1. Integrated Marketing Communications (IMC)
• IMC
– Concept
– Promotional mix
– Communications process
– Response Hierarchy
– Determinants
• Advertising
• Sales promotion
• Publicity
• Personal selling
• Social media

2. Integrated Marketing Communications
• IMC Concept
– Consistency
– Leverage pieces
– Whole greater than parts
• Promotional mix
– Advertising
– Sales promotion
– Publicity
– Personal selling
– Web 2.0/social media
– Crossing boundaries

3. Integrated Marketing Communications
Advertising Sales Promo Publicity Sales
Ad Sales Promo PR
Agency Agency Firm
Strategy Strategy Strategy Strategy
Customer

4. Integrated Marketing Communications
Marketing Strategy
Advertising Sales Promo Publicity Sales
Ad Sales Promo PR
Agency Firm
Message
Customer

5. Integrated Marketing Communications

6. Integrated Marketing Communications:
Communications Model
Sender/Message
Encoding
Medium
Feedback
Decoding
Receiver

7. Integrated Marketing Communications:
Communications Model
Objectivece/Me e/ Sender/Message
Message
Creative
Creative Encoding
Channel/Media Channel
Feedback
Decoding
Target Receiver
Assessment

8. Integrated Marketing Communications
• Target, message, objective
• Marketing decisions
• Come from strategy, positioning
• Business purpose of
communication
• Target: Push or Pull?
• Objective: Response
Hierarchy
• Cognitive
• Affective
• Behavioral

9. Integrated Marketing Communications
Manufacturer Push Retailer Consumer
Pull
Pull
Media

10. Integrated Marketing Communications
Response Hierarchy Buying Process
– Note AIDA in text
– Cognitive stage Need Recognition
• Awareness Information Search
• Knowledge
– Affective stage Alternative Evaluation
• Liking
• Preference
• Conviction
– Behavioral stage Purchase
• Action Post-Purchase
• Post-purchase
– Reminder

11. Integrated Marketing Communications
• Creative
• Agency
• Channel
• Advertising
• Media
• Sales Promotion
• Method/media
• Publicity
• Media
• Personal Selling
• Web 2.0
• Media

12. Integrated Marketing Communications
• Advertising
– Paid media placements
– Advantages
• Reaches mass market
• Control over
message/consistent
• Can be creative
• Cost effective per exposure
– Disadvantages
• Impersonal
• Control over situation
• Inflexible
• One-way/feedback
• Often substantial overall cost

13. Integrated Marketing Communications
• Sales Promotion
– Value-adding incentives
– Advantages
• Reaches mass market
• Control over
message/consistent
• Can be creative
• Predictable costs
• Measurable
– Disadvantages
• Impersonal
• Control over situation
• Inflexible
• One-way communication
• Sales promotion trap

14. Integrated Marketing Communications
• Publicity
– Non-paid media or word-of-
mouth
M&M’S drops Kyle Busch for rest of 2011
– Advantages
• Reaches mass market, can
reach hard-to-reach segments
• No media costs
• Credible
– Disadvantages
• Impersonal
• Control over situation
• Inflexible
• One-way communication
• Control over message
• No repetition

15. Integrated Marketing Communications
• Personal Selling
– Face-to-face
communication by sales
force
– Advantages
• Personal (and persuasive)
• Control over situation
• Flexible
• Two-way communication
• Immediate
feedback/measurable
• Demonstration possible
– Disadvantages
• Costs
• Control over message

16. Integrated Marketing Communications
• Web 2.0
– Social media, new channels
– Advantages
• Mass market
• Control over
message/consistent
• Can be creative
• Predictable costs
• Personal, customized
• Flexible
• Two-way communication
• Immediate
feedback/measurable
– Disadvantages
• Costs
• Control

17. Integrated Marketing Communications
• Determinants of IMC
strategy
– Marketing objectives and
circumstances
– Nature of product
• Consumer/business
• Brand equity
• Risks and costs
– Stage of PLC
– Target market
– Buying situation
– Budget