Integrated Advertising, Promotion,

and Marketing Communications

Ninth Edition, Global Edition
Week 1
Chapter 1
Integrated
Marketing
Communications
(IMC)

Copyright © 2022 Pearson All Rights Reserved 1

 Chapter Objectives

1. Explain the Communication Process

2. Explain the Integrated Marketing

Communications (IMC)

3. Identify new trends affecting marketing

communications

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 Communication Process
Communication is defined as transmitting, receiving, and
processing information.

Copyright © 2018 Pearson Education Ltd. All Rights Reserved 3

Communication Process in Marketing

Sender: individual or company sends a marketing message

Encoding: sender transforms an idea into an attention-getting

message

Transmission device: media, channels or persons to convey a

message, e.g. television, internet, salesperson

Receiver: consumers or business buyers (target audience)

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Communication Process in Marketing

Decoding: Receiver interprets the marketing message with

five senses (hearing, seeing, touching, smelling and tasting)

Noise: Anything prevents consumers from seeing the

message. The most common is clutter (hundreds of
marketing messages exposed at the same time).

Feedback: information (e.g. enquiries, store visits) from

receivers used by sender to start the process again

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 Quick Exercise

The mobile phone is the in the

above communication process.
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 Quick Exercise

is taking place when a consumer sees

the message in the TV commercial.
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 Quick Exercise

can prevent the encoded message from

being decoded
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 Noise in Marketing Communication

1. Clutter is the most common form of noise; normally

refers to the excessive amount of ad messages
consumers are exposed to
2. Talking on the phone during a commercial on
television
3. Driving while listening to the radio
4. Looking at a sexy model in a magazine ad and
ignoring the message and brand
5. Scanning a newspaper for articles to read
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 Noise in Marketing Communication

6. Talking to a passenger as the car passes billboards

7. Scrolling past Internet ads without looking at them
8. Becoming annoyed by ads on a social media site
9. Ignoring tweets on Twitter because they are
irrelevant
10. Being offended by the message on a flyer for a
local business

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 Quick Exercise

is the most common noise in marketing

communication
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 Steps of a Marketing Plan

1. Current situational analysis: examine the firm’s ongoing

market situation
2. SWOT analysis: identify internal strengths and weaknesses
along with external opportunities and threats
3. Marketing objectives: higher sales, market share increase,
new competitive position
4. Target market: choose most profitable market
5. Marketing strategies: positioning, differentiation, branding
6. Marketing tactics: day-to-day activities necessary to support
marketing strategies
7. Implementation: allocate resources and timeline
8. Evaluation of performance: specify performance
measurement methods 12
 Integrated Marketing
Communications (IMC)
1. Coordination and integration of all marketing
communication tools, avenues, and sources within a
company

2. Seamless program to maximize the impact on

consumers at a minimal cost

3. Covers all business-to-business, marketing channel,

customer, and internal communications

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Benefits of Integrated Marketing
Communication (IMC)
Unifies strategy and
message across Streamlines timing
different channels

Connects with Creates meaningful

multiple audiences insights

Maximizes impact

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 Quick Exercise

The benefit of integrated marketing communication is

to unifies strategy and message .
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 New Trends Affecting Marketing
Communications
1. Emphasis on accountability and measurable results
2. Explosion of the digital arena
3. Integration of media platforms
4. Shift in channel power
5. Increase in global competition
6. Increase in brand parity
7. Emphasis on customer engagement
8. Focus on convenience
9. Cause-related marketing, advertising
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1. Emphasis on Accountability and
Measurable Results

Company executives expect advertising agencies and

marketing officer to be accountable for their
expenditures

Expenditure on promotion e.g. advertising, social media

should produce measurable results in sales, market
share, brand awareness, customer loyalty etc.

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2. Explosion of Digital Area

Digital information in text, graphics, audio, and video

transmitted and viewed on the internet

Smartphones, tablets, computer and digital TV

integrates with interactive websites, blogs,
social media, video games, text message

Companies shift expenditures from traditional to

digital media which allows interaction

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 3. Integration of Media Platforms

Consumers interact across multiple media:

◼ 10 hours / day with 5 hours of non-television screens
◼ Content grazing to unrelated content
• watching TV while texting a friend on phone
◼ Investigative spider-webbing to related content
• watching football on TV and searching for one player’s
names on phone
◼ Social spider-webbing to share content
• watching YouTube on a laptop and texting friends to
watch
◼ Quantum journey to complete a task
• finding a restaurant opening hours on PC and booking a
table on phone
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 4. Shift in Channel Power

◼ Retailers maintain channel power

control channel
control shelf space
control purchase data
determine products and brands on shelves
◼ Consumers gain more channel power
obtain information from different sources
multiple ways to purchase and receive

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 5. Increases in Global Competition

◼ Communication technology made the

World Smaller
◼ Consumers purchase from multiple locations with
fast delivery
◼ Consumers want high quality with low prices
◼ Manufacturers and retailers work together across
multiple countries with mutual goals

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 6. Increase in Brand Parity

◼ Brand Parity – consumers believe that most

brands are equal in quality and attributes
◼ Consumers select from a group of brands instead
of one brand
◼ Consumers believe price is more important than
quality and characteristics
◼ Lower brand loyalty to switch brands

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 isQuick
the situation in which consumers
Exercise
believe all products are basically equal in terms of the
benefits they deliver.

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7. Emphasis on Customer Engagement

Engage customers at contact points – places

consumers interact with brands

Develop customer’s emotion commitments by

 two-way communication
 offering incentives
 digital and social media
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 8. Focus on Convenience

◼ Consumers value time in new and important ways

◼ Emphasis on making purchases quick and simple
◼ Home delivery systems and store pick-up
programs increasing
◼ Many services now made from a consumer’s
smartphone or tablet
9. Cause-Related Marketing & Advertising

◼ More consumers want to

buy products attached to
socially responsible efforts
and causes
◼ This trend greatly increased
during the COVID-19
outbreak
 Review Questions 1

is a feedback in a marketing channel.

A) New product development

B) A customer complaint
C) A decision to begin international operations
D) Removing a product from the market

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 Review Questions 2

is NOT an example of communication

noise.

A) Driving while listening to the radio.

B) Scanning the newspaper for articles to read.
C) Scrolling past internet ads without looking at
them.
D) Examining an advertisement in a magazine.

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 Review Questions 3

Janis is working on the positioning, differentiation,

and branding strategies for a new brand of cookies.
This is of the IMC plan.

A) SWOT analysis
B) defining primary marketing objectives
C) developing marketing strategies
D) developing marketing tactics

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 Review Questions 4

is NOT an example of a customer

contact point.

A) The brand's website.

B) A friend who recommends a brand.
C) The brand's Instagram page.
D) The sales clerk at a retail store.

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