Chapter 1

An
Introduction
to Integrated
Marketing
Communicatio
ns

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 Learning Objectives
 To examine the marketing communication function
and the growing importance of advertising and
other promotional elements in the marketing
programs of domestic and foreign companies
 To introduce the concept of integrated marketing
communications (IMC) and consider how it has
evolved

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 Learning Objectives
 To examine reasons for the increasing importance
of the IMC perspective in planning and executing
advertising and promotional programs
 To introduce the various elements of the
promotional mix and consider their roles in an IMC
program
 To examine the various types of contact points
through which marketers communicate with their
target audiences

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 Learning Objectives
 To examine how various marketing and
promotional elements must be coordinated to
communicate effectively
 To introduce a model of the IMC planning process
and examine the steps in developing a marketing
communications program

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 Marketing
 Activity, set of institutions, and processes for
creating, communicating, delivering and
exchanging offerings that have value for:
 Customers, clients, partners, and society at large
 Exchange: Involves parties with:
 Something of value to one another
 Desire and ability to give up something to the other
party
 Way to communicate with each other
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 Value
 Customer’s perception of benefits of a product or
service against the costs of acquiring and
consuming it
 Benefits are functional, experiential, and/or
psychological
 Costs - Money paid for:
 Acquiring a product or service or information about it
 Making the purchase and learning to use
 Maintaining and disposing the product

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 Marketing Mix
 Product, price, place, and promotion
 To develop an effective marketing mix, marketers
must:
 Be knowledgeable about the issues and options of
each element of the mix
 Know how to combine the elements to form an
effective marketing program
 Analyze the market and use the data to develop the
marketing strategy and mix

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Integrated Marketing Communications
(IMC)
Coordinate various promotional elements and other marketing
activities that communicate with a firm’s customers

Recognizes the added value of a comprehensive plan that:

•Evaluates the strategic roles of a variety of communication disciplines

•Combines the disciplines to provide clarity, consistency, and maximum
communications impact

Ensures all marketing and promotional activities project a

consistent, unified image

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 Integrated Marketing Communications
(IMC)
 Criticism - Inside-out marketing approach
 Packs promotional mix elements together, making
them look and sound alike
 Contemporary perspective
 Goal - Generate short-term financial returns and
build long-term brand and shareholder value
 Views IMC ongoing strategic business process

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 Growing Importance of IMC
Strategically integrates the various communications functions

Avoids duplication and takes advantage of synergy among

promotional tools

Develops more efficient and effective marketing

communications programs

Changing environment

•Evolution to micromarketing
•Consumers’ unresponsiveness to traditional advertising
•Changing rules of marketing

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Integrated Marketing Communications
(IMC): Role in Branding

Helps develop and sustain brand identity and

equity

Recognizes the need for companies to connect

with consumers based on trust, transparency,
and authenticity

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 Promotional Mix
 Tools that accomplish an organization’s
communication objectives
 Promotion: Coordination of all seller-initiated
efforts to:
 Set up channels of information and persuasion
 Sell goods and services or promote an idea

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Figure 1.2 - Elements of the
Promotional Mix

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 Advertising
 Any paid form of nonpersonal communication:
 About an organization, product, or service
 With an idea from an identified sponsor
 Nonpersonal
 Involves mass media
 Message is transmitted to large groups of individuals
 No opportunity for immediate feedback

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 Benefits of Advertising
Most cost-effective way to reach large numbers of
consumers

Builds brand equity by influencing consumers’

perceptions

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 Advertising to Consumer Markets
National advertising
• Done on a nationwide basis or in most regions of the country

Retail/local advertising - Encourage consumers to:

• Shop at a specific store
• Use a local service
• Patronize a particular establishment

Primary- versus selective-demand advertising

• Primary-demand - Stimulates demand for the general product class or
entire industry
• Selective-demand - Creates demand for a specific company’s brands
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 Advertising to Business and
Professional Markets
Business-to-business advertising
• Targets individuals who buy or influence the purchase of
industrial goods or services for their companies

Professional advertising
• Targets professionals, encouraging them to use a company’s
product in their business operations

Trade advertising
• Targets marketing channel members, encouraging them to
stock, promote, and resell the manufacturer’s branded products
to their customers
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 Direct Marketing
 Communicating directly with target customers to
generate a response and/or a transaction
 Involves:
 Database management
 Direct selling
 Telemarketing
 Direct-response advertising
 Encourages the consumer to purchase directly from the
manufacturer
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 Digital/Internet Marketing
Interactive media
• Allow users to participate in and modify the form and content
of the information they receive in real time

Social media
• Online means of communication and interactions used to
create, share, and exchange content

Mobile marketing
• Messages delivered are specific to a consumer’s location or
consumption situation
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 Advantages of Digital/Internet
Marketing

Interactive nature

Capability to precisely measure the effects of

advertising and other forms of promotion

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 Sales Promotion
 Marketing activities that provide extra value or
incentives to the:
 Sales force
 Distributors
 Ultimate consumer
 Aid in stimulating immediate sales
 Categories
 Consumer-oriented
 Trade-oriented

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 Sales Promotion
 Increased emphasis due to:
 Declining brand loyalty
 Increased consumer sensitivity to promotional deals
 Retailers’ demand for more trade promotion support
from companies

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 Publicity
 Nonpersonal communications regarding an
organization, product, service, or idea not directly
paid for or run under identified sponsorship
 Advantage
 High credibility and low cost
 Disadvantages
 Not always under the control of an organization
 Negative stories are highly damaging

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 Public Relations
 Evaluates public attitudes
 Identifies policies and procedures of an individual
or organization with the public interest
 Goal - Establish and maintain a positive image
among various publics

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 Personal Selling
 Person-to-person communication in which seller
attempts to assist and/or persuade prospective
buyers to:
 Purchase a company’s product
 Act on an idea
 Allows seller to tailor messages to the customer’s
specific needs or situation
 Involves immediate and precise feedback

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 Contact or Touch Point
 Every opportunity a customer has to see or hear
about a company and/or its brands or have an
encounter or experience with it
 Categories
 Company created
 Intrinsic
 Unexpected
 Customer-initiated

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Figure 1.5 - IMC Audience Contact
Tools

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Figure 1.6 - IMC Contact Points:
Control vs. Impact

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 IMC Planning Process

Integrated marketing communications management

• Planning, executing, evaluating, and controlling the use of the

promotional-mix elements to effectively communicate with target
audiences

Integrated marketing communications plan

• Developing, implementing, and controlling an organization’s IMC

program

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 IMC Planning Model
Review of marketing plan

Analysis of promotional program situation and the communication process

Budget determination

Develop integrated marketing communications programs

Direct Digital/Internet Sales

Advertising PR/publicity Personal selling
marketing marketing promotion

Advertising Direct- Internet Sales PR/publicity Personal-selling

marketing marketing promotion objectives objectives
objectives objectives objectives objectives

Advertising Direct- Internet Sales PR/publicity Personal-selling

marketing marketing promotion strategy strategy
strategy strategy strategy strategy

Direct-
Advertising Internet Sales promotion PR/publicity
marketing Sales message
message & message & message & message &
message & strategy and
media strategy media strategy media strategy media strategy
media strategy sales tactics
& tactics & tactics & tactics & tactics
& tactics

Integrate and implement marketing communications strategies

Monitor, evaluate, and control IMC Program (đánh giá KPI của các công cụ)

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 Marketing Plan
 Describes overall marketing strategy and programs
for an organization and includes:
 Detailed situation analysis
 Specific marketing objectives with time-frame and
mechanism for measuring performance
 Selection of target market(s) and plans for the four
elements of the marketing mix
 Program for implementing the marketing strategy
 Process for monitoring and evaluating performance

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 Review of Marketing Plan
 Examining overall marketing plan and objectives
 Identifying the role of advertising and promotion
 Performing competitive analysis
 Assessing environmental influences

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 Internal Analysis
 Assesses the firm and relevant areas involving the
product/service offering
 Assessment of:
 Capability to develop and implement promotional
program
 Brand image and implications for promotion
 A product’s relative strengths and weaknesses
 Reviews previous promotional programs and
results
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 External Analysis
 Focuses on characteristics of a firm’s customers,
market segments, positioning strategies, and
competitors
 Customer analysis
 Competitive analysis
 Environmental analysis

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Analysis of Communication Process
 Involves analyzing:
 Receiver’s response processes
 Source, message, and channel factors
 Establishes communication goals and objectives

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Analysis of Communication Process
Marketing objectives
• Determine what is to be accomplished by the overall
marketing program in terms of sales, market share, or
profitability

Communication objectives
• Determine what the firm seeks to accomplish with its
promotional program
• Stated in terms of:
• Nature of the message to be communicated
• Specific communication effects to be achieved
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 Budget Determination

Set tentative marketing communications budget

Allocate tentative budget

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 Developing Integrated Marketing
Communications Program
 Involves deciding the role and importance of each
promotional-mix element
 Aspects of an advertising program
 Creative strategy - Determining the basic appeal and
message to be conveyed to the target audience
 Media strategy - Determining the communication
channels to use to deliver the message

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Monitoring, Evaluation, and Control
 Determining how well the program is:
 Meeting communication objectives
 Helping the firm accomplish its overall marketing
goals and objectives
 Evaluating promotional program
results/effectiveness
 Taking measures to control and adjust promotional
strategies

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