ADVERTISING

IMC

3
AND MEDIA PLANNING

INTEGRATING ONLINE & OFFLINE MARCOMS

Advertising &
IMC INTEGRATED
And Media
Planning
Integrated MARKETING
Marketing
Communicatio
n COMMUNICATION
Designed by Dr. Pierre X. Camps, DBA
From the Work of Moriarty, Mitchel & Wells and Sissors & Baron
1
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Learning Objectives

 How does communication take place?

 What is an integrated marketing
communications program?
Advertising &
IMC
 What new trends are affecting marketing
And Media
Planning
communications?
Integrated
Marketing
 How does an integrated marketing
Communicatio
n
communications program create value?
 What are the components of an integrated
marketing communications program?
 What does the term GIMC mean? Designed by Dr. Pierre X. Camps, DBA 2
 ADVERTISING
IMC

3
AND MEDIA PLANNING

A Quick Glance

The willingness/ necessity/ of permanent improvement

Highly competitive global marketplace
Advertising &
IMC
Wide variety of media available
And Media
Planning
Clear communications needed
Integrated
Marketing
Customers bombarded with communications
Communicatio
n Integrated advertising and communications

Designed by Dr. Pierre X. Camps, DBA 3

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Integrated Marketing Communications

 Integrated Marketing Communications (IMC) a

coordination and integration of all marketing
Advertising &
communication tools, avenues and sources within a
IMC
And Media
company into a seamless program which maximizes
Planning the impact on consumers and other corporate
Integrated
Marketing stakeholders at a minimal cost.
Communicatio
n  IMC includes all business-to-business, channel,
customer, internal and external marketing
communications.
Designed by Dr. Pierre X. Camps, DBA 4
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Integrated Marketing Communication

Most Common Corporate Stakeholders…
 Academic Community  Internat. Communities
 Banks/Insurers  Investors Community
 Board of Directors  Labors Unions
 Clerical Employees  Media
Advertising &
IMC  Community Neighbors  Managers/Supervisors
And Media
Planning
 Competitors  Regulatory Authorities
Strategic
 Customers  Special Interest Groups
Planning  Dealers & Distributors  Stockholders
 Employees/Families  Suppliers
 Federal State & Local Legis.  Trade Associations

Designed by Dr. Pierre X. Camps, DBA 5

 ADVERTISING
IMC

3
AND MEDIA PLANNING
The Components of IMC
Product Price Distribution Promotion

Advertising &
IMC Sales Personal
Advertising
And Media Promotions Selling
Planning
Integrated
Marketing
Communicatio
n
Direct
Database SponsorshipE-Active Social Alternative Public
Response
Marketing Marketing Marketing Media Marketing Relations
Marketing

Designed by Dr. Pierre X. Camps, DBA 6

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Understanding the IMC_1.2

 Review the main steps in a marketing plan

 The current situational analysis and SWOT sets
the stage for setting marketing objectives and
Advertising &
IMC choosing the target market.
And Media
Planning
Integrated
 The marketer develops strategies and tactics.
Marketing
Communicatio  IMC will be part of the overall marketing
n
strategy to reach consumers.
…/…
Designed by Dr. Pierre X. Camps, DBA 7
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Understanding the IMC_2.2

 It will also be part of the tactics, which are

the plans for achieving the objectives and
carrying out the strategies.
Advertising &
IMC  Implementation and evaluation conclude
And Media
Planning the marketing planning process.
Integrated
Marketing
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 8

 ADVERTISING
IMC

3
AND MEDIA PLANNING
Main Steps of a Marketing Plan

Reminder:
1. Current situational analysis
2. SWOT analysis
Advertising &
3. Marketing objectives
IMC
And Media
Planning
4. Target market
Integrated
Marketing
5. Marketing strategies
Communicatio
n 6. Marketing tactics
7. Implementation
8. Evaluation of performance
Designed by Dr. Pierre X. Camps, DBA 9
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Trends Causing the Use of IMC_2.3

 Greater emphasis on accountability and

measurable results.
Advertising &
IMC  Pressure to produce measurable results to
And Media
Planning keep accounts.
Integrated
Marketing
Communicatio
 Ad agencies and brand managers more
n
concerned with the entire marketing process
and integrating messages to ensure results.

Designed by Dr. Pierre X. Camps, DBA 10

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Trends Causing the Use of IMC_3.3

Other factors:
 Explosion of alterative media.
Advertising &
IMC
And Media  While the Internet continues to grow,
Planning
Integrated marketers are looking for other alternative
Marketing
Communicatio ways of reaching consumers where there is
n
less clutter.

Designed by Dr. Pierre X. Camps, DBA 11

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Accountability & Measurable Results_1.2

 Economic pressures
 Need of results from marketing budgets
Advertising &
IMC
 Effort led by CEOs, CFOs, and CMOs
And Media
Planning
 Advertising agencies “expected” to deliver results
Integrated
Marketing  Emerging social media changes
Communicatio
n in communication
 Emerging alternative methods and media
 Less reliance on mass TV ads
Designed by Dr. Pierre X. Camps, DBA 12
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Accountability & Measurable Results_2.2

 Rise in popularity of social media → less reliance

on traditional media (mass TV advertising)
Advertising &
IMC
 Agencies continue to explore alternative ways of
And Media
Planning
reaching consumers where it is less cluttered
Integrated
Marketing
than mass media.
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 13

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Changes in Tasks Performed_1.2

 Everyone is concerned with marketing and

strategic planning and more and more with non
Advertising & traditional media.
IMC
And Media
Planning
 Understanding ; who buys the product and why?
Integrated
Marketing
Communicatio
 Greater level of partnership among individuals
n to achieve measurable results.

Designed by Dr. Pierre X. Camps, DBA 14

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Changes in Tasks Performed_2.2

 Account executive – represents advertising agency

and interface with clients
 Brand or product manager – oversees specific brands
Advertising &
IMC
And Media
or line of products
Planning
Integrated  Creative Team – design ads and promotional materials
Marketing
Communicatio
n
 Account planners – voice of the consumer within the
agency
→ Partnership among individuals to achieve results
Designed by Dr. Pierre X. Camps, DBA 15
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Alternative Media_1.2

 Alternative media ; the “new buzz phrase” in

marcom, especially online
Advertising &
 Internet provides an interactivity with consumers
IMC
And Media
 Websites, blogs, and social networks all provide
Planning
Integrated
two-way communications
Marketing
Communicatio
 Smartphones are replacing cell phones so
n
consumers now have the Internet with them at all
times, increasing ways and means of reaching them.
…/…
Designed by Dr. Pierre X. Camps, DBA 16
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Alternative Media_2.2

 As a result, companies are shifting huge dollars

from traditional media to alternative media
Advertising &  For younger consumers, especially, technology-
IMC
And Media
Planning
based interactions are the way to reach them
Integrated
Marketing
 They do not watch TV or listen to the radio as
Communicatio
n much as they interact with newer technology
 The challenge companies and agencies face
now is ; how and when to reach consumers.
Designed by Dr. Pierre X. Camps, DBA 17
 ADVERTISING
IMC

3
AND MEDIA PLANNING
Reasons for Integrating Communications_2.4

 Advances in communication and computer

technology has changed the way people
communicate.
Advertising &
IMC
 Channel power is moving to the consumers
And Media
Planning  They do not have to buy from the local
Integrated
Marketing retailer, they can purchase products online
Communicatio
n and have them shipped directly to their
homes
…/…
Designed by Dr. Pierre X. Camps, DBA 18
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Reasons for Integrating Communications_3.4

 This has resulted in competition that is global.

Firms compete with businesses from all over the
Advertising &
IMC
world.
And Media
Planning  With increased competition has come brand
Integrated
Marketing parity. It is more difficult for a brand to maintain
Communicatio
n superiority.
…/…
Designed by Dr. Pierre X. Camps, DBA 19
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Reasons for Integrating Communications_4.4

…/…
 For most product categories, consumers see
Advertising &
IMC
brands as about equal and often have several
And Media
Planning
brands from which they will purchase
Integrated
Marketing All these factors has increased the pressure on
Communicatio
n businesses to retain customers, and a primary way
of doing that is through engagement and micro-
marketing to individuals, not masses.
Designed by Dr. Pierre X. Camps, DBA 20
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Advances in Information Technology_1.3

 Instant communications
 Consumers have access to unlimited
Advertising &
IMC information
And Media
Planning
Integrated
 Consumer communication has increased
Marketing
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 21

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Advances in Information Technology_2.3

 Advances in technology most significant

factor in the changes in marcom.
Advertising &
IMC  The Internet and cell phones provide
And Media
Planning instant communications with people and
Integrated
Marketing businesses all around the world.
Communicatio
n
 Consumers now have unlimited information
about companies and brands.
…/…
Designed by Dr. Pierre X. Camps, DBA 22
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Advances in Information Technology_3.3

 Consumers communicate with other consumers.

 They don’t have to rely on a few friends and
Advertising &
IMC relatives for product information.
And Media

 They can access it from a number of websites

Planning
Integrated
Marketing
Communicatio and get info from other consumers who have
n
purchased the product.

Designed by Dr. Pierre X. Camps, DBA 23

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Changes in Chanel Power_1.2

Retailers
 Control channel
 Control shelf space
Advertising &
IMC
And Media
 Have purchase data
Planning
Integrated
 Determine products and brands on shelves
Marketing
Communicatio Consumers
n
 Internet shifts power to consumers
 Multiple methods of making purchases

Designed by Dr. Pierre X. Camps, DBA 24

 ADVERTISING
IMC

3
AND MEDIA PLANNING
Changes in Chanel Power_2.2

Channel power has changed and is continuing to change. For the

first 60 or so years in the 1900s, channel power resided with the
manufacturers, such as Procter & Gamble. It then shifted to
retailers, especially large chain retailers such as Wal-Mart.
Advertising & Retailers controlled shelf space, had purchase data, and
IMC
And Media determined what products and brands went on the shelves.
Planning
Integrated
Consumers had to buy whatever brands a retailer stocked.
Marketing Power is now beginning to shift to consumers, primarily because
Communicatio
n consumers do not have to purchase from the local retail store.
They have options. Retailers who realize this are providing with
multiple ways for consumers to make purchases and delivery of
products. Designed by Dr. Pierre X. Camps, DBA 25
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Increases in Global Competition_1.3

 Information technology and communication has

changed marketplace
Advertising &
 Products can be purchased from multiple locations
IMC
And Media  Customers want both low prices and high quality
Planning
Integrated
Marketing  Manufacturers and retailers must work together
Communicatio
n …/…

Designed by Dr. Pierre X. Camps, DBA 26

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Increases in Global Competition_2.3

 Rise of global competition

 Every business competes in some way with
Advertising &
IMC global firms, either directly or indirectly,
And Media
Planning either for customers or for suppliers
Integrated
Marketing
Communicatio
 Level of competition has increased and
n
prices have fallen
…/…
Designed by Dr. Pierre X. Camps, DBA 27
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Increases in Global Competition_3.3

 The new challenge: consumers want it all.

They want low prices and quality
Advertising &
IMC
 To provide this to consumers, manufacturers
And Media
Planning
and retailers must work together
Integrated
Marketing  They must become partners with mutual
Communicatio
n goals that benefit both parties

Designed by Dr. Pierre X. Camps, DBA 28

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Increase in Brand Parity

 Brands viewed as being equivalent

 Consumers select from group of brands
Advertising &
IMC
And Media
 Quality and characteristics less important
Planning
Integrated  Price more important
Marketing
Communicatio
n  Decline in brand loyalty

Designed by Dr. Pierre X. Camps, DBA 29

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Emphasis Customer Engagement_1.3

 Marketers seek to engage customers

 “Contact Points” are important in IMC
Advertising &
IMC
And Media
 Digital media is now an important part of IMC
Planning
Integrated
 Two-way > Three way communication
Marketing
Communicatio  Strive to develop emotional commitment
n

Designed by Dr. Pierre X. Camps, DBA 30

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Emphasis Customer Engagement_2.3

 Increase in brand parity and decline in brand

loyalty
Advertising &
 Greater emphasis on customer engagement
IMC
And Media  Contact points are examined to improve
Planning
Integrated communication and relationship
Marketing
Communicatio
n  Digital media is critical component of IMC plans
as it provides two-way and three-way
communications
…/… Designed by Dr. Pierre X. Camps, DBA 31
 ADVERTISING
IMC

3
AND MEDIA PLANNING

Emphasis Customer Engagement_3.3

 It is no longer sufficient to talk to customers,

you have to develop a dialog with customers
Advertising &  The goal is a deeper emotional commitment
IMC
And Media on the part of consumers towards the brand.
Planning
Integrated  Emotional Branding (Marc GOBE)
Marketing
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 32

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Advertising &
IMC
And Media
Planning
Integrated
Marketing
Customer Engagement
Communicatio Also Applies to Nonprofits…
n

Designed by Dr. Pierre X. Camps, DBA 33

 ADVERTISING
IMC

3
AND MEDIA PLANNING

Increase in Micromarketing_1.2

 Identify appropriate media

 Decrease in mass media advertising
Advertising &
IMC effectiveness
And Media
Planning
Integrated
 VCR, TiVo, DVR impact
Marketing
Communicatio  Shift to micro-marketing
n

 Focus on individuals and micro-segments

 Agencies now assist with IMC efforts
Designed by Dr. Pierre X. Camps, DBA 34
 ADVERTISING
IMC

3
Increase in Micromarketing_2.2 AND MEDIA PLANNING

 Mass marketing has lost its effectiveness in

marketing to consumers
 Because of VCRs and TiVo consumers are skipping
television ads.
Advertising &
IMC  Clutter has compounded the problem
And Media
Planning  Companies are shifting to more micro
Integrated
Marketing or one-on-one marketing efforts
Communicatio
n  The focus is on individuals or small groups of
individuals
 Advertising agencies have been helping clients
examine micro-marketing approaches. Designed by Dr. Pierre X. Camps, DBA 35
 ADVERTISING
IMC

3
Overview of Normal IMC AND MEDIA PLANNING

This pyramid represents the structure

of the text. At the bottom level are
issues such as brand management,
buyer behaviors, and the IMC
planning process. Regulation
& Ethics
Evaluation

Database, Public
Advertising & Direct Response,
Sales
Relations &
IMC Promotions
Sponsorships
& Personal Selling
And Media
Planning
Traditional Digital Alternative
Integrated Media Marketing Channels
Marketing
Communicatio
n Advertising Advertising Design Advertising Design
Management Theory & Appeals Messages & Frameworks

Corporate Image Buyer

Brand Management Behaviors IMC Planning Process

Designed by Dr. Pierre X. Camps, DBA 36

 ADVERTISING
IMC

3
AND MEDIA PLANNING
International Implications

 Goal – to coordinate marketing efforts

 Greater challenge due to national and cultural
differences
Advertising &
IMC
And Media
 Standardization
Planning
Integrated
versus Adaptation
Marketing
Communicatio  “Think globally,
n
but act locally”

Designed by Dr. Pierre X. Camps, DBA 37

 ADVERTISING
IMC

3
AND MEDIA PLANNING
B-Case: Volvo Truck USA
for IMC & Online Marcom
The Best Drive
in the Game Sweepstakes
Classic Case IMC

Advertising &
IMC
And Media
Planning
Integrated
Marketing
Communicatio
n

Designed by Dr. Pierre X. Camps, DBA 38

 ADVERTISING
IMC

3
AND MEDIA PLANNING

ADVERTISING & IMC, AND MEDIA PLANNING

Advertising &
IMC INTEGRATED
And Media
Planning
Integrated MARKETING
Marketing
Communicatio
n COMMUNICATION
u! k y o
h a n
TDesigned by Dr. Pierre X. Camps, DBA
From the Work of Moriarty, Mitchel & Wells And Sissors & Baron
39