1. Chapter 1 An Introduction to Integrated Marketing Communications

2. Marketing
Activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for:
Customers, clients, partners, and society at large
Exchange: Involves parties with:
Something of value to one another
Desire and ability to give up something to the other party
Way to communicate with each other
Relation to text: This slide relates to content found on page 7 of the text.
Summary Overview: This slide presents the revised definition of marketing developed by the American Marketing Association (AMA) in This revised definition is viewed as being more reflective of the role of non-marketers to the marketing process. It also recognizes the role marketing plays in the process of creating, communicating, and delivering value to customers, as well as society at large.
The earlier definition of marketing by the AMA focused on exchange as a central concept in marketing and the use of the basic marketing activities to create and sustain relationships with customers. This slide presents how for exchange to occur there must be two or more parties with something of value to one another, desire and ability to give up that something to the other party, and a way to communicate with each other.
Use of this slide: This slide can be used to introduce the new definition of marketing developed by the AMA and some of the key aspects of marketing, which include:
Creating, communicating, and delivering value
Focusing on customer relationships

3. Marketing Mix Product, price, place, and promotion
To develop an effective marketing mix, marketers must:
Be knowledgeable about the issues and options of each element of the mix
Know how to combine the elements to form an effective marketing program
Analyze the market and use the data to develop the marketing strategy and mix
Relation to Text:
This slide relates to the content on page 8 of the text.
Summary Overview:
This slide presents the elements of the marketing mix: a product or service that satisfies the needs, the price for which the product is offered, the place where the product is made available, and the program of promotion or communication developed to create awareness and interest.
This slide lists the responsibilities of marketers to develop an effective marketing mix.
Use of this Slide:
This slide can be used to give the elements of the marketing mix, that is, product, price, place, and promotion. This slide also lists the responsibilities of marketers to develop an effective marketing mix. This can also be used to explain that a proper marketing mix does not just happen. Marketers must understand the issues and options involved in each element of the mix, and how these elements can be combined to form an effective marketing program.

4. Integrated Marketing Communications (IMC)
Coordinate various promotional elements and other marketing activities that communicate with a firm’s customers
Evaluates the strategic roles of a variety of communication disciplines
Combines the disciplines to provide clarity, consistency, and maximum communications impact
Recognizes the added value of a comprehensive plan that:
Relation to Text:
This slide relates to the content on pages 8-9 of the text.
Summary Overview:
This slide defines the process of integrated marketing communications (IMC), which involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers.
This slide also presents one of the first definitions of IMC American Association of Advertising Agencies (the 4As): a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum communications impact.
Use of this Slide:
This slide can be used to present the definition of integrated marketing communications (IMC) and discuss that the IMC approach seeks to provide clarity, consistency, and maximum communications impact.
Ensures all marketing and promotional activities project a consistent, unified image

5. Growing Importance of IMC
Strategically integrates the various communications functions
Avoids duplication and takes advantage of synergy among promotional tools
Develops more efficient and effective marketing communications programs
Evolution to micromarketing
Consumers’ unresponsiveness to traditional advertising
Changing rules of marketing
Changing environment
Relation to Text:
This slide relates to the content on pages of the text.
Summary Overview:
This slide lists the growing importance of IMC.
Use of this Slide:
This slide can be used to list the growing importance of IMC. A fundamental reason for its importance is that they understand the value of strategically integrating the various communications functions rather than having them operate autonomously. By coordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy among promotional tools, and develop more efficient and effective marketing communications programs.
The move to integrated marketing also reflects an adaptation by marketers to a changing environment, that is, evolution to micromarketing, consumers’ unresponsiveness to traditional advertising, and changing rules of marketing.

6. Integrated Marketing Communications (IMC): Role in Branding
Helps develop and sustain brand identity and equity
Recognizes the need for companies to connect with consumers based on trust, transparency, and authenticity
Relation to Text:
This slide relates to the content on pages of the text.
Summary Overview:
This slide presents the role of IMC in branding.
Use of this Slide:
This slide can be used to discuss the role of IMC in branding. One of the major reasons for the growing importance of integrated marketing communications over the past decade is that it plays a major role in the process of developing and sustaining brand identity and equity.
Marketing is entering the relationship era and the need for companies to connect with consumers based on trust, transparency, engagement, and authenticity. A successful IMC program requires that marketers find the right combination of communication tools and techniques, define their role and the extent to which they can or should be used, and coordinate their use.

7. Promotional Mix
Tools that accomplish an organization’s communication objectives
Promotion: Coordination of all seller-initiated efforts to:
Set up channels of information and persuasion
Sell goods and services or promote an idea
Relation to Text:
This slide relates to the content on page 16 of the text.
Summary Overview:
This slide gives the definition of promotion and promotional mix.
Use of this Slide:
This slide can be used to give the definition of promotional mix and promotion. Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea. The basic tools used to accomplish an organization’s communication objectives are referred to as the promotional mix.

8. Figure 1.2 - Elements of the Promotional Mix
Relation to Text:
This slide relates to Figure 1-5 on page 17 of the text.
Summary Overview:
This slide identifies the basic tools used to accomplish an organization’s communication objectives.
Use of this Slide:
This slide can be used to introduce students to the basic tools available to organizations that which to set up channels of information and persuasion, in order to sell goods and services or promote an idea. These tools are known as the promotional mix.

9. Advertising Any paid form of nonpersonal communication: Nonpersonal
About an organization, product, or service
With an idea from an identified sponsor
Nonpersonal
Involves mass media
Message is transmitted to large groups of individuals
No opportunity for immediate feedback
Relation to Text:
This slide relates to the content on page 17 of the text.
Summary Overview:
This slide presents a definition of advertising. Advertising is defined as any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
Use of this Slide:
This slide can be used to mention and reflect on the key points of advertising:
The paid aspect of this definition reflects the fact that the space or time for an ad message must be bought. The occasional exception to this is the Public Service Announcement, whose time or space may be donated.
Nonpersonal means that the message is delivered to a large group of individuals, often at the same time. It also means that there is no opportunity for immediate feedback from the recipient(s).

10. Benefits of Advertising
Most cost-effective way to reach large numbers of consumers
Builds brand equity by influencing consumers’ perceptions
Relation to Text:
This slide relates to the content on page 18 of the text.
Summary Overview:
This slide gives the reasons why advertising is such an important part of many marketers’ IMC programs. First, media advertising is still the most cost-effective way to reach large numbers of consumers with an advertising message. Advertising is also a valuable tool for building company or brand equity as it is a powerful way to provide consumers with information as well as to influence their perceptions.
Use of this Slide:
This slide can be used to present the benefits of advertising, that is, its cost-effectiveness when targeting a large number of consumers and its ability to build brand equity.

11. Advertising to Consumer Markets
National advertising
Done on a nationwide basis or in most regions of the country
Retail/local advertising - Encourage consumers to:
Shop at a specific store
Use a local service
Patronize a particular establishment
Relation to Text:
This slide relates to the content on page 20 of the text.
Summary Overview:
This slide discusses one of the classification of advertising—advertising to consumer markets.
Use of this Slide:
This slide can be used to discuss the ways of advertising to consumer markets. Advertising to consumers can be done in the following ways: national advertising, retail/local advertising, and primary-demand advertising and selective-demand advertising.
National advertising is done by large companies on a nationwide basis or in most regions of the country.
Retail/local advertising is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
Primary-demand advertising is designed to stimulate demand for the general product class or entire industry.
Selective-demand advertising focuses on creating demand for a specific company’s brands.
Primary- versus selective-demand advertising
Primary-demand - Stimulates demand for the general product class or entire industry
Selective-demand - Creates demand for a specific company’s brands

12. Advertising to Business and Professional Markets
Targets individuals who buy or influence the purchase of industrial goods or services for their companies
Business-to-business advertising
Targets professionals, encouraging them to use a company’s product in their business operations
Professional advertising
Relation to Text:
This slide relates to the content on page 20 of the text.
Summary Overview:
This slide discusses one of the classification of advertising—advertising to business and professional markets.
Use of this Slide:
This slide can be used to discuss the ways of advertising to business and professional markets. Advertising to business and professional can be done in the following ways: business-to-business advertising, professional advertising, and trade advertising.
Business-to-business advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies.
Professional advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company’s product in their business operations.
Trade advertising is targeted to marketing channel members such as wholesalers, distributors, and retailers.
Targets marketing channel members, encouraging them to stock, promote, and resell the manufacturer’s branded products to their customers
Trade advertising

13. Direct Marketing
Communicating directly with target customers to generate a response and/or a transaction
Involves:
Database management
Direct selling
Telemarketing
Direct-response advertising
Encourages the consumer to purchase directly from the manufacturer
Relation to Text:
This slide relates to the content on page 21 of the text.
Summary Overview:
This slide defines and discusses about direct marketing and its tools.
Use of this Slide:
This slide can be used to give the definition of direct marketing and list its tools. One of the fastest-growing sectors is direct marketing, in which organizations communicate directly with target customers to generate a response and/or a transaction.
Direct marketing involves a variety of activities, including direct mail and mail-order catalogs, database management, direct selling, telemarketing, and direct-response ads through direct mail, the Internet, and various broadcast and print media. One of the major tools of direct marketing is direct-response advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

14. Digital/Internet Marketing
Interactive media
Allow users to participate in and modify the form and content of the information they receive in real time
Social media
Online means of communication and interactions used to create, share, and exchange content
Relation to Text:
This slide relates to the content on pages of the text.
Summary Overview:
This slide discusses and defines digital/Internal marketing tools.
Use of this Slide:
This slide can be used to discuss and understand digital/Internal marketing tools.
Interactive media allow for a two-way flow of communication whereby users can participate in and modify the form and content of the information they receive in real time.
Social media refers to online means of communication and interactions among people that are used to create, share, and exchange content.
Mobile marketing can be used to deliver messages that are specific to a consumer’s location or consumption situation.
Mobile marketing
Messages delivered are specific to a consumer’s location or consumption situation

15. Advantages of Digital/Internet Marketing
Interactive nature
Capability to precisely measure the effects of advertising and other forms of promotion
Relation to Text:
This slide relates to the content on page 23 of the text.
Summary Overview:
This slide discusses the advantages of using digital/Internet marketing. The interactive nature of the Internet and social media enables marketers to gather valuable personal information from customers and prospects and to adjust their offers accordingly. Also, Internet provides marketers with the capability to more closely and precisely measure the effects of their advertising and other forms of promotion.
Use of this Slide:
This slide can be used to discuss ways that the Internet can be used as a marketing tool. Students should be very familiar with this medium, so you may want to ask such things as:
Which search engine do you use most often, and why?
Do you ever enroll in online contests or sweepstakes?
Do you have your own website?
If so, do you sell anything?
How much traffic does your site get, and how do you drive traffic there?

16. Sales Promotion
Marketing activities that provide extra value or incentives to the:
Sales force
Distributors
Ultimate consumer
Aid in stimulating immediate sales
Categories
Consumer-oriented
Trade-oriented
Relation to Text:
This slide relates to the content on pages of the text.
Summary Overview:
This slide presents the definition of a sales promotion. Sales promotion is defined as those marketing activities that provide extra value or incentives to the
sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. It is broken into two major categories: consumer-oriented and trade-oriented activities.
Use of this Slide:
This slide can be used to give the definition of sales promotions and discuss the categories of sales promotion. It can also be used to present the differences between consumer- and trade-oriented promotions.
Consumer-oriented
Targeted to the ultimate user of a product or service
Couponing, sampling, premiums, rebates, contests, sweepstakes, POP materials
Encourages immediate purchases
Trade-oriented
Targeted toward wholesalers, distributors, and retailers
Promotional/merchandising allowances, price deals, sales contests, trade shows

17. Sales Promotion Increased emphasis due to: Declining brand loyalty
Increased consumer sensitivity to promotional deals
Retailers’ demand for more trade promotion support from companies
Relation to Text:
This slide relates to the content on page 24 of the text.
Summary Overview:
This slide discusses the reasons for the increased emphasis on sales promotion.
Use of this Slide:
This slide can be used to discuss and understand the reasons for the increased emphasis on sales promotion. The reasons include declining brand loyalty and increased consumer sensitivity to promotional deals. Another major reason is that retailers have become larger and more powerful and are demanding more trade promotion support from companies.

18. Publicity
Nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship
Advantage
High credibility and low cost
Disadvantages
Not always under the control of an organization
Negative stories are highly damaging
Relation to Text:
This slide relates to the content on pages of the text.
Summary Overview:
This slide presents the definition of publicity which refers to nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. This slide also presents the advantages and disadvantages of publicity.
Use of this Slide:
This slide can be used to define publicity and discuss its advantages and disadvantages. It can also be used to discuss recent news stories, both positive and negative, about major companies. Ask students how much control they feel these companies had over the content of the stories. If negative, were they able to mitigate some of the damage? If positive, did it bring them any additional benefits, such as increased business or donations?
It may also be enlightening to take a poll of students to see how many felt that a particular story was damaging to the target’s reputation, had limited impact, or had no impact whatsoever.

19. Public Relations Evaluates public attitudes
Identifies policies and procedures of an individual or organization with the public interest
Goal - Establish and maintain a positive image among various publics
Relation to Text:
This slide relates to the content on page 26 of the text.
Summary Overview:
This slide presents the definition of public relations. Public relations is defined as the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.
Use of this Slide:
This slide can be used to explain that public relations has a broader objective than publicity; its purpose is to establish and maintain a positive image of the company among its various publics.

20. Personal Selling
Person-to-person communication in which seller attempts to assist and/or persuade prospective buyers to:
Purchase a company’s product
Act on an idea
Allows seller to tailor messages to the customer’s specific needs or situation
Involves immediate and precise feedback
Relation to Text:
This slide relates to the content on page 27 of the text.
Summary Overview:
This slide presents the final element or an organization’s promotional mix—personal selling.
Use of this Slide:
This slide can be used to give the definition and a general understanding of personal selling. Personal selling is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea. It allows the seller to tailor the message to the customer’s specific needs or situation. It also involves immediate and precise feedback.

21. Contact or Touch Point
Every opportunity a customer has to see or hear about a company and/or its brands or have an encounter or experience with it
Categories
Company created
Intrinsic
Unexpected
Customer-initiated
Relation to Text:
This slide relates to the content on pages of the text.
Summary Overview:
This slide discusses the audience contact or touch point perspective of companies. A contact (or touch) point refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it.
Use of this Slide:
This slide can be used to discuss and understand the categories of contact or touch point.
Company created touch points are planned marketing communication messages created by the company.
Intrinsic touch points are interactions that occur with a company or brand during the process of buying or using the product or service.
Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization.
Customer-initiated touch points are interactions that occur whenever a customer or prospect contacts a company.

22. Figure 1.5 - IMC Audience Contact Tools
Relation to Text:
This slide relates to Figure 1-5 on page 28 of the text.
Summary Overview:
This figure illustrates various IMC audience contact tools.
Use of this Slide:
This slide can be used to illustrate that there are additional ways companies communicate with current and prospective customer that extend beyond the traditional promotional mix. Product placements, word-of-mouth, and point-of-purchase displays are a few of those ways. Each and every opportunity a customer has to see or hear about a company and/or its brands, or has an encounter or experience with it, is a contact (touch) point.