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Chapter Objectives
Identify the need for integrated marketing communications (IMC). Understand the definition, characteristics, and development levels of IMC. Comprehend the trends that paved the way to IMC. Distinguish the approaches to planning IMC. Appreciate the comprehensiveness of Strategic Marketing Communications.
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Diversity
The marketplace
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2007 Thomson, a part of Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.
Definition of IMC
Integrated Marketing Communications A concept that recognizes the added value in a program that integrates a variety of strategic disciplinesfor example, general advertising, direct response, sales promotion, and public relationsand combines these disciplines to provide clarity, consistency, and maximum communication impact.
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Professor Don Schultz, the founding father of IMC: IMC is the process of managing all sources of information about a product/service to which a customer or prospect is exposed, which behaviorally moves the consumer toward a sale and maintains customer loyalty.
2007 Thomson, a part of Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.
2007 Thomson, a part of Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.
Image integration
- Message/media consistency
Functional integration
- Marketing communications programs as a function of marketing goals
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Coordinated integration
- Personal selling
Consumer-based integration
- Effective positioning
Stakeholder-based integration
- Widening the stakeholder group
Relationship-management integration
- Management strategies within each functional unit
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Decrease in message credibility Clutter: the enormity of message bombardment Decrease of cost in database marketing
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The need to identify the media habits of target consumers as a means to place effective and messages in specialized and nontraditional media
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Mandated one-look approach Theme-lines or matchbooks approach Supply-side planning approach Ad hoc approach Consumer-based approach Moore and Thorson IMC model
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Common look method Common colors, graphics, and logo treatments in all forms of marketing communications Major shortcoming: No strategic focus; thus IMC decisions cannot be made effectively.
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An attempt to coordinate all supporting forms of marketing communications around an advertising theme. Goal: to use non-advertising forms of marketing communications to trigger consumers to remember the advertising message. Shortcoming: necessary but not sufficient and no strategic focus.
2007 Thomson, a part of Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.
A system of marketing communications services that has the appearance of integration. Pro: the price of the package deal. Shortcomings
The package deal may not fit the exact needs of the business client. In reality the bargain may not provide true integrated value.
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Ad Hoc Approach
An attempt to integrate the disparate elements of their marketing communications programs by arranging meetings with all the interested parties. Shortcoming
Inefficiency: no underlying model or plan to guide the integration efforts. Outcome highly influenced by group dynamics.
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Five Steps:
Shortcoming: lack of linkage between corporate decisions and those made on the marketing and marketing communications levels.
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Database development
Segmentation Contact management Communications strategy Marketing objectives Marketing Tools Marketing Communications Tactics
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Gathering and assembling information (demographics, psychographics, purchase history, and category networks) about the product users (consumers).
Segmentation
Basic and long-lived marketing process in which consumers are divided into subsegments that group around certain homogeneous similarities; breaking the market into the segments of loyal users, competitive users, and swing users.
Contact Management
Determination of the time, place, or situation in which to communicate to the customer or prospect.
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Determination of what main points the consumer should take away from the communications and what action the consumer should take as a result of the communications. Message has to induce some overt behavior and this behavior is captured and measured in relation to marketing objectives. Marketing objectives stated in relation to selected target markets (loyal customers, competitive users, and swing users). Elements of the marketing mix (product, price, place, and promotion) used as marketing communications tools to implement the communications strategy and achieve the stated marketing objective.
Marketing Objectives
Marketing Tools
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Tactics such as advertising, direct marketing, sales promotion, public relations, and event marketing used to implement the communications strategy and achieve the marketing objective
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(1) Not dealing with budgeting issues. (2) Not dealing with issues of monitoring and control. (3) Working with a model that involves a narrow and highly select use of concepts not yet fully grounded in the marketing communications, marketing, and business strategy literature.
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Definition of SMC: A systematic approach that guides the marketing communications manager to fully integrate strategies and objectives at the corporate and marketing organizational levels with all elements of the marketing communications campaign at the planning, execution, and monitoring stages.
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Final Thought
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