An Introduction To Integrated Marketing Communications

An Introduction to
Integrated Marketing
Communications
The Marketing & Promotional Mixes
• Product or Service
• Pricing Policy
• Distribution Method
• Promotional Mix
– Advertising
– Direct Marketing
– Sales Promotion
– Publicity/Public Relations
– Personal Selling
Integrated Marketing
Communications
• A marketing communications planning concept.
• Recognizes the value of a comprehensive plan.
• A plan that evaluates the strategic roles of several
communications disciplines:
– General advertising
– Direct response
– Sales promotion
– Public relations
• Combines the disciplines to provide:
– Clarity
– Consistency
– Maximum communications impact
A Marketing Revolution
• Shift from media advertising to other forms
• Movement away from a mass media approach
• Shift in power from manufacturers to retailers
• Rapid growth of database marketing
• Greater ad agency accountability
• Changes in agency compensation
• Rapid growth of the Internet
Advertising Versus Publicity
• Advertising
– Paid, sponsor-identified,
nonpersonal (media)
communications.
• Publicity
– Non-paid, unsponsored,
nonpersonal (media)
communications.
Classifications of Advertising
• National advertising
• Retail/local advertising
• Advertising to increase demand
– Primary demand for the product category
– Selective demand for a specific brand
• Business & professional advertising
– Business-to-business advertising
– Professional advertising
– Trade advertising
Direct Marketing
• Part of the IMC program
• Typically has separate:
– Objectives
– Budgets
– Strategies • Direct marketing methods
– Direct mail
– Cataloging
– Telemarketing
– Direct response ads
– Internet sales
Interactive/Internet Marketing
• An entirely new era:
– Little or no history or experience
– Rapidly changing communications technology
– Unprecedented growth and development
• Multiple Internet roles
– As a persuasive advertising medium
– As a means to educate or inform customers
– As a sales tool or an actual sales vehicle
– To obtain customer database information
– To communicate and interact with buyers
– To provide customer service and support
– To build and maintain customer relationships
Sales Promotion
Marketing activities that provide extra
value or incentives to the sales force,
distributors, or ultimate consumers and
can stimulate immediate sales.
• Customer-oriented • Trade-oriented
– Targeted to the ultimate users of – Targeted toward marketing
a product or service intermediaries such as retailers,
• Coupons wholesalers, or distributors
• Sampling • Promotion allowances
• Premiums • Merchandise allowances
• Rebates • Price deals
• Contests • Sales contests
• Sweepstakes • Trade shows
• POP materials
Sales Promotion Uses
• Introduce new products
• Get existing customers to buy more
• Attract new customers
• Combat competition
• Maintain sales in off season
• Increase retail inventories
• Tie in advertising & personal selling
• Enhance personal selling efforts
Advertising Versus Publicity
FACTOR ADVERTISING PUBLICITY

Control Great Little
Credibility Lower Higher
Reach Achievable Undetermined
Frequency Schedulable Low
Cost Specific Unspecified
Flexibility High Low
Timing Specifiable Tentative
Publicity Vehicles
• News Releases:
– Single-page news stories sent to media who might
print or broadcast the content.
• Feature Articles:
– Larger manuscripts composed and edited for a
particular medium.
• Captioned Photos:
– Photographs with content identified and explained
below the picture.
• Press Conferences:
– Meetings and presentations to invited reporters and
editors.
• Special Events:
– Sponsorship of events, teams, or programs of public
value.
Public Relations
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.
• Tools used by Public Relations

– Publicity
– Special publications
– Community activity participation
– Fund-raising
– Special event sponsorship
– Public affairs activities
Promotional Management
Coordinating the promotional mix
elements to develop a controlled,
integrated program of effective
marketing communications.
• Considerations for developing the

promotional mix include:
– Type of product
– Buyer’s decision process
– Stage of product life cycle
– Channels of distribution
The Marketing Plan
1. A detailed situation analysis
2. Specific marketing objectives
3. A marketing strategy and program
4. A program for implementing the strategy
5. A process for monitoring and evaluating
performance
•
Situation
Internal Factors
Analysis
– Assessment of the firm’s promotional
organization and capabilities
– Review of the firm’s previous promotional
programs
– Assessment of firm or brand image and
implications for promotion
– Assessment of relative strengths and
weaknesses of product/service
• External Factors
– Customer analysis
– Competitive analysis
– Environmental analysis
Potential Communications Objectives
• Individual sales
• Customer loyalty
• Company image
• Brand image
• Store patronage • An inquiry
• Service contract • A visit by the prospect
• Product trial
• Prescription for use
• Recommendation
• Adoption of the product
Major Aspects of the
Advertising Program
• Message development
– Called “Creative Strategy”
– Determine basic appeal
– Determine main message
• Media strategy
– Communication channels
– Type of media . . .
• Newspapers?
• Magazines?
• Radio?
• Television?
• Outdoor?
– Specific media . . .
• What specific papers, magazines,
stations, billboards, or other media?

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An Introduction to

FACTOR ADVERTISING PUBLICITY

• Tools used by Public Relations

• Considerations for developing the

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