chapter 1
setting the scene
LEARNING OUTCOME 1 o outside-in approach used to include
INDICATE THE IMPORTANCE OF THE INTERPLAY the target audience at the initial
BETWEEN COMMUNICATION AND MARKETING IN THE
ORGANISATION phases of developing comm. and
marketing strategy
LEARNING OUTCOME 2 o well-established relationship
DISCUSS THE IMPORTANCE OF INTEGRATED between organisation & audiences
COMMUNICATION AND MARKETING EFFORTS IN AN o deliver a message consistently &
ORGANISATION
accurately, all comm. should be
included with various contact points
MARKETING COMMUNICATION
integrated into strategy
o competitive brand needs strong
• marketing communication: organisations coordination between comm. and
communicate about their product and service marketing disciplines
offerings to specific audiences
• takes place in many forms & on many LEARNING OUTCOME 4
platforms, depending on organisational EXPLAIN THE EVOLUTION OF THE IMC CONCEPT
objective • craftspeople, farmers
1800s
• direct interpersonal relationships
SERVICES MARKETING
MARKETING MIX (4P's) MIX (7P's) • industrial revolution
1820s + • mass marketing of products and
•product •physical evidence services to mass audiences
•price + •people
1970s • move towards sales promotion
•place •process
•promotion 1980s • IMC emerged
• sales promotion
• most visible element of marketing mix • publicity
1990s
• organisations develop product offerings for • events and sponsorship
target audience • direct marketing
• must communicate unique selling proposition
• cyberspace/ internet
2000s -
TODAY • personalisation and
LEARNING OUTCOME 3
DEFINE INTEGRATED MARKETING COMMUNICATION customisation
INTEGRATED MARKETING COMMUNICATION
DEFINITION LEARNING OUTCOME 5
EXPLAIN THE VALUE-ADD AND BENEFITS OF IMC
• integrated marketing communication: BENEFITS OF IMC IN ORGANISATIONS
concept of marketing comm. planning that
recognizes added value of comprehensive
plan that evaluates strategic role of • aligns short & long-term marketing & comm.
marketing comm. techniques efforts + avoids possible conflicts in org.
• any IMC definition should incorporate five • complete & well-defined approach
crucial attributes: • all audiences are considered
o comm. effort should be directed at • encourages individual & interpersonal comm.
audiences to influence behaviour • increases synergy and recall
• results in financial benefits
1
, VALUE-ADD THAT IMC RETAINS FOR • organisations often
ORGANISATION FINANCIAL place financial
CONSIDERATIONS considerations before
• holistic business approach audience considerations
• strategy and message consistency • idea and nature of
• contact synergy integration could
• brand integration actually be regarded as
• audience segmentation common sense by any
• audience centricity SEMANTICS OF marketing or comm.
IMC professional
• audience-conscious employees
• effective use of technology • professionals would
• financial accountability almost certainly tend to
• sustainable success be pro-integration
rather than against it
LEARNING OUTCOME 6 • IMC is still too vague
DISCUSS THE BARRIERS THAT ORGANISATIONS POSE and ambiguous
FOR THE IMPLEMENTATION OF IMC
• lack of universally
VALIDITY
BARRIERS TO REALISATION OF IMC IN PROBLEM agreed-upon definition
ORGANISATIONS & incongruities of
operational IMC
• rigid organisational measures
culture without common • marketing is primarily
ORGANISATIONAL understanding of what viewed as serving
CHARACTER AND constitutes IMC STRENGTH OF customers, while public
CULTURE EMERGING
• resistance to change DISCIPLINES IN relations directs
and fear over who will THEIR OWN RIGHT messages to and builds
be in charge relationships with all
• organisation’s ability or relevant audiences
inability to manage • cultural diversity might
interrelationships of info enrich IMC campaigns
STRUCTURE & materials among its and programmes, but
various departments the same diversity might
involved in supplying CULTURAL
DIVERSITY also pose obstacles
marketing comm. • key to any comm. and
services plays role marketing strategy is to
• comm. may be viewed find way to reach &
LOW STANDING
OF MARKETING as a luxury that can be appeal to all audiences
COMMUNICATION only allowed only when
IN ORGANISATION
all else is going well
• marketing comm. BUSINESS TRENDS THAT SHAPE IMC
generalists, who have
SPECIALISATION holistic view of what decreasing message impact & credibility
needs to be achieved in
• decreasing cost of using databases
the organisation, might
be more ideal for IMC • increasing stakeholder expertise
• increasing mass media costs
• increasing media fragmentation
2
, • increasing audience fragmentation • extent to which comm.
• increasing number of almost identical option is designed to
products create comm. effects
• increasing power of retailers and achieve desired
comm. objectives,
• increasing global markets COMMONALITY
independent of
• advances in information technology
prior/subsequent
exposure to any other
comm. options for
THE 7 C’s OF MARKETING organisation
• financial efficiency
associated with comm.
• extent to which comm. COST
options & campaign or
options are designed to
programme
explicitly work together
such that interaction or
synergy occurs, and LEARNING OUTCOME 7
CROSS-EFFECTS IDENTIFY FUTURE DIRECTIONS FOR IMC
enhanced comm.
effects emerge as the
FUTURE DIRECTIONS FOR IMC
result of exposure by
audiences to both
options 1. INTEGRACTED COMMUNICATION (IC) OR IMC?
• proportion of audience • integrated communication is key process that
reached by each comm. prompts behaviour, attitudes, opinions and
option perceptions of target audiences
COVERAGE
• how much overlap • IMC: marketing or comm. department propels
exists among comm. messages of organisation
options • IC: strategic intent of organisation as whole
• extent to which comm. propels comm. of organisation
option is designed to
create comm. effects 2. INTEGRATION OF ORGANISATION VISION AND
STRUCTURE WILL BE KEY
COMPLEMENTARY and achieve comm.
objectives that are also • avenues for future consideration in enhancing
focus of other comm. integration in organisations will be:
options o definite alignment of internal and
external comm.
• extent to which comm.
o moving to more behavioural base for
works across target
marketing comm. outcomes
CONFORMABILITY audiences regardless of
o reversing flow of marketing comm.
their comm. history or
programmes and campaigns
other characteristics
o making the brand the key component
• ability of comm. option of the comm. and marketing effort
to create desired o developing a global perspective
comm. effects and o developing forward-looking system of
achieve desired comm. forecasting, measurement, evaluation
CONTRIBUTION objectives, independent o developing new org. structures that
of prior/subsequent will equip organisations for move
exposure to any other towards more holistic, integrative
comm. options for comm. frame of reference for
organisation strategic org. decision making
3
setting the scene
LEARNING OUTCOME 1 o outside-in approach used to include
INDICATE THE IMPORTANCE OF THE INTERPLAY the target audience at the initial
BETWEEN COMMUNICATION AND MARKETING IN THE
ORGANISATION phases of developing comm. and
marketing strategy
LEARNING OUTCOME 2 o well-established relationship
DISCUSS THE IMPORTANCE OF INTEGRATED between organisation & audiences
COMMUNICATION AND MARKETING EFFORTS IN AN o deliver a message consistently &
ORGANISATION
accurately, all comm. should be
included with various contact points
MARKETING COMMUNICATION
integrated into strategy
o competitive brand needs strong
• marketing communication: organisations coordination between comm. and
communicate about their product and service marketing disciplines
offerings to specific audiences
• takes place in many forms & on many LEARNING OUTCOME 4
platforms, depending on organisational EXPLAIN THE EVOLUTION OF THE IMC CONCEPT
objective • craftspeople, farmers
1800s
• direct interpersonal relationships
SERVICES MARKETING
MARKETING MIX (4P's) MIX (7P's) • industrial revolution
1820s + • mass marketing of products and
•product •physical evidence services to mass audiences
•price + •people
1970s • move towards sales promotion
•place •process
•promotion 1980s • IMC emerged
• sales promotion
• most visible element of marketing mix • publicity
1990s
• organisations develop product offerings for • events and sponsorship
target audience • direct marketing
• must communicate unique selling proposition
• cyberspace/ internet
2000s -
TODAY • personalisation and
LEARNING OUTCOME 3
DEFINE INTEGRATED MARKETING COMMUNICATION customisation
INTEGRATED MARKETING COMMUNICATION
DEFINITION LEARNING OUTCOME 5
EXPLAIN THE VALUE-ADD AND BENEFITS OF IMC
• integrated marketing communication: BENEFITS OF IMC IN ORGANISATIONS
concept of marketing comm. planning that
recognizes added value of comprehensive
plan that evaluates strategic role of • aligns short & long-term marketing & comm.
marketing comm. techniques efforts + avoids possible conflicts in org.
• any IMC definition should incorporate five • complete & well-defined approach
crucial attributes: • all audiences are considered
o comm. effort should be directed at • encourages individual & interpersonal comm.
audiences to influence behaviour • increases synergy and recall
• results in financial benefits
1
, VALUE-ADD THAT IMC RETAINS FOR • organisations often
ORGANISATION FINANCIAL place financial
CONSIDERATIONS considerations before
• holistic business approach audience considerations
• strategy and message consistency • idea and nature of
• contact synergy integration could
• brand integration actually be regarded as
• audience segmentation common sense by any
• audience centricity SEMANTICS OF marketing or comm.
IMC professional
• audience-conscious employees
• effective use of technology • professionals would
• financial accountability almost certainly tend to
• sustainable success be pro-integration
rather than against it
LEARNING OUTCOME 6 • IMC is still too vague
DISCUSS THE BARRIERS THAT ORGANISATIONS POSE and ambiguous
FOR THE IMPLEMENTATION OF IMC
• lack of universally
VALIDITY
BARRIERS TO REALISATION OF IMC IN PROBLEM agreed-upon definition
ORGANISATIONS & incongruities of
operational IMC
• rigid organisational measures
culture without common • marketing is primarily
ORGANISATIONAL understanding of what viewed as serving
CHARACTER AND constitutes IMC STRENGTH OF customers, while public
CULTURE EMERGING
• resistance to change DISCIPLINES IN relations directs
and fear over who will THEIR OWN RIGHT messages to and builds
be in charge relationships with all
• organisation’s ability or relevant audiences
inability to manage • cultural diversity might
interrelationships of info enrich IMC campaigns
STRUCTURE & materials among its and programmes, but
various departments the same diversity might
involved in supplying CULTURAL
DIVERSITY also pose obstacles
marketing comm. • key to any comm. and
services plays role marketing strategy is to
• comm. may be viewed find way to reach &
LOW STANDING
OF MARKETING as a luxury that can be appeal to all audiences
COMMUNICATION only allowed only when
IN ORGANISATION
all else is going well
• marketing comm. BUSINESS TRENDS THAT SHAPE IMC
generalists, who have
SPECIALISATION holistic view of what decreasing message impact & credibility
needs to be achieved in
• decreasing cost of using databases
the organisation, might
be more ideal for IMC • increasing stakeholder expertise
• increasing mass media costs
• increasing media fragmentation
2
, • increasing audience fragmentation • extent to which comm.
• increasing number of almost identical option is designed to
products create comm. effects
• increasing power of retailers and achieve desired
comm. objectives,
• increasing global markets COMMONALITY
independent of
• advances in information technology
prior/subsequent
exposure to any other
comm. options for
THE 7 C’s OF MARKETING organisation
• financial efficiency
associated with comm.
• extent to which comm. COST
options & campaign or
options are designed to
programme
explicitly work together
such that interaction or
synergy occurs, and LEARNING OUTCOME 7
CROSS-EFFECTS IDENTIFY FUTURE DIRECTIONS FOR IMC
enhanced comm.
effects emerge as the
FUTURE DIRECTIONS FOR IMC
result of exposure by
audiences to both
options 1. INTEGRACTED COMMUNICATION (IC) OR IMC?
• proportion of audience • integrated communication is key process that
reached by each comm. prompts behaviour, attitudes, opinions and
option perceptions of target audiences
COVERAGE
• how much overlap • IMC: marketing or comm. department propels
exists among comm. messages of organisation
options • IC: strategic intent of organisation as whole
• extent to which comm. propels comm. of organisation
option is designed to
create comm. effects 2. INTEGRATION OF ORGANISATION VISION AND
STRUCTURE WILL BE KEY
COMPLEMENTARY and achieve comm.
objectives that are also • avenues for future consideration in enhancing
focus of other comm. integration in organisations will be:
options o definite alignment of internal and
external comm.
• extent to which comm.
o moving to more behavioural base for
works across target
marketing comm. outcomes
CONFORMABILITY audiences regardless of
o reversing flow of marketing comm.
their comm. history or
programmes and campaigns
other characteristics
o making the brand the key component
• ability of comm. option of the comm. and marketing effort
to create desired o developing a global perspective
comm. effects and o developing forward-looking system of
achieve desired comm. forecasting, measurement, evaluation
CONTRIBUTION objectives, independent o developing new org. structures that
of prior/subsequent will equip organisations for move
exposure to any other towards more holistic, integrative
comm. options for comm. frame of reference for
organisation strategic org. decision making
3
