1. Globally Integrated Marketing Communications
GLOBAL MARKETING AND COMMUNICATION
Globally Integrated Marketing Communications
Dr Sophie Liu

2. Learning objectives To understand:
The importance of planned and integrated marketing communications;
The concept and process of globally integrated marketing communications;
How to effectively integrate and manage marketing communications in a global context.

3. Price
Product
Value
Customer
Value
Value
Place
Promotion
Value

4. Definition of IMC
Coordinate all elements of the promotional mix to deliver clear, consistent, and compelling messages to target audiences.

5. Interactive Marketing
Advertising
Direct Marketing
Public Relations
Sales Promotion
Events/ Sponsorship
Promotional Mix
Personal Selling
Interactive Marketing

6. Importance of IMC Efficiency of resources
Better internal communication
Coherent messages
Maximum impact
Synergy effect

7. IMC Tools and Functions
Source: Garber, L.L. and Dotson, M.J. (2002), ‘A Method for the Selection of Appropriate Business-to-Business Integrated Marketing Communications Mixes’, Journal of Marketing Communications, 8(1), 1–18

8. Integrated Marketing Communication Traditional Marketing Communication
IMC vs Traditional MC
Integrated Marketing Communication
Traditional Marketing Communication
Synergy function: Integrated into one
Isolated function: Partitioning
Customer-oriented: start with customers’ needs and wants
Organization-oriented: start with the goals and product
Coherent communication programs
Breaking communication programs
Brand/relationship building objective
Short-term sales objective
Targeted at segments
Mass audience

9. The Communication Process
Source: Tanner & Raymond (2012)

10. Steps in Developing Effective IMC
Identify target audience
Determine objectives of communication
Design the message
Select communication channels
Establish the budget
Measure results
Manage the IMC process

11. Factors Influencing the Promotion Mix
Source: Tanner & Raymond (2012)

13. Globally Integrated Marketing Communications (GIMC)
GIMC is a system of active promotional management that strategically coordinates global communications in all of its component parts.
Source: Grein & Gould, (1996)

14. Benefits of GIMC Reduced costs and increased efficiency;
Consistency in corporate identity and branding creates confidence, trust, loyalty;
Emerging global customer segments;
Exploiting knowledge from different country operations.

15. Global Marketing Communication Strategy
Globalisation
Glocalisation
Localisation

16. Horizontal coordination Vertical coordination
Globally integrated strategy
Global but
non-integrated strategy
Multi-domestic integrated strategy
Multi-domestic non-integrated strategy
Horizontal coordination
(across countries)
High
High
Low
Vertical coordination
(across disciplines)
Low
(Source: Grein & Gould, 1996)

17. Forces for Coordination
coordination across countries
coordination across disciplines
Economies of scale
Learning benefits
Globally coordinated competitors
Homogenization of consumer preferences
Multinational customers
High investment intensity
High technological intensity
Pressures for cost reduction
Synergy across disciplines
Clear, consistent message
Better communication between agencies
Ability to include response devices
Mirror consumer’s use of media
Flexibility to address different segments
Copes with discipline overlap
Less faith in traditional media
(Source: Grein & Gould, 1996)

18. Any Questions?