An introduction into Integrated Marketing Communications. How IMC serves the advertising function for promoting organizations, their products, and services.

1. Integrated
Marketing
Communications
Week 1: Intro to IMC
Prof. Chazin
1

2. Cool Stuff

4. Baby Boomers
Wanna Rock & Roll…

5. What do you think?

6. What do you think?

7. What do you think?

8. What do you think?

9. What do you think?

10. • 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

11. Push vs. Pull

15. • 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

16. “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

17. Today’s US Ad
Spend

18. • 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

19. • 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

20. Role of Marketing

21. “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

22. “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 Marketing
Revised 2007

23. • 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

24. “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 Schultz
Northwestern U.
A Final IMC Definition

25. Role of IMC in Brand
Building

27. What is Brand Identity?

28. Is it a LOGO?

30. a tagline?

31. “Finger-Licking
Good.”
“We Bring Good
Things to Life.”
“Quality is
Job One.”

32. a jingle?

34. Is Branding a
PROMISE?

35. ❶ Memorable
❷ Invaluable
❸ Unique

36. A Definition

37. ● 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 management
to “brand leadership”
Branding’s LOOONG History

38. Why Brand?

39. ● 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

40. ● 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

41. ● 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

42. Apple has ALWAYS
said WHY it does
what it does.

43. Greatest TV ad ever.

45. PC vs MAC

46. • 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

48. ● Helps to organize a firm’s inventory and
accounting procedures…
Brands Matter to Orgs

49. ● Powerful means of securing a competitive
advantage by LIVING with consumers their
whole lives…
Brands Matter to Orgs

50. ● Enables firms an opportunity to charge a
PREMIUM for their products.
● Brands represent enormously valuable pieces of
legal property.
Brands Matter to Orgs

51. ● 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

52. ● 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

55. The Promotional Mix

57. • 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

59. • 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

61. • 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

62. • 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

63. Case Study