Integrated Marketing Communication
Definition of Integrated Marketing Communications
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 and combines these disciplines to provide clarity,consistency and maximum communications impact.
A marketing communications planning concept that recognizes the value of a comprehensive plan.
A plan that evaluates the strategic roles of several communications disciplines:
▪ Media advertising
▪ Direct marketing
▪ Interactive/internet marketing
▪ Sales promotion
▪ Publicity/Public relations
Combines the disciplines to provide:
▪ Maximum communications impact
The Marketing & Promotional Mixes
• Product or Service
• Channels of Distribution
• Direct Marketing
• Interactive/internet marketing
• Sales Promotion
• Publicity/Public Relations
• Personal Selling
Messages sent by a company’s overall business practices
and philosophies such as mission, labor practices,
philanthropies, culture and other processes
Messages sent by or inferred from by various aspects of marketing mix such as product performance, design, appearance, pricing and distribution
Marketing Communication Level
Strategic and executional consistency among all forms of marketing communication
Reasons For Growing Importance of IMC
Shift from media advertising to other forms of marketing communication
Movement away from advertising focused- approaches 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
The Marketing Plan
A document that describes the overall marketing strategy and programs developed for a company, product or brand. The plan includes:
1. A detailed situation analysis
2. Specific marketing objectives
3. A marketing strategy and program that includes selection of a target market and plans for marketing mix elements
4. A program for implementing the strategy
5. A process for monitoring and evaluating performance
' Assessment of the firm’s promotional organization and capabilities
' Review of the firm’s previous promotional programs
' Assessment of firm or brand image and implications for promotion
' Assessment of relative strengths and weaknesses of product/service
' Customer analysis
' Competitive analysis
' Environmental analysis
IMC Program Situation Analysis
' Direct and indirect competitors
' Position relative to competitors
' Size of competitors’ advertising/promotional budgets
' IMC strategies being used by competitors
• Who buys our product or service?
• Who initiates and makes the decision to purchase and who influences the process?
• How is the purchase decision made?
• What attributes or criteria are important to customers?
• What are customers’ perceptions of and attitudes toward our company, product/service or brands?
• What factors...
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