1. An Introduction to Integrated Marketing Communications
McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

2. Integrated Marketing Communications (IMC)
What is it?
“recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines --- advertising, public relations, personal selling and sales promotion --- and combines them to provide clarity, consistency, and maximum communications impact”1
Different types of promotional techniques are good at different things. Maximize your promotional impact by using each promotional technique wisely; and use them in combination.
1 – Evans and Berman, page 464.

3. The Promotional Mix Advertising Public Relations Personal Selling
Paid, impersonal, mass comm.
Public Relations
Comm. To foster a positive public image
Personal Selling
Personal, oral comm., make a sale
Sales Promotion
Paid, activities designed to stimulate sales – consumer and channel

4. IMC Communication Tools
Direct
Marketing
Interactive/
Internet Marketing
Advertising
Sales
Promotion
Personal
Selling
Publicity/Public
Relations

5. Reasons For Growing Importance of IMC
Shift from media advertising to other forms of
marketing communication
Movement away from advertising focused-
approaches that emphasize mass media
Shift in power from manufacturers to retailers
Rapid growth of database marketing
Demands for greater ad agency accountability
Changes in agency compensation
Rapid growth of the Internet
Increasing importance of branding

6. Potential Communications Objectives
Sales
Customer loyalty
Company image
Brand image
Store patronage
Service contract
An inquiry
A visit by a prospect
Product trial
Recommendation
Adoption of the product

7. Evolution of IMC
The concept of IMC – the idea of managing customer relationships – is not new.
However, the processes used in managing IMC, such as taking advantage of new communication and database technologies and creating synergy for a brand, are new.

8. Integrated Marketing Communications
Achieve Synergy
A key aspect of IMC is the need for synergy
All communication elements should convey the same, unified message, otherwise consumers will be confused
Examples: Good and Bad

9. Examples of Good/Bad IMC in Practice
For-Profit Business
Non-Profits
People
Cities/Communities
Schools

10. For-Profit Business Wal-Mart Southwest Airlines
Key Positioning / IMC Elements?
Southwest Airlines

11. Non-Profits Roosevelt County Literacy Council
Key Positioning / IMC Elements:
Adult Literacy Organization
Needs to change image (Stuffy)
Desperately needs to attract more (younger) tutors

12. RCLC Web Page

13. RCLC Logo

14. RCLC Logo Suggestions (MKT 452)

15. People
Rob Zombie

16. People
Rob Zombie

17. Cities / Communities Roswell

19. UFO Museum and Research Center

23. Another good example of POOR IMC in action University of North Carolina - Asheville

27. What is being communicated here?

28. IMC Wrap-up
Good IMC can help improve an image, develop liking/preference, and help sell products/services
“Bad” IMC can hinder them. . .

30. IMC: Jewish Hospital - Clip
Achieve Synergy
What did Jewish Hospital do and why?

31. The Value of Strong Corporate and/or Brand Identity
Creates more options for competing against lower-priced competitors
Builds customer loyalty
Makes it easier to withstand economic fluctuations and marketing crises
Allows companies to sell products/services at a premium price and maintain larger profit margins
Can facilitate brand and line extensions
Makes customer response more inelastic to price increases and elastic to price decreases

32. Crest uses its strong brand equity to launch a line extension

33. Pricing Decisions
Price must be consistent with perceptions of the product
Higher prices communicate higher product quality
Lower prices often reflect bargain or “value” perceptions
A product positioned as high quality while carrying a lower price than competitors may confuse customers
Price, advertising and distribution must be unified to create the position for the product or service.

34. Instructor Questions for Chapter 1 and 2
What is IMC?
Why do it?
What is Media Fragmentation?
How have sellers dealt with Media Frag?