An Introduction to Integrated
Marketing Communications
It’s Google’s World
The most powerful brand in the world
It’s Google’s World
• Founded in 1998
– Delivers relevant search results by
favoring pages linked to by other sites
– Sells ads linked to search keywords
– Annual revenue exceeds ₹28.354 Trillion
Keys to success
– Simplicity
– Speed
– Accuracy
Google Adwords
• Keyword-targeting advertising
– Text ads at top or side of search results
– Advertisers compete for top spot
– Cost is “per click” (CPC)
• Contextual ads
– Appear on other relevant Web sites
• Site-targeted
– Generates sales and branding
– Cost is per thousand impressions (CPM)
Google Rapidly Expanding
• Beyond online search advertising
– Automated purchase of radio ads
– YouTube
– Google TV Ads
Rapidly Changing Media Environment
• Increasingly difficult to target
audiences & communicate effectively
– Consumers no longer passive recipients
– They demand more than information
– From a myriad of sources
Integrated Marketing Approach
• Traditional mass media
– Television, radio, magazines, newspapers,
billboards
– Now drive consumers to Web sites
• Online strategies
– Provide detailed information
– Be experiential, entertaining, interactive
– YouTube, Facebook, mobile media
devices, e-mail
What is Marketing?
• An organizational
function Value
• Processes for creating,
communicating, and Relationship marketing
delivering value to
customers Mass customization
• Managing customer
relationships in ways Customer relationship
that benefit the management (CRM)
organization and its
stakeholders
The BYD Web Site
Consumers can now customize
the car they want to purchase
Marketing Mix
• The four Ps
Product
Price
Place
Promotion
Coordinated Marketing Elements Build Image
Traditional Marketing Approach
Sales
Special
Point of promotion
events
purchase Interactive
marketing
Media
Packaging
Adver-
tising
Public
relations
Publicity Direct
Direct
marketing response
Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Media
Point of
purchase Adver-
Public
tising relations
Publicity
Interactive
marketing Direct
Special
marketing
events
Defining IMC
IMC is a strategic business
process used to plan, develop,
execute and evaluate coordinated,
measurable, persuasive brand
communication programs with
consumers, customers, prospects
employees and other relevant
external and internal audiences.
The goal of IMC is to
generate short-term
financial returns and build
long-term brand value.
Contemporary Perspective of IMC
Recognized as a business process
IMC Importance of relevant
Multiple relevant audience
audiences
Demand for accountability and
Demand for accountability
measurement of outcomes
Test Your Knowledge
Why are marketers decreasing the use of mass media
advertising and increasing the use of integrated
marketing communications?
A) The mass market has become fragmented.
B) New technologies have given consumers
greater control over the communication
process.
C) Use of the Internet and electronic
commerce is growing.
D) New global markets are emerging.
E) All of the above.
Growing Importance of IMC
• Strategic integration of
communications functions
– Avoids duplication
– Synergy among promotional tools
– More efficient and effective marketing
• Rapidly changing environment
– Consumers
– Technology
– Media
Behind the Growing Importance of IMC
From Toward
Media advertising Multiple forms of communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data-based marketing
Low agency accountability Greater agency accountability
Traditional compensation Performance-based compensation
Limited Internet availability Widespread Internet availability
The Role of IMC in Branding
• Brand identity is a combination of
– Name
– Logo
– Symbols IMC plays a major role
in developing and
– Design sustaining brand
– Packaging identity and equity
– Performance
– Image or associations
The Most Valuable Brands in the World
Finding New Ways to Build Brands
• Consumers are driving the trend
– They view brands as a form of
self-expression
– They know more about brands and the
companies that make them
– Cynicism about corporations is at an
all-time high
– They seek and share information with
other consumers via the Internet
Finding New Ways to Build Brands
• Get consumers involved
– Apple Computer lets consumers test
products in store
– Starbucks positions stores as a
community gathering place
• Interaction can be the best marketing
– Facebook
– Google
The Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
Advertising
• Paid forms of non-personal
communication
– About an organization, product, service,
or idea by an identified sponsor
– No feedback from audience
– Important for products and services
aimed at mass consumer markets
– Cost effective
The Most Common Forms of Advertising
National Advertising
Retail/Local Advertising
Primary vs. Selective
Demand Advertising
Consumers
Business-to-Business Advertising
Professional Advertising
Trade Advertising
Organizations
Direct Marketing
Direct
Mail
Direct
Internet
Response
Sales Advertising
Direct
Marketing
Shopping
Telemarketing
Channels
Catalogs
Bose Uses Direct Response Advertising
Includes call
for action.
Phone number,
mail-in form,
website address
provided.
Interactive/Internet Marketing
• Back-and-forth communication
– Users participate in and modify the form
and content of information
– Happens in real time
• Interactive media
– Internet
– Ipods
– Kiosks
– Interactive television
– Digital cell phones
– Messaging apps
Sales Promotion
A marketing strategy where a business will use short-term campaigns
to spark interest and create demand for a product, service or other
promotional offers
Sales Promotion
Coupons
Samples Trade Allowances
Premiums
POP Displays
Contest/Sweepstake
Refunds/Rebates Training Programs
Bonus Packs Trade Shows
Loyalty Programs Coop Advertising
Events
Consumer-oriented Trade-oriented
[For end-users] [For resellers]
Sales Promotion
• Most of the promotional budget now
goes to sales promotion
– Declining brand loyalty
– Increased consumer sensitivity to “deals”
– Larger and more powerful retailers are
demanding more trade promotion support
Using the Internet as an IMC Tool
The
Internet
Educates or A persuasive A sales tool
informs advertising or an actual
customers medium sales vehicle
Obtains Provides Builds and
Communicates
customer customer maintains
and interacts
database service and customer
with buyers
information support relationships
Test Your Knowledge
_____ is nonpersonal communication,
neither directly paid for nor run under,
identified sponsorship.
A) Advertising
B) Sales promotion
C) Publicity
D) Public relations
E) Personal selling
Advertising Versus Publicity
Factor Advertising Publicity
Control Great Little
Credibility Lower Higher
Reach Measurable Undetermined
Frequency Schedulable Uncontrollable
Cost High/Specific Low/Unspecified
Flexibility High Low
Timing Specifiable Tentative
Publicity Vehicles
Feature
Articles
News
Interviews
Releases Publicity
Vehicles
Press Special
Conferences Events
Public Relations
Systematically planning and
distributing information in an attempt
to control and manage image and the
nature of the publicity received.
Public Relations Tools
Cause-related
Marketing
Publicity Special
Vehicles Publications
Community Corporate
Activities Advertising
Public Affairs Special Event
Activities Sponsorship
Personal Selling
• Person-to-person communication
– A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
IMC Audience Contact Tools
Public
Broadcast Internet/
Print media Relations/
media interactive
publicity
Out-of-home Direct
media marketing
Target Audience
Personal Sales
selling Promotion
Point-of- Word-of- Events and Product
purchase mouth sponsorship placements
Test Your Knowledge
The _____ is a written document that
describes the overall marketing strategy
and programs developed for an
organization, product line, or brand.
A) promotional plan
B) marketing plan
C) communications plan
D) marketing audit
E) situation analysis
