Organizing for Integrated Marketing

Communications

Dr. George BelchSan Diego State University

Organizing for Integrated Marketing

Communications

Dr. George BelchSan Diego State University

.

Strategic Marketing Model

Integrated Marketing Communications Planning Model

Promotional program situation analysis

Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Review of marketing plan

AdvertisingSales

promotionPR/

publicityPersonalselling

Directmarketing

Advertisingobjectives

Salespromotionobjectives

PR/publicity

objectives

Personalselling

objectives

Directmarketingobjectives

Messagestrategy

Salespromotionstrategy

PR/publicitystrategy

Personalselling

strategy

Directmarketingstrategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

Internet/interactive

Internet/interactiveobjectives

Internet/interactivestrategy

Elements of a Marketing Plan

Detailed situation analysis

Marketing strategy and program

Specific marketing objectives

Program for implementing the strategy

Process for monitoring & evaluating performance

Promotional Program Situational Analysis

Internal

Firm’s promotional organization/capabilities

Review of previous programs and results

Assess firm/brand image

Assess strengths and weaknesses of product or service

External

Customer analysis•Who buys? Who influences the decision

•Why do they buy? What needs and wants must be met?

•Why do they buy?

•Where and when?

Competitive analysis

Environmental analysis

Participants in the IMC Process

Marketing communications specialist organizations

Marketing communications specialist organizations

Media organizationsMedia organizations

Advertiser (Client)Advertiser (Client)

Advertising agencyAdvertising agency

Collateral servicesCollateral services

Direct-response agencies

Direct-response agencies

Sales promotion agencies

Sales promotion agencies

Interactive agencies

Interactive agencies

Public relations

firms

Public relations

firms

Creating advertisingCreating

advertising

Planning advertisingPlanning

advertising

Producing advertisingProducing advertising

Performing research

Performing research

Selecting mediaSelecting media

Sales promotions

Sales promotions

Strategic market planning

Strategic market planning

Direct marketing

Direct marketing

Interactive capabilitiesInteractive capabilities

Planning advertisingPlanning

advertising

Creating advertisingCreating

advertising

Producing advertisingProducing advertising

Performing research

Performing research

Selecting mediaSelecting media

Strategic market planning

Strategic market planning

Sales promotions

Sales promotions

Direct marketing

Direct marketing

Package designPackage designPackage designPackage design

Full-Services Agencies

©

Full range of marketing

communication and promotion

services

Full range of marketing

communication and promotion

services

Nonadvertising services

Nonadvertising services

Public relations and publicity

Public relations and publicity

Interactive capabilitiesInteractive capabilities

Full-Service Agency Organization Chart

Services Provided by Agencies

Agency ServicesAgency Services

The link between agency and client

Managed by the account executive

The link between agency and client

Managed by the account executive

Research department

May include account planners

Media department to obtain media space and time

Research department

May include account planners

Media department to obtain media space and time

Creation and execution of ads

Copywriters, artists, other specialists

Creation and execution of ads

Copywriters, artists, other specialists

Marketing Services

Marketing Services

Account Service

Account Service

Creative ServicesCreative Services

Marketing Services

Marketing Services

Account Service

Account Service

Directmail

Directmail

Databasemanagement

Databasemanagement

ResearchResearch

CreativeCreative

Media servicesMedia services

CreativeCreative

Media servicesMedia services

ResearchResearch

Directmail

Directmail

Databasemanagement

Databasemanagement

Direct-Marketing Agency Activities

Direct-MarketingAgencies

Direct-MarketingAgencies

ProductionProduction

Catalog productionsCatalog productionsCatalog productionCatalog production

Promotional planningPromotional planning

Creative work and researchCreative work and research

Tie-in coordinationTie-in coordination

FulfillmentFulfillment

Premium design and manufacturing

Premium design and manufacturing

Premium design and manufacturing

Premium design and manufacturing

FulfillmentFulfillment

Tie-in coordination Tie-in coordination

Creative work and researchCreative work and research

Promotional planningPromotional planning

Contest/sweepstakes management

Contest/sweepstakes management

Activities Performed by Sales Promotion Agencies

©

Strategydevelopment

Generatingpublicity

Lobbying

Publicaffairs

Damagecontrol

Imageportrayal

Strategydevelopment

Generatingpublicity

Lobbying

Publicaffairs

Managing Crises

Imageportrayal

Functions Performed by Public Relations Firms

©

Programplanning

Functions Performed by Interactive Agencies

Interactive Media Creation

Websites

Banner ads

Search engine optimization

Mobile marketing

Social media campaigns

Digital media

Avenue Social creates social media applications for companies

©

ConvenienceConvenience

Greater synergyGreater synergy

Single image for product or serviceSingle image for

product or service

Poor communication

Poor communication

Budget politicsBudget politics

Poor communication

Poor communication

Budget politicsBudget politics

Single image for product or serviceSingle image for

product or service

ConvenienceConvenience

Greater synergyGreater synergy

Evaluation of Integrated Services

Integrated Services

Integrated Services

+ Positive+ Positive - Negative- Negative

No synergyNo synergy

Major Issues and Challenges for IMC

Adoption and development of IMC in companies

Determining IMC leadership Top management, marketing/brand

managers, advertising agencies, or committee

Making IMC more strategic rather than tactical Agency compensation for IMC services IMC measurement and ROI

Many elementsto handle

Internalturf battles

Agency egos

Fear of budgetreductions

Consistentexecution

Measuringcampaignsuccess

Many elements to handle

Internalturf battles

Agency egos

Fear of budget reductions

Consistentexecution

Measuring campaign

success

Obstacles to Implementing IMC

Compensation