IMC:

WHERE EXPECTATION MANAGEMENT MEETS REALITY

Introduction to Integrated Marketing Communications (IMC)

Communication IMC Defined The IMC Plan 4 Stages of Cultivating IMC SUCCESS IMC and the Marketing Mix Factors Affecting IMC

Communication
Transmitting, receiving, and processing information
Sender, Receiver Encoding, Decoding Transmission Device

IMC Defined
The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.

The IMC Plan

Situation Analysis Marketing Objectives Marketing Budget (Financials) Marketing Strategies Marketing Tactics Evaluation of Performance (metrics)

4 Stages of cultivating IMC SUCCESS

1. Identify, coordinate and manage all forms of external communication 2. Extend scope of communication to include everyone touched by the organization 3. Using IT to infuse customer input into the plan. Db development/tracking/analysis. 4. Treating IMC as an investment rather than a departmental function.

IMC and the Marketing Mix

Product Price Promotion Place (Distribution)
How do the above elements effect the communications plan of a company?

Factors Affecting IMC

Information Technology Changes in Channel Power Increases in Competition Brand Parity Integration of Information Decline in Mass Media Effectiveness

Thank You
See you next class
read ahead meet with your group and discuss the case(s) prior to class.