Integrated Marketing Communications: Chapter 1

Marketing Mix
Traditional Parts:
1. Promotion (synonymous with MarCom or IMC)
2. Price
3. Product (brand management)
4. Place
Parts that should be added:
5. Target Market
6. Market Segmentation
7. Consumers and their relationship to your brand
Marketing Communication Tools
Traditional Parts:
– Personal Selling
– Advertisement
– Sponsorship Marketing
– Sales Promotion
– PR and Publicity
– Point-of-Purchase Communication
Part that should be added:
– Digital
Integrated Marketing Communications
– A marketing communications planning concept that recognizes the value of a comprehensive plan.
– A plan that evaluates the strategic roles of several communications disciplines:
(a) General advertising
(b) Direct response
(c) Sales promotion
(d) Public relations
-Combines the disciplines to provide:
(a) Clarity
(b) Consistency
(c) Maximum communications impact
5 Key Features of IMC
1. Start with the customer or prospect (We advertise where the customer is)
2. Use any form of relevant contact (Popcorn bag- Dentek)
3. Achieve synergy (speak with a single voice).
4. Build relationships.
5. Affect behavior (Create purchases)
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.
– Same, unified messages
– All occasions, all channels
Justification for IMC
– Multiple points of contact with one message are more likely to reach more consumers.
– Integration should reinforce primary message/benefit.
– Plan should improve effectiveness and efficiency
– Should provide a reason to buy now (all should point to buying or reacting: call for action)
Advertising
Paid, sponsor-identified, nonpersonal (media) communications.
Publicity
Non-paid, unsponsored, nonpersonal (media) communications.
Sales Promotion
Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumers and can stimulate immediate sales.
Customer Oriented Sales Promotion
Targeted to the ultimate users of a product or service:
– Coupons
– Sampling
– Premiums
– Rebates
– Contests
– Sweepstakes
– POP materials
Trade Oriented Sales Promotions
Targeted toward marketing intermediaries such as retailers, wholesalers, or distributors:
– Promotion allowances
– Merchandise allowances
– Price deals
– Sales contests
– Trade shows
Changes in Marketing Communication Practices
– Reduced faith in mass media advertising
– Increased reliance on highly targeted communication methods
– Increased efforts to assess communications’ return on investment
– Greater demands imposed on marketing communications suppliers
SEO
Search Engine Optimization
Digital Advertising
This type of advertising is so cheap because the amount of space on the internet is infinite.
Types of Advertising
– Billboards
– Radio
– Online
– Television
– Magazine
– Social Media
Size of Advertising Business
– Worldwide: $500 Billion Industry
– United States: $200 Billion Industry
Digital Media Attention
Getting attention on social media is very difficult because people go online with a purpose and do not hang around online for any amount of time.
Tools of MarCom
1. Media Advertising (TV, Radio)
2. Direct Response and Interactive Advertising (Direct Mail, Online Ads)
3. Place Advertising (Billboards, Posters)
4. Store Signage and Point-of-Purchase Advertising (Shopping Cart Ads)
5. Trade- and Consumer-Oriented Promotions (Samples, Coupons)
6. Event Marketing and Sponsorships (Sponsorship of Sporting Events)
7. Marketing-Oriented (Public Relations and Publicity)
8. Personal Selling
Media Agnostic
– No favorite type of media advertising (TV, radio, magazine)
– Use all forms of media that work for you and your brand
Touch Points
This can be defined as any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication.
Example: Coffee sleeve with Crest white strips, Popcorn bag with toothpick on bottom.
How to Target Millennials
– Diet Coke and Coke personalization on Instagram
– Krystal eating competition on YouTube
Why are some brands not integrated?
– Tradition of separation communication tools: These departments have been separated for many years. Each department uses a different agency and these agencies are competitors so the brand would not have a unified brand.
– Managerial parochialism
– Resistance of outside suppliers broadening their functions
MarCom Coordination
– MarCom requires intense coordination in order to created a unified and seamless brand with one message
– Few MarCom providers have the diversity of skills required to execute an IMC program
– The greatest challenge is making sure that all MarCom tools are consistently executed
MarCom Integration
Only about 10% of Fortune 500 Companies claim they are integrated and evolved.