Transcript Integrated Marketing Communications (IMC)

Integrated Marketing
Communications (IMC)
Background
• Varying terminology: New advertising, one-to-one
marketing, integrated marketing, etc..
• It has emerged naturally mainly due to changes in three
main areas:
- The market place
- Media and Communications
- Consumers
• Primarily driven by advances in information technology
• Has lead to more customer-centered, database-driven,
interactive and mesurable approaches.
Five definitions to IMC
1. Definition by The American Ass. Of Advertising Agencies (1989)
• The most widely used and the most cited of the five
• Its states:
”A concept of marketing communications planning that recognizes the
added value of a comprehensive plan that evaluates the strategic roles of
a variety of communication disciplines – generel advertising, direct
responce, sales promotion, public relations – and combines these
disciplines to provide clarity, consistency, and maximum communication
impact.”
Includes: the need for a marketing communications plan that unifies the
various tools used to provide a synergy that would otherwise be lost.
One spirit, one voice, one look
All dicisplines should work together to become more eficient, but without losing
their individual identity.
Sees IMC as a concept and not a process.
1. Definition of IMC
Inadequacies
• It however lacked things like measurability and quantification
analysis, drive for result, consumer orientation, aspects of creativity,
cost-efectiveness, cost-efficiency, and interactivity (Kitchen and
Schultz, 1999).
• There is an exclusion of consumers and no guidelines to how
effectiveness might be achieved. (Duncan and Gaywood, 1996)
• Is IMC only about the use of multiple communication disciplines?
• Lack of references on consumers, prospects, etc..
• It is problematic that the definition does not include measurement
issues!
2. Definition of IMC
2. Definition by Don Schultz, Northwestern University( 1991)
•
•
•
”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 towards a sale and maintains
customer loyalty”.
This definition focuses on the consumer or prospect as well as the
relationship between the brand and the customer.
Includes all contact points between the two.
Inadequacies
•
Sees IMC as just process and not as a concept
3. Definition of IMC
3. Definition by Tom Duncan (1992 and 1994)
•
Definition of 1992: ”The strategic coordination of all mesages and
media used by an organization to collectively influence its percieved
brand value.”
•
The revised definition of 1994: ”IMC is the process of strategically
controlling or influencing all messagess and encouraging purposeful
dialogue to create and nourish profitable relationships with customers
and other stakeholders.”
This last definition by Duncan and Gaywood revised so that it would also
include:
All employees, regulators and parties that come in contact with the
organisation.
More emphasis on creating long-term effects by looking out for the
relationship with those involved with the company.
•
•
•
3. Definition of IMC
Inadequacies
•
•
•
•
Does not take the outside-in perspective into account. – messages can be
both controlled and uncontrolled.
-The term control used might suggest a one-way viewpoint.
It does not mention any means of channels or communication you might
use to obtain ”Encouraging purposefull dialogue”.
The aspects of measurability and evaluation of IMC programmes are not
explicitly mentioned.
4. ”Definition” of IMC
4. Definition by Nowak and Phelps (1994)
•
•
Not a straightforward definition. dwell on the basic notions of the concept
and fail to transcend deeper.
They found three conceptualisations:
– One-voice marketing communications
– Consists in providing a consistent image, position, message and/or theme across
all comunication disciplines.
– Integrated marketing communications (advertisements)
– Includes both a brand image and a behavioral response
– Coordinated marketing communication
– Strives to achieve synergy through the coordination of all marketing activities that
both develops awareness and build brand image as well as evokes a behavioral
response.
5. Definition of IMC
5. Definition by Don Schultz and Heidi Schultz (1998)
•
•
•
•
•
Based on past studies and as well as experiences from different
Organisations that have embraced the IMC approach: ”IMC is a strategic
business process used to plan, develop, execute, and evaluate
coordinated, measurable, persuasive brand communication programs
over time with consumers, customers, prospects, and other targeted,
relevant external and internal audiences.”
According to the creaters it focuses more on the business process.
Includes all of the concepts we have touched upon so far.
Also includes concepts like business process, evaluation, and measurability.
If you are still awake, you will find it to be too long and all- embracing which
is problematic.
New definition