CHAPTER 1 Overview of Integrated Marketing

Communications

2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook

All rights reserved. The University of West Alabama
Eighth Edition
 Chapter Objectives
After reading this chapter you should be able to:
1. Appreciate the practice of marketing communications and
recognize the marcom tools used by practitioners.
2. Describe the philosophy and practice of integrated marketing
communications (IMC).
3. Understand the five key features of IMC.
4. Recognize the activities involved in developing an integrated
communications program.
5. Identify obstacles to implementing an IMC program.
6. Understand and appreciate the components contained in an
integrative model of the marcom decision-making process.

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 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 allowances events
Newspapers Display and advertising Sponsorship of arts, fairs,
allowances and festivals
2. Direct Response and
Interactive Advertising Trade shows Sponsorship of causes
Direct mail Cooperative advertising 7. Marketing-Oriented Public
Samples Relations and Publicity
Telephone solicitation
Online advertising Coupons 8. Personal Selling
3. Place Advertising Premiums
Billboards and bulletins Refunds/rebates
Posters Contests/sweepstakes
Transit ads Promotional games
Cinema ads Bonus packs
4. Store Signage and Point-of- Price-off deals
Purchase Advertising
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), 823851.
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 The Integration of Marketing
Communications
Why Not Integrated?
Tradition of separation communication tools
Influence of specialized outside suppliers
Managerial parochialism
Fear of budget cutbacks
Loss of power and authority
Resistance of outside suppliers to broadening their
functions
Skeptics who consider IMC to be a fad

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 The Integration of Marketing
Communications (contd)
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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 And Now a 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
brands 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 brands 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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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

Courtesy of WISK, Unilever United States, Inc.

Determine Best
Way to Allocate
Marketing Budget

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 Key IMC Feature # 2
Use Any and All Marcom Tools
That Are Up to the Task
Takeaway:
360-Degree Branding
A brands 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 brands positioning statement must:
Present a clear idea of the
brand in its target markets 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
Dont 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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 Obstacles to Implementing IMC
Integration requires tight coordination among all
elements of a marcom program.
Few providers of marketing communication services
have the diversity of skills required to execute an IMC
program.
Direct-to-customer advertising is more difficult than a
mass media campaign.
The greatest challenge is making sure that all
marcom tools are consistently executed.

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 Marketing Communications
Marketing Communications Objective
To enhance brand equity by moving customers to
favorable action toward the brandtrying it, repeat
purchasing it, and becoming loyal toward the brand.
Brand Equity
The degree to which consumers favorably perceive
the brands features and benefits as compared to
competitive brands and how strongly these views are
held in memory

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Figure 1.1 Making Brand-Level Marcom Decisions and Achieving
Desired Outcomes

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 Fundamental Marcom Decisions

Fundamental
Marcom Program
Decisions

Setting
Targeting Positioning Budgeting
Objectives

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 Fundamental Marcom Decisions (contd)

Top-down
(TD)

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

Bottom-up
(BU)

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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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 Marcom Implementation Decisions

Marcom Program
Implementation
Decisions

Mixing Creating Selecting Establishing

Elements Messages Media Momentum

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Figure 1.2

A Buy-One-
Get-One-Free
Promotion

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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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