Topic 1

CHAPTER 1 Overview of Integrated
Marketing Communications
© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook

All rights reserved. The University of West Alabama
Eighth Edition
Introduction to Marketing
Communications (Marcom)
Integrated Marketing
Communication (IMC)
Programs
Business-to-Consumer Business-to-Business Integrated Marcom

(B2C) (B2B) B2C&B
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–2

Table 1.1 The Tools of Marketing Communications
1. Media Advertising 5. Trade- and Consumer- 6. Event Marketing and

• TV Oriented Promotions Sponsorships
• Radio • Trade deals and buying • Sponsorship of sporting
• Magazines/Newspapers allowances events
• Display and advertising • Sponsorship of arts, fairs,
2. Direct Response and
allowances and festivals
Interactive Advertising
• Direct mail • Trade shows • Sponsorship of causes
• Telephone solicitation • Cooperative advertising 7. Marketing-Oriented Public
• Samples Relations and Publicity
• Online advertising
• Coupons 8. Personal Selling
3. Place Advertising
• Billboards and bulletins • Premiums
• Refunds/rebates
• Posters
• Contests/sweepstakes
• Transit ads
• Promotional games
• Cinema ads
• Bonus packs
4. Store Signage and Point-of-
Purchase Advertising • Price-off deals
• External store signs
• In-store shelf signs
• Shopping cart ads
• In-store radio and TV
Source: Adapted from Figure 1.1 in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro Perspectives
on Integrated Marketing Communication Programs,” Journal of Marketing Management 17 (August, 2001), 823–851.
The Integration of Marketing
Communications (cont’d)
• IMC and Synergy
 Using multiple communication tools in conjunction
with one another can produce greater results
(synergistic effects) than tools used individually and
in an uncoordinated fashion.

Definition of IMC
• Integrated Marketing Communications (IMC)
• Is a communications process for planning, creation, integration,
and implementation of diverse forms of marcom delivered to a
brand’s targeted customers and prospects
• Has as its goal influencing or affecting behavior of targeted
audience
• Considers all touch points a customer/ prospect has with the brand
as potential delivery channels for messages
• Requires that all of a brand’s communication media deliver a
consistent message
• Has customer/prospect as its starting point for determining types of
messages and media to inform, persuade, and induce action

TIDE LAUNDRY DETERGENT
with DOWNY

Table 1.2 Five Key Features of IMC
1. Start with the customer or prospect.

2. Use any form of relevant contact or touch point.
3. Speak with a single voice.
4. Build relationships.
5. Affect behavior.

Key IMC Feature # 1
• The Consumer or Business Customer Must Represent
the Starting Point for All Marketing Communications
Activities
• Takeaway:
 Consumers in Control
 Outside-in approach: learn the media preferences and
lifestyles of customers/prospects to know the best contexts
to reach them with brand messages.
 Reduced Dependence on Mass Media
 Consumers are increasingly in control of their media choices
for acquiring information about brands.

Selecting the Appropriate Marcom Tools
Media-Neutral
Approach
Identify Marcom
Program Goals
Determine Best
Way to Allocate
Marketing Budget

Key IMC Feature # 2
• Use Any or All Marcom Tools
That Are Up to the Task
• Takeaway:
 360-Degree Branding
 A brand’s touch points should be
everywhere the target audience is.
 Not All Touch Points
Are Equally Engaging
 Surround customers/prospects
with the message, but not to the
point of being irritatingly present.

Key IMC Feature # 3
• Multiple Messages Must Speak
with a Single Voice
• Takeaway:
 A brand’s positioning statement must:
 Present a clear idea of the
brand in its target market’s mind
 Consistently deliver the same
unified message across all
media channels on all occasions.
© Richard B. Levine / Newscom

Key IMC Feature # 4
• Build Relationships Rather
Than Engage in Flings
• Takeaway:
 Loyalty programs promote long-
term relationships between
customers and brands that lead
to customer retention.
 Experiential marketing programs
can create brand experiences
that make positive and lasting
impressions on customers.

Key IMC Feature # 5
• Don’t Lose Focus of the Ultimate Objective:
Affect Behavior
• Takeaway:
 The goal of IMC is to influence the target audience in
such a way that the audience engages in a specific
desired behavior.
 The effectiveness of an IMC program is judged by its
success in terms of its ultimate influence on behavior.

Fundamental Marcom Decisions:
Commit-to-Memory Mantra
All marketing
1. Directed to a specific
communications target market
should be:
2. Clearly positioned
3. Created to achieve
a specific objective
4. Undertaken within
budget constraints

Fundamental Marcom Decisions (cont’d)
Top-down
(TD)
Top-down/Bottom-up
(TD/BU)
Budgeting
Procedures
Bottom-up/Top-down
(BU/TD)
Bottom-up
(BU)

Marcom Implementation Decisions
Marcom Program
Implementation
Decisions
Mixing Creating Selecting Establishing

Elements Messages Media Momentum

Marcom Outcomes
Marcom
Outcomes
Enhancing Affecting
Brand Equity Behavior

Marcom Program Evaluation
Marcom Program
Implementation
Measuring Results Taking Corrective

for Accountability Action
Behavioral Greater Investment
Impact Providing Different
Communication Feedback Communication
Outcomes Combinations
Revised Strategy
Revised Allocations

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CHAPTER 1 Overview of Integrated

© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook

Business-to-Consumer Business-to-Business Integrated Marcom

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–2

1. Media Advertising 5. Trade- and Consumer- 6. Event Marketing and

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–4

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–5

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–6

1. Start with the customer or prospect.

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–7

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–8

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–9

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–10

© Richard B. Levine / Newscom

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–11

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–12

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–13

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–14

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–15

Mixing Creating Selecting Establishing

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–16

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–17

Measuring Results Taking Corrective

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–18

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