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Integrated Marketing Communications-A Research Paper

The document discusses integrated marketing communications (IMC), which refers to how firms communicate with consumers through various marketing channels in a coordinated way. IMC includes advertising but is broader and can incorporate things like websites, social media, events, and other touches. The document outlines the key elements of an IMC approach, including identifying target audiences, setting objectives, designing messages, selecting channels, and measuring results. It also discusses models of communication effectiveness and considerations for developing an effective advertising campaign as part of an IMC strategy.

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80 views25 pages

Integrated Marketing Communications-A Research Paper

The document discusses integrated marketing communications (IMC), which refers to how firms communicate with consumers through various marketing channels in a coordinated way. IMC includes advertising but is broader and can incorporate things like websites, social media, events, and other touches. The document outlines the key elements of an IMC approach, including identifying target audiences, setting objectives, designing messages, selecting channels, and measuring results. It also discusses models of communication effectiveness and considerations for developing an effective advertising campaign as part of an IMC strategy.

Uploaded by

jazzlovey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Integrated Marketing

Communications

Jeremy Kees, Ph.D.


So, what is the best way for
marketers to reach you??

What resonates with you??


Integrated Marketing
Communications
• The means by which firms attempt to inform,
persuade, and remind consumers—directly or
indirectly—about the products and brands they
sell
• IMC includes all marketing communications
An example…
• Includes advertising, but is much
broader…
– Mastercard’s “priceless” campaign
– Spots 1, 2, 3
– Website – priceless.com
– Viral/WOM Marketing…
To understand and utilize IMC, we
need to get back to the basics…

• The Basic Communication Process


Elements of the IMC
“Promotional Mix”
• Advertising
• Sales Promotions
• Direct Marketing
• Product Placement
• Public Relations
• Publicity
• Event Marketing
• Interactive Marketing
• Personal Selling
Models of Communication
Effectiveness
Process
• Identify the target audience
• Determine the objectives
• Design the communications
• Select the channels
• Establish the budget
• Decide on the media mix
• Measure the results
• Manage integrated marketing
communications
Advertising
Some thoughts…

“I know I’m wasting half of my ad


spend….I just don’t know which half.”

We’re in a advertising/promotions
world…full of clutter…and it’s a
vicious cycle”
General approaches…
• “Selling”
– Targeted at our head
– Cognitive appeals
• “Brand Building”
– Targeted at our heart
– Affective/Emotional

appeals Video
Overview of Advertising…
• Paid and non-personal communication
through various media by business firms,
not-for-profit organizations, and
individuals who are identified in the
advertising message and who hope to
inform or persuade members of a particular
audience
Step 1: Setting Objectives
• Inform
• Persuade
• Remind
• Reinforce
What is the goal?
• Heinz?
• Honda? Cog
• Based on the PLC…
Developing an Ad Campaign

Message generation and


execution

Creative development and execution

Legal and social issues


Message Generation and Execution

• Comparative Advertising
– Pepsi
Message Generation and Execution

• Celebrity Testimonials
• Risks??
Message Generation and Execution

• Interactive Advertising
– Wrigley's
Message Generation and Execution

• Message Appeals…
• Fear
– Example 1
– Example 2
• Sex
– Example 1
– Example
• Humor
– Example
– Example 1
– Example 2
• Emotion Evoking (sadness and humor)
– Example
Creative Development and Execution

• Just as important as the ad itself


• Radio
• Newspapers
Creative Development and Execution

• Magazines
• Direct Mail
• Outdoor
– Human Billboards
• http://www.tatad.com/

• Interactive Media
• Television
Creative Development and Execution

• Key considerations…
– Reach
– Frequency
– Impact
Legal and Social Issues
• Common sense (e.g., don’t be false
or misleading)
• Not-so-common sense (e.g.,
reaching your target market—and
ONLY your target market)
– Cigarettes/Alcohol
– Norelco and other risqué ads
Legal and Social Issues
• The value in being proactive in
spending ad/promo $$ on
tangential social issues
– Corporate Social
Responsibility (CSR)

• An example…
– Dove

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