Integrated Advertising, Promotion, and Marketing
Communications
Eighth Edition, Global Edition
Chapter 1
Integrated
Marketing
Communications
Copyright © 2018 Pearson Education Ltd. All Rights Reserved
Learning Objectives
How does communication take place?
What is an integrated marketing communications
program?
Which trends are affecting marketing
communications?
What are the components of an integrated marketing
communications program?
What is meant by GIMC?
Topics
•
1.1 Communication Process
•
1.2 Integrated Marketing Communications
•
1.3 The Promotional mix
•
1.4 Role of Promotion in the Marketing Mix
•
1.5 The components of the promotional mix
•
1.6 Steps of a Marketing Plan
•
1.7. Trends Affecting Marketing Communications
•
1.8 Accountability and Measurable Results
Topics
•
1.9 Integration of Digital Media
•
1.10 Integration of Media Platforms
•
1.11 Changes in Channel Power
•
1.12 Increases in Global Competition
•
1.13 Increase in Brand Parity
•
1.14 Emphasis on Customer Engagement (1 of 2)
•
1.15. Five Reasons Why Integrated Marketing Works
•
1.16. International Implications
Introduction
•
In today’s rapidly evolving marketplace, the ability to integrate various
marketing communication tools is essential for creating a cohesive and
impactful brand message. Chapter 1 introduces the fundamental concepts
of Integrated Marketing Communications (IMC), emphasizing the
importance of a unified approach to advertising, promotion, and public
relations. This chapter explores how different elements such as
advertising, sales promotion, public relations, and direct marketing can
be strategically combined to deliver consistent and compelling messages
across multiple channels. By understanding the synergy between these
components, marketers can enhance brand equity and achieve greater
effectiveness in their campaigns. With insights from industry experts
Kenneth E. Clow and Donald Baack, this chapter sets the stage for a
comprehensive understanding of IMC and its critical role in modern
marketing strategies.
Lean Cuisine
• “Diet” not popular term
• New products, new
messages
• “Frozen, How Fresh
Stays Fresh”
• Social media – “Weigh
This”
• Goal to shed the idea of a
“diet” food
1.1 Communication Process
Figure 1.2 Examples of Communication
Noise
• Talking on the phone during a commercial on
television
• Driving while listening to the radio
• Looking at a model in a magazine ad and ignoring
the message and brand
• Scanning a newspaper for articles to read
• Talking to a passenger as the car passes
billboards
• Scrolling past Internet ads without looking at
them
• Becoming annoyed by ads on a social media site
• Ignoring tweets on Twitter because they are
irrelevant
1.2 Integrated Marketing
Communications
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.
1.3. The Promotional mix
• The Promotional Mix: definition
io nnaall
o m
moott io
P
Prro
Mx
M ix
i Combination of promotion tools
used to reach the target market
and fulfill the organization’s
overall goals. Includes:
Advertising
Public Relations
Personal Selling
Sales Promotion
……..
1.4. Role of Promotion in the Marketing
Mix
1.5. The components of the promotional mix
1.5. The components of the promotional mix
Cont.
Most commonly distributed by traditional
t i ssin
ingg media, though increasingly through non-
v e
e r
r t i
Addv
A
traditional media, such as Web sites, e-
mail, blogs, and interactive video kiosks in
malls and supermarkets.
1.5. The components of the promotional mix
Cont.
u b
b lliicc
P
Pu nss
a t
t io
io n Helps an organization
R
R e
e lla
communicate with
customers, suppliers,
stockholders, government
officials, employees, and the
community.
1.5. The components of the promotional mix
Cont.
The Function of Public Relations
M
aintain
Ed a positiv
u c a te e imag
th e publ e
compa i c abo
ny’s ob u t the
In jectives
troduc
e new
Su produc
p por t t ts
Ge h e sale
nerate s effort
favora
b le p u
blicity
1.5. The components of the promotional mix
Cont.
S a
a lleess
S o nn Marketing activities—other
m oo t
t iio
ro
Pro
P m
than personal selling,
advertising, and public
relations—that stimulate
consumer buying and
dealer effectiveness.
1.5. The components of the promotional mix
Cont. The tools of Sales Promotion
Free
Free samples
samples
Contests
Contests End
End
Consumers
Consumers
Premiums
Premiums
Trade
Trade
Trade
Trade Shows
Shows Customers
Customers
Vacation Company
Company
Vacation Giveaways
Giveaways
Employees
Employees
Coupons
Coupons
1.5. The components of the promotional mix
Cont.
s o n
n a
a ll
P
Peerrs o
l li
lin
n g
g Planned presentation to
S
See l
one or more prospective
buyers for the purpose of
making a sale.
1.5. The components of the promotional mix
Cont. Traditional and relationship selling
Attempts to persuade the
Traditional
Traditional buyer into a specific point
Selling
Selling of view. Win-lose outcome.
Relationship Long-term relationships,
Relationship
Selling create a win-win outcome
Selling
1.6. Steps of a Marketing Plan
• Current situational analysis
• SWOT analysis
• Marketing objectives
• Target market
• Marketing strategies
• Marketing tactics
• Implementation
• Evaluation of performance
1.7. Trends Affecting Marketing
Communications
• Emphasis on accountability and measurable
results
• Explosion of the digital arena
• Integration of media platforms
• Shift in channel power
• Increase in global competition
• Increase in brand parity
• Emphasis on customer engagement
1.8 Accountability and Measurable
Results
• Want results from marketing budgets
• Advertising agencies expected to deliver
results
• Emerging social media changes
communication
• Emerging alternative methods and media
• Less reliance on mass TV ads
1.9 Integration of Digital Media
• Emergence of
• Interactive Web sites, blogs, and social
networks
• Smartphones, tablets
• Companies shifting expenditures from
traditional to digital media
• Social media allows interaction
1.10 Integration of Media Platforms
• Consumers integrate platforms
• 5 hours 16 minutes non-television screens
• 4 hours 31 minutes television
• Ways consumers integrate media formats
• Content grazing
• Investigative spider-webbing
• Quantum journey
• Social spider-webbing
Figure 1.6 Pathways Consumers Use to Interact Across
Media Devices
Source: Based on Mark Walsh, “Microsoft Highlights Usage Across Device Pathways,” Online
Media Daily, March 14, 2013, http://www.mediapost.com/publications/article/195786/
1.11 Changes in Channel Power
• Retailers
• Control channel
• Control shelf space
• Have purchase data
• Determine products and brands on shelves
• Consumers
• Internet shifts power to consumers
• Multiple methods of making purchases
1.12 Increases in Global Competition
• Information technology
and communication
has changed the
marketplace.
• Products can be
purchased from
multiple locations.
• Customers want both
low prices and high
quality.
• Manufacturers and
retailers must work
together.
1.13 Increase in Brand Parity
• Brands viewed as being equivalent
• Consumers select from a group of brands
• Quality and characteristics less important
• Price more important
• Decline in brand loyalty
1.14 Emphasis on Customer Engagement (1 of
2)
• Marketers seek to engage customers
• Contact points important
• Digital media now part of IMC
• Two-way communication
• Strive to develop emotional commitment
1.14 Emphasis on Customer Engagement (2
of 2)
Understanding customer engagement also
applies to nonprofits such as the Red Cross
1.15. Five Reasons Why Integrated Marketing Works
1. Unifies strategy and message across channels
2. Streamlines timing
3. Connects with multiple audiences
4. Creates meaningful insights
5. Maximizes impact
Figure 1.8 Overview of IMC Text
Copyright © 2018 Pearson Education Ltd. All Rights Reserved
1.16. International Implications
• Goal – to coordinate
marketing efforts
• Greater challenge
due to national and
cultural differences
• Standardization
versus Adaptation
• “Think globally, but
act locally”
Self Evaluation
•
1) Integrated Marketing Communications (IMC) aims to create a unified and
seamless experience for consumers across different marketing channels.
Answer: True
1. 2) The primary focus of IMC is on short-term sales rather than long-term
brand building. Answer: False
2. 3) IMC involves coordinating various promotional elements and other
marketing activities that communicate with a firm’s customers. Answer:
True
3. 4) One of the goals of IMC is to ensure that all forms of communications and
messages are carefully linked together. Answer: True
4. 5) IMC excludes the use of digital marketing channels. Answer: False
Self Evaluation
1. 1) Which of the following best describes Integrated Marketing Communications
(IMC)?
A) A strategy focused solely on digital marketing
B) A process for creating a unified and seamless experience for consumers
C) A method for reducing marketing costs
D) A technique for increasing short-term sales
Answer: B
2. 2) What is a key objective of IMC?
A) To focus on individual marketing channels independently
B) To create a consistent message across all marketing channels
C) To prioritize traditional marketing over digital marketing
D) To reduce the number of marketing channels used
Answer: B
Self Evaluation
1. 3) Which of the following is NOT a component of IMC?
A) Advertising
B) Public Relations
C) Direct Marketing
D) Inventory Management
Answer: D
2. 4) How does IMC view the role of customer feedback?
A) As irrelevant to the marketing process
B) As a minor consideration
C) As crucial for refining and improving marketing strategies
D) As useful only for product development
Answer: C
Self Evaluation
1. 5) Which of the following is an example of a marketing channel
used in IMC?
A) Print Media
B) Digital Advertising
C) Public Relations
D) All of the above
Answer: D
