2007 Thomson South-Western

Overview of Integrated Marketing

Communications

Chapter One

2

Elements of Marketing Communications

3

Marketing Communications at the Brand Level

This is the key means for

differentiating one company’s offering

from another’s

A well-known and respected brand is an invaluable asset

Brand

A successful brand can create barriers to entry for

competitors

4

Tools of MarcomAdditional Resource: Marcom Matrix

5

Integrated Marketing Communications (IMC)

The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements.

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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

The MCT (Keller Kevin Lane (2001), “Mastering the Marketing Communications Mix: Micro & Macro

Perspectives on IMC Programs”, Journal of Marketing Management, 17, 823-851

• Three “Actors” in a Situation

• The three “actors” determine

• INTERACTION EFFECTS

7

Mountain Dew

• Brand’s Core Meaning– FUN, EXHILARATION, ENERGY

• Tagline– Do the Dew

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Five Key Features of IMC

1. Start with the Customer– “Outside-In” approach

– “Inside- Out” approach

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Five Key Features of IMC

2. Use any form of relevant contact

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Five Key Features of IMC

3. Achieve synergy (speak with a single voice)

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Five Key Features of IMC

4. Build relationships.

• Aim to increase “share of wallet”

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Five Key Features of IMC

• Affect behavior– Survey by Whole foods

– Affect behavior?

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A Concluding Mantra: All Marketing Communications Should Be…

Directed To A Particular Target Market

Clearly Positioned

Undertaken To Accomplish The Objective Within Budget

Constraint

Created To Achieve a Specific Objective

15

MarCom Outcomes

Enhancing Brand Equity Affecting Behavior

Outcomes