INTEGRATED MARKETING

COMMUNICATIONS (IMC)

Copyright © 2020, 2017, 2015 Pearson Education, Inc. All Rights Reserved
IM C, Integrated Marketing
Communications
• Integrated Marketing Communications
(I M C) is becoming more popular
because of the COST and LACK OF
EFFECTIVENESS (Cost-
Effectiveness) of traditional Mass
Media Advertising and Addition
Methods of Marketing
Communications (Promotion)
Trevor Edwards, Former President, Nike

Copyright © 2020, 2017, 2015 Pearson Education, Inc. All Rights Reserved
 Communication
Requirements
(to overcome noise)

Receiver must be:

1. Willing to listen
2. Able to understand
3. Willing to believe

TO ACHIEVE THIS, MARKETERS MUST

BUILD RELATIONSHIPS
WITH THOSE THEY COMMUNICATE WITH
 WHAT
IS
“MARKETING”
????
 The Marketing
“Concept”
Provides
products or
services which
satisfy
customers’
needs at a
profit.
 Correct
Marketing Strategy
Instructor: “2 “C’s” for Customer and Company”

Product Place

CC
Price Promotion
 The Marketing Mix
REMEMBER: You should consider both
customers and the company when
developing each element of this strategy.
 Product – should consist only of features which satisfy
customers’ needs = benefits. All others just add cost and
jeopardize profit potential.
 Place - should provide convenience for customers and
be cost-efficient for company to protect profit potential.
 Price – should be low enough to be considered a value
by customers and high enough to generate a profit for
the company.
 Promotion – should communicate
details of the product benefits,
place convenience and price
value in most cost-effective way
to protect profit potential.
 MARKETING
COMMUNICATIONS IS
“PROMOTION” (ONE OF THE
4P’s IN THE MARKETING
STRATEGY)
HOW do most companies do
“PROMOTION”?

THE ANSWER IS ADVERTISING

BUT…
 ADVERTISING TODAY
1. VERY EXPENSIVE
2. LACKS CREDIBILITY
3. CLUTTERED
4. INTRUSIVE

 ALL OF THESE MAKE IT DIFFICULT AND

EXPENSIVE TO GET CUSTOMERS ATTENTION
AND ACTION:
REMEMBER THERE COMMUNICATIONS
REQUIREMENTS:
• WILLING TO LISTEN
• ABLE TO UNDERSTAND
• WILLING TO BELIEVE
Further reading: [Link]
/articles/saturday-night-live-premiere-airs-almost-30-fewer-commercials-1475509829
 INDUSTRY THOUGHTS
The core advertising related MarCom fields
bias needs to be
eliminated. Marketing
communicators and
communications
educators need to Critical structural and
The word approach education
“advertising”, except and professional organizational issues
in the sense of a need to be addressed
development as a more directly and
media tactic, should series of horizontal
be eliminated from objectively. For
building blocks. example, it is wise for
the vocabulary of
marketers and Marketers need to an organization to
academic programs develop a greater allow an outside
and be replaced with understanding and agency to integrate
MARKETING respect for all aspects its marketing
COMMUNICATIONS. of marketing communications.
communications and
 An example of

Updated Thinking
Creative public relations or SPONSORSHIPS(JUST
two of the MarCom “METHODS”) can affect
awareness at a fraction of the cost of advertising. In
PR, A company does not pay for the space or time
obtained in the media. It pays only for a staff to
develop and circulate the stories and manage
positive information. When a company develops an
interesting story or Message, it should be picked up
by the INFLUENTIAL SOURCES and be worth
millions of dollars in equivalent advertising. Experts
say that consumers are five times more likely to be
influenced by editorial copy than by mass media
advertising.
 Advertising 101
(Outdated thinking)
Advertising is a necessity not a luxury.
The fact is Coca Cola, Apple, Nike,,
McDonald’s, Taco
Bell, Toyota,, Budweiser,
and thousands more businesses advertise
because it is effective in both maintaining
existing revenue or bringing in new
business. If it were not effective the billions
of dollars spent on advertising by public
companies would be returned to
shareholders as dividends.
Further reading
[Link]
advertising-wasted-trouble-i-dont-know-which-half
 Case Study
When Apple announces a revolutionary
Product, consumers wait in line with
bated breath for a new Product that
would deliver all the features given in
the ensuing Publicity.
 INDUSTRY QUOTES
“The (advertising) industry has
“Facing Up To Advertising’s Impotence” become scared to death.
We are facing a crisis of
“The recession laid bare forces that are giving
advertising a more diminished role. Cynical
confidence. We are relying on
consumers are wearying of the constant tricks, techniques and jokes to
barrage of marketing messages. Brand loyalty create breakthrough
is a relic of the fifties. And the old-fashioned advertising but people are bored
big campaign is giving way to micromarketing and clients are skeptical…”
tactics.” Sean Fitzpatrick
Business McCann-Erickson
Week Vice Chairman & CEO
“I’m not afraid to tell creative phonies that
their “The new marketing job is neither to fool
commercials are utter nonsense…If you the customer nor to falsify the
spend your advertising budget entertaining company’s image. It is to design a
the consumer, you’re a bloody fool…House systematic process of interaction that will
wives don’t buy a new detergent because the create substance in the
manufacturer told a joke…They buy because RELATIONSHIP.”
it promises a benefit.” Regis McKenna
David Ogilvy Harvard Business
Further reading:
Review
[Link]
 American Academy of
Advertising
“SINCE THE FORMALIZATION OF THE
INTEGRATED MARKETING
COMMUNICATIONS CONCEPT IN THE
LATE 1980’S, RESEARCHERS,
PRACTITIONERS, AND ACADEMICIANS
HAVE STRUGGLED TO DEVELOP…
 American Academy of
Advertising (continued)
(Instructor: None of this should be a “struggle”)

a. A COMPREHENSIVE DEFINITION OF IMC ON

WHICH ALL INTERESTED PARTIES CAN AGREE,
b. A RELEVANT THEORY BASE AROUND WHICH
ALL THE TOOLS AND TECHNIQUES USED IN
THE PRACTICE OF IMC CAN BE ALIGNED, AND
c. AN ACCEPTABLE METHODOLOGY THAT
ACCOMODATES THE RAPIDLY EMERGING AND
EVOLVING FORMS OF MARKETING
COMMUNICATIONS DEVELOPING IN
DIFFERENT WAYS AND WITH VARYING SPEEDS
AROUND THE WORLD.”
 Solution Definition:

Integrated Marketing
Communications (IMC)
Instructor: “Notice the keywords begin with the letter “M”

The Promotion variable in the marketing mix

(4P’s) that blends the communications Methods
using consistent, meaningful and credible
Messages, directed at selected targeted Markets
with
targeted Media using the least amount of Money
necessary to accomplish the marketing
communications Mission in a Measurable way in
order to achieve the overall marketing
objective(s).
 Solution Process:
The IMC “Process”
7 M’s of IMC
Instructor: “This course will explain the process in this order”

Market(s): Targeted Customers (Do Not use

Demographics)
Mission: Marcom Objectives (Not Sales or
Profits)
Message: Creative Theme (Not for just
Awards)
Methods: Communication Techniques
(Blended, Not just Used)
Media: Channels of Communication (Not
based just on GRP’s)
Money: Budget (Not “Top Down)
Measurement: Results Analysis(Not at End)
 MARKET(S):
TARGETED CUSTOMERS
(MULTIPLE)
Segmenting your
customers based on
their PSYCHOGRAPHIC
NEEDS as they
relate to the product’s
BENEFITS!
(NOT DEMOGRAPHICS)
 MISSION:
MarCom OBJECTIVES
“Measurable “Communications
influenced objectives”
(AWARENESS, IMAGE or
PREFERENCE)
(NOT SALES or PROFIT)
Determined by using
research with each
selected Target Market for
a Benchmark, Goal and
Timing
Ex: Increase awareness from
10% to 25% in 6 months
 MESSAGE:
CREATE “A BLUEPRINT”
(3 “lists” with words/pictures +
A “Guide to make it Meaningful and
Understandable)
Not just to win awards!
List 1) Use the Psychographics
of your selected target Market(s)
related to the Benefits of the
Product
List 2) Related to your Mission
List 3) The benefits of your
product that can satisfy the
NEEDS of your selected target
Market
+ A Call to Action
 METHODS:
INTEGRATING (not just using)
COMMUNICATION
TECHNIQUES
Advertising
Marketing Public
Relations
Direct Marketing
Sales Promotion
Personal Selling
Sponsorship
Cause Marketing
Digital Communications
 IMC METHODS
ADVERTISING
DEFINITION: Any paid form of non-
personal presentation of ideas,
goods, services or organizations
by an identified source, primarily
through media channels.
ADVANTAGES* DISADVANTAGES*
Can control message high production costs
Can reach large markets high placement costs
clutter
credibility problems
intrusive

*advantages/disadvantages listed are important but not a complete list

23
 Making Advertising
24

Cost-Effective
[Link] be properly “TARGETED”
[Link] have a “MEANINGFUL”
message to accomplish
“MISSION”
[Link] include “CREDIBILITY”
[Link] “INTEGRATION”
 Definition:

Marketing Public
Relations (M. Savod)
“THE CREATION OF POSITIVE
PUBLICITY FROM NON-PAID,
INDEPENDENT AND INFLUENTIAL
SOURCES ABOUT A COMPANY, ITS
PRODUCTS, ITS PEOPLE OR ITS
POLICIES”

25
 26

MARKETING Public Relations

▪Advantages
• Credibility
• Low relative cost
• Can reach large markets

▪Disadvantages
• Unable to control message
 27
“STEPS” in Developing a MARKETING PUBLIC
RELATIONS Campaign FOR IMC
NOTE: compare to sending out “press
[Link] selected target markets.
releases”
[Link] target’s “influential” sources.
3. Create a relationship with influential
sources – determine “appropriate”
information.
4. Provide sources with information-
relate to your intended “message”
5. Follow-up for publication of information
as positive PUBLICITY.
6. Integrate positive publicity with other
IMC “methods”
 IMC Methods
Sponsorship
Definition: funding of an event or other activity in
return for the ability to promote company,
products etc. in association with the event.
 Advantages cost
• Can create strong brand
• Identifies lifestyle
loyalty
targets
• Building relationships
with targets  Disadvantages
• Excellent Image • Clutter
• Produces message • Must be managed
theme
• Can be relatively low
 IMC Methods
Cause Marketing
Definition: funding of non-profit activities in
order to generate promotional
opportunities as well as serve society.
 Advantages
• Identifies lifestyle
targets
 Disadvantages
• Excellent Image
• Must be properly
• Produces message
publicized to avoid
theme
cynicism.
• Relatively low cost
• Can create strong
brand loyalty
 IMC Methods
Personal Selling
Definition:
Face to Face presentation of a product or
idea to potential customer by a
representative of an organization
 Advantages
.
• Communication  Disadvantages
flexibility
• Can communicate • High cost per contact
complex info • Lack of credibility
• Direct feedback
• Highly targeted
 IMC Methods
Sales Promotion
Definition: short term techniques designed to
stimulate interest, trial or purchase by end-users
or purchase or promotion by members of
distribution channel.
 Advantages
• Provides incentives  Disadvantages
• Easy to measure
• Short term impact
response
only
• Can be relatively low
• Can hurt brand image
cost
• Can reduce profit
• Minimize brand
loyalty
 IMC Methods
Direct Marketing
Definition: targeted/ designed
communications to affect a measurable
response/ transaction.
 Advantages
• Relatively low cost  Disadvantages
• Can be highly
• Clutter
targeted
• Control message • Lack of credibility
content • Poor image
 IMC Methods
e-Communication (DIGITAL MARKETING)

Definition: computer-based marketing

communications using online networks and
digital interactive media.

 Advantages
• Proactive search for
info
• Relative low cost
• Can be interactive
 Disadvantages
• Can generate an
immediate response • Credibility of
UNKNOWN source
 MEDIA:
“COST-EFFECTIVE”
CHANNELS OF
COMMUNICATIONS
(Based on your selected Target
Market(s) PSYCHOGRAPHICS

(Not just GRP’s)

Broadcast (TV/Radio)
Print (Magazines,
Newspaper etc.)
Outdoor
Mail
Internet
 MONEY:
Funds needed to
accomplish the
Mission in most
Cost-effective way
(the least amount of
Money necessary)

(Use “Task Method”

NOT “Top Down”)
MEASUREMENT:
(DETERMINE RESULTS)

An ON GOING ANALYSIS
(“tracking study”) to
determine progress of the
MISSION during the
campaign (not at the end!

Make any necessary

changes!
 Solution Process:
The IMC “Process”
7 M’s of IMC
Instructor: “This course will explain the process in this order”

Market(s): Targeted Customers (Do Not use

Demographics)
Mission: Marcom Objectives (Not Sales or Profits)
Message: Creative Theme (Not for just Awards)
Methods: Communication Techniques (Blended, Not
just Used NOTE: THE BENEFIT OF “INTEGRATION”
IS THAT THE ADVANTAGES OF ONE IMC METHOD
CAN OVERCOME THE DISADVANTAGES OF THE
OTHERS
Media: Channels of Communication (Not based just
on GRP’s)
Money: Budget (Not “Top Down)
Measurement: Results Analysis(Not at End)
 38

Example of Integration
Advertising Marketing Public
▪ Advantages Relations
• Ability to control
message ▪ Advantages
• Can reach large market • Credibility
▪ Disadvantages • Low relative cost
• Can reach large markets
• High cost of production
• High cost of placement ▪ Disadvantages
• Cutter • Unable to control
message
• Credibility problems
• Intrusive
*** NOTE: THE BENEFIT
OF “INTEGRATION” IS THAT
THE ADVANTAGES OF ONE
IMC METHOD CAN
OVERCOME THE
DISADVANTAGES OF THE
OTHERS
Example of
Integration
Advertising
Marketing Public
Relations
 Advantages  Advantages
• Ability to control • Credibility
message • Low relative cost
• Can reach large market • Can reach large markets

 Disadvantages  Disadvantages
• High cost of production • Unable to control
• High cost of placement message
• Cutter
• Credibility problems
• Intrusive