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8/20/2013
INTEGRATED MARKETING
COMMUNICATIONS
Chapter 9
Eras of Marketing
Production
Era
Market
Orientation
Sales Era
Social
Orientation
Traditional Marketing Approach
Point of
purchase
Interactive
marketing
Special
events
Media
Advertising
Public
relations
Direct
marketing
Sales
promotion
Packaging
Publicity
Direct
response
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Contemporary IMC Approach
Sales
promotion
Packaging
Point of
purchase
Publicity
Interactive
marketing
Media
Advertising
Direct
marketing
Direct
response
Public
relations
Special
events
Contemporary Perspective of IMC
Recognized
Recognized
as a business
as a business
process
process
Integrated
Marketing
Communications
Importance
of relevant
audience
Multiple
relevant
audiences
Demand for accountability and measurement
Demand for accountability
of outcomes
Contemporary Perspective of IMC
From
To
Media advertising
Multiple forms of communication
Mass media
Specialized media
Manufacturer dominance
Retailer dominance
General focus
Data-based marketing
Low agency accountability
Greater agency accountability
Traditional compensation
Performance-based compensation
Limited Internet availability
Widespread Internet availability
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The Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
Basic Forms of Advertising
National Advertising
Retail/Local Advertising
Primary vs. Selective
Demand Advertising
Consumers
Business-to-Business Advertising
Professional Advertising
Trade Advertising
Organizations
Direct Marketing


A system of marketing
by which organizations
communicate directly
with target customers to
generate a response
Purchases in excess of
$2 trillion a year
through direct response
advertising
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The Growth of Direct Marketing
Interactive/Internet Marketing

Back-and-forth communication
Users participate in and modify the form and content
of information
 Happens in real time


Interactive media
Internet
CD-ROMs
 Kiosks
 Interactive television
 Cell phones/Smart phones


Sales Promotion
Coupons
Samples
Premiums
Contest/Sweepstakes
Refunds/Rebates
Bonus Packs
Loyalty Programs
Events
Trade Allowances
POP Displays
Training Programs
Trade Shows
Coop Advertising
Consumer-oriented
Trade-oriented
[For end-users]
[For resellers]
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Public Relations


Traditionally viewed as
the function that
manages public opinion
PR now should be totally
integrated with
marketing to manage all
of the organization’s
audiences
Comparing Advertising and Publicity
Factor
Control
Credibility
Advertising
Publicity
Great
Little
Lower
Higher
Reach
Measurable
Undetermined
Frequency
Schedulable
Uncontrollable
Cost
High/Specific
Low/Unspecified
Flexibility
Timing
High
Low
Specifiable
Tentative
Personal Selling

Person-to-person communication

A seller attempts to assist and/or persuade prospective
buyers to make a purchase or act on an idea
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Basic Elements of a Marketing Plan
A detailed situation analysis
Specific marketing objectives
A marketing strategy and program
A program for implementing the strategy
A process for monitoring and evaluating performance
Model of the IMC Planning Process
Review of marketing plan
Analysis of Promotional program situation
Analysis of communications process
Budget determination
Develop integrated marketing communications program
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Internet/
interactive
Develop objectives and strategy for each
Develop message, media strategy, and tactics
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
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