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Why does companies practice IMC, it helps companied adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages.. Today understanding and effectively communicating with consumers are importan. It reminds companies that the images people have about a company or brand don’t come just from advertising, but from many different sources. IMC helps companies to initiate, develop, and nurture relationships with important groups, especially customers.
Objectives of RM – 1. identify, satisfy, retain, and maximize the value of profitable customers, 2. manage the contacts between the customer and the company to ensure their effectiveness and 3. develop a full view of the customer by compiling and analyzing customer data.
It is a communication, process through which meaning of information is exchanged between individuals using some system of symbols, sign,s or behavior actually a very structured for of applied communication, employing verbal and non verbal elements that are composed to fill specific space and time formats determined by the sponsor. 2. it is directed to groups of people, usually referred to as audiences, rather than to individuals. These people could be consumers It is paid for by sponsors and and ad identifies its sponsors Advertising reaches us through a channel of communication referred to as medium
Autobiograhpy uses I first person voice Narrative uses third person voice Drama form uses the style of theater to create or perform a scene
Chapter 1 Advertising and IMC today
Chapter 1 - Advertising and
This chapter introduces you to IMC.
The importance of IMC to relationship marketing.
Distinction of advertising from other forms of marketing communications.
Prof. Zenaida F. Jesalva
We just made history. All of this happened because you gave
Your time, talent and passion. All of this happened because of you
11.34AM Nov 5th, 2008 from web
Obama Team vs Hillary/McCain Team
Only 2 years in national office
Marketing and policy experts
Positioned as candidate for
change – brilliant idea, bringing
Clinton to an old ways of
$310 advertising cost
3x as many supporters as
Authorizing war in Iraq
Association with her
Wisdom of change as
$135 advertising cost – Mc
a person saw an advertisement about a product and buys it.
When a company deliberately coordinates
and integrates messages from a variety of
sources about its products or brands, it is
practicing integrated marketing
communications, or IMC
Creating, maintaining, and
enhancing long-term relationships
with customers and other
stakeholders that result in exchanges
of information and other things of
mutual value is called relationship
Importance of Relationships
The cost of lost
The cost of acquiring
The value of loyal
Levels of Relationships
Basic Transactional Relationship – sells the product but does not follow
up in any way.
Reactive Relationship – sells the product and encourages the customers
tos call if they encounter any problems
Accountable Relationship – calls the buyers and check whether the
product meets expectation
Proactive Relationship - calls the customers from time to time
Partnership – works with customers and stakeholders to discover
ways to deliver better value.
Four Sources of brand messages
Planned messages - traditional
messages such as advertising,
sales promotional, personal
selling, ( self-serving)
Product messages –messages
from product, price or distribution
(inferred messages )
Service messages – employee
interactions, greater impact
Unplanned messages –
comments by trade or
competitors, WOM rumors, or
Unplanned messages Product, service
The Integration Triangle
Dimensions of IMC
The integration process
Ensure consistent positoning
Facilitate purposeful interactivity between the company and
its customers or stakeholders
Actively incorporate a socially responsible mission.
What is advertising?
One type of marketing communications
Abound different disciplines : journalism – public relations
business people – marketing process
economists and sociologists, economic, societal, or ethical
Is the structured and composed non-
personal communication of
information, usually paid or and
usually persuasive in nature, about
products (goods, services, and
ideas) by identified sponsors through
Persona Library frorm
Within the text of the advertisement
The Stern Model of the advertising communication process
Operations ( production/manufacturing)
Is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large.
Classifications of advertising
By Target Audience
By Geographic Area
Local (retail) advertising
Implementing marketing strategy
The 4 P’s