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An Introduction to Integrated Marketing Communications McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Integrated Marketing Communications (IMC) • What is it? • “recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines --advertising, public relations, personal selling and sales promotion -- and combines them to provide clarity, consistency, and maximum communications impact”1 • Different types of promotional techniques are good at different things. Maximize your promotional impact by using each promotional technique wisely; and use them in combination. 1 – Evans and Berman, page 464. The Promotional Mix • Advertising – Paid, impersonal, mass comm. • Public Relations – Comm. To foster a positive public image • Personal Selling – Personal, oral comm., make a sale • Sales Promotion – Paid, activities designed to stimulate sales – consumer and channel IMC Communication Tools IMC Communication Tools Advertising Sales Promotion Direct Marketing Publicity/Public Relations Interactive/ Internet Marketing Personal Selling Reasons For Growing Importance of IMC Shift from media advertising to other forms of marketing communication Movement away from advertising focusedapproaches that emphasize mass media Shift in power from manufacturers to retailers Rapid growth of database marketing Demands for greater ad agency accountability Changes in agency compensation Rapid growth of the Internet Increasing importance of branding Potential Communications Objectives • Sales • Customer loyalty • Company image • Brand image • Store patronage • Service contract • • • • • An inquiry A visit by a prospect Product trial Recommendation Adoption of the product Evolution of IMC • The concept of IMC – the idea of managing customer relationships – is not new. • However, the processes used in managing IMC, such as taking advantage of new communication and database technologies and creating synergy for a brand, are new. Integrated Marketing Communications Achieve Synergy • A key aspect of IMC is the need for synergy • All communication elements should convey the same, unified message, otherwise consumers will be confused • Examples: Good and Bad Examples of Good/Bad IMC in Practice • • • • • For-Profit Business Non-Profits People Cities/Communities Schools For-Profit Business • Wal-Mart – Key Positioning / IMC Elements? • Southwest Airlines – Key Positioning / IMC Elements? Non-Profits • Roosevelt County Literacy Council • Key Positioning / IMC Elements: – Adult Literacy Organization – Needs to change image (Stuffy) – Desperately needs to attract more (younger) tutors RCLC Web Page RCLC Logo RCLC Logo Suggestions (MKT 452) People • Rob Zombie People • Rob Zombie Cities / Communities Roswell UFO Museum and Research Center Another good example of POOR IMC in action University of North Carolina - Asheville What is being communicated here? IMC Wrap-up • Good IMC can help improve an image, develop liking/preference, and help sell products/services • “Bad” IMC can hinder them. . . IMC: Jewish Hospital - Clip Achieve Synergy • What did Jewish Hospital do and why? The Value of Strong Corporate and/or Brand Identity Creates more options for competing against lower-priced competitors Builds customer loyalty Makes it easier to withstand economic fluctuations and marketing crises Allows companies to sell products/services at a premium price and maintain larger profit margins Can facilitate brand and line extensions Makes customer response more inelastic to price increases and elastic to price decreases Crest uses its strong brand equity to launch a line extension Pricing Decisions Price must be consistent with perceptions of the product Higher prices communicate higher product quality Lower prices often reflect bargain or “value” perceptions A product positioned as high quality while carrying a lower price than competitors may confuse customers Price, advertising and distribution must be unified to create the position for the product or service. Instructor Questions for Chapter 1 and 2 • • • • What is IMC? Why do it? What is Media Fragmentation? How have sellers dealt with Media Frag?