Integrated Marketing Communications

Definition: The practice of unifying all marketing communication tools to send target audiences a consistent, persuasive message.• But also concerned with all types of

stakeholders• Concerned with planned and

unplanned messages

Elements to Integrate

• Corporate Identity• Branding• Advertising• Public Relations • Sponsorships• Sales Promotion• Personal Selling• Direct and Internet Marketing

Drivers of IMC

Technology Media Fragmentation Product homogeneity Consumer distrust and skepticism Demand for bottom-line accountability New sources of revenue sought by

agencies

Example: Red Bull

Discovered in early 80s by Austrian businessman in Thailand

Introduced in 1987 in Austria • Relied heavily on WOM and “seeding” at clubs, bars,

stores frequented by trend-setters desiring their Red Bull “Wings”

• Used celebrities and sports sponsorships, especially extreme ones

• Limited availability of the product• Gradual increase in distribution• Publicized studies on effectiveness • Media advertising last to kick in (just 19% of budget)

By 2001, 70% share of world energy drink market and 8th largest soft drink in U.S.

• (see: http://www.redbull.com)

Example: US Postal Service

Not a lot of evidence of integration Cycling Team abandoned for many

reasons • (see: http://slate.msn.com/?id=2067897)

Other advertising not tied in• (see:

http://www.campbell-ewald.com/flash/index.html)