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    Integrated Marketing Communications Chapter 1

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    Arafat Islam
    The document provides an overview of integrated marketing communications (IMC). It defines IMC as a strategic business process that plans, develops, executes, and evaluates coordinated communication programs. The goal is to generate short-term financial returns while building long-term brand value. IMC considers the strategic roles of advertising, PR, direct marketing, sales promotion, and other tools to provide clarity, consistency, and maximum impact. The document also summarizes the evolution of IMC and reasons for its growing importance in coordinating promotional activities.

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    Integrated Marketing Communications Chapter 1

    Uploaded by

    Arafat Islam
    541 views33 pages
    The document provides an overview of integrated marketing communications (IMC). It defines IMC as a strategic business process that plans, develops, executes, and evaluates coordinated communication programs. The goal is to generate short-term financial returns while building long-term brand value. IMC considers the strategic roles of advertising, PR, direct marketing, sales promotion, and other tools to provide clarity, consistency, and maximum impact. The document also summarizes the evolution of IMC and reasons for its growing importance in coordinating promotional activities.

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    The document provides an overview of integrated marketing communications (IMC). It defines IMC as a strategic business process that plans, develops, executes, and evaluates coordinated communication programs. The goal is to generate short-term financial returns while building long-term brand value. IMC considers the strategic roles of advertising, PR, direct marketing, sales promotion, and other tools to provide clarity, consistency, and maximum impact. The document also summarizes the evolution of IMC and reasons for its growing importance in coordinating promotional activities.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    541 views33 pages

    Integrated Marketing Communications Chapter 1

    Uploaded by

    Arafat Islam
    The document provides an overview of integrated marketing communications (IMC). It defines IMC as a strategic business process that plans, develops, executes, and evaluates coordinated communication programs. The goal is to generate short-term financial returns while building long-term brand value. IMC considers the strategic roles of advertising, PR, direct marketing, sales promotion, and other tools to provide clarity, consistency, and maximum impact. The document also summarizes the evolution of IMC and reasons for its growing importance in coordinating promotional activities.

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    © All Rights Reserved
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    of 33

    Chapter One

    An Introduction to Integrated
    Marketing Communications

    What is Marketing?
    Marketing
    Marketing is
    is an
    an
    organizational
    organizational
    function
    function and
    and aa set
    set of
    of
    processes
    processes for
    for
    creating,
    creating,
    communicating
    communicating and
    and
    delivering
    delivering value
    value to
    to
    customers
    customers and
    and for
    for
    managing
    managing customer
    customer
    relationships
    relationships in
    in ways
    ways
    that
    that benefit
    benefit the
    the
    organization.
    organization.

    Value
    Value
    Relationship
    Relationship marketing
    marketing
    Mass
    Mass customization
    customization
    Customer
    Customer relationship
    relationship
    management
    management (CRM)
    (CRM)

    Marketing Focuses on Relationship and Value

    Marketing is the delivery of customer


    satisfaction at a profit. It is a social and
    managerial process whereby individuals
    and groups obtain what they need and
    want through creating and exchanging
    products and value with others.

    Needs are states of felt deprivation.


    Wants are the forms taken by human
    needs as shaped by culture &
    individual personality.
    Demands are human wants that are
    backed by buying power and
    willingness to spend.

    Relationship marketing is the process of


    creating, maintaining and enhancing strong,
    value-laden relationships with customers
    and others.
    Marketing mix is the set of controllable
    tactical marketing tools --- product, price,
    place, and promotion --- that the firm
    blends to produce the response it wants in
    the target market.

    Integrated Marketing Communications


    IMC
    IMC is
    is aa strategic
    strategic business
    business process
    process
    used
    used to
    to plan,
    plan, develop,
    develop, execute
    execute and
    and
    evaluate
    evaluate coordinated,
    coordinated, measurable,
    measurable,
    persuasive
    persuasive brand
    brand communication
    communication
    programs
    programs with
    with consumers,
    consumers, customers,
    customers,
    prospects
    prospects employees
    employees and
    and other
    other
    relevant
    relevant external
    external and
    and internal
    internal
    audiences.
    audiences.
    The
    The goal
    goal of
    of IMC
    IMC is
    is to
    to generate
    generate
    short-term
    short-term financial
    financial returns
    returns and
    and
    build
    build long-term
    long-term brand
    brand value.
    value.

    IMC is a concept of marketing communications


    planning that recognizes the added value of a
    comprehensive plan that evaluates strategic roles
    of a variety of communication disciplines advertising, direct marketing, sales promotion,
    publicity and public relations and combines these
    to provide clarity, consistency, and maximum
    communications impact.

    Traditional Approach to Marketing Communication

    Point of
    purchase

    Special
    events

    Publicity

    Media
    Advertising

    Public
    relations
    Direct
    marketing

    Sales
    promotion

    Packaging

    Direct
    response

    Interactive
    marketing

    Contemporary IMC Approach

    Packaging

    Sales
    promotion

    Point of
    purchase
    Publicity

    Interactive
    marketing

    Media
    Advertising

    Direct
    marketing

    Direct
    response

    Public
    relations

    Special
    events

    A Contemporary Perspective of IMC

    Recognized
    Recognized as
    as aa business
    business process
    process

    IMC
    IMC

    Importance
    of
    audience
    Multiple
    audiences
    Importance
    of relevant
    relevant
    audience
    Multiple relevant
    relevant
    audiences
    Demand
    for
    accountability
    and
    Demand
    forfor
    accountability
    and
    Demand
    accountability
    Demand
    for
    accountability
    measurement
    measurement of
    of outcomes
    outcomes

    The Evolution of IMC


    During the 1980s, many
    companies came to see the
    need for more of a strategic
    integration of their promotional
    tools.

    Reasons for the Growing Importance of IMC


    Companies understand the value of strategically
    integrating the various communication functions,
    they can avoid duplication, take advantage of
    synergy among various tools, develop more
    efficient and effective marketing communication
    programs and easily can maximize the return on
    its investments in marketing and promotion.

    Reasons for the Growing Importance of IMC


    From

    Toward

    Media
    Media advertising
    advertising

    Other
    forms
    of
    promotion
    Multiple
    forms
    communication
    Other
    forms
    ofof
    promotion
    Multiple
    forms
    of
    communication

    Mass
    Mass media
    media

    Specialized
    Specialized media
    media

    Manufacturer
    Manufacturer dominance
    dominance

    Retailer
    Retailer dominance
    dominance

    General
    General focus
    focus

    Database
    marketing
    Data-based
    marketing
    Database
    marketing
    Data-based
    marketing

    Low
    Low agency
    agency accountability
    accountability

    Greater
    Greater agency
    agency accountability
    accountability

    Traditional
    Traditional compensation
    compensation

    Performance-based
    Performance-based compensation
    compensation

    Limited
    Limited Internet
    Internet availability
    availability

    Widespread
    Widespread Internet
    Internet availability
    availability

    The Role of IMC in Branding


    Brand
    Brand Identity
    Identity is
    is aa
    combination
    combination of
    of factors:
    factors:
    Name,
    Name, logo,
    logo, symbols,
    symbols,
    design,
    design, packaging,
    packaging, product
    product
    or
    or service
    service performance,
    performance, and
    and
    image
    image or
    or associations
    associations in
    in the
    the
    consumers
    consumers mind.
    mind.
    IMC
    IMC plays
    plays aa major
    major role
    role in
    in
    the
    the process
    process of
    of developing
    developing
    and
    and sustaining
    sustaining brand
    brand
    identity
    identity and
    and equity.
    equity.

    Elements of the Promotional Mix


    Advertising
    Advertising
    Direct
    Direct Marketing
    Marketing
    Interactive/
    Interactive/
    Internet
    Internet Marketing
    Marketing
    Sales
    Sales Promotion
    Promotion
    Publicity/Public
    Publicity
    Publicity/Public
    Publicity and
    and
    Public
    Relations
    Relations
    Public
    Relations
    Relations
    Personal
    Personal Selling
    Selling

    Advertising is any paid form of


    non-personal communication
    about an organization, product,
    service, or idea by an identified
    sponsor.

    Classifications of Advertising
    Consume
    Markets

    National
    National Advertising
    Advertising
    Retail/Local
    Retail/Local Advertising
    Advertising
    Primary
    Primary vs.
    vs. Selective
    Selective
    Demand
    Demand Advertising
    Advertising

    Business-to-Business
    Business-to-Business Advertising
    Advertising
    Professional
    Professional Advertising
    Advertising
    Trade
    Trade Advertising
    Advertising

    Business and
    Professional
    Markets

    In direct marketing organizations


    communicate directly with target
    customers to generate a response
    and/or a transaction. The tools of
    direct marketing are direct-response
    advertising, interactive/internet
    marketing, etc.

    Direct Marketing is Part of IMC


    Direct
    Direct
    Mail
    Mail
    Direct
    Direct
    Response
    Response
    Advertising
    Advertising

    Internet
    Internet
    Sales
    Sales

    Direct
    Direct
    Marketing
    Marketing
    Shopping
    Shopping
    Channels
    Channels

    Telemarketing
    Telemarketing
    Catalogs
    Catalogs

    Sales promotion are those


    marketing activities that provide
    extra value or incentives to the
    sales force, distributors, or
    ultimate consumer and can
    stimulate immediate sales.

    Sales Promotion Tools


    Coupons
    Samples
    Premiums
    Contests/Sweepstakes

    Refunds/Rebates
    Bonus Packs
    Loyalty Programs
    Events

    Consumeroriented
    [For end-users]

    Trade
    Allowances
    POP Displays
    Training
    Programs
    Trade
    Shows
    Coop
    Advertising

    Tradeoriented
    [For resellers]

    Various Uses of Sales Promotion


    Introduce
    Introduce new
    new
    products
    products

    Combat
    Combat
    competition
    competition

    Enhance
    Enhance
    personal
    personal selling
    selling

    Get
    Get existing
    existing
    customers
    customers to
    to buy
    buy
    more
    more

    Sales
    Sales
    Promotion
    Promotion

    Tie
    Tie in
    in advertising
    advertising
    &
    & personal
    personal
    selling
    selling

    Attract
    Attract new
    new
    customers
    customers

    Maintain
    Maintain sales
    sales in
    in
    off
    off season
    season

    Increase
    Increase retail
    retail
    inventories
    inventories

    Personal selling is a form of


    person-to-person communication
    in which a seller attempts to
    assist and/or persuade
    prospective buyers to purchase
    the companys product or service
    or to act on an idea.

    Publicity refers to non-personal


    communications regarding an
    organization, product, service, or
    idea not directly paid for or run
    under identified sponsorship.

    Advertising Versus Publicity


    Factor
    Factor

    Advertising
    Advertising

    Publicity
    Publicity

    Control
    Control

    Great
    Great

    Little
    Little

    Credibility
    Credibility

    Lower
    Lower

    Higher
    Higher

    Reach
    Reach

    Measurable
    Measurable

    Undetermined
    Undetermined

    Frequency
    Frequency

    Schedulable
    Schedulable

    Uncontrollable
    Uncontrollable

    Cost
    Cost

    High/Specific
    High/Specific

    Low/Unspecified
    Low/Unspecified

    Flexibility
    Flexibility

    High
    High

    Low
    Low

    Timing
    Timing

    Specifiable
    Specifiable

    Tentative
    Tentative

    Publicity Vehicles
    Feature
    Feature
    Articles
    Articles

    News
    News
    Releases
    Releases

    Publicity
    Publicity
    Vehicles
    Vehicles

    Press
    Press
    Conferences
    Conferences

    Interviews
    Interviews
    Interviews

    Special
    Special
    Events
    Events

    Public relations is the management


    function which evaluates public
    attitudes, identifies the policies and
    procedures of an individual or
    organization with the public interest,
    and executes a program of action to
    earn public understanding and
    acceptance.

    Public Relations Tools


    Publicity
    Vehicles

    Community
    Activities

    Special
    Publications

    Corporate
    Advertising
    Advertising

    Public Affairs
    Activities

    Cause-related
    Marketing

    Special Event
    Sponsorship

    IMC Audience Contact Tools


    Broadcast
    Broadcast
    media
    media
    (TV/radio)
    (TV/radio)

    Print
    Print media
    media
    (newspapers,
    (newspapers,
    magazines
    magazines))

    Public
    Public
    Relations/
    Relations/
    publicity
    publicity

    Internet/
    Internet/
    interactive
    interactive

    Direct
    Direct
    marketing
    marketing

    Out-of-home
    Out-of-home
    media
    media

    Target
    Target Audience
    Audience
    Personal
    Personal
    selling
    selling
    Point-ofPoint-ofpurchase
    purchase
    (displays,
    (displays,
    packaging)
    packaging)

    Sales
    Sales
    Promotion
    Promotion

    Word-ofWord-ofmouth
    mouth

    Events
    Events and
    and
    sponsorship
    sponsorship

    Product
    Product
    placements
    placements
    (TV
    (TV and
    and movies)
    movies)

    The IMC Planning Process


    The Promotional Planning Process
    involves designing a promotional
    plan that provides the framework
    for developing, implementing, and
    controlling the organizations IMC
    programs and activities.

    Review of the Marketing Plan


    1.
    1. A
    A detailed
    detailed situation
    situation analysis
    analysis
    2.
    2. Specific
    Specific marketing
    marketing objectives
    objectives
    3.
    3. A
    A marketing
    marketing strategy
    strategy and
    and program
    program
    4.
    4. A
    A program
    program for
    for implementing
    implementing the
    the strategy
    strategy
    5.
    5. A
    A process
    process for
    for monitoring
    monitoring and
    and evaluating
    evaluating performance
    performance

    Integrated Marketing Communications Planning Model


    Review of marketing plan
    Promotional program situation analysis
    Analysis of the communications process
    Budget determination
    Develop integrated marketing communications programs
    Advertising

    Sales
    promotion

    PR/
    publicity

    Personal
    selling

    Direct
    Internet/
    marketing interactive

    Sales
    PR/
    Personal
    Direct
    Internet/
    Advertising
    promotion publicity
    selling
    marketing interactive
    objectives objectives objectives objectives objectives objectives
    Message
    strategy

    Sales
    promotion
    strategy

    PR/
    publicity
    strategy

    Personal
    selling
    strategy

    Direct
    Internet/
    marketing interactive
    strategy
    strategy

    Integrate and implement marketing communications strategies


    Monitor, evaluate and control IMC Program

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