A quick slideshow on integrated marketing communications and the brand building process.

1. STRATEGIC
integrated marketing communications

2. IMC is the planning and execution
of all types of advertising-like
and promotion-like messages
selected for a brand service, or
company, in order to meet a
common set of communication
objectives, or more particularly,
to support a single
‘positioning’.

3. The goal of IMC is to build relationships with
consumers and stakeholders through a single,
clear and consistent message across channels.

4. WHAT YOU MUST TRY TO DO
is work horizontally
in a business culture
that is vertical
- Bruce Mau, designer, bruce mau design

5. IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.

6. IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
How you will achieve communication
and brand objectives.

7. IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
The tactics you will use to carry
out plan.

8. IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
Messages used to reinforce or
project the specific brand and firm
image stated in the marketing plan.

9. IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
Trade promotions: expenditures or incentives used by
manufactures and other members of the marketing channel
to help push product through to retailers.
Consumer promotions: incentives aimed at a brand’s
customers. Used to entice the consumer to take the final
step and make a purchase.

10. IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
What you hope to accomplish with advertising and
promotional programs.

11. IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
“How a brand is to be perceived in the context of
competitive alternatives in the mind” – Brad VanAuken
“Consumers perceive most product categories as
homogeneous” (Copernicus Consulting).

12. Marketing Mix
Product
Price
Promo-on
Distribu-on
(Place)
The marketing mix is crucial when determining a product or brand’s offer, and
is often associated with the four P’s

13. Marketing Mix
Product
Price
Promo-on
Adver-sing
Sales
Promo-on
Personal
Selling
Direct
Marke-ng
Public
Rela-ons
Digital
Marke-ng
Sponsorship
Marke-ng
Distribu-on
(Place)

14. Marketers must combine these elements
into a comprehensive marketing strategy

15. IMC IS A
PLANNING
PROCESS

16. SWOT ANALYSIS
Structured planning method used to evaluate
the strengths, weakness, opportunities and
threats involved in a business venture

17. STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions

18. STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
Weaknesses
What could be improved
How are sales lost
Perceptions
What should be avioded

19. STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
Weaknesses
What could be improved
How are sales lost
Perceptions
What should be avoided
Threats
Competition
Technology
Resources
Obstacles

20. STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
Weaknesses
What could be improved
How are sales lost
Perceptions
What should be avoided
Threats
Competition
Technology
Resources
Obstacles
opportunities
Trends
Changes in Technology, Policy
Resources
Market opportunities

21. IDENTIFY
TARGET AUDIENCE

22. The target market the company wishes to appeal to, design products for, and tailor its
marketing activities toward.

23. Segmenting an audience will help to better define how advertising should look and feel.
Demographic psychographic
Gender
Age
Income
Ethnic Group
Geographic
Regional
National
Lifestyle
Personality
Motivations
Resources
Behavioral
Attitudes
Usage rates
Loyalty
Benefits sought

24. DETERMINE
HOW
THEY
MAKE
DECISIONS

25. Post
purchase
evaluations
Purchase
Evaluation of alternatives
Information search or research
Problem Recognition

26. INTERPERSONAL
INFLUENCES
Family
Society
Culture
NONPERSONAL
INFLUENCES
PERSONAL
PROCESSESS
Time
Place
Environment
Perception
Learning/persuasion
Motivation
Adopted
from:
Arens,
W.
F.,
Weigold,
M.
F.
&
Arens,
C.
(2013).
Contemporary
adver.sing
and
integrated
marke.ng
communica.ons.
McGraw-­‐Hill
Irwin.
New
York:
NY.
Needs
Wants

27. POSITIONING

28. Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition

29. Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Relation to competitors

30. Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Attribute

31. Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Product Use

32. Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Price or quality

33. Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Consumer Identity

34. Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Product class

35. Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
personality

36. CREATE
MEASUREABLE
OBJECTIVES

37. Objectives are desirable outcomes, that are measurable, derived
from organizational goals.
Increase awareness of brand
Increase organic web traffic by X%
Increase Twitter followers by X
Increase E-mail registrations by X%

38. GOALS
OBJECTIVE OBJECTIVE OBJECTIVE
Strategy

39. SELECT
APPROPRIATE
CHANNELS

40. Communication
Website Conventional
Channels
SEO
Events
SOCIAL
MEDIA
Media

41. Marketing that works is marketing that
people choose to notice -Seth GOdin

42. ATTRIBUTES
Slide
18:hVp://thenounproject.com/term/gym/79156/
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19:
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20:
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Slide
22:
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