Integrated Marketing Communications Chapter Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Objectives 1.What role does communication play in marketing programs? 2.What is the nature of the communication process? 3.How should the communications model be applied to marketing issues. 4.What are the characteristics of a fully integrated advertising and marketing communications approach? 5.How does the concept of integrated marketing communications pertain to international operations? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-2

Ron Jon’s Surf Shop High level of competition Changing surf-board technology Brand image and logo development Advertising Sponsorship opportunities Innovative marketing programs Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-3

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-4 Highly competitive global marketplace. Wide variety of media available for communications. Clear communications needed. Emerging trends. Accountability. Change in roles of account executives, creatives and brand managers. Development of alternative media. Chapter Overview

Sender Encoding Transmission device Decoding Receiver Noise Clutter Communication Process Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-5

Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost. The IMC includes all business-to-business, channel, customer, external communications and internal communications Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-6

Communication Mix Traditional  Price, Product, Distribution, Promotion Promotion  Advertising  Sales promotions  Personal selling Additional components  Database marketing  Direct marketing  Sponsorship marketing  Internet marketing  Guerilla marketing  Alternative marketing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-7

The Marketing Plan Situation analysis Marketing objectives Marketing budget Marketing strategy Marketing tactics Evaluations Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-8

IMC Components The IMC Foundation Advertising tools IMC Media tools Promotional tools Integration tools Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-9

Four Stages in Cultivating an IMC System Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-10 Stage 1: Identify, coordinate and manage all forms of marketing communications. Stage 2: Communications are examined from perspective of customers. Stage 3: Apply information technologies to the IMC program. Stage 4: Customer data information and insights used in corporate strategic planning. [American Productivity & Quality Center]

Information technology Changes in channel power Increase in competition Brand parity Integration of information Decline in the effectiveness of television advertising Trends Impacting IMC Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-11

Global IMC “Think globally, but act locally.” Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-12 Goal – to coordinate marketing efforts Greater challenge due to national and cultural differences Standardization vs Adaptation