IMC Chapter to study: 1,2,3,4,5,6,7,8,9,10,11,12,13,15
Chapter 1 Integrated marketing communications
Overview
The global market place consist of a complex set of competitors battling for customers in a
rapidly changing environment. A wide variety of media are available to the leaders of these
companies. Advertising and marketing methods range from simple standard alone billboards
to complex, multiple global websites. The number of ways to reach potential customers
continually increases as nontraditional methods expand and become more popular. Clear
communications needed. Three trends have emerged in this turbulent new marketing
communications context:
First accountability for measurable results
Companies can spend their money only once so it has to be spend wisely. Advertisement
agencies are expected to produce tangible results. Ad campaigns, billboards etc. must
yield measurable gains in sales, market share, brand awareness, or customer loyalty to
be considered to be successful.
Changes in task performed by key players in advertising programs
Major changes have emerged in the task performed by all the players in an advertising
program. One of them is the account executive, who directs and oversees everything.
This person is responsible for the success of each campaign. Second is the band and
product manager, the individual who manages a specific brand or line of products for the
client company. The third group is the creative managers, the people who develop the
actual advertisements and promotional materials.
Increased use of alternative media
The internet has evolved from simple web-based advertisements to include blogs,
interactive sites, and popular sites such as Facebook, YouTube etc.
Communication and IMC programs
Communication can be defined as transmitting, receiving and processing information. When
a person, group or organization attempts to transfer an idea or message, communication
occurs when the receiver is able to comprehend the information.
The communication process is part of any
advertising or marketing program. One
obstacle that prevents marketing messages
from being efficiently and effective is noise.
Noise is anything that distorts or disrupts a
message. It can occur at any stage of the
communication process.
Integrated marketing communications
An integrated marketing communications program can be built on the foundation provided by
the communications model. IMC is the coordination and integration of all marketing
communication tools, avenues and sources within a company into a seamless program that
maximizes the impact on customers and other stakeholders at a minimal cost. The
integration affects all of a firms business to business, marketing channel, customer focus and
internally directed communications.
A complete IMC plan incorporates every element of the marketing mix: products, prices,
(place)distribution methods and promotion.
An integrated marketing communication plan
Integrated marketing is based on a strategic marketing plan. The plan coordinates efforts in
all components of the marketing mix. The purpose is to achieve harmony in the messages
sent to customers and others. There are six steps required to complete a marketing plan:
Situation analysis:
, The process of examining factors from the organizations internal and external
environments. It shows opportunities and problems. SWOT analysis.
Marketing objectives:
Includes targets such as higher sales, an increase in market share etc.
Marketing budget/ Marketing strategies:
Based on the marketing objectives, a marketing budget is prepared and marketing
strategies are finalized.
Marketing tactics:
From these strategies, marketing tactics guide the day to day activities necessary to
support marketing strategies.
Evaluation of performance
It is designed to integrate all company activities into one consistent effort and to provide
guidance to company leaders and marketing experts as they integrate the firms total
communication package.
Refining the IMC program
IMC involves much more than writing a plan. It is also not limited to the company‟s marketing
department. IMC is a companywide activity. To be successful, every part of the organizations
operation must be included. There are four stages involved in designing an IMC system:
- Identifying, coordinate and manage all forms of marketing communication.
- Analyze customer contact points
- Use information technology to better serve customers.
- Use information technology to better assist corporate strategic planning
The value of IMC plans
Advances in technology and communications are major new forces in integrated marketing
communications. Consumers must be reached in a holistic fashion, which means companies
cannot really on traditional media and marketing methods. These is a strong movement
toward nontraditional and alternative methods of reaching costumers.
Information technology
Technology enables instant communications among business executives, employees,
channel members and others around the world. It also creates opportunities for
marketing communications. Today purchase behavior perdition‟s are more precise due
to the development of the UPC bar code system.
Changes in channel power
A marketing channel consist of a product or manufacturer vending goods to wholesales
or middlemen, who in turn sell items to retailers, where the same items are finally sold
to consumers. Numerous technological developments have changed the levels of
power held by members of the channel.
Increase in competition
Information technology and communication advances have dramatically changed the
marketplace in other ways. Consumers can purchase goods and services from
anywhere in the world. In this competitive environment, it seems as if the only way one
firm can gain sales is to take customers away from another. Consequently, integrating
advertising and other marketing communications become extremely important. At the
same time that manufacturers fight for market share, retailers, equipped with scanner
data, control product placement within a store and shelf space allocation.
Brand Parity
The increase in national and global competition is due to the availability of multiple
brands. Many of these products have nearly identical benefits. When consumers
believe that most brand offer the same set of attributes, the result is Brand Parity.
When brand parity is present, quality is often not a major concern because consumers
believe that only minor quality differences exist.
Integration of information
Chapter 1 Integrated marketing communications
Overview
The global market place consist of a complex set of competitors battling for customers in a
rapidly changing environment. A wide variety of media are available to the leaders of these
companies. Advertising and marketing methods range from simple standard alone billboards
to complex, multiple global websites. The number of ways to reach potential customers
continually increases as nontraditional methods expand and become more popular. Clear
communications needed. Three trends have emerged in this turbulent new marketing
communications context:
First accountability for measurable results
Companies can spend their money only once so it has to be spend wisely. Advertisement
agencies are expected to produce tangible results. Ad campaigns, billboards etc. must
yield measurable gains in sales, market share, brand awareness, or customer loyalty to
be considered to be successful.
Changes in task performed by key players in advertising programs
Major changes have emerged in the task performed by all the players in an advertising
program. One of them is the account executive, who directs and oversees everything.
This person is responsible for the success of each campaign. Second is the band and
product manager, the individual who manages a specific brand or line of products for the
client company. The third group is the creative managers, the people who develop the
actual advertisements and promotional materials.
Increased use of alternative media
The internet has evolved from simple web-based advertisements to include blogs,
interactive sites, and popular sites such as Facebook, YouTube etc.
Communication and IMC programs
Communication can be defined as transmitting, receiving and processing information. When
a person, group or organization attempts to transfer an idea or message, communication
occurs when the receiver is able to comprehend the information.
The communication process is part of any
advertising or marketing program. One
obstacle that prevents marketing messages
from being efficiently and effective is noise.
Noise is anything that distorts or disrupts a
message. It can occur at any stage of the
communication process.
Integrated marketing communications
An integrated marketing communications program can be built on the foundation provided by
the communications model. IMC is the coordination and integration of all marketing
communication tools, avenues and sources within a company into a seamless program that
maximizes the impact on customers and other stakeholders at a minimal cost. The
integration affects all of a firms business to business, marketing channel, customer focus and
internally directed communications.
A complete IMC plan incorporates every element of the marketing mix: products, prices,
(place)distribution methods and promotion.
An integrated marketing communication plan
Integrated marketing is based on a strategic marketing plan. The plan coordinates efforts in
all components of the marketing mix. The purpose is to achieve harmony in the messages
sent to customers and others. There are six steps required to complete a marketing plan:
Situation analysis:
, The process of examining factors from the organizations internal and external
environments. It shows opportunities and problems. SWOT analysis.
Marketing objectives:
Includes targets such as higher sales, an increase in market share etc.
Marketing budget/ Marketing strategies:
Based on the marketing objectives, a marketing budget is prepared and marketing
strategies are finalized.
Marketing tactics:
From these strategies, marketing tactics guide the day to day activities necessary to
support marketing strategies.
Evaluation of performance
It is designed to integrate all company activities into one consistent effort and to provide
guidance to company leaders and marketing experts as they integrate the firms total
communication package.
Refining the IMC program
IMC involves much more than writing a plan. It is also not limited to the company‟s marketing
department. IMC is a companywide activity. To be successful, every part of the organizations
operation must be included. There are four stages involved in designing an IMC system:
- Identifying, coordinate and manage all forms of marketing communication.
- Analyze customer contact points
- Use information technology to better serve customers.
- Use information technology to better assist corporate strategic planning
The value of IMC plans
Advances in technology and communications are major new forces in integrated marketing
communications. Consumers must be reached in a holistic fashion, which means companies
cannot really on traditional media and marketing methods. These is a strong movement
toward nontraditional and alternative methods of reaching costumers.
Information technology
Technology enables instant communications among business executives, employees,
channel members and others around the world. It also creates opportunities for
marketing communications. Today purchase behavior perdition‟s are more precise due
to the development of the UPC bar code system.
Changes in channel power
A marketing channel consist of a product or manufacturer vending goods to wholesales
or middlemen, who in turn sell items to retailers, where the same items are finally sold
to consumers. Numerous technological developments have changed the levels of
power held by members of the channel.
Increase in competition
Information technology and communication advances have dramatically changed the
marketplace in other ways. Consumers can purchase goods and services from
anywhere in the world. In this competitive environment, it seems as if the only way one
firm can gain sales is to take customers away from another. Consequently, integrating
advertising and other marketing communications become extremely important. At the
same time that manufacturers fight for market share, retailers, equipped with scanner
data, control product placement within a store and shelf space allocation.
Brand Parity
The increase in national and global competition is due to the availability of multiple
brands. Many of these products have nearly identical benefits. When consumers
believe that most brand offer the same set of attributes, the result is Brand Parity.
When brand parity is present, quality is often not a major concern because consumers
believe that only minor quality differences exist.
Integration of information
