1. Integrated Marketing Communications
Session 10
Integrated Marketing Communications
Chapter 17-19

2. Integrated Marketing Communications (IMC)
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact.
Goals of IMC
Consistent message to customers
Coordinate/manage promotional efforts
Synchronization of promotional elements
Use more precisely targeted promotional tools ….
Integrated marketing communications (IMC) include:
Advertising
Publicity & Public Relations
Sales promotions
Word of mouth (WOM)
Personal selling
…..

3. Advertising
Is a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
Reaches large target market and small, precisely defined segment
Is cost efficient in reaching large number of consumers

4. Advertising Appeal Rational approach Emotional approach
Depend on logic and speak to the consumer’s intellect; based on the consumer’s need for information
Emotional approach
Tugs at the heartstrings or uses humor

5. Rational Approach Emotional Approach
Rational approach: DHL-we deliver whatever
Emotional approach: Oreo-Father’s Day
Emotional Approach

6. Elements in the Communication Process
What could be the problem here?

7. Example of Ganten Water

8. Encoding

9. Decoding

10. Advertising: Media Strategy
Traditional Media
Print (Newspapers, magazines)
Radio TV
Billboards/Outdoor
Does the media allow us to reach our targeted audience?
Does the media allow us to communicate our message effectively?
What is the cost per customer reached?

11. iPod Outdoor Advertising
NYC
iPod Outdoor Advertising
France
Toronto

12. Pros & Cons of Traditional Media (1)
Print (Newspapers, magazines)
Pros: Able to present more complex information/messages as consumers can reflect
Con: Compete with clutter of ads, Declining readership
Radio
Pro: Cheaper than Print and TV
Con: No Visual Arousal, Radio is a background medium – people are usually doing something else and may not pay attention

13. Pros & Cons of Traditional Media (2)TV
Pro: Able to use Sight, Sound and Motion to convey message
Con: Expensive, consumers increasingly switching channels during commercial breaks
Billboards/Outdoor
Pro: Cheapest among traditional media
Con: Very short exposure (consumers driving/walking by)

14. Media Strategy Non-conventional Media
Online (website, social networks)
Unique Locations
Product Placements
Sponsored Search
Does the media allow us to reach our targeted audience?
Does the media allow us to communicate our message effectively?
What is the cost per customer reached?

15. Online Ads LinkedIn Ads CNN.com Ad
Pros: Very targeted audience and highly customizable, cheaper than traditional, pay-per-click model
Con: Customers may be interested in something else and may find ads intrusive and irritating (esp. pop-ups)

16. Product Placements Coke in American Idol Mercedes in Sex & the City
Pros: Can be effective because of the indirect approach to advertising (Consumer’s defense mechanism against ads are down). A type of celebrity endorsement.
Con: Very expensive

17. Public Relations – Earned Media
Fosters goodwill and understanding
Generates favorable publicity
Tools include:
News releases
Media kits
Press conferences
Articles in trade, professional journals
TV and radio talk show appearances
Special events
Public relations (PR) is the department or function responsible for evaluating public opinion about, and attitudes toward, the organization and its products and brands. Public relations personnel also are responsible for fostering goodwill, understanding, and acceptance among a company’s various constituents and publics. Like advertising, public relations is one of four variables in the promotion mix. One of the tasks of the PR practitioner is to generate favorable publicity. By definition, publicity is communication about a company or product for which the company does not pay.

18. An Example– Oreo Daily Twist
Campaign or event marketing

19. Sales Promotions
Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation
Short-term efforts directed to the consumer to achieve specific objectives
Sales promotion tactics include
product sampling,
coupons,
premiums,
contests,
rebates,
slotting fees,
frequency programs, customer royalty program
cents off,
gifts with purchase,
in-store demonstration,
point-of-purchase (POP), …
Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. Cents off, in-store demonstrations, samples, coupons, gifts, product tie-ins, contests, sweepstakes, sponsorship of special events such as concerts and fairs (even donut parades), and point-of-purchase displays are types of sales promotion devices designed to supplement advertising and personal selling in the promotional mix.
Sales promotions are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase, consumer introduction to the store, gaining retail point-of-purchase displays, encouraging stores to stock the product, and supporting and augmenting advertising and personal sales efforts.
An especially effective promotional tool when the product concept is new or has a very small market share is product sampling.

20. Campaign through Mobile – Coca Cola

21. Word-of-Mouth (WOM)
People-to-people communications that relate to the merits or experiences of purchasing or using products or services
Oral
Written
electronic

22. Personal Selling
A paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation
Pros
Has greater impact on consumers
Provides immediate feedback
Cons
Is expensive
Is labor intensive and time consuming

23. Discussion: IMC and Product Life Cycle