Integrated Marketing
Communications (IMC)
Dr. Close
"Doing business without
advertising is like winking at a
girl in the dark. You know
what you are doing, but
nobody else does."
-- Steuart Henderson Britt
Example of IMC- Axe
• Axe’s campaign for their
Axe Unlimited with some
tv commercials & online
components.
• The new TV spot leads
to
www.mojomastergame.com
• a Sim-like game.
Marketing Communication Process
• Precondition for promotion: communication
– Need common frame of reference b/w sender and
receiver (Language, impairment)
– 5 Step Process:
– 1. Sender
– Ad agency
– Intends to share
meaning
VS
AIDA: Attention?
• Attention-> Interest-> Desire ->ACTION!!!
• It gets harder as you go….
– Attention (e.g., sign-flippers, clowns)
• Headline (New York Post; only part read)
• Visuals (sex)
• Layout
• Colors
• Size (Times Square)
• Electronic: sound; music; animation
• Gross images (this nasty eyeball gets your attention!)
AIDA: Interest?
• Keep Interest – difficult in “our ADD
world”
• Tactics:
– Drama/story (Taster’s Choice couple)
– Cartoons (M&Ms)
– Dialog (Diet Coke Thing; Wusssssup?)
– Cuts (MTV)
Doritos Commercial:
Marketing
MarketingOrganization
Organization
•Marketing Plan
•Marketing Plan
•Goal Personal
•Goal&&Objectives
Objectives IMC PersonalSelling
Selling
•Customer/Prospect
•Customer/Prospect IMCManagement
Management
Databases
Databases
Advertising
AdvertisingAgency
Agency
•Research
•Research
•Creative Public
PublicRelations
Relations
•CreativeStrategies
Strategies
•Production
•Production Advertising
Advertising
•Message
•MessagePlacement
Placement
Sales
SalesPromotions
Promotions
Specialized
SpecializedPromotion
Promotion
P-O-P
P-O-P
Organizations Internet Supportive
Organizations
•Media InternetAdvertising
Advertising Supportive
•MediaOrganizations
Organizations
•Event
•Event ManagementFirms
Management Firms
•Web Site Designers
•Web Site Designers
•Sales
•SalesPromotions
PromotionsAgencies
Agencies
•Direct
•DirectMarketing Agencies
Marketing Agencies Direct
•Public
•PublicRelations
RelationsFirms
Firms DirectMarketing
Marketing Sales
SalesPromotions
Promotions
•P-O-P
•P-O-PAgencies
Agencies&&Designers
Designers
e-Commerce
e-Commerce
1.23
IMC
• Integrated marketing communications
• Disjointed campaigns are horrible
– Use SYNERGISTIC combination of your tools
– Message should be complementary/
consistent (VW Bug as retro-hip)