Download Standardslides - Aalborg Universitet

Perceptions of Integrated Marketing
Communications:
a Chinese ad and PR agency perspective
1
Overview:
1.
Integrated marketing communication (IMC) - an explanation
2.
A model for IMC
3.
Stages of IMC development
4.
IMC on a global scale
5.
IMC on the Chinese market
2
Integrated Marketing Communications (IMC)
An explanation:
- IMC is the idea that companies instead of dividing
communications into several departments such as
advertising, sales promotion public relations etc., use only
one strategy for everything making every communication
consistent with one message and one strategy.
3
Traditional communication strategy
Company
Advertising
Public relations
Marketing
Integrated Marketing communication
Company
Advertising, public relations, marketing
(One message / one strategy)
4
A model for Integrated Marketing Communication
Step one:
Building customer database/extensive market research
Step two:
Plan strategies on the basis of the customer database
Step three:
Develop tactics on the basis of the strategy
Step four:
Evaluate results
5
Stages of IMC development
4th
3rd
2nd
1st
Evaluation of
each segment
Incorporation of data
in communication
planning
Extensive information gathering
Coordination of communication
6
IMC on a global scale
• Breakthrough or faliure?
• Several surveys conducted
• IMC in the early stages of development
• Mostly widespread in the industrialized countries
7
IMC on the Chinese market
• Implementation of the model
• Understanding of IMC
• Measuring the outcome of IMC
• Promotion of IMC in China
• Obstacles (budgets, local adaptions, marketing
infrastructure, risk-avoidance mentality)
8
Questions?
9