Integrated Marketing Communications: Then, Now, Tomorrow

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Integrated Marketing Communications Then, Now,
Tomorrow

• Dudley Blossom, Ph.D
• Professor of Marketing
• Department of Business Administration Head

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Moving Towards IMC
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Non-Integrated Marketing Communication
Sales Promotion
Advertising
Message (Positioning, Image, etc.)
PR Publicity
Direct Marketing
Personal Selling
Interactive/Internet
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Moving Towards IMC
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Integrated Communications
Customer
Communications Objectives
Message
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Moving Towards IMC
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Integrated Marketing Communications
Customer
IMC Objectives
Product
Price
Marketing Objectives
Place (Distribution)
Advertising
Promotion
Direct Marketing
Interactive/Internet
Sales Promotion
PR Publicity
Personal Selling
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Towards IMC Integrated Communication Levels

• Tactical Level
• Communications Tactics need to work together
  towards a common goal
• Strategic Level
• Eliminate the bias towards mass media advertising
• Advertising is a tactic
• Mission Level
• The purpose of the organization must be
  coordinated

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Towards IMC Integrated Communication Levels

• Organizational Level
• Where should the coordination happen? Corporate
  cultures permits some coordination but restricts
  others.
• Interpersonal Level
• Interaction between specialty areas must increase
• Theoretical Level
• Focus must shift to integrate communication
  theory as well as marketing theory
• Process Level
• Process integration such that

Theory
Strategies
Tactics
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Building IMC The Point of Integration

• Where does the coordination happen?
• Internal coordination
• An organization/client coordinates the efforts of
  all of its communications tasks from an internal
  department
• External coordination
• An organization hires a communications agency to
  coordinate all of its communications efforts
• Third party coordination
• An organization hires a coordination agency to
  deal with communications agencies

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Building IMC Providing External Integration

• Horizontal Integration
• Combine organizations specializing in different
  communications vehicles
• Incorporate Advertising, PR, Direct Marketing,
  Interactive, Sales Promotion, Personal Selling
• Vertical Integration
• Integrate communications into media
• Cooperation Partnership
• Partner with complimentary organizations

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Bulgaria and IMC

• Looking Behind
• Bulgaria has little history to overcome
• The communications industry is relatively new
• Looking ahead
• There is much to be learned from the west
• Communications organizations in Bulgaria START at
  a point that is ideal in the west

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Integrated Marketing Communications Then, Now,
Tomorrow

• Dudley Blossom, Ph.D
• Professor of Marketing
• Department of Business Administration Head