Integrated Marketing

Communications
Session 11
Subhadip Roy
 Role of Integrated Marketing
Communications
• Marketing communications …
– are the “voice” of the brand and are a means
by which it can establish a dialogue and build
relationships with consumers.
– allow marketers to inform, persuade,
incentivize, and remind consumers directly
or indirectly
– can contribute to brand equity by
establishing the brand in memory and linking
strong, favorable, and unique associations to
it.
Participants in IMC Management

Marketing
MarketingOrganization
Organization
•Marketing Plan
•Marketing Plan
•Goal
•Goal&&Objectives
Objectives IMC
IMC
•Brand
•Brand Audit(what
Audit (whatyou
are doing now
are doing now
you Management
Management
Advertising
AdvertisingAgency
Agency
•Research
•Research
•Creative
•CreativeStrategies
Strategies
•Production
•Production
•Message
Advertising
Advertising
•MessagePlacement
Placement
Internet
Internetadvertising
advertising
Direct
DirectMarketing
Marketing
Specialized
SpecializedPromotion
Organizations
Organizations
Promotion
Sales
SalesPromotions
Promotions
•Media
•MediaOrganizations
•Event
Organizations
•Event ManagementFirms
Management Firms
Public
PublicRelations
Relations
•Web Site Designers
•Web Site Designers
•Sales
Personal
Personal Selling
Selling
•SalesPromotions
PromotionsAgencies
Agencies
•Direct Marketing Agencies
•Direct Marketing Agencies
•Public
•PublicRelations
RelationsFirms
Firms
•P-O-P
•P-O-P Agencies &Designers
Agencies & Designers
 Relationship Between Promotion,
the Promotional Mix, and
Integrated Marketing Communications
• Promotion: Process

• Promotion Mix: Tools

• IMC: Management of the

Promotion Mix
 Integrated Marketing
Communications
FACTORS CONTRIBUTING TO IMC’s RISING
PROMINENCE
• Fragmentation of Media
• Better Audience Assessment Through Database
Technology
• Consumer Empowerment
• Increased Advertising Clutter
• Shifting Channel Power
• Desire of Greater Accountability
 IMC “History”
• Disney (1950-60s)
– “Synergy”: coordinated marketing
efforts (print, television, movies, merch,
and theme park
Disney
Disney
 Simple vs. synchronized
integration
• Simple
– Secondary media (radio, print, in-store)
designed to support the primary medium
(television) using consistent messaging
across channels
• Synchronized
– No medium dominates – All are equal
Simple
 Synchronized Communication

Public Relations Television and

Print

n c e
die
Au

Internet Presence
Synchronized: IPL
IPL
Integrated Communication Options
(Business-to-Consumer)
• Media Advertising (TV, radio, newspapers,
magazines)
• Direct Response Advertising
• Interactive (on-line) Advertising & Web Sites
• Outdoor Advertising (billboards, posters,
cinema)
• Point-of-Purchase Advertising
• Trade Promotions
• Consumer Promotions
• Sponsorship of Event Marketing
• Publicity or Public Relations
Integrated Communication Options
(Business-to-Business)
• Media Advertising (TV, radio, newspaper,
magazines)
• Trade Journal Advertising
• Interactive (on-line) Advertising & Web Sites
• Directories
• Direct Mail
• Brochures & Sales Literature
• Audio-Visual Presentation Tapes
• Giveaways
• Sponsorship or Event Marketing
• Exhibitions, Trade Shows, Conventions
• Publicity or Public Relations
B2B: IMC Options
B2B
B2B: Exhibition
The Risks of Integration
• In order for IMC to work, there
must be strong coordination amongst
the different marketing disciplines
– Can prevent rapid responses to
unexpected situations and emerging
opportunities
– Failure of any one component can have
dire consequences for other reliant
components
 Common causes of IMC
failure
• Incorrect strategic assumptions
• Inferior tactical execution
• Unanticipated marketplace changes
• Unforseen delays
– Product to market, integrated marketing
elements
• Conflicts between integration partner
Evaluating IMC Programs
• Coverage - what proportion of the
target audience is reached by each
communication option employed, as
well as how much overlap exists
among options
• Cost - what is the per capita expense
– Are we getting good “eyeball” return on
investment?
 Evaluating IMC Programs
• Contribution - the collective effect
on brand equity in terms of
– enhancing depth & breadth of awareness
– improving strength, favorability, &
uniqueness of brand associations
• Commonality - the extent to which
information conveyed by different
communication options share meaning
 Evaluating IMC Programs
• Complementarity - the extent to which
different associations and linkages are
emphasized across communication options
• Versatility - the extent to which
information contained in a communication
option works with different types of
consumers
• Different communications history
• Different market segments
 “Keller Be’s” for IMC
• Be analytical: Use frameworks of
consumer behavior and managerial decision-
making to develop well-reasoned
communication programs
• Be curious: Fully understand consumers by
using all forms of research and always be
thinking of how you can create added value
for consumers
• Be single-minded: Focus message on
well-defined target markets (less can be
more)
“Keller Be’s” for IMC
• Be integrative: reinforce your message
through consistency and cuing across all
communications
• Be creative: State your message in a
unique fashion; use alternative promotions
and media to create favorable, strong, and
unique brand associations
• Be observant: Monitor competition,
customers, channel members, and
employees through tracking studies
 “Keller Be’s” for IMC

• Be realistic: Understand the

complexities involved in marketing
communications
• Be patient: Take a long-term view of
communication effectiveness to build
and manage brand equity
Thank You, Class