1. Overview of Integrated Marketing Communications
Chapter One
Overview of Integrated Marketing Communications

2. Chapter One Objectives
To introduce the topic of marketing communications (marcom) and identify the tools used by practitioners.
To describe the philosophy and practice of integrated marketing communications (IMC).
To present the five key features of IMC.
To identify obstacles to implementing IMC.

3. Chapter One Objectives
To introduce a framework that illustrates the activities involved in developing an integrated communications program.
To distinguish some of the important trade associations in the marcom Field.

4. Elements of Marketing Communications

5. Marketing Communications at the Brand Level
A well-known and respected brand is an invaluable asset
This is the key means for differentiating one company’s offering from another’s
A successful brand can create barriers to entry for competitors
Brand

6. Tools of Marcom

7. Integrated Marketing Communications (IMC)
The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements.

8. An Example

9. The Meaning of Synergy Synergy
The payoff from IMC is that brand managers achieve
The integration of multiple communication tools and media yield more positive communication results than the tools used individually
Synergy

10. Five Key Features of IMC
1. Start with the customer or prospect.
2. Use any form of relevant contact.
3. Achieve synergy (speak with a single voice).
4. Build relationships.
5. Affect behavior.

11. An Example of Touch Point, or 360° Marketing: Hershey Foods

12. Contact Method: USA Network’s Promotion of Miniseries Traffic

13. Another Example of Touch Point Marketing: BriteVision Media

14. Changes in Marketing Communication Practices
Reduced dependence on mass media advertising.
Increased reliance on highly targeted communication methods.
Heightened demands on suppliers.
Increased efforts to assess communications’ return on investment.

15. Obstacles to Implementing IMC
Few providers have the skills required to execute.
Mass media campaigns easier than Direct-to-Customer.
The real challenge is to make sure that tools are consistently executed.

16. Making Brand-Level Marcom Decisions

17. Making Fundamental Marcom Decisions

18. A Targeted B2B Ad

19. A Concluding Mantra: All Marketing Communications Should Be…
Directed To A Particular Target Market
Clearly Positioned
Created To Achieve a Specific Objective
Undertaken To Accomplish The Objective Within Budget Constraint

20. Marcom Implementation Decisions
Mixing elements
Creating messages
Selecting media
Establishing momentum

21. Enhancing Brand Equity
MarCom Outcomes
Outcomes
Enhancing Brand Equity
Affecting Behavior

22. Program Evaluation Program Evaluation Measuring Results
Providing Feedback
Taking Corrective
Action