Marketing

Communications
1

Overview
Introduction to Integrated Marketing Communications (IMC)
Definitions
The IMC Process
Planning & Implementation (IMC)
IMC mix and Media Integration
Mop up & Discussion

2011

Tom Chapman

Traditional Marketing Communications

(Finne & Gronroos 2009)

2011

Tom Chapman

The Emergence of IMC

(Kitchen, Brignell, Li, & Jones, 2004, 19)
Integrated Marketing Communications (IMC) seems to have
passed through and still is passing through a conjectural storm
as to its meaning and purpose.
what is really needed, is the emergence of a new dynamic
paradigm that will finally facilitate business movement to
marketing communications (and the related range of
activities) that are clearly in customer and consumer interests.
Currently, IMC extends no more than a promise of this.

2011

Tom Chapman

Importance

Driver of competitive advantage

Integration of the Marketing Communications Mix using strengths to off set

weaknesses

Changes in the media landscape, technology and data driven information

and knowledge, globalization and agency structure and practice

Apparently, IMC increased communications impact, made creative ideas

more effective, provided greater communication consistency, and agency
executives believed integrated approaches could and would improve client
return on investment. Kitchen, Brignell, Li, & Jones, (2004, p21)

Rise of push-pull marketing, rise of consumer to consumer marketing,

commoditization and branding influence, difficulty of measurement and
KPI, difficulty in managing various ICM elements & changing economic
turbulence. (Kitchen & Schultz, 2009)

2011

Tom Chapman

Emerging trends impacting on marketers

and markets in the twenty-first century.
(Luck & Moffatt, 2009, p315)
Globalisation

Dislocation of Labour

Market Forces

Capital Flow

Communication

Fragmentation of traditional
media

Customer Behaviour

Emergence of new media

Interactive Environment

Simultaneous media
exposure

2011

Tom Chapman

Defining IMC (Schultz, 1993a, p. 10)

. . . a concept of marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communications
disciplines (for example, general advertising, direct
response, sales promotion, and public relations) and
combines these disciplines to provide clarity, consistency,
and maximum communications impact.

2011

Tom Chapman

Defining IMC (Duncan, 2002, p. 7)

... a process for managing the customer relationships that
drive brand value. More specifically, it is a cross functional
process for creating and nourishing profitable relationships
with customers and other stakeholders by strategically
controlling or influencing all messages sent to these groups
and encouraging data-driven, purposeful dialogue with
them.

2011

Tom Chapman

Defining IMC (Shimp, 2000)

The primary goal of IMC is to affect behavior through directed
communication.
The process should start with the customer or prospect and then
work backward to the brand communicator.
IMC should use all forms of communication and all sources of
brand or company contacts as prospective message delivery
channels.
The need for synergy is paramount with coordination helping to
achieve a strong brand image.
IMC requires that successful marketing communications needs to
build a relationship between the brand and the customer.
2011

Tom Chapman

Defining IMC

A single message, a singular

position through a range of
tools, from a customer
orientation or perspective

2011

Tom Chapman

10

Exercise

2011

Tom Chapman

11

(Kitchen & Schultz, 2009, 198)

for the first time in marketing history consumers were
finally perceived to be a driving force in marketing activities
and crucially important to the overall success of the entire
organization. In the original concept of IMC, there was an
implied emphasis on the customer, that is, the assumption
that integrating communication elements would be of value
to both consumers / end users and the marketing
organization as well.

2011

Tom Chapman

12

One Size Does Not Fit All,

the case of DELL
Relationship
External Sales

1 to 1 Comms
External Customer Focus

Sales Enablement
High Involvement
High Value
Purchase

Thought Leadership
Consideration

Keynotes

FTF Meetings
Value Prop PPTs
Whitepapers
Demos

Events
Awareness

eShots

Webinars
Dell.com
PR
Newsletters

Podcasts
Case Studies
Customer / Solution
Backgrounders
Videos
Community / Web 2.0

Integrated Messaging

Internal Sales

1 to Many Comms

Low Value

2011
Transactional

Chapman
Internal Tom
Product
Focus

Low Involvement

13

False Dawn (Kitchen & Schultz, 2009)

No widespread agreement on definition or process
No widespread agreement on metrics or KPI
Still too much tactical / internal focus with too little
attention on consumer insight
Hiding the old dogs of Advertising and PR with little true
consideration of changes in the external environment
Marketing is seen as a cost

2011

Tom Chapman

14

Exercise & Break

2011

Tom Chapman

15

Pickton & Broderick AM2010

2011

Tom Chapman

16

Pickton & Broderick AM2010

IMC Process

2011

Tom Chapman

17

Planning & Implementation (IMC)

2011

18

Caemmerer (2009)

2011

Tom Chapman

19

2011

20

Barriers to implementation (Gurau 2008,

172)
Lack of horizontal
communication

Lack of budget

Functional specialisation

Lack of database
technology

Decentralisation;

Corporate culture

Lack of IMC planning and

expertise

Fear of change.

2011

Tom Chapman

21

Exercise

2011

Tom Chapman

22

The Consumer Pespective

With the power to receive the information shifted to the
receivers, marketers must design the message to capture
the needs of their audience. Hongcharu (2011, 33)
Key to the issue of IMC is the fact that the consumer does
not see advertising, public relations, sales promotion, and
other marketing techniques as separate and divisible
components. (Yeshin, 1998 cited Zvobgo & Melewar 2011,
2)

2011

Tom Chapman

23

Zvobgo & Melewar (2011, 3)

Respective employees should be given new skills, both on the
part of those determining the strategy and tactics, as well as
those responsible for the implementation of the resulting
campaign (Yeshin, 1998). ... Effective integration is only
possible if databases are developed about each customers
activities, purchases, and company interactions over time
(Linton & Morley, 1995; Schultz, 1998; Zahay, Mason, &
Schibrowsky, 2009)

2011

Tom Chapman

24

Exercise & Break

2011

Tom Chapman

25

IMC Mix

2011

Tom Chapman

26

Major communication types (Keller 2009)

Advertising any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor.
Sales promotion a variety of short-term incentives to encourage
trial or purchase of a product or service.
Events and experiences company-sponsored activities and
programs designed to create daily or special brand-related
interactions.
Public relations and publicity a variety of programs designed to
promote or protect a companys image or its individual products.

2011

Tom Chapman

27

Major communication types (Keller 2009)

Direct marketing use of mail, telephone, fax, email or Internet
to communicate directly with or solicit response or dialogue from
specific customers and prospects.
Interactive marketing on-line activities and programs designed
to engage customers or prospects and directly or indirectly raise
awareness, improve image or elicit sales of products and services.
Word-of-mouth marketing people-to-people oral, written or
electronic communications which relate to the merits or
experiences of purchasing or using products or services.
Personal selling face-to-face interaction with one or more
prospective purchasers for the purpose of making presentations,
answering questions and procuring orders.
2011

Tom Chapman

28

Interactive options (Keller 2009)

Websites companies must design websites that embody or express their purpose, history,
products and vision. A key challenge is designing a site that is attractive on first viewing and
interesting enough to encourage repeat visits.

Microsites a microsite is a limited area on the Web managed and paid for by an external
advertiser/company. Microsites are individual Web pages or cluster of pages that function as
supplements to a primary site.

Search ads paid-search or pay-per-click ads, represent 40% of all on-line ads. Thirty-five
percent of all searches are reportedly for products or services. The search terms serve as a proxy
for the consumers consumption interests and trigger relevant links to product or service
offerings alongside search results from Google, MSN and Yahoo!. Advertisers pay only if people
click on the links.

Display ads display ads or banner ads are small, rectangular boxes containing text and
perhaps a picture that companies pay to place on relevant websites. The larger the audience, the
more the placement costs. Some banners are accepted on a barter basis.

Interstitials interstitials are advertisements, often with video or animation, that pop up
between changes on a website, e.g. ads for Johnson & Johnsons Tylenol headache reliever
would pop up on brokers websites whenever the stock market fell by 100 points or more.

2011

Tom Chapman

29

Interactive options (Keller 2009)

Internet-specific ads and videos with user-generated content sites such as

YouTube, MySpace Video and Google Video, consumers and advertisers can upload
ads and videos to be shared virally by millions of people.

Sponsorships many companies get their name on the Internet by sponsoring

special content on websites that carry news, financial information and so on.

Alliances when one Internet company works with another, they end up advertising
each other through alliances and affiliate programs.

On-line communities many companies sponsor on-line communities whose

members communicate through postings, instant messaging and chat discussions
about special interests related to the companys products and brands.

E-mail e-mail uses only a fraction of the cost of a d-mail, or direct mail campaign.

Mobile marketing in developing countries especially, mobile phone marketing will

become increasingly important.

2011

Tom Chapman

30

Media Integration

2011

Tom Chapman

31

2011

Tom Chapman

32

2011

Tom Chapman

33

2011

Tom Chapman

34

Implications of digital media

for IMC (Mulhern, 2009)
Consumer Insight - In a digital environment, consumer insight
becomes not something that is done at a certain point in time
but something that is always taking place p93
Data-driven planning (evidence-based decision making)

Customer valuation and segmentation

Customer response analysis
Market intelligence
Financial models

Cross-media integration
Communications to multiple stakeholders.
2011

Tom Chapman

35

The Future (Mulhern, 2009,

p99)
In a digital era, the viewpoint of media as communications channels
cannot be sustained. One reason is that there are too many
communication channels now available for any media planner to
effectively allocate communications across them. More importantly,
the media-as-channels framework fails to incorporate several of the
dimensions
The evolution of media beyond information and entertainment to
include other digital services and experiences.
The ability of organizations of all types to communicate directly with
consumers and other stakeholders, without the need for traditional
media organizations.

2011

Tom Chapman

36

The Future (Mulhern, 2009,

p99) cont...
The networking of communications among audience members and the
ability of people to exchange information directly with each other.
The availability of continuous streams of data about consumer purchase
and media use behaviors.
The expansion of mediated experiences beyond what media companies
generate and control.
The replacement of outbound media channels with multi-dimensional
communication networks.
The blending of commercial and noncommercial content not just
branded entertainment but the inclusion of noncommercial
information in ads.
2011

Tom Chapman

37

References

Caemmerer, B. (2009). The planning and implementation of integrated marketing

communications. Marketing Intelligence & Planning, 27(4), 524-538

Duncan, T. (2002) IMC: Using Advertising and Promotion to Build Brands

(International Edition). New York: The McGraw-Hill Companies, Inc., 2002.

Finne, A., & Gronroos, C. (2009). Rethinking marketing communication: From

integrated marketing communication to relationship communication. Journal of
Marketing Communications 15(2-3), 179-195

Gurau, C. (2008). Integrated online marketing communication: implementation

and management. Journal of Communication Management 12(2), 169-184

Hongcharu, B. (2011). A Comparative Study Of Traditional Mass Media, The

Internet And Mobile Phones For Integrated Marketing Communications. Journal of
Business & Economics Research 7(12), 31-40

2011

Tom Chapman

38

References
Keller, K. L. (2009). Building strong brands in a modern marketing
communications environment. Journal of Marketing Communications
Journal of Marketing Communications, Journal of Marketing
Communications 15(2-3), 139-155.
Kitchen, P. J., Brignell, J., Li, T. & Jones, G. S. (2004) The Emergence
of IMC: A Theoretical Perspective. Journal of Advertising Research 44,
19-30
Kitchen, P. J., & Schultz, D. E. (2009). IMC: New horizon/false dawn
for a marketplace in turmoil. Journal of Marketing Communications,
15(2/3), 197-204.
Luck, E. M., & Moffatt, J. J. (2009). IMC: Has anything really changed?
A new perspective on an old definition. The Journal of Marketing
Communications, 15(3).

2011

Tom Chapman

39

References
Mulhern, F. (2009). Integrated marketing communications: From
media channels to digital connectivity. Journal of Marketing
Communications, 15(2-3), 85-101.
Schultz, D. E. (1993) Integrated Marketing Communications: Maybe
Definition Is in the Point of View. Marketing News, January 18, 1993
Shimp, T. A. (2000) Advertising Promotion: Supplemental Aspects of
Integrated Marketing Communications 5th ed. Fort Worth, TX: The
Dryden Press, Harcourt College Publishers, 2000.
Zvobgo, M., & Melewar, T. C. (2011). Drivers of Globally Integrated
Marketing Communications: A Review of Literature and Research
Propositions. Journal of Promotion Management, 17(1), 1-20.

2011

Tom Chapman

40