CHAPTER 1 Overview of Integrated

Marketing Communications

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All rights reserved. The University of West Alabama
Eighth Edition
 Introduction to Marketing
Communications (Marcom)

Integrated Marketing
Communication (IMC)
Programs

Business-to-Consumer Business-to-Business Integrated Marcom

(B2C) (B2B) B2C&B

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Table 1.1 The Tools of Marketing Communications

1. Media Advertising 5. Trade- and Consumer- 6. Event Marketing and

• TV Oriented Promotions Sponsorships
• Radio • Trade deals and buying • Sponsorship of sporting
• Magazines/Newspapers allowances events
• Display and advertising • Sponsorship of arts, fairs,
2. Direct Response and
allowances and festivals
Interactive Advertising
• Direct mail • Trade shows • Sponsorship of causes
• Telephone solicitation • Cooperative advertising 7. Marketing-Oriented Public
• Samples Relations and Publicity
• Online advertising
• Coupons 8. Personal Selling
3. Place Advertising
• Billboards and bulletins • Premiums
• Refunds/rebates
• Posters
• Contests/sweepstakes
• Transit ads
• Promotional games
• Cinema ads
• Bonus packs
4. Store Signage and Point-of-
Purchase Advertising • Price-off deals
• External store signs
• In-store shelf signs
• Shopping cart ads
• In-store radio and TV

Source: Adapted from Figure 1.1 in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro Perspectives
on Integrated Marketing Communication Programs,” Journal of Marketing Management 17 (August, 2001), 823–851.
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 The Integration of Marketing
Communications (cont’d)
• IMC and Synergy
 Using multiple communication tools in conjunction
with one another can produce greater results
(synergistic effects) than tools used individually and
in an uncoordinated fashion.

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 Definition of IMC
• Integrated Marketing Communications (IMC)
• Is a communications process for planning, creation, integration,
and implementation of diverse forms of marcom delivered to a
brand’s targeted customers and prospects
• Has as its goal influencing or affecting behavior of targeted
audience
• Considers all touch points a customer/ prospect has with the brand
as potential delivery channels for messages
• Requires that all of a brand’s communication media deliver a
consistent message
• Has customer/prospect as its starting point for determining types of
messages and media to inform, persuade, and induce action

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 TIDE LAUNDRY DETERGENT
with DOWNY

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Table 1.2 Five Key Features of IMC

1. Start with the customer or prospect.

2. Use any form of relevant contact or touch point.
3. Speak with a single voice.
4. Build relationships.
5. Affect behavior.

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 Key IMC Feature # 1
• The Consumer or Business Customer Must Represent
the Starting Point for All Marketing Communications
Activities
• Takeaway:
 Consumers in Control
 Outside-in approach: learn the media preferences and
lifestyles of customers/prospects to know the best contexts
to reach them with brand messages.
 Reduced Dependence on Mass Media
 Consumers are increasingly in control of their media choices
for acquiring information about brands.

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 Selecting the Appropriate Marcom Tools

Media-Neutral
Approach

Identify Marcom
Program Goals

Determine Best
Way to Allocate
Marketing Budget

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 Key IMC Feature # 2
• Use Any or All Marcom Tools
That Are Up to the Task
• Takeaway:
 360-Degree Branding
 A brand’s touch points should be
everywhere the target audience is.
 Not All Touch Points
Are Equally Engaging
 Surround customers/prospects
with the message, but not to the
point of being irritatingly present.

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 Key IMC Feature # 3
• Multiple Messages Must Speak
with a Single Voice
• Takeaway:
 A brand’s positioning statement must:
 Present a clear idea of the
brand in its target market’s mind
 Consistently deliver the same
unified message across all
media channels on all occasions.

© Richard B. Levine / Newscom

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 Key IMC Feature # 4
• Build Relationships Rather
Than Engage in Flings
• Takeaway:
 Loyalty programs promote long-
term relationships between
customers and brands that lead
to customer retention.
 Experiential marketing programs
can create brand experiences
that make positive and lasting
impressions on customers.

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 Key IMC Feature # 5
• Don’t Lose Focus of the Ultimate Objective:
Affect Behavior
• Takeaway:
 The goal of IMC is to influence the target audience in
such a way that the audience engages in a specific
desired behavior.
 The effectiveness of an IMC program is judged by its
success in terms of its ultimate influence on behavior.

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 Fundamental Marcom Decisions:
Commit-to-Memory Mantra
All marketing
1. Directed to a specific
communications target market

should be:
2. Clearly positioned

3. Created to achieve
a specific objective

4. Undertaken within
budget constraints

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 Fundamental Marcom Decisions (cont’d)

Top-down
(TD)

Top-down/Bottom-up
(TD/BU)
Budgeting
Procedures
Bottom-up/Top-down
(BU/TD)

Bottom-up
(BU)

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 Marcom Implementation Decisions

Marcom Program
Implementation
Decisions

Mixing Creating Selecting Establishing

Elements Messages Media Momentum

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 Marcom Outcomes

Marcom
Outcomes

Enhancing Affecting
Brand Equity Behavior

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 Marcom Program Evaluation

Marcom Program
Implementation

Measuring Results Taking Corrective

for Accountability Action
Behavioral Greater Investment
Impact Providing Different
Communication Feedback Communication
Outcomes Combinations
Revised Strategy
Revised Allocations

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