An Introduction to Integrated Marketing CommunicationsAn Introduction to Integrated Marketing Communications
The Growth of Advertising and Promotion
Expenditure in Billions of Dollars
$0 $50 $100 $150 $200 $250 $300
AdvertisingOutside U.S.
U.S. SalesPromotion
U.S. Advertising
2002
1980
IMC–Audience Contact Points
Marketing Communications
Audience
Marketing Communications
Audience
Point of PurchasePoint of
Purchase PublicityPublicity Public Relations
Public Relations PackagingPackaging
DirectResponse
DirectResponse
Sales Promotion
Sales Promotion
EventsEventsOutdoorOutdoorBroadcast Media
Broadcast MediaPrint MediaPrint Media
Direct MailDirect Mail
Internet/Interactive
Media
Internet/Interactive
Media
IMC Principles Extend Worldwide
+
Point ofPurchase
Publicity
PublicRelations
PublicRelations
DirectMarketing
DirectMarketing
InteractiveMarketingInteractiveMarketing
SpecialEventsSpecialEvents
PackagingPackaging
SalesPromotion
SalesPromotion
DirectResponse
Traditional Approach to Marketing Communications
Media Advtg.Media Advtg.
Contemporary IMC Approach
Point ofPurchase
Publicity
InteractiveMarketing
PublicRelations
DirectMarketing
SpecialEvents
PackagingSales
PromotionDirect
Response
MediaAdver-tising
The US Army Uses TV Advertising as Part of Its IMC Program
Traditional CompensationTraditional Compensation Performance Based Compensation Performance Based Compensation Traditional CompensationTraditional Compensation Performance Based Compensation Performance Based Compensation
Media AdvertisingMedia Advertising Multiple Forms of CommunicationMultiple Forms of Communication
Mass MediaMass Media Specialized MediaSpecialized Media
Manufacturer DominanceManufacturer Dominance Retailer DominanceRetailer Dominance
General FocusGeneral Focus Data Based MarketingData Based Marketing
Low Agency AccountabilityLow Agency Accountability Greater Agency AccountabilityGreater Agency Accountability
Limited Internet AvailabilityLimited Internet Availability Widespread Internet AvailabilityWidespread Internet Availability
Media AdvertisingMedia Advertising Multiple Forms of CommunicationMultiple Forms of Communication
Mass MediaMass Media Specialized MediaSpecialized Media
Manufacturer DominanceManufacturer Dominance Retailer DominanceRetailer Dominance
General FocusGeneral Focus Data Based MarketingData Based Marketing
Low Agency AccountabilityLow Agency Accountability Greater Agency AccountabilityGreater Agency Accountability
Marketing Revolution and Shifting Tides
From Toward
Dell Focuses on Building a Relationship With Customers
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IMC and Branding
Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.
Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.
2003 Brand Value(Billions of Dollars)
1. Coca-Cola$70.5
2. Microsoft$65.1
3. IBM$51.8
4. GE $42.35. Intel
$31.16. Nokia
$29.47. Disney
$28.08. McDonald’s
$24.79. Marlboro
$22.210. Mercedes
$21.4
IMC plays a major role in the process of developing and sustaining brand identity and equity.
IMC plays a major role in the process of developing and sustaining brand identity and equity.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Intel’s Advertising Helps Build Brand Equity
Coordinated Marketing Mix Elements Build Image
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AdvertisingAdvertising
Direct MarketingDirect Marketing
Interactive/Internet Marketing
Interactive/Internet Marketing
Sales PromotionSales Promotion
Publicity/PublicRelations
Publicity/PublicRelations
Personal SellingPersonal Selling
AdvertisingAdvertising
Direct MarketingDirect Marketing
Interactive/Internet Marketing
Interactive/Internet Marketing
Sales PromotionSales Promotion
Publicity/PublicRelations
Publicity/PublicRelations
Basic Elements of the Promotional Mix
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Primary vs. Selective Demand Advertising
Primary vs. Selective Demand AdvertisingPrimary vs. Selective Demand Advertising
Primary vs. Selective Demand Advertising
Business-to-Business AdvertisingBusiness-to-Business Advertising
Organizations
National AdvertisingNational Advertising
Retail/Local AdvertisingRetail/Local Advertising
Professional AdvertisingProfessional Advertising
Trade AdvertisingTrade Advertising
National AdvertisingNational Advertising
Retail/Local AdvertisingRetail/Local Advertising
Business-to-Business AdvertisingBusiness-to-Business Advertising
Professional AdvertisingProfessional Advertising
Classifications of Advertising
Consumers
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
An Example of “B-to-B” Advertising
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DirectResponse
Advertising
DirectResponse
Advertising
DirectResponse
Advertising
DirectResponse
Advertising
DirectMail
DirectMail
CatalogingCataloging
TelemarketingTelemarketing
InternetSales
InternetSales
ShoppingChannelsShoppingChannels
DirectMail
DirectMail
TelemarketingTelemarketing
CatalogsCatalogs
ShoppingChannelsShoppingChannels
Direct Marketing is Part of IMC
DirectMarketing
DirectMarketing
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Bose Uses Direct Response Advertising
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Builds and Maintains Customer
Relationships
Builds and Maintains Customer
Relationships
Obtains Customer Database
Information
Obtains Customer Database
Information
Communicates and Interacts With Buyers
Communicates and Interacts With Buyers
Provides Customer
Service and Support
Provides Customer
Service and Support
Educates or Informs
Customers
Educates or Informs
Customers
A Persuasive Advertising
Medium
A Persuasive Advertising
Medium
A Sales Tool or an Actual Sales Vehicle
A Sales Tool or an Actual Sales Vehicle
Obtains Customer Database
Information
Obtains Customer Database
Information
Communicates and Interacts With Buyers
Communicates and Interacts With Buyers
Provides Customer
Service and Support
Provides Customer
Service and Support
Educates or Informs
Customers
Educates or Informs
Customers
A Persuasive Advertising
Medium
A Persuasive Advertising
Medium
A Sales Tool or an Actual Sales Vehicle
A Sales Tool or an Actual Sales Vehicle
Using the Internet as an IMC Tool
TheInternet
TheInternet
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
American Airlines Encourages Customers to Do It All Online
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• Consumer-oriented
• [For end-users]
• Trade-oriented
• [For resellers]
Sales Promotion Tools
EventsEvents
Loyalty ProgramsLoyalty Programs
Bonus Packs Bonus Packs
Refunds/Rebates Refunds/Rebates
Contests/SweepstakesContests/Sweepstakes
PremiumsPremiums
SamplesSamples
CouponsCoupons
CoopAdvertising
CoopAdvertising
TradeShowsTradeShows
TrainingProgramsTraining
Programs
POP DisplaysPOP Displays
TradeAllowances
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Introduce New Products
Introduce New Products
Get Existing Customers to
Buy More
Get Existing Customers to
Buy More
Attract New Customers
Attract New Customers
Maintain Sales In Off Season
Maintain Sales In Off Season
Increase Retail Inventories
Increase Retail Inventories
Tie In Advertising & Personal
Selling
Tie In Advertising & Personal
Selling
Enhance Personal Selling
Enhance Personal Selling
Combat Competition
Combat Competition
Introduce New Products
Introduce New Products
Get Existing Customers to
Buy More
Get Existing Customers to
Buy More
Attract New Customers
Attract New Customers
Maintain Sales In Off Season
Maintain Sales In Off Season
Increase Retail Inventories
Increase Retail Inventories
Tie In Advertising & Personal
Selling
Tie In Advertising & Personal
Selling
Enhance Personal Selling
Enhance Personal Selling
Various Uses of Sales Promotion
SalesPromotion
SalesPromotion
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Versus Publicity
AdvertisingAdvertising PublicityPublicity
TentativeTentative
LowLow
Low/Unspecified Low/Unspecified
Uncontrollable Uncontrollable
GreatGreat
LowerLower
Measurable Measurable
SchedulableSchedulable
High/Specific High/Specific
HighHigh
SpecifiableSpecifiable
UndeterminedUndetermined
HigherHigher
LittleLittle
FactorFactor
ControlControl
CredibilityCredibility
ReachReach
FrequencyFrequency
CostCost
FlexibilityFlexibility
TimingTiming
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
InterviewsInterviewsInterviews Interviews
FeatureArticlesFeatureArticles
SpecialEventsSpecialEvents
PressConferences
PressConferences
NewsReleases
NewsReleases
FeatureArticlesFeatureArticles
SpecialEventsSpecialEvents
NewsReleases
NewsReleases
Publicity Vehicles
PublicityVehiclesPublicityVehicles
Corporate AdvertisingCorporate
Advertising Cause-related
MarketingCause-related
Marketing
PublicityVehicles
CommunityActivities
Public AffairsActivities
SpecialPublications
Special EventSponsorship
PublicityVehicles
CommunityActivities
Public AffairsActivities
SpecialPublications
Public Relations Tools
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DuPont Uses Advertising to Enhance Its Corporate Image
+© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integrated Marketing Communications Planning Model
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Review of Marketing Plan
AdvertisingSales
PromotionPR/
PublicityPersonalSelling
DirectMarketing
AdvertisingObjectives
SalesPromotionObjectives
PR/Publicity
Objectives
PersonalSelling
Objectives
DirectMarketingObjectives
MessageStrategy
SalesPromotionStrategy
PR/PublicityStrategy
PersonalSelling
Strategy
DirectMarketingStrategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
Internet/Interactive
Internet/InteractiveObjectives
Internet/InteractiveStrategy
1. A detailed situation analysis1. A detailed situation analysis
2. Specific marketing objectives2. Specific marketing objectives
3. A marketing strategy and program3. A marketing strategy and program
4. A program for implementing the strategy4. A program for implementing the strategy
5. A process for monitoring and evaluating performance5. A process for monitoring and evaluating performance
1. A detailed situation analysis1. A detailed situation analysis
3. A marketing strategy and program3. A marketing strategy and program
4. A program for implementing the strategy4. A program for implementing the strategy
2. Specific marketing objectives2. Specific marketing objectives
The Marketing Plan
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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