Amity International

Business School

An Introduction to
Integrated Marketing
Communications

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 What is Marketing? Amity International
Business School

Marketing Value
Value
Marketing is is an
an
organizational
organizational function
function
and
and aa set
set of
of processes
processes forfor Relationship
Relationship marketing
marketing
creating,
creating, communicating
communicating
and
and delivering
delivering value
value to
to
customers
customers andand for
for Mass
Mass customization
customization
managing
managing customer
customer
relationships
relationships in in ways
ways that
that
Customer
Customer relationship
relationship
benefit
benefit the
the organization.
organization.
management
management (CRM)
(CRM)

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Traditional Approach to Marketing Amity International
Communications Business School

Sales
Publicity promotion
Point of
purchase

Media Packaging
Special Adver-
events tising Direct
response
Public
relations
Interactive
Direct marketing
marketing

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Contemporary IMC Approach Amity International
Business School

Sales Direct
Packaging
promotion response

Media
Point of
purchase Adver-
Public
tising relations
Publicity

Interactive
marketing Direct
Special
marketing
events

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Defining IMC Amity International
Business School

IMC
IMC isis aa strategic
strategic business
business
process
process used
used to to plan,
plan, develop,
develop,
execute
execute and
and evaluate
evaluate coordinated,
coordinated,
measurable,
measurable, persuasive
persuasive brand
brand
communication
communication programsprograms with
with
consumers,
consumers, customers,
customers, prospects
prospects
employees
employees and and other
other relevant
relevant
external
external and
and internal
internal audiences.
audiences.
The
The goal
goal of
of IMC
IMC isis to
to
generate
generate short-term
short-term
financial
financial returns
returns and
and build
build
long-term
long-term brand
brand value.
value.

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Contemporary Perspective of IMC
Amity International
Business School

Recognized
Recognized as
as aa business
business process
process

IMC
IMC Importance
Multiple of
of relevant
Multiple relevant
Importance audience
audiences
relevant
relevant audience
audiences

Demand
Demand for accountability
forfor
accountability and
and
Demand
Demand for accountability
accountability
Measurement
Measurement of of Outcomes
Outcomes

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Reasons for the Growing Importance of IMC
Amity International
Business School

From Toward
Media
Media advertising
advertising Multiple
Multiple forms
forms of
of communication
communication

Mass
Mass media
media Specialized
Specialized media
media

Manufacturer
Manufacturer dominance
dominance Retailer
Retailer dominance
dominance

General
General focus
focus Data-based
Data-based marketing
marketing

Low
Low agency
agency accountability
accountability Greater
Greater agency
agency accountability
accountability

Traditional
Traditional compensation
compensation Performance-based
Performance-based compensation
compensation

Limited
Limited Internet
Internet availability
availability Widespread
Widespread Internet
Internet availability
availability

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 IMC and Branding Amity International
Business School

Brand
Brand Identity
Identity is
is aa
combination
combination of of factors:
factors:
Name,
Name, logo,
logo, symbols,
symbols,
design,
design, packaging,
packaging,
product
product or
or service
service
performance,
performance, andand image
image
or
or associations
associations inin the
the
consumer’s
consumer’s mind.
mind. IMC
IMC plays
plays aa major
major role
role
in
in the
the process
process of
of
developing
developing andand
sustaining
sustaining brand
brand
identity
identity and
and equity.
equity.

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Basic Elements of the Promotional Mix
Amity International
Business School

Advertising
Advertising

Direct
Direct Marketing
Marketing

Interactive/
Interactive/
Internet
Internet Marketing
Marketing

Sales
Sales Promotion
Promotion

Publicity/Public
Publicity/Public
Relations
Relations

Personal
Personal Selling
Selling
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Classifications of Advertising Amity International
Business School

National
National Advertising
Advertising

Retail/Local
Retail/Local Advertising
Advertising

Primary
Primary vs.
vs. Selective
Selective
Demand
Demand Advertising
Advertising
Consumers

Business-to-Business
Business-to-Business Advertising
Advertising

Professional
Professional Advertising
Advertising

Trade
Trade Advertising
Advertising
Organizations
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Direct Marketing is Part of IMC Amity International
Business School

Direct
Direct
Mail
Mail
Direct
Direct
Internet
Internet Response
Response
Sales
Sales Advertising
Advertising
Direct
Direct
Marketing
Marketing
Shopping
Shopping Telemarketing
Telemarketing
Channels
Channels

Catalogs
Catalogs

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Using the Internet as an IMC Tool
Amity International
Business School

The
The
Internet
Internet

Educates
Educates oror AA persuasive
persuasive AA sales
sales tool
tool
informs
informs advertising
advertising or
or an
an actual
actual
customers
customers medium
medium sales
sales vehicle
vehicle

Obtains
Obtains Provides
Provides Builds
Builds and
and
Communicates
Communicates
customer
customer customer
customer maintains
maintains
and
and interacts
interacts
database
database service
service and
and customer
customer
with
with buyers
buyers
information
information support
support relationships
relationships
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sales Promotion Tools Amity International
Business School

Coupons
Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Training
Refunds/Rebates Programs
Bonus Packs Trade
Shows
Loyalty Programs
Coop
Events Advertising
• Trade-oriented
• Consumer-
• [For resellers]
oriented
• [For end-users]
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Various Uses of Sales PromotionAmity International
Business School

Introduce Get
Get existing
existing
Introduce new
new customers
customers toto buy
buy
products
products more
more

Combat
Combat Attract
Attract new
new
competition
competition customers
customers
Sales
Sales
Promotion
Promotion
Enhance
Enhance Maintain
Maintain sales
sales in
in
personal
personal selling
selling off
off season
season

Tie
Tie in
in advertising
advertising Increase
Increase retail
retail
&
& personal
personal
selling inventories
inventories
selling
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Versus Publicity Amity International
Business School

Factor
Factor Advertising
Advertising Publicity
Publicity
Control
Control Great
Great Little
Little
Credibility
Credibility Lower
Lower Higher
Higher
Reach
Reach Measurable
Measurable Undetermined
Undetermined
Frequency
Frequency Schedulable
Schedulable Uncontrollable
Uncontrollable
Cost
Cost High/Specific
High/Specific Low/Unspecified
Low/Unspecified

Flexibility
Flexibility High
High Low
Low
Timing
Timing Specifiable
Specifiable Tentative
Tentative
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Publicity Vehicles Amity International
Business School

Feature
Feature
Articles
Articles

News
News Interviews
Interviews
Interviews
Releases
Releases Publicity
Publicity
Vehicles
Vehicles

Press
Press Special
Special
Conferences
Conferences Events
Events
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Public Relations Tools Amity International
Business School

Publicity Special
Vehicles Publications

Community Corporate Cause-related

Activities Advertising
Advertising Marketing

Public Affairs Special Event

Activities Sponsorship

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 IMC Audience Contact Tools Amity International
Business School

Broadcast
Broadcast Print
Print media
media Public
Public
(newspapers, Internet/
Internet/
media
media (newspapers, Relations/
Relations/ interactive
interactive
(TV/radio)
(TV/radio) magazines))
magazines publicity
publicity

Out-of-home
Out-of-home Direct
Direct
media
media marketing
marketing

Target
Target Audience
Audience
Personal
Personal Sales
Sales
selling
selling Promotion
Promotion

Point-of-
Point-of- Product
Product
purchase
purchase Word-of-
Word-of- Events
Events and
and placements
placements
(displays,
(displays, mouth
mouth sponsorship
sponsorship (TV
(TV and
and movies)
movies)
packaging)
packaging)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 The Marketing Plan Amity International
Business School

1.
1. A
A detailed
detailed situation
situation analysis
analysis

2.
2. Specific
Specific marketing
marketing objectives
objectives

3.
3. A
A marketing
marketing strategy
strategy and
and program
program

4.
4. A
A program
program for
for implementing
implementing the
the strategy
strategy

5.
5. A
A process
process for
for monitoring
monitoring and
and evaluating
evaluating performance
performance

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Integrated Marketing Communications Planning Model
Amity International
Business School
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Advertising Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
objectives objectives objectives objectives objectives objectives

Message Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
strategy strategy strategy strategy strategy strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin