MZ

Summary Chapter 01

Chapter 01

An Introduction to Integrated Marketing Communications

Promotional Mix

  • Definition: The basic tools used to accomplish an organization’s communication objectives.

  • Components of the Promotional Mix:

    • Advertising

    • Direct Marketing

    • Internet Marketing

    • Sales Promotion

    • Publicity/Public Relations

    • Personal Selling

Why IMC

  • Challenges:

    • Increasing difficulty in targeting audiences and communicating effectively.

    • Consumers are no longer passive recipients of information; they actively seek and demand engagement.

    • Audience engagement stems from a myriad of information sources.

Integrated Marketing Approach

  • Traditional Mass Media:

    • Includes television, radio, magazines, newspapers, and billboards.

    • These traditional media now drive consumers to websites.

  • Online Strategies:

    • Provide detailed information and facilitate interactions.

    • Focus on being experiential, entertaining, and interactive through platforms like MySpace, YouTube, Facebook, and mobile media devices.

    • Utilize tools such as e-mail for direct communication.

Traditional Marketing Approach

  • Key Components:

    • Point of Purchase

    • Interactive Marketing

    • Special Events

    • Sales Promotion

    • Public Relations

    • Media Advertising

    • Packaging

    • Publicity

    • Direct Response

    • Direct Marketing

Defining IMC

  • Description: IMC (Integrated Marketing Communications) is a strategic business process used to:

    • Plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs.

    • Target audiences including consumers, customers, prospects, employees, and relevant external/internal audiences.

  • Goals of IMC:

    • Generate short-term financial returns.

    • Build long-term brand value.

Contemporary Perspective of IMC

  • Recognition as a Business Process:

    • IMC is recognized as a strategic process rather than merely tactical integration of various communication activities.

  • Importance of Relevant Audiences:

    • Externally includes customers, prospects, suppliers, investors, interest groups, and the general public.

    • Internally focuses on employees.

  • Demand for Accountability:

    • There is an increased emphasis on measuring the outcomes of marketing communication programs.

Growing Importance of IMC

  • Strategic Integration of Communications Functions:

    • Aims to avoid duplication of efforts and leverage synergy among promotional tools.

    • Results in more efficient and effective marketing.

  • Factors Influencing IMC Growth:

    • Rapidly changing environment in terms of consumers, technology, and media.

Model of the IMC Planning Process

Steps Involved:

  1. Review of Marketing Plan

  2. Analysis of Promotional Program Situation

  3. Detailed Analysis of Communication Process

  4. Budget Determination

  5. Incorporation of Various Promotional (communication) Tools:

    • Sales Promotion

    • Public Relations/Publicity

    • Personal Selling

    • Direct Marketing

    • Internet/Interactive Marketing

    • Advertising

  6. Develop Objectives and Strategy for Each Initiative

  7. Develop Message, Media Strategy, and Tactics

  8. Integrate and Implement Marketing Communications Strategies

  9. Monitor, Evaluate, and Control IMC Program