Integrated Marketing

Communications

Overview
Prof. Maricris Gangan-Awiten
1-1

Chapter Objectives
After this lecture, you should be able to:

1. Recognize the critical role which communication

plays in marketing and business.
2. Review the nature of the communication process.
3. Discuss the parts of the Integrated Communication
Model
4. Define Integrated Marketing Communication.
5. Enumerate steps required in writing Integrated
Marketing Communication Plan.
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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 endusers at a minimal cost. The IMC includes
all business-to-business, channel,
customer, external communications and
internal communications
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

1-3

Integrated Marketing Communications

Marketing Communications: transmission from a

sender to a receiver of a message dealing with the
buyer-seller relationship.

Integrated marketing communications (IMC):

Coordination of all promotional activities to
produce a unified customer-focused promotional
message.

Success of any IMC program depends critically on

identifying the members of an audience and
understanding what they want.
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Table 1.1

The Tools of Marketing Communications

1. Media Advertising
5. Trade- and Consumer6. Event Marketing and
Oriented Promotions
Sponsorships
TV
Trade deals and
Sponsorship of
Radio
buying allowances
sporting events
Magazines
Display and
Sponsorship of
Newspapers
advertising
arts, fairs, and
2. Direct Response and
allowances
festivals
Interactive Advertising
Trade shows
Sponsorship of
Direct mail
causes
Cooperative
Telephone
advertising
7. Marketing-Oriented
solicitation
Public Relations and
Samples
Online advertising
Publicity
Coupons
3. Place Advertising
8. Personal Selling
Premiums
Billboards and
Refunds/rebates
bulletins

Posters
Contests/sweepstak
Transit ads
es
Cinema ads
Promotional games
4. Store Signage and Point Bonus packs
of-Purchase Advertising
Price-off deals
External store
signs
In-store shelf signs
Shopping cart ads
In-store radio and
Source:TV
Adapted from Figure 1.1 in Kevin Lane Keller, Mastering the Marketing Communications Mix: Micro and Macro Perspectives

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 endusers at a minimal cost. The IMC includes
all business-to-business, channel,
customer, external communications and
internal communications

on Integrated Marketing Communication Programs, Journal of Marketing Management 17 (August, 2001), 823851.

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Communication Process

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Communication Noise in
Television Advertising

1-8

The MARCOM Plan

Situation analysis
Marketing objectives
Marketing budget
Marketing strategy
Marketing tactics
Evaluations
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

1-9

Integrated Marketing Communications Planning Model

Review of Marketing Plan
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs

Advertising

Advertising
Objectives

Message
Strategy

Sales
Promotion
Sales
Promotion
Objectives
Sales
Promotion
Strategy

PR/
Publicity

Personal
Selling

Direct
Marketing

Internet/
Interactive

PR/
Publicity
Objectives

Personal
Selling
Objectives

Direct
Marketing
Objectives

Internet/
Interactive
Objectives

PR/
Publicity
Strategy

Personal
Selling
Strategy

Direct
Marketing
Strategy

Internet/
Interactive
Strategy

Integration & Implementation of Marketing Communications Strategies

Copyright
Evaluate
2010 Pearson
Education,
Inc. publishing
Monitor,
& Control
Promotional
Program as Prentice Hall

IMC Components

The IMC Foundation

Advertising tools
IMC Media tools
Promotional tools
Integration tools
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 1-11