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An Introduction toIntegrated Marketing
Communications
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Taking The Only Vegas Campaign in aNew Direction
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The Growth of Advertising and Promotion
Expenditure in Billions of Dollars
$0 $50 $100 $150 $200 $250 $300 $350
U.S. Advertising
U.S. Sales
Promotion
Advertising
Outside U.S.
2004
1980
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What is Marketing?
Marketing is anorganizational function
and a set of processes for
creating, communicating
and delivering value tocustomers and for
managing customer
relationships in ways that
benefit the organization.
Value
Relationship marketing
Mass customization
Customer relationship
management (CRM)
Value
Relationship marketing
Mass customization
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Coordinated Marketing Mix ElementsBuild Image
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Point ofpurchase
Publicity
Publicrelations
Directmarketing
Interactivemarketing
Specialevents
Packaging
Salespromotion
Directresponse
Traditional Approach to MarketingCommunications
MediaAdver-tising
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Contemporary IMC Approach
Point ofpurchase
Publicity
Interactivemarketing
Publicrelations
Directmarketing
Specialevents
PackagingSales
promotionDirect
response
Media
Adver-tising
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Defining IMC
IMCis a strategic businessprocess used to plan, develop,
execute and evaluate coordinated,
measurable, persuasive brand
communication programs with
consumers, customers, prospects
employees and other relevant
external and internal audiences.
The goal of IMC is togenerate short-termfinancial returns and buildlong-term brand value.
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Demand for accountabilityDemand for accountability and
Measurement of Outcomes
Recognized as a business process
Importance of relevant audience
Recognized as a business process
Multiple relevant audiences
A Contemporary Perspective of IMC
IMC
R f th G i I t f
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Traditional compensation Performance-based compensationTraditional compensation Performance-based compensation
Media advertising Multiple forms of communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data-based marketing
Low agency accountability Greater agency accountability
Limited Internet availability Widespread Internet availability
Media advertising Multiple forms of communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data-based marketing
Low agency accountability Greater agency accountability
Reasons for the Growing Importance ofIMC
From Toward
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IMC and Branding
Brand Identity is acombination of factors:
Name, logo, symbols,
design, packaging,
product or service
performance, and image
or associations in the
consumers mind.
2005 Brand Value
(Billions of Dollars)
1. Coca-Cola $67.52
2. Microsoft $59.94
3. IBM $53.38
4. GE $46.99
5. Intel $35.59
6. Nokia $26.45
7. Disney $26.448. McDonalds $26.01
9. Marlboro $24.84
10. Mercedes $21.19
IMCplays a major role
in the process of
developing and
sustaining brand
identity and equity.
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Advertising
Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity/PublicRelations
Personal Selling
Advertising
Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity/PublicRelations
Basic Elements of the Promotional Mix
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Primary vs. SelectiveDemand AdvertisingPrimary vs. SelectiveDemand Advertising
Business-to-Business Advertising
Organizations
National Advertising
Retail/Local Advertising
Professional Advertising
Trade Advertising
National Advertising
Retail/Local Advertising
Business-to-Business Advertising
Professional Advertising
Classifications of Advertising
Consumers
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DirectResponse
Advertising
DirectResponse
Advertising
DirectMail
Catalogs
Telemarketing
InternetSales
Shopping
Channels
DirectMail
Telemarketing
Catalogs
Shopping
Channels
Direct Marketing is Part of IMC
DirectMarketing
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Bose Uses Direct Response Advertising
Sh C ti l I t t d Ad ti i
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Sharp Creatively Integrated Advertisingand the Internet
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Builds andmaintainscustomer
relationships
Obtainscustomerdatabase
information
Communicatesand interactswith buyers
Providescustomer
service andsupport
Educates orinforms
customers
A persuasiveadvertising
medium
A sales toolor an actualsales vehicle
Obtainscustomerdatabase
information
Communicatesand interactswith buyers
Providescustomer
service andsupport
Educates orinforms
customers
A persuasiveadvertising
medium
A sales toolor an actualsales vehicle
Using the Internet as an IMC Tool
TheInternet
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Consumer-oriented
[For end-users]
Trade-oriented
[For resellers]
Sales Promotion Tools
EventsEvents
Loyalty ProgramsLoyalty Programs
Bonus PacksBonus Packs
Refunds/RebatesRefunds/Rebates
Contests/SweepstakesContests/Sweepstakes
PremiumsPremiums
SamplesSamples
CouponsCoupons
Coop
Advertising
Coop
Advertising
TradeShowsTradeShows
TrainingProgramsTrainingPrograms
POP DisplaysPOP Displays
TradeAllowances
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Introduce newproducts
Get existingcustomers to buy
more
Attract new
customers
Maintain sales inoff season
Increase retailinventories
Tie in advertising& personal
selling
Enhancepersonal selling
Combat
competition
Introduce newproducts
Get existingcustomers to buy
more
Attract new
customers
Maintain sales inoff season
Increase retailinventories
Tie in advertising& personal
selling
Enhancepersonal selling
Various Uses of Sales Promotion
SalesPromotion
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Advertising Versus Publicity
Advertising Publicity
Tentative
Low
Low/Unspecified
Uncontrollable
Great
Lower
Measurable
Schedulable
High/Specific
High
Specifiable
Undetermined
Higher
Little
Factor
Control
Credibility
Reach
Frequency
Cost
Flexibility
Timing
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InterviewsInterviews
FeatureArticles
SpecialEvents
Press
Conferences
NewsReleases
FeatureArticles
SpecialEvents
NewsReleases
Publicity Vehicles
PublicityVehicles
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CorporateAdvertisingCorporate
AdvertisingCause-related
MarketingCause-related
Marketing
PublicityVehicles
Community
Activities
Public Affairs
Activities
SpecialPublications
Special Event
Sponsorship
PublicityVehicles
Community
Activities
Public Affairs
Activities
SpecialPublications
Public Relations Tools
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IMC Audience Contact Tools
Target Audience
Broadcast
media(TV/radio)
Print media
(newspapers,
magazines)
Public
Relations/publicity
Internet/interactive
Direct
marketing
SalesPromotion
Productplacements
(TV and movies)
Events andsponsorship
Word-of-mouth
Point-of-purchase(displays,packaging)
Personalselling
Out-of-home
media
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1. A detailed situation analysis
2. Specific marketing objectives
3. A marketing strategy and program
4. A program for implementing the strategy
5. A process for monitoring and evaluating performance
1. A detailed situation analysis
3. A marketing strategy and program
4. A program for implementing the strategy
2. Specific marketing objectives
The Marketing Plan
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Integrated Marketing Communications Planning Model
Promotional program situation analysisAnalysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
AdvertisingSales
promotionPR/
publicityPersonalselling
Directmarketing
Advertisingobjectives
Salespromotionobjectives
PR/publicity
objectives
Personalselling
objectives
Directmarketingobjectives
Messagestrategy
Salespromotionstrategy
PR/publicitystrategy
Personalselling
strategy
Directmarketingstrategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/interactive
Internet/interactiveobjectives
Internet/interactivestrategy
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