Integrated Marketing Communications

Communication Levels

Corporate Level
Messages sent by a company’s overall business practices
and philosophies: mission, labor practices,
philanthropies and culture

Marketing Level
Messages sent by marketing mix: Product, Pricing, Place /
Channels of Distribution, Promotion

Promotion Level
Strategic and executional consistency among all forms of
marketing communications
Promotional Mix /
IMC Communication Tools

IMC Communication Tools

Direct Interactive/
Advertising
Marketing Internet Marketing

Sales Publicity/Public Personal

Promotion Relations Selling
 IMC Definition
A marketing communications planning concept that
recognizes the value of a comprehensive plan.

A plan that evaluates the strategic roles of the

promotional mix:
 Advertising
 Direct marketing
 Digital marketing
 Sales promotion
 Publicity/Public relations
 Personal Selling

Combines the disciplines to provide:

 Clarity
 Consistency
 Maximum communications impact
Reasons For Growing Importance of IMC

 Avoid duplication
 Shift from media advertising to other forms of
marketing communication
 Shift in power from manufacturers to needs of
retailers (lifestyles, media use)
 Demassification to segmentation of audience
 Rapid growth of database marketing
 Changes in agency compensation and accountability
 Rapid growth of the Internet and new technology
Advertising

Any
Anypaid
paidform
form of
ofnonpersonal
nonpersonalcommunication
communication
about
aboutananorganization,
organization, product,
product,service,
service,idea
idea
or
or cause
causebybyan
anidentified
identifiedsponsor.
sponsor.
 Classifications of Advertising

Advertising to
Advertising to Consumer
Consumer Markets
Markets
National advertising
National advertising
Retail/local advertising
Retail/local advertising
Advertising to
Advertising to increase
increase demand
demand
––Primary
Primary demand
demand forfor the
the product
product category
category
––Selective
Selective demand
demand for
for aa specific
specific brand
brand

Business && professional

Business professional advertising
advertising
advertising
•Business-to-business advertising
•Business-to-business
advertising
•Professional advertising
•Professional
advertising
•Trade advertising
•Trade
Public Relations

Themanagement
The management function
functionwhich
whichevaluates
evaluatespublic
public
attitudes, identifies
attitudes, identifiesthe
thepolicies
policiesand
andprocedures
proceduresofof
anindividual
an individualor
or organization
organizationwith
withthe
thepublic
publicinterest,
interest,
andexecutes
and executesaaprogram
programof ofaction
actionto
toearn
earnpublic
public
understandingand
understanding andacceptance.
acceptance.

Tools used by Public Relations

 Publicity
 Special publications
 Community activity participation
 Fund-raising
 Special event sponsorship
 Public affairs activities
Publicity

Nonpersonalcommunication
Nonpersonal communicationregarding
regardingan
an
organization,product,
organization, product, service,
service, or
oridea
ideanot
not directly
directly
paidfor
paid foror
orrun
rununder
under identified
identifiedsponsorship.
sponsorship.
Publicity Vehicles

News Releases:
– Single-page news stories sent to media who
might print or broadcast the content.

Feature Articles:
– Larger manuscripts composed and edited for a
particular medium.

Captioned Photos:
– Photographs with content identified and explained
below the picture.

Press Conferences:
– Meetings and presentations to invited reporters
and editors.

Special Events:
– Sponsorship of events, teams, or programs of
public value.
Direct Marketing
AAsystem
systemof ofmarketing
marketingby bywhich
which
organizations
organizationscommunicate
communicatedirectly
directly
with
withtarget
targetcustomers
customersto togenerate
generateaa
response
responseand/or
and/oraatransaction.
transaction.

Direct marketing methods

– Direct mail
– Catalogs
– Telemarketing
– Direct response ads
– Direct selling
– Internet
Digital Advertising

AAform
form of
ofmarketing
marketingcommunication
communicationthrough
through
interactive
interactivemedia
mediawhich
whichallow
allowfor
foraatwo-way
two-wayflow
flowof
of
information
informationwhereby
wherebyusers
userscan
canparticipate
participatein
inand
and
modify
modify the
thecontent
content of
ofthe
theinformation
informationthey
theyreceive
receiveinin
real
realtime.
time.
Experience Wii

Mario and Wii = Wario Land

 Sales Promotion
Marketing
Marketingactivities
activitiesthat
thatprovide
provideextra
extra
value
valueoror incentives
incentivestotothe
thesales
salesforce,
force,
distributors,
distributors, or
orultimate
ultimateconsumers
consumers andand
can
canstimulate
stimulateimmediate
immediatesales.
sales.

Consumer-oriented Trade-oriented
– Targeted to the ultimate – Targeted toward
users of a product or marketing
intermediaries such as
service
retailers, wholesalers,
• Coupons
or distributors
• Sampling
• Promotion allowances
• Premiums
• Merchandise allowances
• Rebates
• Price deals
• Contests
• Sales contests
• Sweepstakes • Trade shows
• POP materials
 Personal Selling
Direct
Directperson-to-person
person-to-personcommunication
communication
whereby
wherebyaaseller
seller attempts
attemptstotoassist
assist
and/or
and/orpersuade
persuadeperspective
perspectivebuyers
buyersto
to
to
topurchase
purchaseaaproduct
product or
or service.
service.
Advantages of personal selling Disadvantages of personal selling
– Direct contact between buyer – High costs per contact
and seller allows for more
flexibility – Expensive way to reach large
– Can tailor sales message to audiences
specific needs of customers – Difficult to have consistent and
– Allows for more direct and uniform message delivered to
immediate feedback
all customers
– Sales efforts can be targeted
to specific markets and
customers who are best
prospects.
 Advertising
Advantages
– Advertiser controls the
message
– Cost effective way to
communicate with large
audiences
– Effective way to create brand
images and symbolic appeals
– Often can be effective way to
strike responsive chord with
consumers Disadvantages
– High costs of producing and
running ads
– Credibility problems and
consumer skepticism
– Clutter
– Difficulty in determining
effectiveness
 Publicity

Advantages of publicity
– Credibility
– Low cost (although not totally free)
– Often results in word-of-mouth
Disadvantages of publicity
– Not always under control of organization
– Can be negative
 Direct Marketing

Advantages Disadvantages

• Changes in society have

made consumers more • Lack of customer receptivity and
receptive to direct- very low response rates
marketing • Clutter (too many messages)
• Allows marketers to be
very selective and target • Image problems – particularly
specific segments of with telemarketing
customers
• Messages can be
customized for specific
customers.
• Effectiveness easier to
measure
 Digital Advertising

Advantages Disadvantages
• Can be used for a variety of IMC – Internet is not yet a mass
functions medium as many
• Messages can be tailored to consumers lack access
specific interests and needs of – Attention to Internet ads
customers is very low
• Interactive nature of the – Great deal of clutter on
Internet leads to higher level of the Internet
involvement
– Audience measurement is
• Can provide large amounts of a problem on the Internet
information to customers
 Digital Advertising

Use of the Internet as an IMC Tool

– As an advertising medium to inform, educate and
persuade customers
– As a direct sales tool
– To obtain customer database information
– To communicate and interact with buyers
– To provide customer service and support
– To build and maintain customer relationships
– As a tool for implementing sales promotion
– As a tool for implementing publicity/public relations
programs
 Sales Promotion Uses

Advantages

 Introduce new products

 Get existing customers to buy more
 Attract new customers
 Combat competition
 Maintain sales in off season
 Increase retail inventories
 Tie in advertising & personal selling
 Enhance personal selling efforts
Disadvantages

 No long term brand building

(may even upset it)
 Not sure of brand loyalty if
promotions end
 Vicious price competitions
 Short term, fleeting effects
 What is Promotional Mix?

You see a gorgeous girl at a party.

You go up to her and say,

"I am very rich. Marry me!"

That's Direct Marketing
 What is Promotional Mix?

You're at a party with a bunch of

friends and see a gorgeous girl.
One of your friends goes up to
her and pointing at you says,
"He's very rich. Marry him."
That's Advertising.
 What is Promotional Mix?

You see a gorgeous girl at a party.

You go up to her and get her
telephone number. The next day
you call and say,
"Hi, I'm very rich. Marry me."
That's Telemarketing.
 What is Promotional Mix?

You're at a party and see a gorgeous

girl.
You get up and straighten your tie; you
walk up to her and pour her a drink.
You open the door for her, pick up her
bag after she drops it, offer her a ride,
and then say,
"By the way, I'm very rich "Will you
marry me?" That's Public Relations.
 What is Promotional Mix?

You're at a party and see a

gorgeous girl.
She walks up to you and says,
"You are very rich, I want to
marry you."
That's Brand Recognition.
What is Promotional Mix?

You see a gorgeous girl at a

party.
You go up to her and say,
"I'm rich. Marry me"
She gives you a nice hard slap
on your face.
That's Customer Feedback
 Tutorial Question for this Thursday 8/1

Which is more useful?

Advertising or Public Relations?