Download Integrated Marketing Communications (IMC)

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An Overview of Marketing Communications
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McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Integrated Marketing Communications

Integrated Marketing
Communications (IMC):
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The strategic integration of
multiple means of
communicating with target
markets to form a
comprehensive, consistent
message.
Marketing Communications Environments
The
Competitive
Environment
The
Social
Environment
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The
Economic
Environment
Marketing
Mix
Considerations
The Marketing Communications Process
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The Marketing Communications Mix
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The Role of Marketing Communications
Reminding
Informing
Persuading
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The Role of Marketing Communications
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The Role of Marketing Communications
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The Role of Marketing Communications
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Advertising objectives in relation to the
stage in the product life cycle
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Advertising

Global Advertising
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7 Steps in International Advertising
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1. Perform marketing research
2. Specify the goals of the communication
3. Develop the most effective message
4. Select effective media
5. Compose and secure a budget
6. Execute the campaign
7. Evaluate the campaign relative to the goals
specified
Advertising
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Advertising Strategies and Goals
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Standardization with local customization
• Where standardization can occur, companies gain in economies
of scale, but must alter the advertising appeal to each unique
culture
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Product Attribute and Benefit Segmentation
• Different cultures may seek the same benefit from the primary
function of the product (a car’s primary function is to drive from
one point to another); but differences occur when some features
are valued over others across cultures (types of car stereos,
safety equipment, after sale services, etc) .

Regional Segmentation
• Where it is possible, advertising will continue to be segmented
and standardized by region (European countries, or Latin
American countries).
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Selecting Advertising Media

Reach
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Frequency
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Number of times a person is exposed to ad
Media Impact
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Percentage of people exposed to ad
The qualitative value of a message exposure
through a given medium
Marketing Communications
Program Development
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Explicit Communications:
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Implicit Communications:
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Convey a distinct, clearly stated message
through personal selling, advertising, public
relations, sales promotion, direct marketing,
or some combination of these methods.
What the message connotes about the
product itself, its price, or the places it is sold.
Push, Pull, and Combination
Strategies

Push Strategy:
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Pull Strategy:
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Involves convincing intermediary channel
members to “push” the product through the
cannel to the ultimate consumer.
Attempts to get consumers to “pull” the
product from the manufacturing company
through the marketing channel.
Push, Pull, and Combination
Strategies
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Combination Strategy:
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Aiming marketing communications
at both resellers and ultimate
consumers.