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Integrated Marketing
Communications
Jeremy Kees, Ph.D.
Some initial thoughts…
• Because we are exposed to
somewhere between 3,000-5,000
marketing messages per day…..
CLUTTER is the result!!
• It’s a viscous cycle...
– Advertising = clutter = MORE
ADVERTISING = MORE CLUTTER
= EVEN MORE ADS….
Is nothing sacred anymore???
So, what is the best way for
marketers to reach you??
1. What resonates with you?
2. What is a waste?
Integrated Marketing
Communications
• The means by which firms attempt to inform,
persuade, and remind consumers—directly or
indirectly—about the products and brands they
sell
• IMC includes all marketing communications
An example…
• Includes advertising, but is much
broader…
– Mastercard’s “priceless” campaign
• Spots 1, 2, 3
• Website – priceless.com
• Viral/WOM Marketing…
– Orbitz gum Example…
• TV spot
• Phone Call
Elements of the IMC
“Promotional Mix”
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Advertising
Sales Promotions
Direct Marketing
Product
Placement
Public Relations
Publicity
Event Marketing
Personal Selling
• Search Engine
Optimization
• Email
• Blogs
• Podcasts
• Etc…
Objectives of IMC
• First, back to the basics
• Then, some general approaches
• Finally, some specific objectives
A BASIC MODEL OF
COMMUNICATION
General approaches…
• “Selling” / “Persuading”
– Targeted at our head
– Cognitive appeals
• “Brand Building”
– Targeted at our heart
– Affective/Emotional appeals
Video
Setting Objectives
• Inform
• Persuade
• Remind
• Reinforce
What is the goal?
• Heinz?
• Honda? Cog
• Based on the PLC…
Thursday….
• Guest Speaker
– Brian Papson, Director of Marketing
Villanova Athletics
• Next week
– Elements of Promotional Strategy