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Integrated Marketing Communications Week 1: Intro to IMC Prof. Chazin 1
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1
Integrated Marketing
CommunicationsWeek 1: Intro to IMC
Prof. Chazin
Cool Stuff
Baby Boomers Wanna Rock & Roll…
• Rapidly changing media environment.• Difficult to reach target audiences and communicate
with them.• Role of advertising changed (PUSH vs PULL.)• Mass media losing out to “fractional” media
(micromarketing.)• Consumers control the communication process. They
determine when they want information, and how it’s delivered.
• Hard to gain/keep the attention, trust, confidence, loyalty esp. Millennials & Gen Z.
• People spend 4 hours per day online.
Today’s Mktg Challenges
Push vs. Pull
• The coordination of all marketing communications efforts.
• Blends online and offline (traditional) advertising messages.
• A “conversation” with consumers built on interactivity and individualization.
• Social media, your website, videos (YouTube) podcasts, webinars, case studies, white papers, e-books.
What’s IMC
“a concept of marketing communications planning that recognizes the added value of a
comprehensive plan that evaluate the strategic roles of a variety of communication disciplines-for example general advertising, direct response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum
communications impact.”4As
A (IMC) Definition
Today’s US Ad Spend
• Total U.S. advertising & marketing communications spend increase from $100B in 1980 to $589B in 2013.
• $35B in Internet advertising.• Shift in ad spend from traditional to Internet.• $4B in Mobile advertising.• America is the “MARKETING” center of the
universe, accounts for 1/3 of global ad spend.• Significant growth in global ad spending
expected.
Today’s Global Ad Spend
• Important promotional tool esp. for products and services targeted to mass consumer audiences (cars, packaged goods, drugs.)
• Cost effective way to reach large #’s of consumers.
• Avg. TV program on 4 major networks between 8-11pm reaches @ 5M households.
• Can be used to create favorable and unique images and associations for a brand.
Why Advtsg Matters
Role of Marketing
“The process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual
and organizational objectives.”AMA
Role of Marketing
“Marketing is the activity, set of institutions and processes for creating ,communicating,
delivering and exchanging offerings that have value for customers, clients, partners,
and society at large.”AMA
Role of MarketingRevised 2007
• A view of marketing that brings online & offline marketing together.
• A method for determining best strategies to communicate and build relationships with customers.
• Ongoing strategic business process
So…what “is” IMC
“IMC is a strategic business process used to plan, develop, execute and evaluate
coordinated, measurable, persuasive, brand communications programs over time with
consumers, customers, prospects, employees, associates, and other targeted relevant
external and internal audiences. The goal is to generate both short term financial returns and build long term brand and shareholder value.”
Don SchultzNorthwestern U.
A Final IMC Definition
Role of IMC in Brand Building
What is Brand Identity?
Is it a LOGO?
a tagline?
“Finger-Licking Good.”
“We Bring Good Things to Life.”
“Quality isJob One.”
a jingle?
Is Branding a PROMISE?
❶ Memorable❷ Invaluable
❸ Unique
A Definition
● Classic brand management dates back to the early 1900s-Neil McElry (1931) famous P&G memo on the importance of a brand-focused management system.
● As “American” as baseball, hot dogs, apple pie, and Chevrolet.
From CLASSIC brand managementto “brand leadership”
Branding’s LOOONG History
Why Brand?
● Reduces the cost associated with searching for products internally (how much to think about them) and externally (how much to look for them.)
● Define product/service qualities.● Present product/service characteristics.● Chance to “connect” with product maker.● Sign of “perceived” quality…PRESTIGE.● Help consumers organize their knowledge
about a product to clarify their decision-making and thus adds value to firms.
Brands Matter to Consumers
● Signal characteristics to consumers.● Reduce the risks for consumers in their
purchase decisions:● Functional risk: product doesn’t perform up to
expectations.● Financial risk: Product’s not worth the price paid.● Physical risk: product poses a physical threat.● Social risk: Product results in embarrassment from
others.● Psychological risk: Product affects mental well-
being of the user.● Time risk: A product’s failure costs the consumer a
chance of finding another acceptable product.
Brands Matter to Organizations
● Serves an identification purpose.● Legal protection such as intellectual
property rights for certain brand attributes.
● Investing in a brand helps endow a product with unique associations and meanings that help to differentiate it.
>>>
Brands Matter to Organizations
Apple has ALWAYSsaid WHY it does
what it does.
• Serve an identification purpose.• Legal protection such as intellectual
property rights for certain brand attributes.
• Investing in a brand helps endow a product with unique associations and meanings that help to differentiate it.
Brands Matter to Orgs
● Helps to organize a firm’s inventory and accounting procedures…
Brands Matter to Orgs
● Powerful means of securing a competitive advantage by LIVING with consumers their whole lives…
Brands Matter to Orgs
● Enables firms an opportunity to charge a PREMIUM for their products.
● Brands represent enormously valuable pieces of legal property.
Brands Matter to Orgs
● What is your firm’s UVP?● What is your target market?● Your position in the supply chain, for delivering
superior value?● How does your brand fit in the buying process?● Highlight your corporate brand!● Build your brand around intangibles like
expertise, trustworthiness, credibility.
B2B Branding Requirements
● Brand Category / Business Unit management.
● A brand’s ‘market scope’ stretches ACROSS markets.
● Today’s brand leader is a communications specialist due to media & market fragmentation.
● Branding has become strategic & visionary.
● Brand leadership role at the highest levels of today’s organizations.
Today’s Brand Leadership
The Promotional Mix
• Organizations communicate directly with target consumers to generate a response and/or transaction.
• Entails database mgt, direct selling, telemarketing, and direct response ads through direct mail, the internet, broadcast and print media.
Direct Marketing
• Marketing activities that provide extra incentives to your salesforce, distributors or consumers to stimulate immediate sales.
• Consumer-oriented examples: coupons, sweepstakes, rebates, contests.
Sales Promotions
• Non-personal communication regarding an organization, product, service, or idea not directly paid for or under under identified sponsorship.
• Typically a news story, editorial, or announcement about an organization and its products/services.
• Non-personal communication to a mass audience, and not directly paid for by the organization.
• Not under your control; not always positive.
Publicity/PR
• Person-to-person communication.• Seller attempts to assist/persuade
prospective buyers to purchase the organization’s products/services.
• Involves direct contact between buyer and seller.
• The direct nature of communication gives the marketer control.
Personal Selling
Case Study
