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Managing Integrated Marketing
Communications (IMC)
Lecture 1
Introduction
• Once a market offering is developed to meet target
market needs, intended customers must be informed
of the offering.
Integrated marketing communications (IMC) comprises:
– advertising
– sales promotions
– personal selling
– direct selling, and
– public relations
Advertising
• Decisions involving advertising are those most often affected by
differences (cultural, legal, ethical) within a community or across
borders.
• Consumers respond in terms of their culture, its style, feelings,
value systems, attitudes, beliefs, and perceptions.
• Advertising’s function is to interpret the qualities of products in
terms of consumer needs, wants, desires, and aspirations, the
emotional appeals, symbols, and persuasive approaches.
• Reconciling an advertising campaign with the cultural
uniqueness of markets is the challenge confronting the
marketer.
Advertising Framework
1. Perform marketing research
2. Specify the goals of the communication
3. Develop the most effective message(s) for the market
segments selected.
4. Select effective media
5. Compose and secure a budget
6. Execute the campaign, and
7. Evaluate the campaign relative to the goals specified
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