INTEGRATED MARKETING
COMMUNICATIONS
Week 12
Module Recap
0. Mission &
Corporate
objectives
1. What is Marketing Communication?
Strategy Implementation
Where are
we now ?
Where do we
want to go?
1. The Market Map
S
i
t
MARKETING AUDIT
Macro-environment
2. PEST Analysis
(DEEPLIST)
Micro-environment
3. Customer Analysis
4. Competitor
Analysis
7. Set Marketing
Objectives
How do we
get there ?
8. Strategy Option
Identification,
Evaluation and
Selection
Str
Where did
we get to?
10. Control
9. Implementation
through Marketing
Organisation and the
Marketing Mix
T &
5. Company Analysis
Summary
6. SWOT Analysis
Adapted from Fill (2013), p.
161
Suggested exam revision overview
1. What is IMC? (see mind map)
2. Tactics
3. Marketing communication tools
4. Communication theory
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1. What is IMC?
Lecture 2
Fill, 2011, Chapter 5
Review Questions 2, 3, 5, 6
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1. What is IMC?
Q1. Define what you understand to be
integrated marketing communications.
1. What is IMC? Definition
IMC is a strategic approach to the planned
management of an organisations
communications.
IMC requires that organisations coordinate
their various strategies, resources and
messages in order that it engage
coherently and meaningfully with target
audiences
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(Fill, 2012, p. 116)
3. Marketing communication tools
Q2. What are marketing communication tools?
Lecture 1
Fill (2011) Chapter 1
Sales Promotion
Lecture 7
Fill (2011) Chapter 12
Review Questions 1, 3, 5
3. What is Marketing Communication?
Figure 1.3
Factors that drive engagement opportunities (Fill, 2011)
3. Tools of the marketing
communications mix
Personal selling
Advertising
Sales promotion
Direct marketing
PR and publicity
Sponsorship
Exhibitions
Packaging
POS/merchandisin
g
Internet
WOM
Corporate identity
Social media
3. Marketing communication tools
Public relations
Lecture 9
Fill (2011) Chapter 10
Review Questions 1-3
3. Marketing communication tools
Sales promotion
Lecture 6
Fill (2011) Chapter 12
Review Questions 1, 3, 5
3. Marketing communication tools
Direct Marketing
Lecture 7
Fill (2011) Chapter 11 pp. 277-288
Review Questions 1, 3, 4
3. Tactics
Media
Lecture 4
Fill (2013) Chapter 20
Fill (2013) Chapter 20 Review Questions 3, 4, 6,
7, 9
3. Tactics
Q3. What are the key strengths of the
television medium?
Broadcast media: Television
Characteristics
Low involvement medium,
20, 30, 60 second slots
How much did a 30 slot cost in
2014?
Strengths
Flexible, impactful, status, low cost
reach
Weaknesses
Short messages, fragmented,
consumers do not attend
4. Communication theory
Lecture 3
Fill (2011) Chapter 2
Review Questions 1, 2, 4, 5, 6
4. Communication theory
Advertising theory/models
Lecture 5
Fill, 2011, Chapter 8
Review Questions 7, 9, 10
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4. Communication theory
Mass media marketing communication model* (is
based on a linear model of communication see Fill,
2011 textbook p. 33)
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4. Mass media marketing communication
model
MEDIUM
SENDER
ENCODE
MESSAGE
DECODE
RECEIVER
NOISE
FEEDBACK
RESPONSE
Based on Schramm (1955), see Fill, 2011, p. 33
4. Communication theory
Q4. In the context of television
advertising, what might noise include?
4. Communication theory
Interactive marketing communication
Lecture 5
Fill, 2011, Chapter 14
Review Questions 1, 2, 3, 9, 10
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4. Communication theory:
Advanced web Communication
Model
Two-way communications
among:
Company - customer
Customer - customer
Fill
4. Communication theory
Q5. Have you engaged in online interactive
communications recently?
What was the type of communication?
How did the communication influence your behaviour?
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Session 6 Tutorial
Objective: To learn what the examiner is looking for
in good exam question responses
Go through past exam questions
Rare opportunity to see an exam solution guide (the
thing an examiner uses to mark exam questions)
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Announcement
Supplementary assessment period (includes
exam, assignment)
July/August 2015
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Thanks
Good luck with your exams
If youd like to keep in touch send me a
LinkedIn invitation
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