1. Integrated
Marketing Communications
IMC is the coordination and
integration of all marketing
communication tools, avenues and
sources within a company into a
seamless program which
maximizes the impact on
consumers and other end-users at
a minimal cost.
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3. FIGURE 5.6
Global Advertising Expenditures
$160.0
$500
$438
$140.0 $134.3 $450
$400
$120.0 $350
Expenditures in Billions
$300 $263
$100.0
$238 $249 $240
$250
$80.0 $200 $167 $157
$150 $122 $123
$60.0
$100
$52
$40.0 $33.2 $50
$21.6 $0
$20.0 $15.8
$11.1 $8.3 $6.9 $5.4 $5.3 $5.0
$0.0
United Japan Germany U.K. France Italy Brazil Spain Canada Australia
States
Total Advertising Expenditures
Average Expenditure per Capita
Source: Juliana Koranteng and Normandy Madden, “Ranking of the Top Global Ad Markets,”
Advertising Age International, (May 2000), pp. 17-20.
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4. TAB LE 5 . 1
Comparison of B-to-B and Consumer Communications
Expenditures
Print Ads
Radio Ads
TV Ads
PR
Sales Promotions
Catalogs
Trade Shows
Direct Mail
0 5 10 15 20 25 30 35 40 45 50
Percentage of Total Communications Budget
Consumer B-to-B
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6. Discussion Slide
Advertising Clutter
• To how many ads were you exposed during
the last 24 hours from the following media?
– Television
– Radio
– Magazines
– Newspapers
– Billboards
– Internet Web sites
• How many ads can you recall from each of
the above media?
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7. FIGURE 1.8
Items to be Included in an IMC Program
• Company logo • Cooperative advertising with other
• Product brand name and company businesses
name • Personal selling pitches
• Business cards • Characteristics of target market
• Letterhead buyers
• Carry home bags (paper or plastic) • Characteristics of business buyers
• Wrapping paper • Sales incentives provided to sales
• Coupons force (contests, prizes, bonuses and
commissions)
• Promotional giveaways (coffee
mugs, pens, pencils, calendars) • Internal messages
• Design of booth for trade shows • Company magazines and newspapers
• Advertisements (billboards, space • Statements to shareholders
used on cars and busses, television, • Speeches by company leaders
radio, magazines and newspapers) • Public relations releases
• Toll free 800 number • Sponsorship programs
• Company database • Web site
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8. FIGURE 1.6
Factors Affecting the Value of IMC Programs
• Development of information technology
• Increase in competition (global competitors)
• Brand parity
• Integration of information by consumers
• Decline in effectiveness of mass media
advertising.
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9. FIGURE 1.7
Viewer Activities During TV Commercials
Positive Responses:
• Get amused by the ads (26%)
• Sit and watch commercials (19%)
Negative Responses:
• Get annoyed at the number of ads (52%)
• Get up and do something else (45%)
• Switch channels (39%)
• Talk to others in the room (34%)
• Turn down the sound on TV (19%)
• Read (11%)
• Use the computer (5%)
Source: Jennifer Lach, “Commercial Overload,” American Demographics,
(September 1999), Vol.. 21, No. 9, p. 20.
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10. Global Integrated
Marketing Communications
• GIMC is more challenging in the international
arena.
• Standardization vs Adaptation.
• “Think globally, but act locally.”
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11. Verbal and Visual Elements
Central vs Peripheral route processing
Visual processing
– Easier to recall
– Stored both as pictures and words
– Concrete vs abstract
Radio visual imagery
Pepsi radio ads in which listeners hear
a can being opened.
Visual esperanto
A universal language for global advertising.
e.g. a boy and father at a sport event
(the message is a shared family moment).
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13. Discussion Slide
FIGURE 7.6
Humorous Ads Quiz
Good or Service Hints
Beer Miller Lite, Keystone, Budweiser, Hineken
Restaurants Wendy’s, Shoney’s, Long John Silvers
NBA It’s Fantastic
Telephone U.S. Cellular
Motels Holiday Inn, Red Roof Inn
Can you remember an advertisement
for each good or service that was funny?
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20. Beating Ad Clutter
Presence of competitor ads.
Use repetition.
Use multiple mediums.
Create ads that gain attention.
Create ads that relate to the
target audience
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