integrated marketing communications

IMC Def:

the practice of unifying all marketing communications efforts so that the brand image is the same for all consumer contact points

Contact points

The various ways in which a consumer comes in contact with a brand

contact point management:

the way marketers develop systems of message delivery

goal of contact point management

to maximize the positive contact points and minimize bad ones

14 principles: #1

interactive communication is the method by which brands and their stakeholders are to join in long term relationships

• two way communications

14 principles: #2

brand relationships drive brand equity

-brand equity is the monetary value of the brand

14 principles: #3

stakeholders overlap. So do their messages

stake holders:anyone having an interest in or affected by the brand. Consumer,, employee, investors, community, government, media

14 principles: #4

receiving messages is as important as sending them

14 principles: #5

every part of the marketing mix sends a message (even customer service)

14 principles: #6

integrating the marketing communications tools doesn’t work if contrary and more powerful messages are sent by other brands

14 principles: #7

everything a brand does sends a message including what they don’t do

14 principles: #8

IMC planning is designed to maximize and leverage the good contact points and minimize the bad ones

14 principles: #9

touch points are contact points that touch our emotions

14 principles: #10

synergy happens when all the messages work together to create a coherent brand perception

14 principles: #11

strategic consistency drives synergy (this relates to having a clear promise)

14 principles: #12

A brand is a unified vision and a complex system of message deliveries and exchanges with the consumer

14 principles: #13

you cant be integrated externally if you are not integrated internally

14 principles: #14

integration leads to brand integrity

-brand integrity: the brand does what is says it will

silos

problems with companies having separate departments that don’t communicate

synergy in IMC

when all messages work together to create a coherent brand perception

IMC elements and what each element can accomplish:

• ADVERTISING-reach wide audience-create brand image, gain new customers

• PR-creates goodwill-affects attitude and opinions, maximize credibility

• GUERILLA MRKTING -low cost, unconventional method of creating brand awareness

• PACKAGE DESIGN-attracts attention at selection point

• SPONSORSHIPS/EVENTS- creates awareness and brand experience

• POINT OF SALE- attract attention at decision point(eye lvl)

• DIRECT RESPONSE- generate immediate response and sales, no retailer required

• SALES PROMO- generate immediate response and sales

• CUSTOMER SERICE- solves customer problems