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Copyright 2012 Pearson Education 1-1

1 Chapter OneIntegrated Marketing Communications

Enriched by:Janette M. Pinariya, MM


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Communication Process

=Noise

TransmissionDevice

Encoding ReceiverDecodingSender

Feedback


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Talking on the phone during a commercial on television.

Driving while listening to the radio.

Looking at sexy model in a magazine ad and ignoring themessage and brand.

Scanning a newspaper for articles to read.

Scrolling past Internet ads without looking at them.

Annoyed by ads appearing on a social media site.

Ignoring tweets on Twitter because they are not relevant.

Offended by the message on a flyer for a local business.Copyright 2012 Pearson Education 1-3

Examples of Communication Noise


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Integrated Marketing Communicationsis the coordination and integration ofall marketing communication tools,venues and sources within a companyinto a seamless program which

maximizes the impacton consumersand other end-users at aminimal cost.

The IMC includes all business-to-

business, channel, customer, externalcommunications and internalcommunications.



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The Components of Promotion


Product Price Promotion Distribution

Advertising Sales Promotions Personal Selling

Database

Marketing

DirectResponse

Marketing

Sponsorship

Marketing

E-Active

Marketing

Public

Relations

Alternative

Marketing

Social

Media


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Steps of a Marketing Plan

Current situational analysis

SWOT analysis

Marketing objectives

Target market

Marketing strategies

Marketing tactics

Implementation Evaluation of performance



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Changes in Tasks Performed

Account executive represents advertising agency andinterface with clients

Brand or product manager oversees specific brandsor line of products

Creatives design ads and promotional materials Account planners voice of the consumer within the

agency


Partnership among individuals to achieve results.


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Emergence of Alternative Media

Emergence of Interactive Web sites, blogs, and social networks

Smartphones

Companies shifting expenditures from traditional to

new, alternative mediaYounger consumers

Less likely to watch TV

Engaged in technology-based interactions

Challenge Finding ways to reach consumers



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Advances in information technology

Changes in channel power

Increase in global competition

Increase in brand parity

Emphasis on customer engagement Increase in micro-marketing


Reasons forIntegrating Communications


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Advances in Information Technology

Instant communications

Consumers have access to unlimited information

Consumer communication has increased



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Changes in

Channel Power

Retailers Control channel

Control shelf space

Have purchase data

Determine products and brands on shelves

Consumers Internet shifts power to consumers

Multiple methods of making purchases



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Emphasis on Customer Engagement

Marketers seek to engage customers

Contact points important

Digital media now part of IMC

Two-way communication

Strive to develop emotional

commitment


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