1. Integrated Marketing Communications l 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

2. Elements to Integrate Corporate Identity Branding Advertising Public Relations Sponsorships Sales Promotion Personal Selling Direct and Internet Marketing

3. Drivers of IMC l Technology l Media Fragmentation l Product homogeneity l Consumer distrust and skepticism l Demand for bottom-line accountability l New sources of revenue sought by agencies

4. Example: Red Bull l Discovered in early 80s by Austrian businessman in Thailand l 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) l By 2001, 70% share of world energy drink market and 8 th largest soft drink in U.S. (see: http://www.redbull.com)http://www.redbull.com

5. Example: US Postal Service l Not a lot of evidence of integration l Cycling Team abandoned for many reasons (see: http://slate.msn.com/?id=2067897)http://slate.msn.com/?id=2067897 l Other advertising not tied in (see: http://www.campbell- ewald.com/flash/index.html)http://www.campbell- ewald.com/flash/index.html