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Chapter One

Integrated Marketing Communications

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Internet Surfing!

What ads do you recall about

internet surfing and other value
added service?
How do the ads depict internet
surfing?
How would you evaluate
Mobilinks web site?
What do you think of their logo?

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Integrated
Marketing Communications
Chapter Overview

Highly competitive global marketplace.

Wide variety of media available for
communications.
Clear communications needed.
Emerging trends.
Accountability.
Change in roles of account executives,
creatives and brand managers.
Development of alternative media.

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FIGURE

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Communication Process

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EXHIBIT
Shoe Advertisements

Which advertisement attracts your attention the most?

Which advertisement is the least appealing?
How important is the brand name in each ad?
What is the message of each individual advertisement?
What makes each advertisement effective?
What are the pros and cons of each advertisement?

Click image for larger view

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Comparing the Advertisement to the Web Site

Reebok (http://www.reebok.com)
New Balance (http://www.newbalance.com)
Nike (http://www.nike.com)
Adidas (http://www.adidas.com)

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FIGURE

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Possible Noise in Watching

a TV Advertisement

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Advertising Clutter

How many ads were you exposed to during the

last 24 hours from the following media?

Television
Radio
Magazines
Newspapers
Billboards
Internet Web sites

How many ads can you recall from each of the

above media?

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Integrated Marketing Communications

is the coordination and integration of all
marketing communication tools,
avenues and sources within a company
into a seamless program which
maximizes the impact on consumers
and other end-users at a minimal cost.
The IMC includes all business-tobusiness, channel, customer, external
communications and internal
communications.
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FIGURE

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Traditional Marketing Mix

Product

Price

Advertising

Database
Marketing

Promotion

Sales Promotions

Direct
Marketing

Sponsorship
Marketing

Internet
Marketing

Distribution

Personal Selling

Guerilla
Marketing

Alternative
Marketing

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FIGURE

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The Marketing Plan

Situation analysis.
Marketing objectives.
Marketing budget.
Marketing strategy.
Marketing tactics.
Evaluation

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FIGURE

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Integrated Marketing Communication Plan

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Four Stages in
Cultivating an IMC System
[American Productivity & Quality Center]

Stage 1: Identify, coordinate and manage all

forms of marketing communications.
Stage 2: Communications are examined from
perspective of customers.
Stage 3: Apply information technologies to
the IMC program.
Stage 4: Customer data information and
insights used in corporate strategic planning.
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FIGURE

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Trends Impacting Integrated Advertising and

Marketing Communications

Information technology
Changes in channel power
Increase in competition (global competitors)
Brand parity
Integration of information
Decline in effectiveness of television
advertising.

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FIGURE

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U.S. Online Retail Sales

Source: Adapted from U.S. Online Retail Sales, Digital Marketing & Media Fact Pack,
Advertising Age, Crain Communications, Inc. (2007), p. 34.

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FIGURE

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Market Share Top Brands in Running Shoe Industry

Source: Adapted from Matt Powell, A Steady Stride, SCB, Vol. 39, No. 11 (November 2006), p. 15.
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FIGURE

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Why Viewers Do Not Watch Ads

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Global Integrated
Marketing Communications

Goal to coordinate marketing efforts

Greater challenge due to national and cultural
differences
Standardization vs Adaptation.
Think globally, but act locally.

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