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