1. Integrated Marketing Communications
Pickton and Broderick (2001)

2. The basics of IMC Clarity Consistency Continuity
Complementary Communications
Economical
Efficient
Effective
Enhancing

3. Integrating what?
Agencies (all organisations involved in planning and implementing)
Contacts (with the publics through any media or promotional activity)
Messages (about products, brands, personalities, companies)
Objectives (all campaigns aligned to corporate strategy)

4. P&B’s wheel of IMC IMC aims to integrate Image and Brand Management
(one-to-many communications)
with
Customer Contact Management
(one-to-one communications)

5. One to many
P&B (2001) p 8

6. Marketing Communications
The Hub of the Wheel
Public
Relations
Personal
Selling
Integrated
Marketing Communications
Planning
Information
Centre
Database
Management
Sales Promotion
Advertising

7. Image and Brand Management
What role in B2B?
What communications concepts and models help to understand this role?
Hierarchy of effects models
Communications models
Consideration sets

8. Trade partner support essential for success of consumer promotional campaigns
awareness
point of sale materials
incentives

9. The role of print Advertising results in lead generation
Print can be the first response or a support to sales visits
Catalogues, brochures, data sheets
capabilities brochures
technical bulletins, test reports and applications histories

10. What role in relationship marketing?
Does the website render the printed brochure obsolete?