Integrated Marketing Communications Chapter 1 1-1 Copyright © 2010 Pearson Education, Inc....

Integrated Marketing Communications

Chapter 1

1-1Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Objectives1. What role does communication play in

marketing programs?2. What is the nature of the

communication process?3. How should the communications model

be applied to marketing issues.4. What are the characteristics of a fully

integrated advertising and marketing communications approach?

5. How does the concept of integrated marketing communications pertain to international operations?

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1-2

Ron Jon’s Surf Shop

• High level of competition• Changing surf-board technology• Brand image and logo development• Advertising• Sponsorship opportunities• Innovative marketing programs



• Highly competitive global marketplace.• Wide variety of media available for

communications.• Clear communications needed.• Emerging trends.• Accountability.• Change in roles of account executives,

creatives and brand managers.• Development of alternative media.

Chapter Overview

Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost. The IMC includes all business-to-business, channel, customer, external communications and internal communications


Communication Mix• Traditional

Price, Product, Distribution, Promotion

• Promotion Advertising Sales promotions Personal selling

• Additional components Database marketing Direct marketing Sponsorship marketing Internet marketing Guerilla marketing Alternative marketing


The Marketing Plan

• Situation analysis• Marketing objectives• Marketing budget• Marketing strategy• Marketing tactics• Evaluations


IMC Components

• The IMC Foundation• Advertising tools• IMC Media tools• Promotional tools• Integration tools


Four Stages inCultivating an IMC

System


• Stage 1: Identify, coordinate and manage all forms of marketing communications.

• Stage 2: Communications are examined from perspective of customers.

• Stage 3: Apply information technologies to the IMC program.

• Stage 4: Customer data information and insights used in corporate strategic planning.

[American Productivity & Quality Center]

• Information technology• Changes in channel power• Increase in competition• Brand parity• Integration of information• Decline in the effectiveness

of television advertising

Trends Impacting IMC


Global IMC

“Think globally, but act locally.”


• Goal – to coordinate marketing efforts• Greater challenge due to national and

cultural differences• Standardization vs Adaptation

Integrated Marketing Communications Chapter 1 1-1 Copyright © 2010 Pearson Education, Inc....

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