Integrated Marketing

Communications

Chapter 1
 Chapter Objectives
1. Recognize the critical role communication
plays in marketing programs.
2. Review the nature of the communication
process.
3. Apply a communication model to marketing
issues.
4. Discover the nature of a totally integrated
advertising and marketing communications
approach.
5. Expand the concept of integrated marketing
communications to the global level.

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 Ron Jon’s Surf Shop

• High level of competition

• Changing surf-board technology
• Brand image and logo development
• Advertising
• Sponsorship opportunities
• Innovative marketing programs

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 Global Marketplace
• Wide variety of media
• Cluttered market conditions
• Two major marketing trends
 Accountability
 Change in tasks
• Account executives
• Brand managers
• Creatives

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Communication Process

• Sender
• Encoding Noise
• Transmission device
• Decoding Clutter
• Receiver

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Integrated Marketing Communications is
the coordination and integration of all
marketing communication tools, avenues and
sources within a company into a seamless
program which maximizes the impact on
consumers and other end-users at a minimal
cost. The IMC includes all business-to-business,
channel, customer, external communications
and internal communications

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 Communication Mix
• Traditional
 Price, Product, Distribution, Promotion
• Promotion
 Advertising
 Sales promotions
 Personal selling
• Additional components
 Database marketing
 Direct marketing
 Sponsorship marketing
 Internet marketing
 Public relations

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The Marketing Plan
• Situation analysis
• Marketing objectives
• Marketing budget
• Marketing strategy
• Marketing tactics
• Evaluations

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IMC Components
• The Foundation
• Advertising tools
• Promotional tools
• Integration tools

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 Four Stages in
Cultivating an IMC System
• Stage 1 – Identify, coordinate, and
manage all forms of external
communications.
• Stage 2 – Extend the scope of
communications to include everyone in
the organization.
• Stage 3 – Apply information technologies
to the IMC program.
• Stage 4 – Treat the IMC as an
investment and not a departmental
function.
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Strategies of the Best Companies
American Productivity & Quality Center

• Developed both interpersonal and cross-

functional communications.
• Involved customers in planning
processes.
• Understood customers as corporate
customers for the purpose of cross-
selling.

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Trends Impacting IMC

• Information technology
• Changes in channel power
• Increase in competition
• Brand parity
• Integration of information
• Decline in the effectiveness of
mass-media advertising

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 Global IMC
• More challenging in international
arena
• Standardization
• Adaptation

“Think globally, but act locally.”

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