Creative Advertising Strategy

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Chapter One
Overview of Integrated Marketing Communications
? 2007 Thomson South-Western
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Chapter One Objectives

• To introduce the topic of marketing
  communications (marcom) and identify the tools
  used by practitioners.
• To describe the philosophy and practice of
  integrated marketing communications (IMC).
• To present the five key features of IMC.
• To identify obstacles to implementing IMC.

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Chapter One Objectives

• To introduce a framework that illustrates the
  activities involved in developing an integrated
  communications program.

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Elements of Marketing Communications
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Marketing Communications at the Brand Level
A well-known and respected brand is an invaluable
asset
This is the key means for differentiating one
companys offering from anothers
A successful brand can create barriers to entry
for competitors
Brand
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Tools of Marcom
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Integrated Marketing Communications (IMC)

• The philosophy and practice of carefully
  coordinating a brands sundry marketing
  communication elements.

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The Meaning of Synergy

• The payoff from IMC is that brand managers
  achieve
• The integration of multiple communication tools
  and media yield more positive communication
  results than the tools used individually

Synergy
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Five Key Features of IMC

• 1. Start with the customer or prospect.
• 2. Use any form of relevant contact.
• 3. Achieve synergy (speak with a single voice).
• 4. Build relationships.
• 5. Affect behavior.

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An Example of Touch Point, or 360 Marketing
Hershey Foods
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Contact Method USA Networks Promotion of
Miniseries Traffic
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Another Example of Touch Point Marketing
BriteVision Media
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Changes in Marketing Communication Practices

• Reduced dependence on mass media advertising.
• Increased reliance on highly targeted
  communication methods.
• Heightened demands on suppliers.
• Increased efforts to assess communications
  return on investment.

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Obstacles to Implementing IMC

• Few providers have the skills required to
  execute.
• Mass media campaigns easier than
  Direct-to-Customer.
• The real challenge is to make sure that tools are
  consistently executed.

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Making Brand-Level Marcom Decisions
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Making Fundamental Marcom Decisions
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A Targeted B2B Ad
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A Concluding Mantra All Marketing Communications
Should Be
Directed To A Particular Target Market
Clearly Positioned
Created To Achieve a Specific Objective
Undertaken To Accomplish The Objective Within
Budget Constraint
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Marcom Implementation Decisions

• Mixing elements
• Creating messages
• Selecting media
• Establishing momentum

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MarCom Outcomes
Outcomes
Enhancing Brand Equity
Affecting Behavior
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Program Evaluation

• Program Evaluation
• Measuring Results
• Providing Feedback
• Taking Corrective
• Action