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Integrated Marketing Communications (IMC)

Coordinating all promotional activities to deliver a consistent and persuasive message to customers.

Steps in Developing Effective Communications

Identify audience → Set objectives → Design communications → Select communication channels → Establish budget → Decide on media mix → Measure results → Manage integrated marketing communications.

Target Audience

The specific group of consumers a company wants to reach with its communication.

Communication Objectives

The desired response a marketer wants from the audience.

Designing Communications

Determining what to say, how to say it, and who should say it.

Message Strategy

The appeal, theme, or idea that supports the brand's positioning.

Creative Strategy

The way marketers communicate the message to consumers.

Informational Appeal

Focuses on product attributes, features, or benefits.

Transformational Appeal

Focuses on emotions, experiences, or lifestyle associated with the product.

Message Source

The individual or organization delivering the marketing message.

Source Expertise

The communicator's specialized knowledge or experience.

Source Trustworthiness

The extent to which the communicator is perceived as honest and objective.

Source Likability

The attractiveness or appeal of the communicator.

Communication Channels

The methods used to deliver messages to consumers.

Personal Communication Channel

Direct interaction between two or more people.

Nonpersonal Communication Channel

Mass communication directed to many people simultaneously.

Advocate Channel

Company salespeople communicating directly with customers.

Expert Channel

Independent experts providing information to consumers.

Integration of Communication Channels

Combining personal and nonpersonal channels for greater effectiveness.

Advertising

A paid, nonpersonal form of communication promoting products, services, or ideas.

Advertising Objective

A specific communication task to be accomplished with a target audience during a defined period.

Informative Advertising

Creates awareness and knowledge about new products or features.

Persuasive Advertising

Builds preference and encourages purchase.

Reminder Advertising

Encourages repeat purchases.

Reinforcement Advertising

Reassures customers they made the correct purchase.

Creative Brief

A document explaining the positioning strategy and creative direction.

Crowdsourcing

Using customers or the public to generate advertising ideas.

Media Selection

Choosing the most cost-effective media to reach the target audience.

Reach

The number of different people exposed to an advertisement.

Frequency

The average number of times a person is exposed to an advertisement.

Impact

The qualitative value of an advertising exposure.

Reach Strategy

Most important when launching new products.

Frequency Strategy

Most important when competition is strong.

Impact Strategy

Most important when products have high forgetting rates.

Place Advertising

Advertising placed in unexpected locations where consumers work, play, or shop.

Point-of-Purchase Advertising

Advertising located where buying decisions are made.

Macroscheduling

Planning advertising according to seasons or business cycles.

Microscheduling

Allocating advertising expenditures over short periods.

Share of Expenditures

The percentage of total advertising spending.

Share of Voice

A brand's advertising presence compared with competitors.

Share of Mind

Consumer awareness of a brand.

Share of Heart

Consumer emotional attachment to a brand.

Share of Market

A company's percentage of total market sales.

Sales Promotion

Short-term incentives encouraging faster or greater product purchases.

Lead Time

Preparation period before a promotion launches.

Sell-In Time

Time required to distribute promotional merchandise to consumers.

Events and Experiences

Marketing activities that strengthen relationships with consumers.

Event Marketing Objectives

Increase awareness, reinforce image, create experiences, support community involvement, reward customers or employees.

Sponsorship Decisions

Choosing events, designing programs, and evaluating sponsorship effectiveness.

Public Relations (PR)

Programs designed to promote or protect a company's image.

Public

Any group with an interest in or influence on a company's objectives.

Press Relations

Providing favorable news about an organization.

Product Publicity

Promoting specific products through publicity.

Corporate Communications

Internal and external communications promoting understanding of the organization.

Lobbying

Working with government officials regarding legislation.

Counseling

Advising management about public issues and company image.

Marketing Public Relations (MPR)

Publicity supporting product promotion and corporate image.

Sales Force

Employees responsible for selling directly to customers.

Sales Force Objectives

Discover customer needs and provide customized solutions.

Leveraged Sales Force

Uses sales reps for complex accounts while inside sales handle routine orders.

Direct Sales Force

Company-employed salespeople.

Contractual Sales Force

Independent representatives paid primarily through commissions.

Territorial Sales Force Structure

Salespeople assigned specific geographic areas.

Market Sales Force Structure

Salespeople assigned by customer or market segment.

Strategic Market Sales Force

Handles major accounts.

Geographic Sales Force

Serves customers in designated territories.

Distributor Sales Force

Supports and trains distributors.

Inside Sales Force

Conducts sales online or by telephone.

Workload Approach

Method for determining sales force size.

Customer Size Classes

Customers grouped by annual sales volume.

Call Frequency

Number of planned customer visits.

Total Sales Workload

Total annual sales calls required.

Sales Force Size Formula

Total annual calls ÷ Calls per salesperson.

Recruiting Salespeople

Finding qualified sales representatives.

Sales Training

Preparing representatives to sell effectively.

Sales Supervision

Managing salespeople's activities.