National University- Baliwag

School of Business and Accountancy

MODULE 1.2:
INTEGRATED MARKETING
COMMUNICATION HISTORY
AND CURRENT STATE

BMADIMCX: ADVERTISING AND IMC

 LEARNING OUTCOMES
• To introduce the concept of integrated marketing
communication (IMC) and document its development across
four stages.

• To examine the definitions of IMC.

• To explore the research on the implementation of IMC and

identify typical barriers.

• To provide an overview of the tools of IMC.

 OUTLINE

• Marketing where IMC begins

• IMC where marketing communication comes
together
• Definitions of IMC
• Tools for IMC
MARKETING:
WHERE IMC
BEGINS
 What is
MARKETING?
- the process of planning and executing the
conception, pricing, promotion and
distribution of ideas, goods and services to
create an exchange that satisfy individual
and organizational objectives.
- the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings
that have value for customers, clients,
partners, and society at large.
 Marketing focuses on
relationships and value.
 MARKETING?
MARKETING MIX?
MARKETING MANAGEMENT?
Integrated marketing communication
plays an important role in the exchange
process by informing customers of an
organization’s product or service
and convincing them of its ability to
satisfy their needs or wants.
 VALUE

The benefits can be:

Functional Experiential Psychological

The focus on customer relationships and
value has led many companies to emphasize
relationship marketing, which involves
creating, maintaining, and enhancing long-
term relationships with individual customers,
as well as other stakeholders, for mutual
benefit.
 The movement towards relationship marketing was
driven by several factors:

• First, companies recognized that customers have

become more empowered and more demanding.
• Consumers desire superior customer value, which
includes quality products and services that are
competitively priced, convenient to purchase, delivered
on time and supported by excellent customer service.
• They also want personalized products and services that
are tailored to their specific needs and wants.
Advances in information technology,
along with flexible manufacturing
systems and new marketing processes
have led to mass customization,
whereby a company can make a
product or deliver a service in
response to a particular customer’s
needs in a cost-effective way.
MARKETING MIX
 IMC: WHERE
MARKETING
COMMUNICATION
COMES TOGETHER
One of the most commonly used definitions
of IMC comes from Jerry Kliatchko, who
suggests that IMC is ‘an audience-driven
business process of strategically managing
stakeholders, content, channels and results
of brand communication programs’
Stages and Sages of IMC

Stage 1 (1980s): Stage 2 (1990s):

Tactical Strategic
Integration Integration

Stage 4
Stage 3 (2000s):
(2010s):
Organizational
Connectivity
Integration
Inside and Out
 Stages and Sages of IMC
Stage 1 (1980s): Tactical Integration

•Emergence of IMC focused on aligning various

marketing communication functions (advertising,
PR, sales promotion) for consistency and impact.
•Initial definition emphasized combining
disciplines like advertising, direct response, and
public relations.
 Stages and Sages of IMC
Stage 1 (1980s): Tactical Integration

•Emergence of IMC focused on aligning various

marketing communication functions (advertising,
PR, sales promotion) for consistency and impact.
•Initial definition emphasized combining
disciplines like advertising, direct response, and
public relations.
 Stages and Sages of IMC
Stage 2 (1990s): Strategic Integration

• Shift towards a unified strategy integrating

messages, channels, and timing to reach
distinct buyer groups.
• IMC is seen as customer-focused marketing
using databases for synchronized
communication.
 Stages and Sages of IMC
Stage 3 (2000s): Organizational Integration

• IMC expanded beyond marketing

communication to encompass all stakeholder
interactions (customer service, employee
advocacy, etc.).
• Definition emphasized IMC as a strategic
business process for brand communication.
 Stages and Sages of IMC
Stage 4 (2010s): Connectivity Inside and Out

• Continued evolution with research focusing on key

dimensions like message consistency, interactivity,
stakeholder focus, and organizational alignment.
• IMC is defined as a stakeholder-centered, interactive
process aligning organizational processes for
continuous dialogue and relationship building.
 Key dimensions of IMC
according to Schultz and Moriarty (2012)

(1) brand focus, (8) relationships,

(2) message consistency,
(3) interactive communication,
(4) synergy,
(5) perceptual integration,
(6) customer centricity,
(7) stakeholders,
(9) reciprocity,
(10) contact points,
(11) cross-functional management
(12) continuous planning and
monitoring.
 FOUR CONSTRUCTS OF IMC
More recent research by Porcu, Del Barrio-Garcia and Kitchen
simplified these dimensions into four constructs of IMC:
1. Message consistency—need for organization to adequately coordinate messages
generated at all levels, department and outside firm

2. Interactivity—ensure voice of all stakeholders is listened to and taken into

account in decision making and enhances organizational responsiveness

3. Stakeholder-centered strategic focus—meaningful dialogue with all stakeholders

4. Organizational alignment—horizontal and vertical; within and between external

partners
 Porcu, Del Barrio-Garcia and Kitchen, 2017
Latest iteration based on their four constructs of IMC:

‘The stakeholder-centred interactive process of cross-

functional planning and alignment of organisational,
analytical and communication processes that allows for
the possibility of continuous dialogue by conveying
consistent and transparent messages via all media to
foster long-term profitable relationships that create
value.’
TOOLS FOR
IMC
 TOOLS FOR IMC

Direct Sales
Advertising
Marketing Promotion

Public Personal
Sponsorship
Relations Selling
THANK YOU!