Integrated

Marketing Communications
IMC 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.

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FIGURE 1 .1
Communication Process

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 FIGURE 5.6
Global Advertising Expenditures

$1 6 0.0
$5 0 0
$4 3 8
$1 4 0.0 $1 3 4.3 $4 5 0
$4 0 0
$1 2 0.0 $3 5 0
$3 0 0 $2 6 3
$2 3 8 $2 4 9
$1 0 0.0
$2 4 0
$2 5 0
$8 0.0 $2 0 0 $1 6 7 $1 5 7
$1 5 0 $1 2 2 $1 2 3
$6 0.0
$1 0 0
xpenditursB
E

$5 2
lo

$4 0.0 $3 3.2 $5 0
$2 1.6 $0
$1 5.8
$2 0.0 $1 1.1 $8.3 $6.9 $5.4 $5.3 $5.0

$0.0
U nit e d J a p a n G e rm an y U . K . F ra n c e I t a ly B ra zil S pa in C a na d a A u s t ra lia
States
To t al A d v e rt is in g E x p e n d it u re s
A v e r a g e E x p e n d itu r e p er C a p ita

Source: Juliana Koranteng and Normandy Madden, “Ranking of the Top Global Ad Markets,”
Advertising Age International, (May 2000), pp. 17-20.
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 TAB LE 5.1
Comparison of B-to-B and Consumer Communications
Expenditures

P rint A ds

R adio A ds

TV A ds

PR

S ales P rom otions

Catalogs

Trade S how s

Direc t M ail

0 5 10 15 20 25 30 35 40 45 50
Percen tag e of T o tal C o m m u n icat io n s B u d get

Cons um e r B-to-B

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 Marketing Budgets

Advertising
26%

Consumer Promotions Trade Promotions

24% 50%

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 Discussion Slide
Advertising Clutter

• To how many ads were you exposed 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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FIGURE 1.8
Items to be Included in an IMC Program
• Company logo
• Product brand name and company
name
• Business cards
• Letterhead
• Carry home bags (paper or plastic)
• Wrapping paper
• Coupons
• Promotional giveaways (coffee
mugs, pens, pencils, calendars)
• Design of booth for trade shows
• Advertisements (billboards, space
used on cars and busses,
television, radio, magazines and
newspapers)
• Toll free 800 number
• Company database
•Cooperative advertising with other
businesses
•Personal selling pitches
•Characteristics of target market buyers
•Characteristics of business buyers
•Sales incentives provided to sales force
(contests, prizes, bonuses and
commissions)
•Internal messages
•Company magazines and newspapers
•Statements to shareholders
•Speeches by company leaders
•Public relations releases
•Sponsorship programs
•Web site
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FIGURE 1.6
Factors Affecting the Value of IMC Programs

• Development of information technology

• Increase in competition (global competitors)
• Brand parity
• Integration of information by consumers
• Decline in effectiveness of mass media
advertising.

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FIGURE 1.7
Viewer Activities During TV Commercials

Positive Responses:
•Get amused by the ads (26%)
•Sit and watch commercials (19%)

Negative Responses:
• Get annoyed at the number of ads (52%)
• Get up and do something else (45%)
• Switch channels (39%)
• Talk to others in the room (34%)
• Turn down the sound on TV (19%)
• Read (11%)
• Use the computer (5%)

Source: Jennifer Lach, “Commercial Overload,” American Demographics,

(September 1999), Vol.. 21, No. 9, p. 20.

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 Global Integrated
Marketing Communications

• GIMC is more challenging in the international

arena.
• Standardization vs Adaptation.
• “Think globally, but act locally.”

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 Verbal and Visual Elements
● Central vs Peripheral route processing
● Visual processing
– Easier to recall
– Stored both as pictures and
words
– Concrete vs abstract
● Radio visual imagery
Pepsi radio ads in which listeners hear
a can being opened.

● Visual esperanto
A universal language for global advertising.
e.g. a boy and father at a sport event

(the message is a shared family moment).

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Advertising Appeals
● Fear
● Humor
● Music
● Rationality
● Emotions

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 Discussion Slide
FIGURE 7.6
Humorous Ads Quiz

Good or Service Hints

● Beer Miller Lite, Keystone, Budweiser, Hineken

● Restaurants Wendy’s, Shoney’s, Long John Silvers
● NBA It’s Fantastic
● Telephone U.S. Cellular
● Motels Holiday Inn, Red Roof Inn

Can you remember an advertisement

for each good or service that was funny?
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Humor
Appeal

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Emotional Appeals

● Based on three ideas:

– Consumers ignore most ads.
– Rational ads go unnoticed.
– Emotional ads can capture
attention.

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This ad for a nonprofit animal rights and rescue group
draws on viewers’ sympathies toward animals.

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Spokespersons
● Celebrities
● CEOs
● Experts
● Typical persons

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FIGURE 8.4
Celebrity Endorsers
● Ace Hardware: John Madden
● Adidas: Steffi Graf
● American Express: Jerry Seinfeld
● Amway: Shaquille O’Neal
● AT&T: Whitney Houston
● Campbell Soup: Wayne Gretzky
● Compaq Computers: Hakeem
Olajuwon
● Converse: Larry Bird, Larry
Johnson, Lattrell Sprewell
● Danskin: Nadia Comaneci
● Fila: Naomi Campbell, Grant Hill,
Kathy Ireland, Vendela
● GMC Trucks: Grant Hill
● Hanes Hosiery: Fran Drescher
● Hanes Underwear: Michael Jordan
● K-Mart: Rose O’Donnell
● L’eggs: Jamie Lee Curtis
● MasterCard: Tom Watson
● Nintendo: Ken Griffey, Jr.
● Outback Steakhouse: Rachel Hunter
● Revlon: Cindy Crawford
● Sprite: Grant Hill
● Taco Bell: Spike Lee, Shaquille
O’Neal, Hakeem Olajuwon
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FIGURE 8.6
Principles of Effective Advertising

● Visual consistency.
● Campaign duration.
● Repeated taglines.
● Consistent positioning.
● Simplicity.
● Identifiable selling point.

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Beating Ad Clutter
● Presence of competitor ads.
● Use repetition.
● Use multiple mediums.
● Create ads that gain attention.
● Create ads that relate to the
target audience
●

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