Transcript INTEGRATED MARKETING COMMUNICATIONS

INTEGRATED
MARKETING
COMMUNICATIONS
Chapter Twenty
Integrated Marketing
Communications
Integrated Marketing Communications is
the integrated areas of marketing,
advertising, sales promotion, and public
relations.
 There is a need for communications cross
training as a basic requirement to function
as a practitioner.
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What’s the Difference between
Integrated Marketing and Marketing?
From the customer’s perspective, there is
none. Historically, consumers began to
question products, accountability issues,
and social concerns.
 The effectiveness of advertising was
questioned. Marketers changed in
response, seeing the potential for adding
public relations to the mix.
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Product Publicity
Product publicity reaches potential
customers by using less traditional forms
and ways to raise awareness of products.
 Product publicity can help:
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 Create
an identity
 Introduce a new product
 Eliminate distribution problems
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Product Publicity can help:
Small budgets and strong competition
 Explain a complicated product
 Generate new consumer excitement for an
old product
 Tie the product to a unique representative
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Third Party Endorsement
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Third Party Endorsement is the support
given a product by a newspaper,
magazine, or broadcaster who mentions
the product as news. The value is that it
appears more credible than advertising.
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Building a Brand
Building a brand is known today as
branding. Branding is creating an identity
or position for a company or product.
 Using IMC techniques to establish a brand
requires being:
early and aggressive, using traditions, and
creating a personality
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Public Relations Integrated
Marketing Activities
Article reprints
 Trade show participation
 Spokespersons
 Cause-related marketing
 In-kind promotions
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Spokesperson
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Public Relations Advertising
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Marketing an image rather than a product
became known as institutional advertising,
image advertising, public service advertising, or
issues advertising, and ultimately public
relations (non-product) advertising.
Image ads show social responsibility.
Issues ads advocate a position from the
sponsor’s viewpoint.
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Purposes of Public Relations
Advertising work in several activities:
Mergers and diversifications
Personnel changes
Organizational resources
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Purposes continued
Manufacturing and service capabilities
 Growth industry
 Financial strength and stability
 Company customers
 Organizational name change
 Trademark protection
 Corporate emergencies
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Promotional Tools
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Infomercials
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TV/Movie product placements
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Question
What recent shows or movies have you
been to where you could identify product
placements?
 What were the products?
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Positives of IMC Tactics
You can generate more buzz about the
product using IMC
 Knowledge in all of the areas makes for a
better and stronger mix
 Building lasting relationships is the goal
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Volvo Captures Branding and
Public Interest
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Volvo for Life Awards, a program that embodies Volvo values,
quality, and the environment that is inspirational was held recently.
Tactics started with a press conference unveiling people who
characterize heroes. They launched a website (that was created,
maintained, and validated heroes by the FBI) and conducted a
national search. Nominations came from all over the U.S. They used
celebrity heroes as judges, received coverage in 650 newspaper
stories nationally and locally, on-going website traffic, national
upcoming outlet coverage on the Oprah and Today Show.
“You have the recipe for getting local coverage while at the same
time promoting the brand attributes of Volvo.” stated Fred
Haberman, Haberman and Associates. PR Week
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Exercise
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Your firm is charged with opening a new city zoo in the
Midwest, featuring prairie animals, for the opening.
Keep in mind you are doing this in the wake of the
monkey pox outbreak (due to diseased prairie dogs
passing it to humans). Research shows you could
expect 50% of your visitors from the city, 10% out-oftown tourists, and 40% children from local school
groups. How would you use an integrated marketing
approach? How would you handle branding? What
media outlets would you grant exclusives to?
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