Download Integrated Marketing Communications Mix

Chapter 1
Integrated
Marketing
Communications:
An Overview
1-1
© 2005 Pearson Education Canada Inc.
Integrated Marketing
Communications
“The coordination of all forms of
marketing communications into a unified
program that maximizes the impact on
consumers and other customers.”
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IMC Mix
Advertising
Online
Interactive
Direct
Response
Public
Relations
Target
Market
Events and
Sponsorship
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Sales
Promotion
Personal
Selling
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Why Integration?
1. Organizations are looking for a “total solutions”
communications approach to solving business
problems.
2. There is a demand for comprehensive, seamless
campaigns.
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Advertising
“A persuasive form of marketing communication
that stimulates a positive response from a target
market.”
1. Product Advertising – communicates
benefits and builds brand image.
2. Promotional Advertising – communicates
specific offers to encourage immediate
response.
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Direct-Response Communications
“Delivering a message to a target audience of one. The
messages goes directly from the organization to the
customer.”
1. Direct Mail
2. Direct-Response Television
3. Direct-Response Print
Image concerns aside, blue chip companies use this
form of communication frequently.
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Interactive Communications
“Communications by the Internet, CD-ROM and other
interactive sources.”
Database marketing techniques and a desire to implement
customer relationship management programs are fueling
growth in interactive communications.
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Sales Promotion
“Activities (incentives) that stimulate an immediate
reaction from consumers and distributors.”
1. Consumer Promotion for “pull”
2. Trade Promotion for “push”
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Personal Selling
“The delivery of a personalized message between a
seller and a buyer.”
Personal selling is the human component of integrated
marketing communications.
Sellers work with distributors to get a product into
distribution; they make the product available to final
users.
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Public Relations
“Communications that are designed to gain public
understanding and acceptance.”
1. Messages are placed at no cost.
2. Messages can promote a brand or company.
3. Messages often deal with crisis situations.
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Event Marketing and
Sponsorships
“Planning and marketing an event by a company or
brand or supporting an event financially in return for
advertising privileges.”
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Trends Conducive to IMC
1. Customer Relationship Management (CRM)
2. Database Management Techniques
3. Communications Technologies Are Changing
4. Demand for Efficiency and Accountability
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Consumer Behaviour
“The behaviour of individuals in obtaining and using
goods and services, including the decision-making
processes that precede and determine the purchase.”
Organizations invest a considerable sum in marketing
research to learn about consumer behaviour.
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Needs and Motivation Theory
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Need
Absence of something
useful
Motive
Condition prompting
action to satisfy a need
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The Hierarchy of Needs
Self-Actualization
Esteem
Social
Safety
Physiological
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Personality
Personality refers to a person’s distinguishing psychological
characteristics that lead to fairly consistent responses.
Real
Self
SelfImage
LookingGlass Self
Ideal
Self
Many communications plans revolve around the lookingglass self and the ideal self.
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Attitudes
Attitude
One’s feelings about an
idea or object.
1. Attitudes are influenced by friends, family,
trendsetters, opinion leaders, and advertising.
2. Gaining acceptance is easier if the product fits the
attitudes held by the target.
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Perception
Individuals receive and interpret messages differently.
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Selective Exposure
We notice things of interest.
Selective Perception
Tuning out information that
conflicts with attitudes.
Selective Retention
We remember what we want
to.
© 2005 Pearson Education Canada Inc.
Reference Group Influence
Reference
Group
A group of people with
a common interest.
The desire to “fit in”
affects behaviour and
buying decisions.
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© 2005 Pearson Education Canada Inc.
Family Influences
Each family member has some influence on the
behaviour of other family members.
Changing roles and responsibilities of family
members has necessitated “double targeting”
by marketing organizations.
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© 2005 Pearson Education Canada Inc.