DevelopingThe Integrated

MarketingCommunications
Program
Brabante Ejay C.
Garcia Rosel Louise B.
Tiglao Mariz C.
 Definition of Integrated
Marketing Communications
Integrated Marketing Communication (IMC)
is an approach to brand communications
where the different modes work together to
create a seamless experience for the
customer and are presented with a similar
tone and style that reinforces the brands core
message.

Its goal is to make all aspects of marketing

communication such as advertising, sales
promotion, public relations, direct marketing,
personal selling, online communications and
social media work together as a unified force,
rather than permitting each to work in
isolation, which in turn maximizes their cost 2
effectiveness.
It is also a concept of marketing communications
planning that recognizes the added value of a
comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines
and combines these disciplines to provide clarity,
consistency and maximum communications
impact.

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Integrated Marketing Communications
A marketing communications planning concept that
recognizes the value of a comprehensive plan.

A plan that evaluates the strategic roles of

several communications disciplines:
• Media advertising
• Direct marketing
• Interactive/internet marketing
• Sales promotion
• Publicity/Public relations
Combines the disciplines to provide:
• Clarity
• Consistency
• Maximum communications impact
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The Traditional
Approach

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The IMC Approach

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Advertising
Any paid form of non-personal communication
about an organization, product, service, idea, or
cause by an identified sponsor.

ADVANTAGES DISADVANTAGES
• Advertiser controls the message • High costs of producing and running
• Cost effective way to communicate ads
with large audiences • Credibility problems and consumer
• Effective way to create brand skepticism
images and symbolic appeals • Clutter
• Often can be effective way to strike • Difficulty in determining
responsive chord with consumers effectiveness
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Direct marketing
A system of Marketing by which organizations
communicate directly with target customers to
generate a response and/or a transaction

ADVANTAGES DISADVANTAGES
• Changes in society have made • Lack of customer receptivity and
consumers more receptive to direct- very low response rates
marketing • Clutter (too many messages)
• Allows marketers to be very • Image problems – particularly with
selective and target specific telemarketing.
segments of customers
• Messages can be customized for
specific customers.
• Effectiveness easier to measure. 8
Direct marketing
methods
Direct mail
Catalogs
Telemarketing
Direct response ads
Direct selling
Internet

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Interactive/internet marketing
A form of marketing communication through interactive
media which allow for a two-way flow of information
whereby users can participate in and modify the content
of the information they receive in real time.
ADVANTAGES DISADVANTAGES
• Can be used for a variety of IMC • Internet is not yet a mass medium
functions as many consumers lack access
• Messages can be tailored to specific • Attention to Internet ads is very low
interests and needs of customers • Great deal of clutter on the Internet
• Interactive nature of the Internet • Audience measurement is a
leads to higher level of involvement problem on the Internet
• Can provide large amounts of
information to customers.
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Use of the Internet as an IMC Tool

- As an advertising medium to inform,

educate
and persuade customers
- As a direct sales tool
- To obtain customer database
information
- To communicate and interact with
buyers
- To provide customer service and support
- To build and maintain customer
relationships
- As a tool for implementing sales
promotion
- As a tool for implementing
publicity/public relations programs 11
Sales promotion
Marketing activities that provide extra value or incentives
to the sales force, distributors, or ultimate consumers and
can stimulate immediate sales.

Consumer-oriented Trade-oriented
• Targeted to the ultimate users of a • Targeted toward marketing
product or service intermediaries such as retailers,
• Coupons wholesalers, or distributors
• Sampling • Promotion allowances
• Premiums • Merchandise allowances
• Rebates • Price deals
• Contests • Sales contests
• Sweepstakes • Trade shows
• POP materials 12
Publicity – Non-personal
communication regarding an
organization, product,
service, or idea not directly
paid for or run under
identified sponsorship.
Advantages of publicity
• Credibility
• Low cost (although not totally free)
• Often results in word-of-mouth
Disadvantages of publicity
• Not always under control of organization
Can be negative
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PublicityVehicles
News Releases:
Single-page news stories sent to
media who might print or
broadcast the content.
Feature Articles:
Larger manuscripts composed and
edited for a particular medium.
Captioned Photos:
Photographs with content identified
and explained below the picture.
Press Conferences:
Meetings and presentations to
invited reporters and editors.
Special Events:
Sponsorship of events, teams, or
programs of public value.
Public Relations
The Management function which evaluates public attitudes, identifies
the policies and procedures of an individual or organization with the
public interest, and executes a program of action to earn public
understanding.
Tools used by Public Relations

 Publicity
 Special publications
 Community activity participation
 Fund-raising
 Special event sponsorship
 Public affairs activities

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Personal selling
Direct person to person communication whereby a seller
attempts to assist and/or persuade perspective buyers to
purchase a product or service.

ADVANTAGES DISADVANTAGES
• Direct contact between buyer and • High costs per contact
seller allows for more flexibility • Expensive way to reach large
• Can tailor sales message to specific audiences
needs of customers • Difficult to have consistent and
• Allows for more direct and uniform message delivered to all
immediate feedback customers
• Sales efforts can be targeted to
specific markets and customers who
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are best prospects.
Promotional management
Coordinating the promotional mix elements to develop a
controlled, integrated program of effective marketing
communications.
Considerations for developing the
promotional program include:

 Type of product
 Buyer’s decision process
 Stage of product life cycle
 Channels of distribution

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Integrated Marketing Communications Planning Model
Develop Integrated Marketing Communications Program
Advertising
Determine objectives and budget
Message development
 Called “Creative Strategy”
 Determine basic appeal
 Determine main message

Media strategy
 Communication channels
 Type of media . . .
 Newspapers/Magazines
 Radio/Television
 Outdoor/Specialty

Select specific media

 Specific papers, magazines, TV programs,
radio stations, billboards, or other media
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Integrate and Implement Marketing Communications
Strategies
 Integrate promotional mix strategies.
 Create and produce ads.
 Purchase media time and space
 Design and implement direct marketing
programs
 Design and implement sales promotion
program
 Design and implement public relations/
publicity programs
 Design and implement interactive/
internet marketing programs

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Communication Levels
Corporate Level
Messages sent by a company’s overall business
practices and philosophies such as mission, labor
practices, philanthropies, culture and other
processes
Marketing Level
Messages sent by or inferred from by various
aspects of marketing mix such as product
performance, design, appearance, pricing and
distribution
Marketing Communication Level
Strategic and executional consistency among all
forms of marketing communication 21
Reasons For Growing Importance of IMC
• Shift from media advertising to other forms of
marketing communication.
• Movement away from advertising focused-
approaches that emphasize mass media.
• Shift in power from manufacturers to retailers.
• Rapid growth of database marketing.
• Demands for greater ad agency accountability.
• Changes in agency compensation.
• Rapid growth of the Internet.
• Increasing importance of branding.
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Planning creative strategy
A document that describes the overall marketing strategy
and programs developed for a company, product or
brand. The plan includes:

 A detailed situation analysis

 Specific marketing objectives
 A marketing strategy and program that
includes selection of a target market
and plans for marketing mix elements
 A program for implementing the
strategy
 A process for monitoring and evaluating
performance

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Situation Analysis
Internal Factors External Factors

• Assessment of the firm’s • Customer analysis

promotional organization and • Competitive analysis
capabilities
• Environmental analysis
• Review of the firm’s previous
promotional programs
• Assessment of firm or brand image
and implications for promotion
• Assessment of relative strengths
and weaknesses of product/service
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IMC Program Situation Analysis
External Factors
Environmental analysis
• Technological, Political/Legal
• Demographic, Socio/Cultural
• Economic
Competitive Analysis
• Direct and indirect competitors
• Position relative to competitors
• Size of competitors’
advertising/promotional budgets
• IMC strategies being used by
competitors
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Monitor, Evaluate and Control
Integrated Marketing
Communications Program
• Evaluate promotional program
results and determine
effectiveness

• Take actions to control and

adjust promotional programs

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END

THANK YOU

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