Chapter 1

Integrated Marketing

Communications:An Overview

Copyright © 2008 Pearson Education Canada

Factors Encouraging IMC

• Media consumption trends• Customer relationship management

(CRM)• Expanding role of database

management techniques• Digital communications technologies• Demand for efficiency and

accountability

Personality and Self-Concept

• Personality – the individual distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment

Real-Self Ideal SelfLooking-GlassSelfSelf-Image

Focus here

Demographic Segmentation:Aging Population

Demographic Segmentation:Other Trends

• Urban growth• Household formations are different• Ethnic diversity• Gender economics

Psychographic Segmentation

• Psychographic Segmentation – identification of a target market according to lifestyle characteristics– Activities, interests, and opinions (AIOs)

Reference Groups

ReferenceGroups A group of people with

a common interest

The desire to “fit in”affects behaviour and

buying decisions

Business Market Requirements

Price Lowest price is not always accepted

Quality Consistent quality on every order

Supply Continuity Provision of goods over the long term

Service Reputable suppliers with prompt service

The Buying Centre

The Power of a Brand

59% Chose Kellogg’s

41% Chose No Brand

Consumers willing to pay $75 more for Hitachi than GE

Identical cereals tasted by consumers:Identical cereals tasted by consumers:

Vs.

Identical TV sets examined by consumers:Identical TV sets examined by consumers:

Vs.

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Needs and Motives

Needs Absence of something useful

Motives Condition that prompts action to satisfy a need