An Introduction to

Integrated Marketing
Communications

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IMCAudience Contact Points

Point of
Purchase
Internet/
Interactive
Media
Direct Mail

Print Media

Publicity

Public
Relations

Marketing
Communications
Audience

Broadcast
Media

Outdoor

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Packaging

Direct
Response
Sales
Promotion

Events

IMC Principles Extend Worldwide

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Traditional Approach to Marketing

Communications

Point of
Purchase

Special
Events

Publicity

Media
Advertising

Public
Relations
Direct
Marketing

Sales
Promotion

Packaging

Direct
Response

Interactive
Marketing

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Contemporary IMC Approach

Packaging

Sales
Promotion

Point of
Purchase

Publicity

Interactive
Marketing

Media
Advertising

Direct
Marketing

Direct
Response

Public
Relations

Special
Events

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Marketing Revolution and Shifting Tides

From

Toward

Media Advertising

Multiple Forms of Communication

Mass Media

Specialized Media

Manufacturer Dominance

Retailer Dominance

General Focus

Data Based Marketing

Low Agency Accountability

Greater Agency Accountability

Traditional Compensation

Performance Based Compensation

Limited Internet Availability

Widespread Internet Availability

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Dell Focuses on Building a Relationship

With Customers

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IMC and Branding

Brand Identity is a
combination of factors:
Name, logo, symbols,
design, packaging,
product or service
performance, and image
or associations in the
consumers mind.
IMC plays a major role
in the process of
developing and
sustaining brand
identity and equity.

2003 Brand Value

(Billions of Dollars)

1. Coca-Cola
2. Microsoft
3. IBM
4. GE
5. Intel
6. Nokia
7. Disney
8. McDonalds
9. Marlboro
10. Mercedes

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

$70.5
$65.1
$51.8
$42.3
$31.1
$29.4
$28.0
$24.7
$22.2
$21.4

2012 Brand Value

Rank

Brand

Consumer Brand
Brand Value
Perception Revenue
($bil)
Rank
($bil)

Company
Advertising Industry
($mil)

Apple

87.1

11

108.2

933

Technology

Microsoft

54.7

73.7

1,600

Technology

Coca-Cola

50.2

29

22.8

3,256

Beverages

IBM

48.5

20

106.9

1,373

Technology

Google

37.6

36.5

1,544

Technology

Intel

32.3

54.0

2,100

Technology

McDonald's 37.4

85

85.9

769

Restaurants

General
Electric

33.7

49

124.7

Diversified

BMW

26.3

73.7

Automotive

10

Cisco

26.3

15

46.1

325

Technology

Coordinated Marketing Mix

Elements Build Image

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Basic Elements of the Promotional Mix

Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion

Publicity/Public
Relations
Personal Selling
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Classifications of Advertising
National Advertising
Retail/Local Advertising
Primary vs. Selective
Demand Advertising

Consumers

Business-to-Business Advertising
Professional Advertising
Trade Advertising
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Organizations

An Example of B-to-B Advertising

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Direct Marketing is Part of IMC

Direct
Mail
Direct
Response
Advertising

Internet
Sales

Direct
Marketing
Shopping
Channels

Telemarketing
Cataloging
Catalogs
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Bose Uses Direct Response Advertising

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Using the Internet as an IMC Tool

The
Internet

Educates or
Informs
Customers

Obtains
Customer
Database
Information

A Persuasive
Advertising
Medium

Communicates
and Interacts
With Buyers

A Sales Tool
or an Actual
Sales Vehicle

Provides
Customer
Service and
Support

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Builds and
Maintains
Customer
Relationships

American Airlines Encourages

Customers to Do It All Online

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Sales Promotion Tools

Coupons
Trade
Allowances

Samples
Premiums
Contests/Sweepstakes

POP Displays
Training
Programs
Trade
Shows
Coop
Advertising

Refunds/Rebates
Bonus Packs
Loyalty Programs
Events

Consumeroriented
[For end-users]

Tradeoriented
[For resellers]

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Various Uses of Sales Promotion

Introduce New
Products

Combat
Competition

Enhance
Personal Selling

Get Existing
Customers to
Buy More

Sales
Promotion

Tie In
Advertising &
Personal Selling

Attract New
Customers

Maintain Sales In
Off Season

Increase Retail
Inventories

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Publicity Vehicles
Feature
Articles

News
Releases

Interviews

Publicity
Vehicles

Press
Conferences

Special
Events

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Public Relations Tools

Publicity
Vehicles

Community
Activities

Special
Publications

Corporate
Advertising

Public Affairs
Activities

Cause-related
Marketing

Special Event
Sponsorship

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DuPont Uses Advertising to Enhance

Its Corporate Image

+
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Integrated Marketing Communications Planning Model

Review of Marketing Plan
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Advertising

Sales
Promotion

PR/
Publicity

Personal
Selling

Direct
Marketing

Internet/
Interactive

Advertising
Objectives

Sales
Promotion
Objectives

PR/
Publicity
Objectives

Personal
Selling
Objectives

Direct
Marketing
Objectives

Internet/
Interactive
Objectives

Message
Strategy

Sales
Promotion
Strategy

PR/
Publicity
Strategy

Personal
Selling
Strategy

Direct
Marketing
Strategy

Internet/
Interactive
Strategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Marketing Plan

1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin