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1、 2010 South-Western,a part of Cengage LearningAll rights reserved.,Overview of Integrated Marketing Communications,INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION,Appreciate the practice of marketing communications and recognize the marcom tools used by practitioners.Describe the ph
2、ilosophy and practice of integrated marketing communications(IMC).Understand the five key features of IMC.Recognize the activities involved in developing an integrated communications program.Identify obstacles to implementing an IMC program.Understand and appreciate the components contained in an in
3、tegrative model of the marcom decision-making process.,Chapter ObjectivesAfter reading this chapter you should be able to:,2010 South-Western,a part of Cengage Learning.All rights reserved.,12,2010 South-Western,a part of Cengage Learning.All rights reserved.,13,Introduction to Marketing Communicati
4、ons(Marcom),2010 South-Western,a part of Cengage Learning.All rights reserved.,14,The Tools of Marketing Communications,Table 1.1,Source:Adapted from Figure 1.1 in Kevin Lane Keller,“Mastering the Marketing Communications Mix:Micro and Macro Perspectives on Integrated Marketing Communication Program
5、s,”Journal of Marketing Management 17(August,2001),823851.,2010 South-Western,a part of Cengage Learning.All rights reserved.,15,The Integration of Marketing Communications,Why Not Integrated?Tradition of separation communication toolsInfluence of specialized outside suppliersManagerial parochialism
6、Fear of budget cutbacksLoss of power and authorityResistance of outside suppliers to broadening their functionsSkeptics who consider IMC to be a fad,2010 South-Western,a part of Cengage Learning.All rights reserved.,16,The Integration of Marketing Communications(contd),IMC and SynergyUsing multiple
7、communication tools in conjunction with one another can produce greater results(synergistic effects)than tools used individually and in an uncoordinated fashion.,2010 South-Western,a part of Cengage Learning.All rights reserved.,17,And Now a Definition of IMC,Integrated Marketing Communications(IMC)
8、Is a communications process for planning,creation,integration,and implementation of diverse forms of marcom delivered to a brands targeted customers and prospectsHas as its goal influencing or affecting behavior of targeted audience Considers all touch points a customer/prospect has with the brand a
9、s potential delivery channels for messages Requires that all of a brands 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,2010 South-Western,a part of Cengage Learning.All rig
10、hts reserved.,18,Five Key Features of IMC,Table 1.2,Start with the customer or prospect.Use any form of relevant contact or touch point.Speak with a single voice.Build relationships.Affect behavior.,2010 South-Western,a part of Cengage Learning.All rights reserved.,19,Key IMC Feature#1,The Consumer
11、or Business Customer Must Represent the Starting Point for All Marketing Communications ActivitiesTakeaway:Consumers in ControlOutside-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
12、MediaConsumers are increasingly in control of their media choices for acquiring information about brands.,2010 South-Western,a part of Cengage Learning.All rights reserved.,110,Selecting the Appropriate Marcom Tools,Courtesy of WISK,Unilever United States,Inc.,2010 South-Western,a part of Cengage Le
13、arning.All rights reserved.,111,Key IMC Feature#2,Use Any and All Marcom Tools That Are Up to the TaskTakeaway:360-Degree BrandingA brands touch points should be everywhere the target audience is.Not All Touch Points Are Equally EngagingSurround customers/prospects with the message,but not to the po
14、int of being irritatingly present.,2010 South-Western,a part of Cengage Learning.All rights reserved.,112,Key IMC Feature#3,Multiple Messages Must Speak with a Single VoiceTakeaway:A brands positioning statement must:Present a clear idea of the brand in its target markets mindConsistently deliver th
15、e same unified message across all media channels on all occasions.,Richard B.Levine/Newscom,2010 South-Western,a part of Cengage Learning.All rights reserved.,113,Key IMC Feature#4,Build Relationships Rather Than Engage in FlingsTakeaway:Loyalty programs promote long-term relationships between custo
16、mers and brands that lead to customer retention.Experiential marketing programs can create brand experiences that make positive and lasting impressions on customers.,2010 South-Western,a part of Cengage Learning.All rights reserved.,114,Key IMC Feature#5,Dont Lose Focus of the Ultimate Objective:Aff
17、ect BehaviorTakeaway: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.,2010 South-Western,a part of Cengage Learning.A
18、ll rights reserved.,115,Obstacles to Implementing IMC,Integration requires tight coordination among all elements of a marcom program.Few providers of marketing communication services have the diversity of skills required to execute an IMC program.Direct-to-customer advertising is more difficult than
19、 a mass media campaign.The greatest challenge is making sure that all marcom tools are consistently executed.,2010 South-Western,a part of Cengage Learning.All rights reserved.,116,Marketing Communications,Marketing Communications ObjectiveTo enhance brand equity by moving customers to favorable act
20、ion toward the brandtrying it,repeat purchasing it,and becoming loyal toward the brand.Brand EquityThe degree to which consumers favorably perceive the brands features and benefits as compared to competitive brands and how strongly these views are held in memory,2010 South-Western,a part of Cengage
21、Learning.All rights reserved.,117,Making Brand-Level Marcom Decisions and Achieving Desired Outcomes,Figure 1.1,2010 South-Western,a part of Cengage Learning.All rights reserved.,118,Fundamental Marcom Decisions,2010 South-Western,a part of Cengage Learning.All rights reserved.,119,Fundamental Marco
22、m Decisions(contd),2010 South-Western,a part of Cengage Learning.All rights reserved.,120,Fundamental Marcom Decisions:Commit-to-Memory Mantra,1.Directed to a specifictarget market,2.Clearly positioned,3.Created to achieve a specific objective,4.Undertaken within budget constraints,All marketing com
23、munications should be:,2010 South-Western,a part of Cengage Learning.All rights reserved.,121,Marcom Implementation Decisions,2010 South-Western,a part of Cengage Learning.All rights reserved.,122,A Buy-One-Get-One-Free Promotion,Figure 1.2,2010 South-Western,a part of Cengage Learning.All rights reserved.,123,Marcom Outcomes,2010 South-Western,a part of Cengage Learning.All rights reserved.,124,Marcom Program Evaluation,
