1 Chapter One
Integrated Marketing Communications
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Integrated
1
Marketing Communications
Chapter Overview
• 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.
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FIGURE 1 .2
Communication Process
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EXHIBIT
Shoe Advertisements
• Which advertisement attracts your attention the most?
• Which advertisement is the least appealing?
• How important is the brand name in each ad?
• What is the message of each individual advertisement?
• What makes each advertisement effective?
• What are the pros and cons of each advertisement?
Click image for larger view
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FIGURE 1.2
Possible Noise in Watching
a TV Advertisement
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Advertising Clutter
• How many ads were you exposed to during
the last 24 hours from the following media?
– Television
– Radio
– Magazines
– Newspapers
– Billboards
– Internet Web sites
• How many ads can you recall from each of
the above media?
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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.
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FIGURE 1.4
Traditional Marketing Mix
Product Price Promotion Distribution
Advertising Sales Promotions Personal Selling
Database Direct Sponsorship Internet Guerilla Alternative
Marketing Marketing Marketing Marketing Marketing Marketing
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FIGURE 1.5
The Marketing Plan
• Situation analysis.
• Marketing objectives.
• Marketing budget.
• Marketing strategy.
• Marketing tactics.
• Evaluation
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FIGURE 1.6
Integrated Marketing Communication Plan
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Four Stages in
Cultivating an IMC System
[American Productivity & Quality Center]
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.
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FIGURE 1.8
Trends Impacting Integrated Advertising and
Marketing Communications
• Information technology
• Changes in channel power
• Increase in competition (global competitors)
• Brand parity
• Integration of information
• Decline in effectiveness of television
advertising.
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FIGURE 1 . 11
Why Viewers Do Not Watch Ads
I'm bored
Program is boring
Turn to another program
Ads are on
Ad boring
Ad annoying
Seen ad a lot
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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Global Integrated
Marketing Communications
• Goal – to coordinate marketing efforts
• Greater challenge due to national and cultural
differences
• Standardization vs Adaptation.
• “Think globally, but act locally.”
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