1. Integrated Marketing Communications1
Chapter One
Integrated Marketing Communications

2. Marketing Communications
Integrated
Marketing Communications 1
Chapter Overview
Highly competitive global marketplace.
Wide variety of media available for communications.
Clear communications needed.
Emerging trends.
Accountability.
Change in roles of account executives, creatives and brand managers.
Development of alternative media.

3. Communication and IMC Programs
Communication is defined as transmitting, receiving and processing information.

4. The Communication Process
F I G U R E
The Communication Process

5. E X H I B I T 1 Shoe Advertisements
Which advertisement attracts your attention the most?
Which advertisement is the least appealing?
How important is the brand name in each ad?
What is the message of each individual advertisement?
What makes each advertisement effective?
What are the pros and cons of each advertisement?
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6. F I G U R E
Possible Noise in Watching a TV Advertisement

7. E X H I B I T 2
Why Viewers Do Not Watch Ads

8. Barriers to Communication
Between Individuals
Age
Gender
Social Status
Personality
Between Companies
Poor Selling Techniques
Unfocused Advertising
Poor Media Choices
Failure to find correct contact Persons
Within Companies
Poor downward flow (orders, procedures)
Poor lateral flow (communication between departments)
Poor upward flow (computers, telephone systems, intranet systems)
Information not stored for future use or poor retrieved system

9. Advertising Clutter
How many ads were you exposed to during the last 24 hours from the following media?
Television
Radio
Magazines
Newspapers
Billboards
Internet Web sites
How many ads can you recall from each of the above media?

10. Integrated Marketing Communications
IMC 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.

11. Traditional Marketing Mix
F I G U R E
Traditional Marketing Mix
Product
Price
Promotion
Distribution
Advertising
Consumer
Promotions
Personal Selling
Direct Marketing
Public Relations

12. F I G U R E 1 . 4 Situation analysis. Marketing objectives.
The Marketing Plan
Situation analysis.
Marketing objectives.
Marketing budget.
Marketing strategy.
Marketing tactics.
Evaluation