1. Integrated Marketing Communications Chapter 1

2. 1 - 1 Chapter Objectives 1.Recognize the critical role communication plays in marketing programs. 2.Review the nature of the communication process. 3.Apply a communication model to marketing issues. 4.Discover the nature of a totally integrated advertising and marketing communications approach. 5.Expand the concept of integrated marketing communications to the global level.

3. 1 - 2 Ron Jon’s Surf Shop High level of competition Changing surf-board technology Brand image and logo development Advertising Sponsorship opportunities Innovative marketing programs

4. 1 - 3 Sender Encoding Transmission device Decoding Receiver Noise Clutter Communication Process

5. 1 - 4 Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost. The IMC includes all business-to-business, channel, customer, external communications and internal communications

6. 1 - 5 Communication Mix Traditional  Price, Product, Distribution, Promotion Promotion  Advertising  Sales promotions  Personal selling Additional components  Database marketing  Direct marketing  Sponsorship marketing  Internet marketing  Public relations

7. 1 - 6 The Marketing Plan Situation analysis Marketing objectives Marketing budget Marketing strategy Marketing tactics Evaluations

8. 1 - 7 IMC Components The Foundation Advertising tools Promotional tools Integration tools

9. 1 - 8 Four Stages in Cultivating an IMC System Stage 1 – Identify, coordinate, and manage all forms of external communications. Stage 2 – Extend the scope of communications to include everyone in the organization. Stage 3 – Apply information technologies to the IMC program. Stage 4 – Treat the IMC as an investment and not a departmental function.

10. 1 - 9 Strategies of the Best Companies American Productivity & Quality Center Developed both interpersonal and cross- functional communications. Involved customers in planning processes. Understood customers as corporate customers for the purpose of cross- selling.

11. 1 - 10 Information technology Changes in channel power Increase in competition Brand parity Integration of information Decline in the effectiveness of mass-media advertising Trends Impacting IMC

12. 1 - 11 Global IMC More challenging in international arena Standardization Adaptation “Think globally, but act locally.”