Integrated Marketing

Communications
Managing Integrated Marketing
Communications
• Integrated marketing communications (IMC)
• “A planning process designed to assure that all brand contacts received
by a customer or prospect for a product, service, or organization are
relevant to that person and consistent over time”
The Role of Marketing Communications
• Marketing communications
• The means by which firms attempt to inform, persuade, and remind
consumers about the products and brands they sell
Marketing Communications Mix
• Advertising • Online and social
• Sales promotion media marketing
• Events and • Mobile marketing
experiences • Direct and database
• Public relations and marketing
publicity • Personal selling
Common Communication Platforms
Figure 19.1
Elements in Communications Process
Figure 19.2
Response Hierarchy Models
Developing Effective Communications
• Design the Communications

Message strategy

Creative strategy

Message source
Establish the Marketing Communications
Budget
• Affordable method
• Percentage-of-sales method
• Competitive-parity method
• Objective-and-task method
Selecting the Marketing Communications
Mix
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Online and social media marketing
• Mobile marketing
• Direct and database marketing
• Sales force
Setting the Marketing Communications Mix
• Type of product market
• Consumer vs. business
marketers
• Advertising/sales promotion
vs. personal selling
• Product life-cycle stage
Managing Integrated Marketing
Communications
• Coordinating media & implementing IMC

Coverage Contribution

Cost Commonality

Conformability Complementarity
Developing and Managing
an Advertising Program
Setting the
Advertising Objectives
Informative

Persuasive

Reminder

Reinforcement
Choosing Media
• Place advertising options

Billboards

Public spaces

Product placement

Point of Purchase
Thank You