1. The Role and Purpose of Marketing Communications
Definition of the relevant terms
Strategic importance of Marcoms
Role of Marcoms in the firm
IMC

2. The role and purpose of marketing communications
The strategic importance of marketing Communications
marketing
strategic management
organisational identity
The role of communication in marketing exchanges and transactions

3. The changing nature of marketing
New insights, tools, opportunities, challenges, global competitors
type of consumer (prosumer)
adverse selection:
customer acquisition
customer retention
customer de-selection

4. Marketing Communications defined
Communications by means of promotion within a target audience or market (Kitchen, 1999)
The collection of all elements in a brand’s marketing mix that facilitate exchanges by establishing share meaning with the brand’s customers or clients (Shimp, 2000)

5. The role of Promotion
Promotion: the co-ordination of all seller initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea
(Ray , 1982)
Communication: the passing of information, exchange of ideas, or the process of establishing or a commonness or openness of thought between a sender and a receiver.
(Schram 1955)

6. The strategic importance of marketing Communications
Marketing: vehicle to reach stakeholders (clients, suppliers, staff)
Strategic management: vehicle to implement strategies and plans
Organisational Identity: corporate image, corporate identity, the face of the organisation

7. The role of Mar-coms in the organisation
…influenced by
dynamic changes
interconnected economies (i.e. EU)
customer needs and product Loyalties
visibility of competition
need for profitability
consumer sensitivity
Consumers concerns for health and ethical issues (GM foods)

8. The role of Mar-coms in the organisation
purposefully:
informs, remind, introduce,
persuades
motivates
reaches and affects
affects buyer behaviour and channel relationships
support brand identity and maintain loyalty

9. The marketing mix product price place FMCG promotion people
physical evidence
process
FMCG
Services
&
Bu-Bu

10. The communications mix
Selling advertising sales-promotion direct-marketing public-relations sponsorship packaging p-o-s internet WOM corporate-identity

11. Mixing the mix: Integration
People-- process-- strategy
internet
advertising
packaging
sponsorship
Direct c.
P R
C. identity
promotion
selling
WOM

12. IMC defined:
A concept of Marketing Communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines (i.e. advertising, sponsorship, PR ) and combines these disciplines to provide clarity , consistency and maximum evaluation impact.

13. Integration in Communication: the benefits
Competitive advantage
move customers through the buying process
dialogue bond of loyalty
increases effectiveness and profits
stretches message via several communications increases credibility
saves $$$$

14. Integration in Communication: the barriers
Functional silos
stiffed creativity
time scale conflict
lack of management know how

15. Integration in Communication: the golden rules
Senior management support
consistent message
standardise graphics
clear mar-coms strategy
zero budget

16. Integration in Communication: the golden rules
customer comes first
build relationships
marketing information systems
integrate media
be ready for change