UNIT 1 – BRIEF

HISTORY OF
MARKETING
COMMUNICATIONS

DR. LANI D. DEADA,

LPT
OVERVIEW:

◼ In past decades, many marketers build strong barriers around the various marketing and promotional functions and
planned and managed them separately, with different budgets, different views of the market, and different goals
and objectives.
◼ These companies failed to recognize that the wide range of marketing and promotional tools must be coordinated
to communicate effectively and present a consistent image to target markets. In the 1990s, many companies are
moving toward integrated marketing communications (IMC), which involves coordinating the various promotional
elements along with other marketing activities that communicate with a firm’s customers.
LEARNING OUTCOMES:

1. Explain the history of integrated marketing communication.

2. Describe the reasons why marketers are adopting the concept of integrated
marketing communication.
3. Identify the Major characteristics of this marketing revolution.
4. Describe IMC.
5. Explain the reasons for the growing importance of IMC.
6. Illustrate the IMC and branding.
7. Describe the promotional mix: The tools of IMC.
8. Categorize IMC planning process.
LESSON 1. DEFINITION OF INTEGRATED MARKETING
COMMUNICATION

Integrated Marketing Communication

According to American Marketing Association Integrated marketing communication is a concept of

marketing communication’s planning that recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication disciplines—for example, general advertising,
direct response, sales promotion and public relations—and combines these disciplines to provide clarity,
consistency and maximum communications impact.
LESSON 2. MAJOR CHARACTERISTICS OF MARKETING
REVOLUTION INCLUDE

1. A shifting of promotional budget from media advertising to other forms of promotion, particularly
consumer and trade-oriented sales promotions
2. The fragmentation of media markets, which has resulted in less emphasis on mass media such as
network television and more attention to smaller, targeted media alternatives such as direct mail and
even sponsorships.
3. A shift in marketplace power from manufactures to retailers.
4. The rapid growth and development of data base marketing.
5. Change in media buying practices.
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)

Traditional Approach to Marketing Communications

◼ Media Advertising
◼ Point of Purchase
◼ Packaging
◼ Direct Response
◼ Sales Promotion
◼ Special Events
◼ Direct Marketing
◼ Interactive Marketing
◼ Internet Marketing
◼ Publicity / Public Relations
◼ Personal Selling
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)
Traditional Approach to Marketing Communications
◼ Media Advertising
∙ Paid
∙ Non-personal
∙ Cost – Effective

CLASSIFICATIONS OF ADVERTISING

1. Consumers
National Advertising
Retail/Local Advertising
Primary vs. Selective Demand Advertising

2. Organizations
Business-to-Business Advertising
Professional Advertising
Trade Advertising
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)

Traditional Approach to Marketing Communications

◼ Special Events
PRIVATE EVENTS
◼ PARTIES AND CELEBRATIONS
◼ BRAND COMMUNICATIONS EVENTS
◼ CHARITY / NON-PROFIT EVENTS
PUBLIC EVENTS
◼ COMMUNITY / NATIONAL EVENTS
◼ LOCAL COUNCIL / GOVERNMENT EVENTS
◼ PARADES / FESTIVALS / DEMONSTRATIONS
◼ MASS PARTICIPATION EVENTS
◼ EXPERIENTIAL EVENTS
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)
Traditional Approach to Marketing Communications
◼ Direct Marketing - is a type of promotion that entails communicating information on a product, service, or
company directly to the customers.
Forms of Direct Marketing
∙ Brochures
∙ Catalogs
∙ Fliers
∙ Newsletters
∙ Post cards
∙ Coupons
∙ Emails
∙ Targeted online display ads
∙ Phone calls
∙ Text messages
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)

Traditional Approach to Marketing Communications

◼ Interactive Marketing
Types of Interactive Marketing

∙ Interactive Storytelling
∙ Personalized Content
∙ Layered Information
∙ Two-Way Interaction
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)

Traditional Approach to Marketing Communications

◼ Sales Promotion
Consumer-oriented (For end-user)
◼ Coupons
◼ Samples
◼ Premiums
◼ Contest / Sweepstakes
◼ Refund / Rebates
◼ Bonus Packs
◼ Loyalty Programs
◼ Events
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)

Traditional Approach to Marketing Communications

◼ Sales Promotion
Trade- oriented (For Resellers)
◼ Trade Allowances
◼ POP Displays
◼ Training Programs
◼ Trade Shows
◼ Coop Advertising
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)

Traditional Approach to Marketing Communications

◼ Internet Marketing
The Internet

∙ Obtains customer database information

∙ Educates or informs customers
∙ Communicates and interacts with buyers
∙ A persuasive advertising medium
∙ Builds and maintains customer relationships
∙ A sales tool or an actual sales vehicle
∙ Provides customer service and support
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)

Traditional Approach to Marketing Communications

◼ Publicity / Public Relations
∙ Publicity Vehicles
∙ Special Publications
∙ Community Activities
∙ Corporate Advertising
∙ Cause-related Marketing
∙ Public Affairs Activities
∙ Special Event Sponsorship
LESSON 3. AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS (IMC)

Traditional Approach to Marketing Communications

◼ Personal Selling

∙ Face-to-face Communication
∙ Mostly used for business customers
SUMMARY

Contemporary IMC Approach

◼ Media Advertising
◼ Packaging
◼ Sales Promotion
◼ Direct Response
◼ Point of Purchase
◼ Public Relations
◼ Publicity
◼ Special Events
◼ Direct Marketing
◼ Interactive Marketing
REASONS FOR THE GROWING IMPORTANCE OF IMC

From Toward
Media advertising Multiple Forms of Communication
Mass Media Specialized Media
Manufacturer Dominance Retailer Dominance

General Focus Data-based Marketing

Low Agency Accountability Greater Agency Accountability
Traditional Compensation Performance-based Compensation
Limited Internet Availability Widespread Internet Availability
IMC PLANNING MODEL
THANK YOU!