Integrated Marketing
Communications
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Communication Process
SENDER Encoding Message Decoding RECEIVER
Media
NOISE
Feedback Response
2
Message Not Reaching Target Audience
Selective Selective
Attention Distortion
Selective
Retention
3
IMC is a way of looking at
the whole marketing Process
From the viewpoint of the receiver
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Definition of Integrated
Marketing Communications
• A concept of marketing communications
planning that recognizes the added value of a
comprehensive plan that evaluates the
strategic roles of a variety of communication
disciplines and combines these disciplines to
provide clarity, consistency and maximum
communications impact (through the
seamless integration of discrete messages).
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IDEAS INVOLVED IN IMC APPROACH
Despite the increasing use of the term IMC approach by both
practitioners and academics in recent years, there is little
agreement on what the term actually means. According to
one recent review, at least two related ideas are involved :
• One-voice Marketing Communications
• Integrated Communications
• The different elements of the communications mix have to
be used in a way that the strengths of one are used to offset
the weakness of another.
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The Marketing & Promotional Mixes
• Marketing Mix:
• Product or Service
• Pricing
• Channels of Distribution
• Promotion
• Promotional Mix:
• Advertising
• Direct Marketing
• Interactive/internet marketing
• Sales Promotion
• Publicity/Public Relations
• Personal Selling
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Communication-Based Marketing Mode
Other Stakeholders
Corporate Level Message Sources Employees
Administration Manufacturing/ Marketing Finance Human Investors
Legal Financial Community
Operations Resources Government
Cross-Functional Brand Equity (IM) Regulators
Team
Marketing Level Message Sources Distributors
Interactivity Customers Suppliers
Product Price Marketing Distribution Competition
Mix Mix Communication Mix
Consumers
Cross-Functional IMC Team Local Community
Media
Marketing Communication Level Message Sources Interest Groups
Personal Adver- Sales Direct Public Pack- Events
Sales tising Promotion Marketing Relations aging
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Communication Levels
• Corporate Level
Messages sent by a company’s overall business practices and
philosophies such as mission, labor practices, philanthropies,
culture and other processes
• Marketing Level
Messages sent by or inferred from by various aspects of
marketing mix such as product performance, design,
appearance, pricing and distribution
• Marketing Communication Level
Strategic and executional consistency among all forms of
marketing communication
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Reasons For Growing Importance of IMC
• Shift from media advertising to other forms of marketing
communication
• Movement away from advertising focused- approaches that
emphasize mass media
• Shift in power from manufacturers to retailers
• Rapid growth of database marketing
• Demands for greater ad agency accountability
• Changes in agency compensation
• Rapid growth of the Internet
• Increasing importance of branding
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IMC Communication Tools
IMC Communication Tools
Direct Interactive/
Advertising Marketing Internet Marketing
Sales Publicity/Public Personal
Promotion Relations Selling
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Advertising
Advertising
AdvertisingisisSalesmanship
Salesmanshipin
inaa particular
particular Medium
Medium
DEFINITION: ??
Advantages of advertising • Disadvantages of advertising
– Advertiser controls the
– High costs of producing and
message
– Cost effective way to running ads
communicate with large – Credibility problems and
audiences consumer skepticism
– Effective way to create brand
– Clutter
images and symbolic
appeals – Difficulty in determining
– Often can be effective way to effectiveness
strike responsive chord with
consumers
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Direct Marketing
AAsystem
system of
of marketing
marketingbybywhich
whichorganizations
organizationscommunicate
communicate
directly
directlywith
withtarget
target customers
customersto
togenerate
generateaaresponse
responseand/or
and/or aa
transaction.
transaction.
Advantages of direct marketing • Disadvantages of direct marketing
Changes in society have made
consumers more receptive to direct- • Lack of customer receptivity and very low
marketing response rates
Allows marketers to be very selective• Clutter (too many messages)
and target specific segments of •
customers Image problems – particularly with
Messages can be customized for telemarketing
specific customers.
Effectiveness easier to measure
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Direct Marketing
• Direct marketing methods
– Direct mail
– Catalogs
– Telemarketing
– Direct response ads
– Direct selling
– Internet
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Interactive/Internet Marketing
AAform
formofofmarketing
marketingcommunication
communicationthrough
throughinteractive
interactivemedia
mediawhich
which
allow
allowfor
foraatwo-way
two-wayflow
flowof
ofinformation
informationwhereby
wherebyusers
userscan
canparticipate
participate
ininand
andmodify
modifythe
thecontent
contentofofthe
theinformation
informationthey
theyreceive
receiveininreal
realtime.
time.
Advantages of interactive/ • Disadvantages of interactive/
internet marketing internet marketing
Can be used for a variety of IMC – Internet is not yet a mass medium as
functions many consumers lack access
Messages can be tailored to specific – Attention to Internet ads is very low
interests and needs of customers – Great deal of clutter on the Internet
Interactive nature of the Internet leads – Audience measurement is a problem
to higher level of involvement on the Internet
Can provide large amounts of
information to customers.
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Interactive/Internet Marketing
• 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
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Sales Promotion
Marketing
Marketingactivities
activitiesthat
that provide
provideextra
extravalue
valueor
or incentives
incentivesto
tothe
the
sales
salesforce,
force, distributors,
distributors, or
or ultimate
ultimateconsumers
consumersandandcan
can
stimulate
stimulateimmediate
immediatesales.
sales.
Consumer-oriented • Trade-oriented
– Targeted to the ultimate – Targeted toward marketing
users of a product or intermediaries such as
service retailers, wholesalers, or
Coupons distributors
Sampling
• Promotion allowances
Premiums
Rebates
• Merchandise allowances
Contests • Price deals
Sweepstakes • Sales contests
POP materials • Trade shows
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Sales Promotion Uses
• 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
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Publicity
Nonpersonal
Non personal communication
communicationregarding
regardingan
anorganization,
organization,
product, service,
product, service, or
oridea
idea
• 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 19
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.
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Public Relations
Themanagement
The management function
functionwhich
whichevaluates
evaluatespublic
publicattitudes,
attitudes,
identifiesthe
identifies thepolicies
policiesand
andprocedures
proceduresof of an
anindividual
individualoror
organizationwith
organization withthe
thepublic
publicinterest,
interest, and
andexecutes
executesaaprogram
program
of action
of actionto
toearn
earnpublic
public understanding
understandingand andacceptance.
acceptance.
• Tools used by Public Relations
– Publicity
– Special publications
– Community activity participation
– Fund-raising
– Special event sponsorship
– Public affairs activities
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Personal Selling
Direct
Direct person-to-person
person-to-personcommunication
communicationwhereby
wherebyaaseller
seller
attempts
attemptstotoassist
assist and/or
and/or persuade
persuadeperspective
perspectivebuyers
buyersto
toto
to
purchase
purchaseaaproduct
product or
or service.
service.
Advantages of personal selling
– Direct contact between buyer and• Disadvantages of personal
seller allows for more flexibility selling
– Can tailor sales message to
specific needs of customers – High costs per contact
– Allows for more direct and – Expensive way to reach large
immediate feedback
– Sales efforts can be targeted to audiences
specific markets and customers – Difficult to have consistent and
who are best prospects.
uniform message delivered to all
customers
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