Integrated Marketing Communication (IMC)
Integrated Marketing Communication (IMC)
Integrated Marketing Communication (IMC)
Communication (IMC)
Too many choices too little a time, same quality
brands
From Toward
Media
Mediaadvertising
advertising Multiple
Multipleforms
formsof
ofcommunication
communication
Mass
Massmedia
media Specialized
Specializedmedia
media
Manufacturer
Manufacturer dominance
dominance Retailer
Retailer dominance
dominance
General
Generalfocus
focus Data-based
Data-basedmarketing
marketing
Low
Lowagency
agencyaccountability
accountability Greater
Greateragency
agencyaccountability
accountability
Traditional
Traditionalcompensation
compensation Performance-based
Performance-basedcompensation
compensation
Limited
LimitedInternet
Internetavailability
availability Widespread
WidespreadInternet
Internetavailability
availability
The Disintegration & Integration of Marketing
(dates are approximations)
Up to 1940s Sales
Customers
Business
Employees partners
Corporate mission
Special Sales
Point of promotion
Interactive events
purchase
marketing
Media
Packaging
Adver-
Public tising
relations
Publicity
Direct Direct
marketing response
Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Point of Media
purchase Advertising Public
relations
Publicity
Interactive
marketing Direct
Special
marketing
events
Nothing begins in IMC if you don’t have a great
consumer insight
Product Planned
Brand
Service Unplanned
Persuasion:
Hierarchy-of-Effects-Models
A = Attention
I = Interest
D = Desire
A = Action
Think Feel/Do Model
The Response Wheel
Four paths to a Brand Decision
Type of decision
Route Products
process
Cars, new products, high
Cognitive processing Think/ feel/ do
involvement products
Snacks, beverages,
Experiential processing:
Do/ feel/ think cigarettes, small household
impulse
items
Experiential processing: Restaurants, sporting
Feel/ do/ think
experiences events, trade shows
BtB supplies, routine
Repeat/ habit
Do/ think/ feel purchases, repeat purchases
processing
leading to brand loyalty
IMC Planning
How Planning Works?
Deciding on strategies
Choosing tactics
Selecting the most relevant MC mix to help achieve
objectives
Objective: “Increase belief of brand claims by 15%” –
publicity
Objective: “Increase trial by 25%” – sales promotion
delivery
Must be reflected in the executions
offers
Companies use a combination of methods to determine how
much MC money they will need, such as:
Percentage-of-sales: sales forecast and an arbitrary % of
that forecast
Objective and task: what tasks need to be done and
estimate the cost of each task
Share-of-category spending: should be fairly close to its
market share
Return on investment (ROI): by doing marginal analysis
Coordinating the timing between marketing, production,
and sales is important.
Time and coordination go together, and are critical
elements of integration.
There is no magic formula for timing MC programs
Strategic consistency
executions
Media Overview
In IMC, media menu refers to all the communication vehicles
available to the consumer as well as the marketer.
How brands choose to connect with prospects and customers
can influence a brand’s image.
Media is plural referring to all carriers of data and information.
Medium is singular and refers to one media type.
There are four basic types of media:
Print
Broadcast
Interactive
Out-of-home
Media Classification Levels
Media Plan Questions
That Must Be Answered
Media Integration
Media plans can be integrated into many different
areas of a company’s operations:
Overall marketing plan
Creative planning
Business model
Stage
Stage in
in PLC
PLC
Target
Target Market
Market Factors
Factors
Factors
Factors Type
Type of
of Buying
Buying Decision
Decision
Affecting
Affecting
Choice
Choice of
of Promotion
Promotion Funds
Funds
Promotional
Promotional Mix
Mix
Push
Push or
or Pull
Pull Strategy
Strategy
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Product Life Cycle and the
Promotional Mix
Maturity
Sales ($)
Decline
Introduction Growth
Time
Light Heavy use of Advertising, Ads decrease. AD/PR
Advertising, advertising, PR, Brand Sales decrease
pre- PR for loyalty Promotion, Limited
Sales
introduction awareness; Personal Personal Selling
Promotion,
Publicity sales Selling for Reminder & Personal
promotion distribution Persuasive Selling for
for trial distribution
34
What makes a communication
effective?
35
If it separates the product or brand from the competition in
the mind of the consumer i.e. differentiates
THANK YOU
END