final

Introduction to Integrated
Marketing Communications
Ann Bastianelli
December 12, 2013

Agenda
• Marketing
–Inside Out & Outside In approaches to Connecting
• Building Powerful Brands
–4Ps
–5Rs
• IMC Themes, Principles, Processes

Marketing: The Competitive Advantage
Marketing B2C = Responding to Customers
B2B = Influencing the Channel to respond to customers Besides Marketing, what other sources of competitive advantage are there?

MARKETING 4Ps: INSIDE OUT
One-Way

Customer

MARKETING INSIDE OUT
Market Planning once a year, AFTER corporate financial planning Corporate
Objectives

Message
Development

Marketing
Plan

Analysis of
Marketing
Efficiency

Business
Results

MARKETING 5Rs: OUTSIDE IN
Two-Way

Company

MARKETING OUTSIDE Process
The CommunicationIN
Think ‘Outside-In’

Align
Align
Target’s &
Target’s &
Corporate’s Goals
Corporate’s Goals

Treat Targets
Treat Targets
As Assets
As Assets

Integrate
Integrate
all Media Channels all Media Channels

Seamless
Seamless
Functional Activities
Functional Activities

Set Target
Set Target
Behavior goals
Behavior goals

IMC Definition & Themes
Definition of IMC a strategic business process designed to influence consumer perceptions to drive behavior & achievement of corporate strategy.
Themes
1.______________across many finely tuned sub-segments
2._____________ blending the brand into Life & Experiences
2. _____________ both measured and unmeasured.

8 Principles of IMC

Customer
Customer
Centric
Centric
All
All
Departments
Departments

Outside-In
Outside-In
Planning
Planning
Customers
Customers
Are Income
Are Income

Focus on Total
Focus on Total
Customer
Customer
Experience
Experience
What the Brand
What the Brand
Means to them
Means to them

Align
Align
Customer &
Customer &
Corporate Goals
Corporate Goals
Performance
Performance
Availability
Availability
Usage
Usage