Chapter One

Overview of Integrated Marketing Communications

Chapter One Objectives

Introduce the topic of marketing communications (MarCom) Describe the nature and importance of different elements of MarCom

Chapter One Objectives

Understand the advantages of integrated marketing communications (IMC)
Understand how elements must be tightly interwoven in order to enhance brand equity

Definition of Marketing
Marketing
A set of activities whereby business and other organizations create transfers of value (exchanges) between themselves and their customers.

Communications
Communications
The process whereby thoughts are conveyed and meaning is shared between individuals or between organizations and individuals.

Marketing Communications
Marketing Communications The collection of all elements in a brands marketing mix that facilitate exchanges by targeting the brand to a group of customers, positioning the brand as somehow distinct from competitive brands, and sharing the brands meaning with the brands target audience.

Marketing is Communication and Communication is Marketing

Business-to-business (B2B) Business-to-consumer (B2C) Not-for-profit services

Elements of Marketing Communications

Brand Level Marketing

Most marketing communications occurs at the brand level.

Brand Level Marketing

A well known and respected brand is an invaluable asset.

Brand Level Marketing

A successful brand can create barriers to entry for competitors.

Brand Level Marketing

This is the key means for differentiating one companys offering from competitive brands.

Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC) The process of planning, creation, integration, and implementation of diverse forms of marketing communications that are delivered over time to a brands targeting customers and prospects.

Key Features of IMC

1. Start with the customer or prospect. 2. Use any form of relevant contact. 3. Achieve synergy (speak with a single voice). 4. Build relationships. 5. Affect behavior.

Changes in Marketing Communication Practices

Reduced dependence on mass media advertising. Increased reliance on highly targeted communication methods. Heightened demands on suppliers.

Increased efforts to assess

communications return on investment.

Obstacles to Implementing IMC

Few providers have the skills

required to execute.

Mass media campaigns easier than

Direct-to-Customer. Need for MarCom Director.