Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing
Communications
1-1
Integrated Marketing
Communications
• Integrated Marketing Communications (IMC)
– “…the strategic, coordinated use of promotional
elements to ensure maximum persuasive impact on the
firm’s current and potential customers.”
• Reasons that IMC is important:
– Foster’s long-term relationships
– Reduces or eliminates promotional redundancies
– Technology allows better targeting of customers
10-2
Components of IMC Strategy
10-4
Promotional Strategy over the
Product Life Cycle
10-6
Advertising
• Types of Advertising
– Institutional Advertising
– Product Advertising
• Determining the Advertising Budget
– Objectives and task approach
– Percentage of sales approach
– Competitive matching approach
– Arbitrary approach
10-7
Spending on National Advertising
10-12
The End of TV Advertising?
• Consumers are faced with an increasing array of media
and entertainment choices (e.g. TiVo, iPods, DVDs,
video games, cell phones).
10-14
Evaluating Advertising
Effectiveness
• Key Considerations:
– Evaluating the achievement of advertising objectives
– Assessing the effectiveness of advertising copy,
illustrations, and layouts
– Evaluating the effectiveness of various media
• Timing of Evaluations:
– Pretest –through focus group
– During – actual customer behavior
– Posttest
10-15
Public Relations
• Public Relations Methods
- News (or press) releases - Event sponsorship
- Feature articles - Product placement
- White papers - Employee relations
- Press conferences
10-16
The Strongest and Weakest
Corporate Reputations
10-18
Comparison of Sales Force
Compensation Methods
10-20
Spending on Various
Sales Promotion Activities
10-22