Overview of Integrated Marketing Communications

Chapter 1
IMC: INTEGRATED
MARKETING
COMMUNICATIONS
Chapter 1
Overview of Integrated Marketing

Communications
©2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part. Essing
Chapter Objectives
After reading this chapter you should be able to:
1. Understand the practice of marketing communications and recognize

the marcom tools used by practitioners.
2. Differentiate among the following terms: the marketing mix, marketing,
communications, marketing communications, the promotional mix, and
integrated marketing communications.
3. Describe the philosophy and practice of integrated marketing
communications (IMC) and the five key features of IMC.
4. Recognize the activities involved in developing an integrated
communications program.
5. Identify obstacles to implementing an IMC program.
6. Understand and appreciate the components contained in an integrative
model of the marcom decision-making process.
©2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or 2
posted to a publicly accessible website, in whole or in part.
Checking in with Mobile Apps: Geo-Fencing
and Geo-Conquesting
Starbucks and Spotify Integration
Marketing and the Marketing Concept
• Marketing (Kotler 1980): human activity directed

at satisfying needs and wants through
exchange processes.
• Is marketing = selling??
• The idea of the marketing concept is to adapt

the company’s offering to the needs and
wants of the customer.
Exchange: An Important Part of
Marketing
For exchange to occur, there must be ....
1. Two parties and each party must ...

2. have something of value to the other party,
3. be capable of communication and delivery,
4. be free to accept/reject the offer, and there
must be
5. an agreement to terms.
Communications and Marketing
Communications
• Communications: the process where individuals share
meaning and establish a commonness of thought.
• Marketing Communications: the collection of all
elements of a firm’s marketing mix that facilitate
exchange by establishing shared meaning with the
firm’s customers.
• Marketing Communications -> B2B, B2C, non-profits
• Marketing Mix: specific collection of certain levels of elements
of a brand’s 4Ps – product, price, place and promotion.
Social Media Venn Diagram
Snapchat and CoverGirl
GE - Childlike
The Real Cost
FDA’s “The Real Cost Campaign”
Elements of Promotional Mix
Owned, Paid and Earned Media
Examples of the “Tools of Marcom”
Promotion Management and Objectives
of Promotion
• Promotion Management: coordination of
promotional mix elements in setting objectives,
establishing budgets, designing programs,
evaluating performance, and taking corrective
action.
• General Objectives of Promotion:

1. Inform
2. Persuade
3. Induce Action
General Objectives for Marcom
Companies have a variety of general objectives for
their B2C, B2B, or non profit marcom programs:
1. Informing customers about their products, services and terms of

sale
2. Persuading customers to choose certain products and brands,
shop in stores, go to websites, attend events, behaviors
3. Inducing action (purchase behavior) from customers that is more
immediate than delayed in nature
These objectives are typically accomplished sequentially, although

they are pitted against one another at times.
Branding
Brand: A name, term, sign, symbol, or design

intended to identify the goods and services of
one seller or groups of sellers and differentiate
them from those of competition.
Brand equity: The goodwill that an

established brand has built up over its
existence.
Marketing Communications
at the Brand Level
Integrated Marketing Communications
(IMC)
The coordination of the promotional

mix elements with each other and
with other elements of the brand’s
marketing mix such that all elements
speak with one voice.
The Integration of Marketing
Communications
• Why Not Always Integrated?

• Tradition of separate communication tools
• Influence of specialized outside suppliers
• Managerial parochialism
• Fear of budget cutbacks
• Loss of power and authority
• Resistance of outside suppliers to broadening their
functions
• Skeptics who consider IMC to be a fad
The Meaning of Synergy
• The payoff from IMC is that

brand managers achieve:
• The integration of multiple communication tools and

media yield more positive communication results
than the tools used individually
Five Key Features of IMC
IMC Feature #1: Start with Customer or Prospect
IMC Feature #2: Use Any Form of Relevant
Contact
• An example of a
Touch Point, or
360°
Marketing:
Apple Pay
©Copyright Line looks like this

Brand Touchpoint Matrix
IMC Feature #3: Achieve Synergy
• Multiple messages must speak with a single voice

• Takeaway:
• A brand’s positioning statement must:
• Present a clear idea of the brand in its
target market’s mind
• Consistently deliver the
same unified message
across all media channels
on all occasions.
©Copyright Line looks like this

Oreo: “World’s Favorite Cookie”
IMC Feature #4: Build Relationships
• Build relationships (e.g., Harley
Davidson) rather than engage in
flings
• Costs 5-10x more to acquire a new
customer than keep a current one
• Takeaway:
• Loyalty programs promote long-term
relationships between customers and
brands that lead to customer retention.
• Experiential marketing programs can
create brand experiences that make
positive and lasting impressions on
customers.
IMC Feature #5: Affect Behavior
• Don’t lose focus of the

ultimate objective: Affect
Behavior
• IMC must do more than
just influence brand
awareness or enhance
consumer attitudes – the
objective is to move
people to action.
Changes in
Marketing Communication Practices
• Reduced dependence on mass media
advertising.
• Increased reliance on highly targeted
communication methods.
• Heightened demands on suppliers.
• Increased efforts to assess communications’
return on investment.
Obstacles to Implementing IMC
• Few providers have the skills required to

execute.
• Mass media campaigns easier than direct-
to-customer.
• The real challenge is to make sure that
tools are consistently executed
SWOT Analysis
Making Brand-Level Marcom Decisions and
Achieving Desired Outcomes
Making Fundamental Marcom Decisions
Micromarketing: The customizing of products and communications to smaller

segments (e.g., toothpaste).
Target Market Selection Strategies
1. Undifferentiated Marketing
2. Differentiated Marketing
3. Concentrated Marketing
Marcom Implementation Decisions
• Mixing elements
• Creating messages
• Selecting media
• Establishing momentum
Marcom Outcomes
Program Evaluation
A Concluding Mantra: All Marketing
Communications Should be…
Connection Journal
• Write down 2 – 3 takeaways from
our discussion today.
• How did this content help you

understand something else…what
would you connect it to?
• What other questions do you

have? What else do you wonder
about? Write these thoughts
down as well.

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Chapter 1

Overview of Integrated Marketing

After reading this chapter you should be able to:

1. Understand the practice of marketing communications and recognize

• Marketing (Kotler 1980): human activity directed

• The idea of the marketing concept is to adapt

For exchange to occur, there must be ....

1. Two parties and each party must ...

• General Objectives of Promotion:

1. Informing customers about their products, services and terms of

These objectives are typically accomplished sequentially, although

Brand: A name, term, sign, symbol, or design

Brand equity: The goodwill that an

The coordination of the promotional

• Why Not Always Integrated?

• The payoff from IMC is that

• The integration of multiple communication tools and

©Copyright Line looks like this

• Multiple messages must speak with a single voice

©Copyright Line looks like this

• Don’t lose focus of the

• Few providers have the skills required to

Micromarketing: The customizing of products and communications to smaller

• How did this content help you

• What other questions do you

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