggy Simcic Brønn 3
Key Words
Stakeholders
Relationships
Reputation/Image
Competitive Advantage
Cause or Mission Marketing
![Page 4: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/4.jpg)
Peggy Simcic Brønn 4
Marketplace Trends
Proliferation of brands and products 4 P’s no longer provide USP Too many messages Increasing distrust of business Deparmentalization/specialization
![Page 5: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/5.jpg)
Peggy Simcic Brønn 5
Marketplace Trends Decreasing message impact and
credibility Decreasing cost of using databases Increasing client expertise Increasing mergers and acquisitions of
MC agencies Increasing cost of mass media Increasing media fragmentation
![Page 6: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/6.jpg)
Peggy Simcic Brønn 6
I C Cross-functional approach for managing
profitable, long-term relationships Bringing people and corporate learning together In order to maintain strategic consistency in all
communications Encourage and facilitate purposeful dialogues
with customers and other key stakeholders Create awareness and commitment to the
corporate mission.
![Page 7: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/7.jpg)
Peggy Simcic Brønn 7
Relationship Building
Key element of IC Not just with customers Mass communication unable to deliver
Knowing Responsive Trusting Affinity Consistent Likeable Accessible Committed
Constructs determining strength of relationships
![Page 8: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/8.jpg)
Peggy Simcic Brønn 8
Communication
Relationships
Brand Equity
Stakeholder Support
![Page 9: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/9.jpg)
Say
Confirm Do
PlannedMessages(Mkt. Communications, Public Relations)
UnplannedMessages(Positive/Negative)
Product,ServiceMessages(when come in contact with organization)
The Integration Triangle -Does behavior confirm what organization is saying?
Duncan, T. and Moriarity, S., Driving Brand Value
![Page 10: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/10.jpg)
Peggy Simcic Brønn 10
Drivers of I C
Focus on stakeholders Focus on relationships more than
transactions Strategic consistency process Interactive process Mission Marketing process
![Page 11: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/11.jpg)
Peggy Simcic Brønn 11
Drivers of I C
Zero-based planning process Cross-functional team infrastructure Core competency infrastructure Database infrastructure IC agency infrastructure
![Page 12: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/12.jpg)
Peggy Simcic Brønn 12
Traditional MC and I (M) C
Transactions Functional organization Specializations Mass marketing Stable of agencies Customers Mass Media Ads & Promotions Cause Marketing Adjust prior plan
Relationships Cross-functional org. Core Competencies Data-driven marketing CMO agency Stakeholders Purposeful interactivity Strategic consistency Mission marketing Zero-based planning
Traditional New
![Page 13: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/13.jpg)
Peggy Simcic Brønn 13
I C
Really about integrating all communications functions» Marketing» Organization» Management
![Page 14: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/14.jpg)
14Peggy Simcic Brønn
Strategy
Identity Image
ManagementCommunication
OrganizationalCommunication
MarketingCommunication
Common Starting Points
van Riel, C., Principles of Corporate Communications
![Page 15: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/15.jpg)
Peggy Simcic Brønn 15
Evolutionary Integrated Communications
Stage 1 Integration: Awareness » Proposition: the greater the degree of
change on the existence of specific market pressures, the grater the likelihood that integrated marketing communication will emerge
Stage 2 Integration: Image Integration» Need for consistency message, look and
feel.
Duncan and Caywood, artikle samling, (ORG 9980) p. 174,
![Page 16: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/16.jpg)
Peggy Simcic Brønn 16
Stage 3 Integration: Functional Integration» Greater degree of involvement among still
traditionally separated areas. Stage 4 Integration: Coordinated
Integration» Barriers starting to disappear, each
function becoming more equal.
![Page 17: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/17.jpg)
Peggy Simcic Brønn 17
Stage 5 Integration: Consumer-Based Integration» The value of a refined customer and
prospect database. Elements begin to work together.
Stage 6 Integration: Stakeholder-Based Integration» IMC becomes more broadly defined to
become integrated communications.
![Page 18: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/18.jpg)
Peggy Simcic Brønn 18
Stage 7 Integration: Relationship Management Integration» A fully integrated communication strategy
reaching all stakeholders brings communications professionals into contact with all management functions.
![Page 19: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/19.jpg)
Peggy Simcic Brønn 19
CORPORATE COMMUNICATIONS
Management Communication» senior managers to internal and external
groups Marketing Communication
» advertising, direct mail, personal selling, etc..
Organizational Communication» PR, public affairs, investor relations,
corporate advertising, etc...
![Page 20: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/20.jpg)
Peggy Simcic Brønn 20
MANAGEMENT COMMUNICATION
Develop a shared vision of the company/organization
Establish and maintain trust in leadership
Initiate and manage change process Empower and motivate employees
![Page 21: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/21.jpg)
Peggy Simcic Brønn 21
ORGANIZATIONAL COMMUNICATION
All forms of communication used by organization other than marketing communications
Most commonly Public Relations Directly primarily at ‘target groups’ (stakeholders)
other than customers Less obvious in attempts to influence behavior Spend about 1/5 the amount spent on marketing
communications
![Page 22: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/22.jpg)
Peggy Simcic Brønn 22
MARKETING COMMUNICATION
Communication efforts supporting sales of goods/services
Advertising usually recognized as dominant element
Largest share of communications budget used here
![Page 23: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/23.jpg)
Peggy Simcic Brønn 23
Marketing Communications Tools
Advertising Sales Promotion Product Public Relations Direct Mail Sponsorship Personal Selling
Planned Communication Directed Toward Consumers Primarily
![Page 24: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/24.jpg)
Peggy Simcic Brønn 24
Public Relations Communication
Media Relations Employee and Member Relations Community Relations Public Affairs and Government
Relations Consumers, Environmentalists Investor Relations
Often Unplanned Communication Due to Stakeholders Raising Issues, not Organization
![Page 25: Integrated Communications (IM, IMC, IC)](https://reader035.fdocuments.in/reader035/viewer/2022070402/568138ad550346895da06aeb/html5/thumbnails/25.jpg)
Peggy Simcic Brønn 25
INTEGRATING COMMUNICATION
So that management can harmonize all consciously used forms of internal and external communication as effectively and efficiently as possible in order to create a favorable basis for relationships with groups upon which the company is dependent.
Cees B. M. van Riel