Overview of Integrated Marketing

Communications

Chapter One

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• To introduce the topic of marketing communications (marcom) and identify the tools used by practitioners.

• To describe the philosophy and practice of integrated marketing communications (IMC).

• To present the five key features of IMC.

• To identify obstacles to implementing IMC.

Chapter One Objectives

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Chapter One Objectives

• To introduce a framework that illustrates the activities involved in developing an integrated communications program.

• To distinguish some of the important trade associations in the marcom Field.

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Elements of Marketing Communications

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Marketing Communications at the Brand Level

This is the key means for

differentiating one company’s offering

from another’s

A well-known and respected brand is an invaluable asset

Brand

A successful brand can create barriers to entry for

competitors

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Tools of Marcom

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Integrated Marketing Communications (IMC)

The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements.

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An Example

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The Meaning of Synergy

• The payoff from IMC is that brand managers achieve

– The integration of multiple communication tools and media yield more positive communication results than the tools used individually

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Five Key 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.

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An Example of Touch Point, or 360° Marketing: Hershey

Foods

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Contact Method: USA Network’s Promotion of Miniseries Traffic

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Another Example of Touch Point Marketing: BriteVision Media

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Changes in Marketing 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.

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Obstacles to Implementing IMC

• Few providers have the skills required

to execute.

• Mass media campaigns easier than

Direct-to-Customer.

• The real challenge is to make sure

that tools are consistently executed.

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Making Brand-Level Marcom Decisions

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Making Fundamental Marcom Decisions

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A Targeted B2B Ad

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A Concluding Mantra: All Marketing Communications Should Be…

Directed To A Particular Target Market

Clearly Positioned

Undertaken To Accomplish The Objective Within Budget

Constraint

Created To Achieve a Specific Objective

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Marcom Implementation Decisions

• Mixing elements

• Creating messages

• Selecting media

• Establishing momentum

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MarCom Outcomes

Enhancing Brand Equity Affecting Behavior

Outcomes

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Program Evaluation

Program Evaluation• Measuring Results • Providing Feedback

•Taking Corrective Action