Overview of Integrated Marketing Communications Chapter One Overview of Integrated Marketing Communications

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.

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.

Elements of Marketing Communications

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

Tools of Marcom

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

An Example

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

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.

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

Contact Method: USA Network’s Promotion of Miniseries Traffic

Another Example of Touch Point Marketing: BriteVision Media

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.

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.

Making Brand-Level Marcom Decisions

Making Fundamental Marcom Decisions

A Targeted B2B Ad

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

Marcom Implementation Decisions Mixing elements Creating messages Selecting media Establishing momentum

Enhancing Brand Equity MarCom Outcomes Outcomes Enhancing Brand Equity Affecting Behavior

Program Evaluation Program Evaluation Measuring Results Providing Feedback Taking Corrective Action