 2007 Thomson South-Western Overview of Integrated Marketing Communications Chapter One

2 Elements of Marketing Communications

3 Marketing Communications at the Brand Level This is the key means for differentiating one company’s offering from another’s A well-known and respected brand is an invaluable asset Brand A successful brand can create barriers to entry for competitors

4 Tools of Marcom Additional Resource: Marcom Matrix

5 Integrated Marketing Communications (IMC) The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements.

6 The Meaning of Synergy The payoff from IMC is that brand managers achieve –The integration of multiple communication tools and media yield more positive communication results than the tools used individually

The MCT (Keller Kevin Lane (2001), “Mastering the Marketing Communications Mix: Micro & Macro Perspectives on IMC Programs”, Journal of Marketing Management, 17, Three “Actors” in a Situation The three “actors” determine INTERACTION EFFECTS 7

Mountain Dew Brand’s Core Meaning –FUN, EXHILARATION, ENERGY Tagline –Do the Dew 8

Five Key Features of IMC 1.Start with the Customer –“Outside-In” approach –“Inside- Out” approach  9

Five Key Features of IMC 2. Use any form of relevant contact 10

Five Key Features of IMC 3. Achieve synergy (speak with a single voice) 11

Five Key Features of IMC 4. Build relationships. Aim to increase “share of wallet” 12

Five Key Features of IMC Affect behavior –Survey by Whole foods –Affect behavior? 13

14 A Concluding Mantra: All Marketing Communications Should Be… Directed To A Particular Target Market Clearly Positioned Undertaken To Accomplish The Objective Within Budget Constraint Created To Achieve a Specific Objective

15 MarCom Outcomes Enhancing Brand Equity Affecting Behavior Outcomes