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Clow01 Basic
Clow01 Basic
Clow01 Basic
Communications
Chapter 1
Chapter Objectives
1. Recognize the critical role communication
plays in marketing programs.
2. Review the nature of the communication
process.
3. Apply a communication model to marketing
issues.
4. Discover the nature of a totally integrated
advertising and marketing communications
approach.
5. Expand the concept of integrated marketing
communications to the global level.
1-2
Ron Jon’s Surf Shop
1-3
Global Marketplace
• Wide variety of media
• Cluttered market conditions
• Two major marketing trends
Accountability
Change in tasks
• Account executives
• Brand managers
• Creatives
1-4
Communication Process
• Sender
• Encoding Noise
• Transmission device
• Decoding Clutter
• Receiver
1-5
Integrated Marketing Communications is
the coordination and integration of all
marketing communication tools, avenues and
sources within a company into a seamless
program which maximizes the impact on
consumers and other end-users at a minimal
cost. The IMC includes all business-to-business,
channel, customer, external communications
and internal communications
1-6
Communication Mix
• Traditional
Price, Product, Distribution, Promotion
• Promotion
Advertising
Sales promotions
Personal selling
• Additional components
Database marketing
Direct marketing
Sponsorship marketing
Internet marketing
Public relations
1-7
The Marketing Plan
• Situation analysis
• Marketing objectives
• Marketing budget
• Marketing strategy
• Marketing tactics
• Evaluations
1-8
IMC Components
• The Foundation
• Advertising tools
• Promotional tools
• Integration tools
1-9
Four Stages in
Cultivating an IMC System
• Stage 1 – Identify, coordinate, and
manage all forms of external
communications.
• Stage 2 – Extend the scope of
communications to include everyone in
the organization.
• Stage 3 – Apply information technologies
to the IMC program.
• Stage 4 – Treat the IMC as an
investment and not a departmental
function.
1 - 10
Strategies of the Best Companies
American Productivity & Quality Center
1 - 11
Trends Impacting IMC
• Information technology
• Changes in channel power
• Increase in competition
• Brand parity
• Integration of information
• Decline in the effectiveness of
mass-media advertising
1 - 12
Global IMC
• More challenging in international
arena
• Standardization
• Adaptation
1 - 13