“THE PROOF IS IN THE PUDDING”

“TIME TELLS ALL”

“Its not only what you say,

but how you do it”

IMC: …WHERE
EXPECTATION MANAGEMENT MEETS
REALITY
Building Leverage into every opportunity of
corporate contact
 Marketing 261
Integrated Marketing
Communications
with Duane Weaver
Week 1 - Introduction
 Today’s Outline
• Introductions
• Overview of Course Outline
• Overview of Course Text
• Overview of Cases and Teams
• Introduction to IMC: “Integrated Marketing
Communications”
 Introductions - Instructor
Duane Weaver
– B.Comm., M.D.Ed.(honours pdg.), IESNA
– CEO 2Birds1Stone
– Marketing, Business and Computer Applications
Instructor
– 20+ years management experience (marketing)
– Manufacturing, Wholesale and Retail experience
– Enjoy sailing, soccer, cycling, golf and camping
 Introductions - Students
• Your name?
• Something of interest about yourself?
• Why are you studying “IMC”?
What do you expect to learn from this
course?
 Course Text and supplements
•Required Readings
Clow, K.E. and Baack, D. 2004, Integrated Advertising,
Promotion, and Marketing Communications, Second Edition,
New Jersey: Pearson Prentice Hall.

•Suggested/Supplement Readings
•     Belch, G.E. and Belch, M.A. (2003), Advertising and
Promotion: An Integrated Marketing Communications
Perspective, New York: McGraw-Hill/Irwin.
•
     Blair, M., Armstrong, R. and Murphy, M. (2003), The 360
Degree Brand in Asia: Creating More Effective Marketing
Communications, Singapore: John Wiley & Son.
 Suggested Supplemental
Readings Cont’d.
•         Hulbert, J.M., Capon, N. and Piercy, N. (2003), Total
Integrated Marketing: Breaking the Bounds of the
Function, New York: Free Press.
•         Pickton, D. and Broderick, A. (2001), Integrated
Marketing Communications, London: Pearson Education.
•         Schultz, D.E., Tannenbaum, S.I. and Lauterborn, R.F.
(1993), Integrated Marketing Communications, Chicago:
NTC Publishing Group.
•         Semenik, R.J. (2002), Promotion and integrated
Marketing Communications, Ohio: South-Western
Thomson Learning.
•      Smith, P.R. and Tylor, J. (2002), Marketing
Communications: An Integrated Approach, London:
Kogan Page.
 Course Outline
• Case – based course.
(Teams and Individual)
(Lecture/Case Presentation/Discussion)

• See Handout
 Overview of Cases and Teams
• This course will take a case-study approach. Students will
be asked to form study/case groups of 6 within the first
week of classes.
• The groups are expected to work on the case assignments
prior to each class.
• Each group will be tasked with the responsibility of
preparing and presenting cases at each class as determined
by the instructor. (2-3 cases per group)
• (See http://web.mala.bc.ca/weaverd/Mark261 for team
case presentation schedule).
 GROUP CASE
PRESENTATION/REPORTS
• Group Case presentations are due the class of the Case Analysis as
posted on the course website.
• Case reports are due one week later at the start of class. They must
be submitted in a report format as per the guidelines given by your
instructor. (Please see http://web.mala.bc.ca/weaverd/mark261)
• Late case reports (without prior arrangement and for good cause)
will be assessed a 10% daily penalty, up to three calendar days.
Case reports handed in late beyond three days will receive a mark
of 0 for that particular assignment.

• NOTE: ALL STUDENTS on the case team will receive the same grade.
Your team members will be your team for the entire course.
 Case Teams/Study Group
• Please take 10 minutes to form a study team
of 5 people and…
• Determine a “name” for your team
• One member from the team should record a
list of all of the team members names (last
name, first name and student I.D.) and
submit the list along with the “Team Name”
to the instructor by end of class today.
 Case Sources
• Cases will be assigned from the textbook as
the course proceeds. Please check the
course website to find out which case is due
for your next class. You should expect at
least 1 week of lead time per case.
http://web.mala.bc.ca/weaverd/Mark261
• Note: The first two cases will be presented
in the 2nd week of class.
 IMC:
WHERE…

EXPECTATION MANAGEMENT

MEETS REALITY
 Introduction to Integrated Marketing
Communications (IMC)
• Communication
• IMC Defined
• The IMC Plan
• 4 Stages of Cultivating IMC SUCCESS
• IMC and the Marketing Mix
• Factors Affecting IMC
 Communication
“Transmitting, receiving, and processing
information”

– Sender,
– Receiver
– Encoding, Decoding
– Transmission Device
 IMC Defined
“The coordination and integration of all
marketing communication tools, avenues,
and sources within a company into a
seamless program that maximizes the
impact on consumers and other end users at
a minimal cost.”
 The IMC Plan
• Situation Analysis
• Marketing Objectives
• Marketing Budget (Financials)
• Marketing Strategies
• Marketing Tactics
• Evaluation of Performance (metrics)
 4 Stages of cultivating
IMC SUCCESS
1. Identify, coordinate and manage all forms of
external communication
2. Extend scope of communication to include
everyone touched by the organization
3. Using IT to infuse “customer input” into the
plan. Db development/tracking/analysis.
4. Treating IMC as an investment rather than a
departmental function.
 IMC and the Marketing Mix

• Product
• Price
• Promotion
• Place (Distribution)

How do the above elements effect the

communications plan of a company?
 Factors Affecting IMC
• Information Technology
• Changes in Channel Power
• Increases in Competition
• Brand Parity
• Integration of Information
• Decline in Mass Media Effectiveness
 Thank You
• See you next class
– read ahead
– meet with your group and discuss the case(s)
prior to class.