Integrated Marketing
Communications
What is Marketing?
Marketing is an
organizational function
and a set of processes for
creating, communicating
and delivering value to
customers and for
managing customer
relationships in ways that
benefit the organization.
Value
Relationship marketing
Mass customization
Customer relationship
management (CRM)
Point of
purchase
Special
events
Publicity
Media
Advertising
Public
relations
Direct
marketing
Sales
promotion
Packaging
Direct
response
Interactive
marketing
Packaging
Sales
promotion
Point of
purchase
Publicity
Interactive
marketing
Media
Advertising
Direct
marketing
Direct
response
Public
relations
Special
events
Defining IMC
IMC
Importance
of relevant
audience
Multiple relevant
audiences
Demand for accountability and
Demand for accountability
Measurement of Outcomes
Toward
Media advertising
Mass media
Specialized media
Manufacturer dominance
Retailer dominance
General focus
Data-based marketing
Traditional compensation
Performance-based compensation
Publicity/Public
Relations
Personal Selling
Classifications of Advertising
National Advertising
Retail/Local Advertising
Consumers
Business-to-Business Advertising
Professional Advertising
Trade Advertising
Organizations
Internet
Sales
Direct
Marketing
Shopping
Channels
Telemarketing
Catalogs
The
Internet
Educates or
informs
customers
Obtains
customer
database
information
A persuasive
advertising
medium
Communicates
and interacts
with buyers
A sales tool
or an actual
sales vehicle
Provides
customer
service and
support
Builds and
maintains
customer
relationships
Refunds/Rebates
Bonus Packs
Loyalty Programs
Events
Consumeroriented
[For end-users]
Trade
Allowances
POP Displays
Training
Programs
Trade
Shows
Coop
Advertising
Tradeoriented
[For resellers]
Combat
competition
Enhance
personal selling
Get existing
customers to buy
more
Sales
Promotion
Tie in advertising
& personal
selling
Attract new
customers
Maintain sales in
off season
Increase retail
inventories
Advertising
Publicity
Control
Great
Little
Credibility
Lower
Higher
Reach
Measurable
Undetermined
Frequency
Schedulable
Uncontrollable
Cost
High/Specific
Low/Unspecified
Flexibility
High
Low
Timing
Specifiable
Tentative
Publicity Vehicles
Feature
Articles
News
Releases
Publicity
Vehicles
Press
Conferences
Interviews
Special
Events
Community
Activities
Special
Publications
Corporate
Advertising
Public Affairs
Activities
Cause-related
Marketing
Special Event
Sponsorship
Print media
(newspapers,
magazines)
Public
Relations/
publicity
Out-of-home
media
Internet/
interactive
Direct
marketing
Target Audience
Personal
selling
Point-ofpurchase
(displays,
packaging)
Sales
Promotion
Word-ofmouth
Events and
sponsorship
Product
placements
(TV and movies)
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