BPCM3103 Integrated Marketing Communication Chapter 1

Integrated Advertising, Promotion,
and Marketing Communications

Eighth Edition
Chapter 1
Integrated
Marketing
Communications
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
Chapter Objectives
1. How does communication take place?
2. What is an integrated marketing communications
program?
3. Which trends are affecting marketing
communications?
4. What are the components of an integrated marketing
communications program?
5. What is meant by GIMC?
Chapter Overview
• Highly competitive global marketplace
• Wide variety of media available
• Clear communications needed
• Customers bombarded with communications
• Integrated advertising and communications
Lean Cuisine
• “Diet” not popular term
• New products, new messages
• “Frozen, How Fresh Stays
Fresh”
• Social media – “Weigh This”
• Goal to shed the idea of a
“diet” food
Figure 1.1 Communication Process
Communication process
•
Sender - advertising agency or in house team
•
Encoding – any cues verbal or non-verbal , transform an idea into message
•
Decoding – transform message , using receiver sense (see, touch, hear).
•
Receiver – decode and understand a message
•
Noise – distruption along the process
•
Feedback- receiver response (include: purcahse, inquiries, complaints,question, store
visit, blogs and website hits)
•
Clutter – consumers are exposed with to many advertisement per day.
Chick-fil-A Social Media
Example of successful
communication strategy:
• Integrates online with offline
• Engage customers primary goal
• Store openings announced via
social media
• “Cow Appreciation Day”
• “Eat Mor Chikin” offline
advertising
Figure 1.2 Examples of Communication
Noise
• Talking on the phone during a commercial on television
• Driving while listening to the radio
• Looking at a sexy model in a magazine ad and ignoring the
message and brand
• Scanning a newspaper for articles to read
• Talking to a passenger as the car passes billboards
• Scrolling past Internet ads without looking at them
• Becoming annoyed by ads on a social media site
• Ignoring tweets on Twitter because they are irrelevant
• Being offended by the message on a flyer for a local
business
Integrated Marketing Communications
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.
Figure 1.3 The Components of
Promotion
Advertising is an audio or visual form of marketing communication
that employs an openly sponsored, non-personal message to
promote or sell a product, service or idea. Sponsors
of advertising are typically businesses wishing to promote their
products or services.
Types of advertising
Newspaper. Newspaper advertising can promote your business to a
wide range of customers. ...
Magazine. Advertising in a specialist magazine can reach your target
market quickly and easily. ...
Radio. ...
Television. ...
Directories. ...
Outdoor and transit. ...
Direct mail, catalogues and leaflets. ...
Online.
Personal selling occurs when a sales representative meets with
a potential client for the purpose of transacting a sale. Many sales
representatives rely on a sequential sales process that typically
includes nine steps. Some sales representatives develop scripts
for all or part of the sales process
The 7 Steps of the Sales Process

Product Knowledge. This step is fairly straight forward, but it is
also the great undoing of many a technical expert turned sales
person. ...
Prospecting. Prospecting, just as the word implies, is about
searching for new customers. ...
The Approach. ...
The Needs Assessment. ...
The Presentation. ...
The Close. ...
Follow-up.
Sales promotion is the process of persuading a potential customer to
buy the product. Sales promotion is designed to be used as a short-
term tactic to boost sales – it is rarely suitable as a method of building
long-term customer loyalty. Some sales promotions are aimed at
consumers.
1) Discounts – Trade / consumer. The most common type of sales

promotions is consumer discounts or trade discounts. ...
2) Gifting. ...
3) Coupons. ...
4) Financing. ...
5) Sampling. ...
6) Bundling. ...
8) Refunds & Rebates. ...
9) Exchange offers.
Public relations (PR) is the way organisations, companies and
individuals communicate with the public and media. A PR specialist
communicates with the target audience directly or indirectly through
media with an aim to create and maintain a positive image and create a
strong relationship with the audience.
The following are illustrative examples of public relations.

Investor Relations. Publishing quarterly reports, press releases and
regulatory disclosures. ...
Government Relations. ...
Community Relations. ...
Media Relations. ...
Media Production. ...
Customer Relations. ...
Marketing Communications. ...
Influencers.
DIGITAL MARKETING
The marketing of products or services using digital channels to

reach consumers. The key objective is to promote brands through
various forms of digital media.
10 Types Of Digital Marketing You Should Know – And Consider

For Your Marketing Strategy
Social Media Marketing. ...
Content Marketing. ...
Search Engine Optimization (SEO) ...
Search Engine Marketing (SEM) ...
Pay-Per-Click Advertising (PPC) ...
Affiliate Marketing. ...
Email Marketing. ...
Radio advertising.
Social media marketing is the use of social media platforms and
websites to promote a product or service. Although the terms e-
marketing and digital marketing are still dominant in academia,
social media marketing is becoming more popular for both
practitioners and researchers.
The Different Types Of Social Media Platforms To Serve Ads:

Social networking (Facebook, LinkedIn, Google+).
Microblogging (Twitter, Tumblr).
Photo sharing (Instagram, Snapchat, Pinterest).
Video sharing (YouTube, Facebook Live, Periscope, Vimeo).
Direct response marketing is all about
making things happen now. It packages
the value proposition and call-to-action all
in one to take a prospect from
consideration to decision faster.
Database marketing is using customer data to deliver more
personalized and effective marketing messages to customers.
5 Alternative Marketing Methods
Buzz Marketing. Buzz marketing, also known as word-of-mouth
marketing focuses on customers passing along information. ...
Guerilla Marketing. Guerrilla marketing uses alternative tactics and
settings to find creative ways of doing things. ...
Lifestyle Marketing. ...
Experiential Marketing. ...
Product Placement.
HOW DO YOU CREATE YOUR IMC PROCESS?
Below are the major steps to keep in mind when developing your
IMC strategy.
Step 1: Know your target audience. ...
Step 2: Develop a situation analysis. ...
Step 3: Determining marketing communication objectives. ...
Step 4: Determining your budget. ...
Step 5: Strategies and tactics. ...
Step 6: Evaluation and measurement.
IMC PLAN
https://imc.wvu.edu/about/capstone/summer-2017/megan-quinn
https://www.youtube.com/watch?v=NzvR6zsQXiY
Figure 1.4 Steps of a Marketing Plan
• Current situational analysis
• SWOT analysis
• Marketing objectives
• Target market
• Marketing strategies
• Marketing tactics
• Implementation
• Evaluation of performance
1.5 Trends Affecting Marketing
Communications
1. Emphasis on accountability and measurable results
2. Explosion of the digital arena
3. Integration of media platforms
4. Shift in channel power
5. Increase in global competition
6. Increase in brand parity
7. Emphasis on customer engagement
Trends affect marketing communication :
1) Accountability and Measurable Results
• Want results from marketing budgets

• Effort led by CEOs, CFOs, and CMOs
• Advertising agencies expected to deliver results
• Emerging social media changes communication
• Emerging alternative methods and media
• Less reliance on mass TV ads
2) Integration of Digital Media
• Emergence of
– Interactive Web sites, blogs, and social networks
– Smartphones, tablets
• Companies shifting expenditures from traditional to
digital media
• Social media allows interaction
3) Integration of Media Platforms
• Consumers integrate platforms
– 5 hours 16 minutes  non-television screens
– 4 hours 31 minutes  television
• Ways consumers integrate media formats
 Content grazing
– Looking at two screen simultaneously
 Investigative spider-webbing
- investigates information with multiple platform
 Quantum journey
- Search and found place using apps
 Social spider-webbing
- Share information with multiple devices
Figure 1.6 Pathways Consumers Use to
Interact Across Media Devices
Source: Based on Mark Walsh, “Microsoft Highlights Usage Across Device Pathways,”
Online Media Daily, March 14, 2013, http://www.mediapost.com/publications/article/195786/
4) Changes in Channel Power
• In 90’s manufacturer and supplier have power to
control marketing channel
• Retailers
– Control channel
– Control shelf space
– Have purchase data
– Determine products and brands on shelves
• Consumers
– Internet shifts power to consumers
– Multiple methods of making purchases
5) Increases in Global Competition
• Information technology and
communication has
changed the marketplace.
• Products can be purchased
from multiple locations.
• Customers want both low
prices and high quality.
• Manufacturers and retailers
must work together.
6) Increase in Brand Parity
• Brands viewed as being equivalent
• Consumers select from a group of brands
• Quality and characteristics less important
• Price more important
• Decline in brand loyalty
7) Emphasis on Customer
Engagement (1 of 2)
• Marketers seek to engage customers
• Contact points important
• Digital media now part of IMC
• Two-way communication
• Strive to develop emotional commitment
Emphasis on Customer
Engagement (2 of 2)
Understanding customer engagement also applies to

nonprofits such as the Red Cross
Figure 1.7 Five Reasons Why
Integrated Marketing Works
1. Unifies strategy and message across channels
2. Streamlines timing
3. Connects with multiple audiences
4. Creates meaningful insights
5. Maximizes impact
Figure 1.8 Overview of IMC Text
International Implications
• Goal – to coordinate
marketing efforts
• Greater challenge due to
national and cultural
differences
• Standardization versus
Adaptation
• “Think globally, but act
locally”
Blog Exercises
• American Eagle
• Chick-fil-A
• Integrated Marketing
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Integrated Advertising, Promotion,

and Marketing Communications

The 7 Steps of the Sales Process

1) Discounts – Trade / consumer. The most common type of sales

The following are illustrative examples of public relations.

The marketing of products or services using digital channels to

10 Types Of Digital Marketing You Should Know – And Consider

The Different Types Of Social Media Platforms To Serve Ads:

• Want results from marketing budgets

Understanding customer engagement also applies to

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