1. INTEGRATED MARKETING COMMUNICATIONS
Lecture week 12
Review and Revision

2. Objectives To review the module and focus on revision for examination
To revisit the analytical framework, applying the theories/concepts studied on the module this semester
To review and revise the syllabus
To provide guidance on revision and examination preparation

3. Review: syllabus Four themes:
Marketing Communications contexts (analysis) lectures 1-5
Marketing communications campaign planning lectures 6-8
Implementing marketing communications lecture 9
Marketing communications research, evaluation and control lectures 10-11

4. Review: Theme 1 Marketing Communications Context (Analysis)
IMC and the Environment
Introduction to IMC and DSM’s
MC theory
Schramm, hierarchy, multi-step etc
MC environment and Buyer Behaviour
PEST, consumer decision making etc
DSM’s
APIC and other models

5. Review: Theme 2 Campaign planning
Creativity in the communications mix
Creativity, branding, big idea, USP, PBR etc
Creative strategy
Briefing, appeals, executions, central/ peripheral route to persuasion, rational/ emotional, semiotics
Media planning
Media characteristics, costs, objectives etc.

6. Review: Theme 3 Implementing MC
Putting it into practice
Media scheduling
Spend and appropriation

7. Review: Theme 4 Research, evaluation and control
Research and evaluation
advertising
other MC tools
levels of integration

8. Review: DSM planning frameworks
Various models/frameworks
All include several, sequential stages
Analysis
Planning
Implementation
Research and control

9. APIC MODEL
ANALYSIS: the present situation (organisation, product/service, competitors, customers, environment etc)
PLANNING: objectives, positioning, strategy and tactics
IMPLEMENTATION: costing, budgeting, production, scheduling etc
CONTROL: research, monitoring and evaluation
Copley 2004

10. objectives and positioning
DECISION SEQUENCE MODEL
Situation analysis
objectives and positioning
strategies
budget
implementation
evaluation
Rothschild 1987

12. Exam: format Part B 40% of module mark
Same format as mock exam - Four questions (of potentially 8)
Attempt 1
All equal
1 hour
Closed

13. Exam: format Part B Guidance
Spend approx. 5 minutes on choosing the question
Plan your answer before you start writing
Structure answer and be relevant to Question
Use examples
Citations
Copley 2004 or other textbooks used
Academic journals
Marketing press
Video or other relevant sources

14. Exam: preparation
Revise sufficient topics (at least 5) to give yourself choice
Use lecture notes/seminar materials/ recommended reading from Copley/directed study references/academic journals
Anticipate questions …

15. Exam: Topics IMC in context Marketing Communications theory
Marketing communications environment and buyer behaviour theory
Marketing communications management process in context
Planning: targeting, objectives and positioning
Creativity and creative strategy, tactics and execution
Media strategy and spend issues
Research and Evaluation

16. Examples of questions: 1. IMC and Management Process
Explain IMC in terms of the management of the marketing communications mix. Illustrate your response with examples of what you consider to be good practice.
Strategic management can be applied to many things, MC included. Explain what you understand by integration in this context and illustrate what you consider to be good practice.

17. Examples of questions: 2. MC theory
Traditional MC theory as depicted in textbooks gives the impression that the subject is rooted in the past. Comment on the basic MC process and any other MC theory in terms of the perspective of today’s marketing practitioners.

18. Examples of questions: 3. BB theory & envt
Critically assess buyer behaviour theory in relation to marketing communications practice. Illustrate your answer with relevant examples.

19. Examples of questions: 4. IMC and Management Process
Explain the essence of the Decision Sequence Model and provide an example of one such model that can be used in the IMC management context. Discuss, using examples, what companies get most out of this kind of management approach to marketing communications

20. Examples of questions: 5. Planning – targets, objectives & positioning
‘Perceptual mapping is an essential tool when considering positioning and repositioning of brands and organisations involved with marketing activities’. Using relevant examples to illuminate, explain what you understand perceptual mapping to be in relation to the inevitability of the sue of market segmentation philosophy.

21. Examples of questions: 6. Planning – Creativity and creative strategy
Discuss the creativity in relation to the MC industry, making links to creative and strategy, illustrating with examples of your choice.

22. Examples of questions: 7
Examples of questions: 7. Planning/Implementation – Media strategy and spend
Discuss the changes that technology has brought to the MC industry making reference to media strategy, illustrating with examples of your choice.

23. Examples of questions: 8. Control/research and evaluation
Explain what you understand to be the essence of the control stage of a DSM as applied in the MC context. Using examples to illustrate, include in your response consideration of research in other stages of such a model.

24. Good Bye and Good Luck! PS see you at graduation!
Any Questions?
Good Bye and Good Luck!
PS see you at graduation!