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Managing Integrated Marketing Communications (IMC) Lecture 1 Introduction • Once a market offering is developed to meet target market needs, intended customers must be informed of the offering. Integrated marketing communications (IMC) comprises: – advertising – sales promotions – personal selling – direct selling, and – public relations Advertising • Decisions involving advertising are those most often affected by differences (cultural, legal, ethical) within a community or across borders. • Consumers respond in terms of their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions. • Advertising’s function is to interpret the qualities of products in terms of consumer needs, wants, desires, and aspirations, the emotional appeals, symbols, and persuasive approaches. • Reconciling an advertising campaign with the cultural uniqueness of markets is the challenge confronting the marketer. Advertising Framework 1. Perform marketing research 2. Specify the goals of the communication 3. Develop the most effective message(s) for the market segments selected. 4. Select effective media 5. Compose and secure a budget 6. Execute the campaign, and 7. Evaluate the campaign relative to the goals specified Top 20 Global Advertisers