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1 Chapter One

Integrated Marketing Communications

Dr. Abdullah SultanFall 09

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F I G U R E 1 . 6

Integrated Marketing Communication Plan

http://www.youtube.com/watch?v=3F3qzfTCDG4

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F I G U R E 1 . 11

Why Viewers Do Not Watch Ads

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Seen ad a lot

Ad annoying

Ad boring

Ads are on

Turn to another program

Program is boring

I'm bored

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F I G U R E 1 .2

Communication Process

Example

Senders are companies that manufacture and sell shoes. Encoding occurs when someone (usually the creative) takes the idea and transforms it into an attention-getting mode. Messages travel to audiences via various transmission devices, such as a television, billboard, Sunday paper with a coupon, or a letter to the purchasing agent of a large retail store. Decoding occurs when the receiver’s (consumer’s) senses are touched in some way by the message. Feedback occurs through inquiries, trips to the store, and purchases. Noise is all of the factors that prevent the consumer from seeing the message. A classic example is clutter, which exists when consumers are exposed to hundreds of marketing messages per day, and most are tuned out.

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Question: Can you think of additional examples of noise in advertising or marketing communications?

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F I G U R E 1 . 3Possible Noise in Watching

a TV Advertisement

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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?

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• 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?

Advertisements

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• Information technology• Changes in channel power• Increase in competition (global competitors)• Brand parity• Integration of information• Decline in effectiveness of television

advertising.

The Value of IMC Plan: Trends Impacting Integrated Advertising and Marketing Communications

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Integrated Marketing Communications 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.

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The marketing mix:– Products– Pricing systems– Distribution systems– Promotional programs

The promotions mix:– Advertising– Sales promotions (including consumer and trade promotions)– Personal selling activities

The IMC promotions mix also includes:– Direct marketing– Public relations programs – Internet marketing

All of these elements must blend together to present a unified message.

IMC Involves

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A simpler version:

Integrated Marketing Communications is the management of an organization’s image.