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Chapter One
Overview of
Integrated Marketing
Communications
Chapter One Objectives
• Introduce the topic of marketing
communications (MarCom)
• Describe the nature and importance of
different elements of MarCom
Chapter One Objectives
• Understand the advantages of
integrated marketing communications
(IMC)
• Understand how elements must be
tightly interwoven in order to enhance
brand equity
Definition of Marketing
Marketing
A set of activities whereby business
and other organizations create
transfers of value (exchanges)
between themselves and their
customers.
Communications
Communications
The process whereby thoughts are
conveyed and meaning is shared
between individuals or between
organizations and individuals.
Marketing Communications
Marketing Communications
The collection of all elements in a
brand’s marketing mix that facilitate
exchanges by targeting the brand to
a group of customers, positioning
the brand as somehow distinct from
competitive brands, and sharing the
brand’s meaning with the brand’s
target audience.
Marketing is Communication and
Communication is Marketing
Business-to-business (B2B)
Business-to-consumer (B2C)
Not-for-profit services
Elements of Marketing Communications
Brand Level Marketing
Most marketing communications
occurs at the brand level.
Brand Level Marketing
A well known and respected brand
is an invaluable asset.
Brand Level Marketing
A successful brand can create
barriers to entry for competitors.
Brand Level Marketing
This is the key means for
differentiating one company’s
offering from competitive
brands.
Integrated Marketing Communications
(IMC)
Integrated Marketing Communications
(IMC)
The process of planning, creation,
integration, and implementation of
diverse forms of marketing
communications that are delivered over
time to a brand’s targeting customers
and prospects.
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.
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.
Obstacles to Implementing IMC
• Few providers have the skills
required to execute.
• Mass media campaigns easier than
Direct-to-Customer.
• Need for MarCom Director.