integrated marketing communications STRATEGIC

IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’.

The goal of IMC is to build relationships with consumers and stakeholders through a single, clear and consistent message across channels.

in a business culture

that is vertical

- Bruce Mau, designer, bruce mau design

WHAT YOU MUST TRY TO DO

is work horizontally

IMC is the planning and execution of all types of advertising-like and

promotion-like messages selected for a brand service, or company, in order to

meet a common set of communication objectives, or more particularly, to

support a single ‘positioning’.

IMC is the planning and execution of all types of advertising-like and

promotion-like messages selected for a brand service, or company, in order to

meet a common set of communication objectives, or more particularly, to

support a single ‘positioning’.

How you will achieve communication and brand objectives.

IMC is the planning and execution of all types of advertising-like and

promotion-like messages selected for a brand service, or company, in order to

meet a common set of communication objectives, or more particularly, to

support a single ‘positioning’.

The tactics you will use to carry out plan.

IMC is the planning and execution of all types of advertising-like and

promotion-like messages selected for a brand service, or company, in order to

meet a common set of communication objectives, or more particularly, to

support a single ‘positioning’.

Messages used to reinforce or project the specific brand and firm image stated in the marketing plan.

IMC is the planning and execution of all types of advertising-like and

promotion-like messages selected for a brand service, or company, in order to

meet a common set of communication objectives, or more particularly, to

support a single ‘positioning’.

Trade promotions: expenditures or incentives used by manufactures and other members of the marketing channel to help push product through to retailers.  Consumer promotions: incentives aimed at a brand’s customers. Used to entice the consumer to take the final step and make a purchase.  

IMC is the planning and execution of all types of advertising-like and

promotion-like messages selected for a brand service, or company, in order to

meet a common set of communication objectives, or more particularly, to

support a single ‘positioning’.

What you hope to accomplish with advertising and promotional programs.

IMC is the planning and execution of all types of advertising-like and

promotion-like messages selected for a brand service, or company, in order to

meet a common set of communication objectives, or more particularly, to

support a single ‘positioning’.

“How a brand is to be perceived in the context of competitive alternatives in the mind” – Brad VanAuken “Consumers perceive most product categories as homogeneous” (Copernicus Consulting).

Marketing Mix Product   Price   Promo-on  

Distribu-on  (Place)  

The marketing mix is crucial when determining a product or brand’s offer, and

is often associated with the four P’s

Marketing Mix Product   Price   Promo-on  

Adver-sing   Sales  Promo-on   Personal  Selling  

Public  Rela-ons  Direct  Marke-ng   Sponsorship  Marke-ng  Digital  Marke-ng  

Distribu-on    (Place)  

Marketers must combine these elements

into a comprehensive marketing strategy

IMC IS A

PLANNING PROCESS

SWOT ANALYSIS

Structured planning method used to evaluate

the strengths, weakness, opportunities and

threats involved in a business venture

STRENGTHS

Market advantages

Access to resources

Unique selling proposition

Perceptions

STRENGTHS

Market advantages

Access to resources

Unique selling proposition

Perceptions

Weaknesses

What could be improved

How are sales lost

Perceptions

What should be avioded

STRENGTHS

Market advantages

Access to resources

Unique selling proposition

Perceptions

Weaknesses

What could be improved

How are sales lost

Perceptions

What should be avoided

Threats

Competition

Technology

Resources

Obstacles

STRENGTHS

Market advantages

Access to resources

Unique selling proposition

Perceptions

Weaknesses

What could be improved

How are sales lost

Perceptions

What should be avoided

Threats

Competition

Technology

Resources

Obstacles

opportunities

Trends

Changes in Technology, Policy

Resources

Market opportunities

IDENTIFY

TARGET AUDIENCE

The target market the company wishes to appeal to, design products for, and tailor its

marketing activities toward.

Demographic psychographic Gender

Age

Income

Ethnic Group

Geographic Regional

National

Behavioral

Lifestyle

Personality

Motivations

Resources

Attitudes

Usage rates

Loyalty

Benefits sought

Segmenting an audience will help to better define how advertising should look and feel.

DETERMINE HOW THEY MAKE DECISIONS

Problem Recognition

Information search or research

Evaluation of alternatives

Purchase

Post purchase

evaluations

INTERPERSONAL

INFLUENCES

NONPERSONAL

INFLUENCES

PERSONAL

PROCESSESS

Adopted  from:  Arens,  W.  F.,  Weigold,  M.  F.  &  Arens,  C.  (2013).  Contemporary  adver.sing  and  integrated  marke.ng  communica.ons.  McGraw-­‐Hill  Irwin.  New  York:  NY.    

Family

Society

Culture

Time

Place

Environment

Perception

Learning/persuasion

Motivation

Needs

Wants

POSITIONING

Process or strategy used to separate a brand from its competition by

associating the brand with a particular set of consumer needs

Based on: (1) perceptions of consumers and (2) relation to competition

Process or strategy used to separate a brand from its competition by

associating the brand with a particular set of consumer needs

Based on: (1) perceptions of consumers and (2) relation to competition

Relation to competitors

Process or strategy used to separate a brand from its competition by

associating the brand with a particular set of consumer needs

Based on: (1) perceptions of consumers and (2) relation to competition

Attribute

Process or strategy used to separate a brand from its competition by

associating the brand with a particular set of consumer needs

Based on: (1) perceptions of consumers and (2) relation to competition

Product Use

Process or strategy used to separate a brand from its competition by

associating the brand with a particular set of consumer needs

Based on: (1) perceptions of consumers and (2) relation to competition

Price or quality

Process or strategy used to separate a brand from its competition by

associating the brand with a particular set of consumer needs

Based on: (1) perceptions of consumers and (2) relation to competition

Consumer Identity

Process or strategy used to separate a brand from its competition by

associating the brand with a particular set of consumer needs

Based on: (1) perceptions of consumers and (2) relation to competition

Product class

Process or strategy used to separate a brand from its competition by

associating the brand with a particular set of consumer needs

Based on: (1) perceptions of consumers and (2) relation to competition

personality

CREATE MEASUREABLE OBJECTIVES

Objectives are desirable outcomes, that are measurable, derived

from organizational goals.  

Increase awareness of brand

Increase organic web traffic by X%

Increase Twitter followers by X

Increase E-mail registrations by X%

GOALS

OBJECTIVE OBJECTIVE OBJECTIVE

Strategy

SELECT APPROPRIATE CHANNELS

Communication

Channels

SEO

Events

SOCIAL

MEDIA

Website Conventional

Media

Marketing that works is marketing that

people choose to notice -Seth GOdin

ATTRIBUTES  Slide  18:hVp://thenounproject.com/term/gym/79156/  Slide  19:    hVp://thenounproject.com/term/down/36166/  Slide  20:    hVp://thenounproject.com/term/dog/24636/  Slide  22:  hVp://thenounproject.com/term/map-­‐marker/8806/