Introduction to Integrated Marketing Communications

1
Introduction to Integrated Marketing
Communications

• Business 9318
• Dr. Katherine Gallagher

2
Agenda

• Defining IMC
• Characteristics of an IMC campaign
• A developmental view of IMC
• Why IMC developed
• Approaches to planning IMC

3
AcuvueTM IMC Program
Jean Martin
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AcuvueTM IMC Program
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek
1
5
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek
1
2
Direct mail kits
6
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek, returns
mail-in card to JJ
1
3
2
Direct mail kits
7
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek, returns
mail-in card to JJ
1
3
2
Direct mail kits
4
Report Jeans interest
8
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek, returns
mail-in card to JJ
1
3
Jean receives mailing from her optometrist
5
2
Direct mail kits
4
Report Jeans interest
9
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek, returns
mail-in card to JJ
1
3
Jean receives mailing from her optometrist
5
2
Direct mail kits
4
Report Jeans interest
6
Notify JJ of appointment
10
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek, returns
mail-in card to JJ
1
3
Jean receives mailing from her optometrist
5
2
Direct mail kits
Jean makes appointment for eye exam
4
Report Jeans interest
6
Notify JJ of appointment
7
11
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek, returns
mail-in card to JJ
1
3
Jean receives mailing from her optometrist
5
2
Direct mail kits
Jean makes appointment for eye exam
4
Report Jeans interest
8
6
First-time trial offer
JJ mails Jean discount coupon
Notify JJ of appointment
7
12
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek, returns
mail-in card to JJ
1
3
Jean receives mailing from her optometrist
5
2
Direct mail kits
Jean makes appointment for eye exam
4
Report Jeans interest
8
6
First-time trial offer
JJ mails Jean discount coupon
Notify JJ of appointment
7
9
Jean places first order
13
AcuvueTM IMC Program
Ad with response vehicle
Jean Martin sees ACUVUE ad in Newsweek, returns
mail-in card to JJ
1
3
Jean receives mailing from her optometrist
5
2
Direct mail kits
Jean makes appointment for eye exam
4
Report Jeans interest
8
6
First-time trial offer
JJ mails Jean discount coupon
Notify JJ of appointment
7
9
Jean places first order
10
Follow-up trial offer
Jean offered discount on second order
14
AcuvueTM IMC Program

• Multiple communications tools
• Multiple audiences
• Multiple stages
• Sophisticated coordination

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Defining IMC

• Coordinating all messages about a brand to speak
  to target consumers with one voice, a unified
  message, and a consistent image.

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Marketing Communications Messages

• Planned messages
• Unplanned messages
• Consumers integrate all messages whether the
  organization does or not
• IMC helps but does not control the integration
  process

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Characteristics of an IMC Campaign

• Campaign continuity
• physical continuity
• psychological continuity
• Strategic orientation

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Developmental Stages of IMC

• Awareness of the need for integration
• Image integration
• Functional integration
• Coordinated integration
• Consumer-based integration
• Stakeholder-based integration
• Relationship management integration

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Paving the Way for IMC

• Decrease in message credibility
• Decrease in cost of database marketing
• Increase in cost and decrease in effectiveness of
  mass-media communications
• Increase in mergers, acquisitions, and strategic
  alliances among marcom agencies

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Paving the Way for IMC (2)

• Increase in media and audience fragmentation
• Increase in parity, or me-too brands
• Shift of information technology
• Increased efforts to assess marcom ROI

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Approaches to IMC

• Mandated one look approach
• Themelines approach
• Supply-side planning approach
• Ad hoc approaches
• Consumer-based approaches
• Moore and Thorson IMC Model
• Schultz/Tannenbaum/Lauterborn Model

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The Moore and Thorson Customer-Based IMC Model

• Identify the market
• Segment based on stage of purchase cycle
• Identify messages and communications vehicles
  for each target segment
• Allocate resources
• Evaluate program effectiveness

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The Schultz et al. Customer-Based IMC Model

• Database development
• Segmentation loyal/competitive/swing users
• Contact management
• Communications strategy
• Marketing objectives
• Marketing tools
• Marketing communications tactics

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