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An Introduction to Integrated
Marketing Communications

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 The Modern World of Marketing

• Rapidly changing media environment

• Mass media losing viewers, readers,
listeners
• Digital media targets narrow audience
• Consumers not content to be passive
message recipients
• Information now obtained from a myriad
of sources

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Volkswagen Strategy

Traditional Social Media

Mass
Media
Integrated
Marketing
Strategy
Sports Team
Point-of-Sale Sponsor
Kits

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 Punch Dub

• Entertaining, interactive information

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The Growth of Advertising and Promotion

• Integral part of social and economic

systems
• Carefully prepared messages delivered
to carefully targeted audiences
• Six-fold increase between 1980 and 2010
• New marketing channels
• Internet ads (banner ads, videos,
webisodes)
• Social media
• Mobile marketing

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 The Role of Marketing

Advertising & Nonprofit

Promotion Organizations
Inform customers of Solicit donations
a product or service
Offer intangible
Convince them of its social and
ability to satisfy their psychological
wants or needs satisfactions
Help develop and
sustain relationships

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 What is Marketing?

The activity, set of institutions, and

processes for…

creating, communicating, delivering,

and exchanging offerings that have…

value for customers, clients, partners,

and society at large

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 What is Value?

• Customer’s perception
of all the benefits of a
product or service
• Weighed against
costs of acquiring
and consuming it

• Benefits can be…

• Functional
• Experiential
• Psychological

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 The Marketing Mix

• The Four Ps
• Product
• Price
• Place
• Promotion

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Contemporary IMC Approach

Sales Direct
Packaging
promotion response

Mass
Point of media
purchase advertising
Public
relations
Publicity

Interactive
marketing Direct
Special
marketing
events

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 Growing Importance of IMC

• Value of IMC
• Avoids duplication of marketing efforts
• Synergy among promotional tools
• More efficient and effective marketing

• Rapidly changing environment

• Consumer behavior
• Technology
• Media consumption behavior
• Proliferation of media
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 The Marketing Revolution

Shift from traditional media ads to other forms

of promotion/nontraditional media
Internet and social media changing how
companies interact with consumers
Power shift: manufacturers to retailers

Database marketing

Greater ad agency accountability

Changes in how ad agencies are compensated

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The Role of IMC in Branding

Image or
Performance
Associations

Name Brand Packaging

Identity

Logo Design

Symbols

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Building Brands in a Recession

Consumers

Spend less money

Carefully scrutinize purchases
Rethink brand loyalties
Willing to trade off or down
More price sensitive
More value conscious

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 Building Brands in a Recession

Companies

Reduce advertising budgets

Balance discounts/promos w/brand image
Must overcome consumer distrust
Change product marketing focus
Increase online social presence
Look for new ways to remain relevant

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 Test Your Knowledge

Why are marketers decreasing the use of mass media

advertising and increasing the use of integrated
marketing communications?
A) The mass market has become fragmented
B) New technologies gave consumers greater
control over the communication process
C) Use of the Internet and electronic commerce
is growing
D) Explosive growth in social networking
E) All of the above

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 The Promotional Mix

Interactive/
Direct
Advertising Internet
Marketing
Marketing

Publicity/
Sales Personal
Public
Promotion Selling
Relations

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 Advertising

• Paid, nonpersonal communication

• About an organization, product,
service, or idea
• With an identified sponsor
• No immediate feedback from audience
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 Non-Personal Media

• Mass media
• TV
• Radio
• Magazines
• Newspapers

• Benefits
• Cost effective
• Large audiences

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 Advertising Classifications

National

Retail / Local

Primary / Selective Demand

Consumers

Business-to-Business

Professional

Trade
Organizations
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 Forms of Direct Marketing

Direct
Direct Mail Catalogs
Response Ads

Telemarketing Direct Selling

Database Shopping Internet

Management Channels Sales

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 Direct Response Advertising

• Encourages consumers to purchase

directly from the manufacturer

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Direct Response Advertising

Major Tools Forces for Change

Direct Mail Changing Lifestyles

Television Credit Cards
Magazines Toll-free Numbers
Internet Rapid Internet Growth

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 Interactive Marketing

• Interactive media
• Internet
• Kiosks
• Interactive television
• Cell phones
• Other mobile devices

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 Interactive Marketing

• Internet activities
• Advertise products and services
• Link ads and websites to search engines
• Offer coupons, contests, sweepstakes
• Conduct direct marketing
• Do personal selling
• Conduct public relations activities
• Measure advertising and promotions

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 Sales Promotion

Marketing activities that provide

extra value or incentives to the…

Sales Ultimate
Force Consumer
Retailers

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 Consumer vs. Trade Promotions

Consumer- Couponing, sampling, premiums,

oriented rebates, contests, sweepstakes,
POP materials
Encourages immediate purchases

Promotional/merchandising
allowances, price deals, sales
Trade- contests, trade shows
oriented Wholesalers, distributors, retailers

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 Publicity

A news story,
editorial, or High credibility and
announcement to low cost
a mass audience
Not directly paid for
or run under
identified sponsor

Is sometimes Not always under

unfavorable company control

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 Public Relations

• Management function
• Evaluates public attitudes
• Identifies items of public interest
• Executes a program of action to earn
public understanding and acceptance

• Primary objectives
• Establish and maintain a positive image
of the company among various publics

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 Public Relations

• Uses publicity and

other tools
• Special publications
• Community activities
• Fund-raising events
• Sponsorships
• Public affairs
activities

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 Personal Selling

• Person-to-person communication
• A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
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IMC Audience Contact Tools

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Touch Points: Control vs. Impact

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 IMC Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Advertising Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
objectives objectives objectives objectives objectives objectives

Message Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
strategy strategy strategy strategy strategy strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program
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 Elements of a Marketing Plan

Detailed situation analysis

Specific marketing objectives

Marketing strategy and program

Program for implementing the strategy

Process for monitoring & evaluating performance

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Promotional Program Situational Analysis

Internal External

Firm’s promotional Customer analysis

organization/capabilities
Competitive analysis
Review of previous Environmental analysis
programs and results
Assess firm/brand
image
Assess strengths and
weaknesses of product
or service

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 Analysis of Communications Process

• Communication decisions
• Source and message
• Communication channels
• Media mix
• Costs
• Marketing goals
• Communication objectives

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 Budget Determination

• What will the promotional program cost?

• How will the money be allocated?

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Developing the IMC Program

IMC Strategies

Creative Media

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Monitoring, Evaluation, Control

Basic Goals

Determine how well the program

is doing, and why
Problem correction
Continual management feedback
Input for future promotions/strategies

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