An Introduction to Integrated

Marketing Communications

(pron.: /rmn/)

The Charmin name was first created in 1928 by the Hoberg Paper
Company in Green Bay, Wisconsin. In 1950, Hoberg changed its
name to Charmin Paper Company and continued to produce bath
tissue, paper napkins, and other paper products. Procter & Gamble
acquired Charmin Paper Company in 1957

An advertising campaign that lasted over twenty years, with more

than 500 commercials between 1964 and 1985

The Charmin Bear was introduced in 2000

http://www.charmin.com/meet-the-bears.aspx
In 2006, Charmin opened up public restrooms in New York City's
Times Square
http://www.charmin.com/find-public-restrooms.aspx
http://www.charmin.com/wherever-you-go.aspx

A new 61-minute movie featuring the Cushelle koala, Kristelwill run

throughout the spring on Cartoonito, the children's pre-school programming
slot owned by Turner Broadcasting System broadcasting channels.
http://www.charmin.com/charmin-videos-and-commercials.aspx

P&G eStore
In February 2009, Greenpeace advised consumers not to use
Charmin toilet paper stating that it does not use recycled paper and
uses ECF bleaching.

Learning Objectives
What role does communication play in

marketing programs?
What is the nature of the
communication process?
How should the communications
model be applied to marketing issues.
What are the characteristics of a fully
integrated advertising and marketing
communications approach?
How does the concept of integrated
marketing communications pertain to
international operations?

Trends Impacting IMC

Information technology
Changes in channel power
Increase in competition
Brand parity

 Integration of information
Decline in the effectiveness of
television advertising

The Communications Process: Basic

Model

Communication Mix

Traditional 4Ps

Price, Product, Distribution, Promotion

Promotion

Advertising
Sales promotions
Personal selling
Additional components
Database marketing
Direct response marketing
Sponsorship marketing
E-Active marketing (Internet mktg. included)
Alternative marketing
Public Relations
Guerilla marketing

Contemporary IMC Approach

Sales
promotion

Packaging

Point of
purchase

Publicity

Interactive
marketing

Media
Advertising

Direct
marketing

Direct
response

Public
relations

Special
events

One Look, One Voice

The Marketing Plan (re-cap)

Situation analysis
Marketing objectives
Marketing budget
Marketing strategy
Marketing tactics
Evaluations
The Marketing Plan
1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

IMC Components

The IMC Foundation *

Advertising tools
IMC Media tools
(other)Promotional tools
Integration tools
Integrated Marketing Communications Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Advertising

Sales
promotion

PR/
publicity

Personal
selling

Direct
marketing

Internet/
interactive

Advertising
objectives

Sales
promotion
objectives

PR/
publicity
objectives

Personal
selling
objectives

Direct
marketing
objectives

Internet/
interactive
objectives

Message
strategy

Sales
promotion
strategy

PR/
publicity
strategy

Personal
selling
strategy

Direct
marketing
strategy

Internet/
interactive
strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

Four Stages in Cultivating an IMC System

Global IMC

Overview

Hyundai i10 invites ad scripts from

customers
In its latest 360 degree campaign targeting the Indian
market, the brand invites existing and potential
customers to write an ad script and get an
opportunity to act with Shah Rukh Khan!