An Introduction to Integrated Marketing Communications

1
Chapter 1

• An Introduction to Integrated Marketing
  Communications

2
Marketing

• The process of planning and executing
• the conception, pricing, promotion, and
  distribution
• of ideas, goods, and services
• to create exchanges
• that satisfy individual and organizational
  objectives

3
Requirements for Exchange to Occur

• Two or more parties with something of value
• to one another,
• a desire and ability to give that something
• to the other party,
• and a way to communicate

4
Relationship Marketing

• Emphasis on creating long-term relationships with
  customers
• Focus lifetime value of a customer

5
The Marketing Promotion Mixes

• Product or Service
• Pricing Policy
• Place (Distribution Method)
• Promotion Mix
• Advertising
• Publicity/Public Relations
• Sales Promotion
• Personal Selling / Direct Marketing

6
Advertising
Any paid form of nonpersonal communication about
an organization, product, service, or idea by an
identified sponsor
Public Relations
The management function that evaluates public
attitudes, identifies the policies and procedures
of an individual or organization in the public
interest, and executes a program to earn public
understanding and acceptance.
Sales Promotion
Marketing activities that provide extra value or
incentives to the sales force, distributors, or
ultimate consumers and can stimulate immediate
sales.
7
Personal Selling
A form of person-to-person, individualized
communication in which a seller attempts to
assist and/or persuade prospective buyers to
purchase a product or engage in some action
Direct Marketing
Marketing activities through which organizations
communicate directly with target customers to
generate a response and/or a transaction
8
Integrated Marketing Communications

• A marketing communications planning concept
• Recognizes the value of a comprehensive plan
• Addresses the strategic roles of all elements of
  the promotion mix
• Combines promotion elements to provide
• Clarity
• Consistency
• Maximum communications impact

9
Why IMC is becoming more important

• Shift from media advertising to other forms of
  promotion
• Shift in power from manufacturers to retailers
• Rapid growth of database marketing
• Changes in ad agency compensation/accountability
• Rapid growth of the Internet

10
The Promotion Plan

• 1. A detailed situation analysis
• 2. Segmentation, positioning, and marketing mix
  strategy
• 3. Specific marketing communications objectives
• 4. Budget
• 5. Creative Strategy
• 6. Implementation Plan Media, Sales Promotion,
  Public Relations, and Personal Selling