1 Chapter One

Integrated Marketing Communications

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 Virgin Atlantic
1  ‘Still Red Hot’ 25th Anniversary
campaign
 Bold, distinctive imagery
 Global campaign
 Integrated across many platforms
and channels including social
media, print, and television

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 Integrated

1 Marketing Communications

Chapter Objectives

1. How does communication take place?

2. What is an integrated marketing communications
program?
3. What new trends are affecting marketing
communications?
4. What are the components of an integrated marketing
communications program?
5. What does the term GIMC mean?

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 Integrated

1 Marketing Communications

Chapter Overview

Highly competitive global marketplace

Wide variety of media available
Clear communications needed
Customers bombarded with communications
Integrated advertising and communications

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 Miracle Whip
1  Love or Hate campaign
– mcgarrybowen advertising agency
 “We’re not for everyone”
 Primetime advertising
 Social media campaign
 Consumer contest
 Risky, controversial campaign

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FIGURE 1 .1
Communication Process

Transmission
Sender Encoding Decoding Receiver
Device

Feedback

=Noise

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Chick-fil-A Social Media
 Integrates online with offline
 Facebook – 500 profile mentions
 Official Chick-fil-A Facebook page
 Fans helps administer the page
 Allows fans to interact
 Announces specials, provides coupons
 Promotions on Twitter
 “Eat Mor Chikin” offline advertising

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Possible Noise in Watching
a TV Advertisement

1-8
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.
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FIGURE 1.3
The Components of Promotion

Advertising
Public Digital
Relations Marketing

Sales Social
Promotions Media

Personal Alternative
Selling Marketing

Direct Database
Response Marketing

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FIGURE 1.4
Steps of a Marketing Plan

 Current situational analysis

 SWOT to TOWS analysis
 Marketing objectives
 Target market
 Marketing strategies
 Marketing tactics
 Implementation
 Evaluation of performance

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FIGURE 1.5
Trends Affecting Marketing Communications

 Emphasis on accountability & measurable

results
 Explosion of the digital arena
 Integration of media platforms
 Shift in channel power
 Increase in global competition
 Increase in brand parity
 Emphasis on customer engagement

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 Accountability
and
Measurable Results
 Economic pressures
 Want results from marketing budgets
 Effort led by CEOs, CFOs, and CMOs
 Advertising agencies expected to deliver results
 Emerging social media changes communication
 Emerging alternative methods and media
 Less reliance on mass TV ads

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 Explosion of Digital Media
 Emergence of
– Interactive Web sites, blogs, and social networks
– Smartphones, tablets
 Companies shifting expenditures from
traditional to digital media
 Social media allows interaction

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Integration of Media Platforms
 Consumers integrate platforms
– 5 hours 16 minutes  non-television screens
– 4 hours 31 minutes  television
 Ways consumers integrate media formats
– Content grazing
– Investigative spider-webbing
– Quantum journey
– Social spider-webbing

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FIGURE 1.6
Pathways Consumers Use to Interact Across Media Devices

80%

70% 68%

60% 57%
Percent of Consumers

50% 46%

40% 39%

30%

20%

10%

0%
Content Grazing Investigative Spider-Webbing Quantum Journey Social Spider-Webbing

Source: Based on Mark Walsh, “Microsoft Highlights Usage Across Device Pathways,” Online Media Daily, March 14,
2013, www.mediapost.com/publications/article/195786

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 Changes in Channel Power
 Retailers
– Control channel
– Control shelf space
– Have purchase data
– Determine products and brands on shelves
 Consumers
– Internet shifts power to consumers
– Multiple methods of making purchases

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Increases in Global Competition
 Information technology and communication has
changed the marketplace.
 Products can be purchased from multiple locations.
 Customers want both low prices and high quality.
 Manufacturers and retailers must work together.

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 Increase in Brand Parity
 Brands viewed as being equivalent
 Consumers select from a group of brands
 Quality and characteristics less important
 Price more important
 Decline in brand loyalty

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 Emphasis on
Customer Engagement

 Marketers seek to engage customers

 Contact points important
 Digital media now part of IMC
 Two-way communication
 Strive to develop emotional commitment

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Understanding customer engagement also applies to nonprofits

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FIGURE 1.7
Composite Scores of Top Ten Restaurants
on Advertising Perceptions

74
73.3
72.9

72

70 69.8
69.4
Composite Advertising Score

68.2
67.9
68 67.4 67.3 67.3
66.7

66

64

62
s r
e's -A ili
' ar
s e 's en te b in n ic ay
eb
e f- il h es pe
y
ar
d
ob
s
Ro So bw
pp
l
ic
k C Ca Po e
G L d Su
A Ch ttl
e
liv Re
d Re
Li O

Source: Based on Colleen Rothman and Gina Gapp, “Perceptions of Restaurant Advertising,” Technomic
white paper, Issue 3, September 2013.
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FIGURE 1.8
Overview of IMC Text

Regulation
& Ethics Evaluation

Database,
Direct Sales
Response, & Promotions Public Relations
Personal & Sponsorships
Selling

Digital Social Alternative

Marketing Media Channels

Advertising Advertising Traditional

Management Design Media

Buyer IMC Planning Process

Brand Management Behaviors

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 International Implications
 Goal – to coordinate marketing efforts
 Greater challenge due to national and
cultural differences
 Standardization versus Adaptation
 “Think globally, but act locally”

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Integrated Campaigns in Action
 Actual campaigns created by
– Agencies
– Internal marketing departments of brands
 Highlights application of theories
 Five Campaigns
– Section 1: Progressive Bank (Chapter 4)
– Section 2: Snoring Center (Chapter 7)
– Section 3: Interstate Batteries (Chapter 10)
– Section 4: Wayport Austintatious (Chapter 13)
– Section 5: Centric Credit Union (Chapter 15)

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Blog Exercises
Chick-fil-A

Subway
Integrated Marketing

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