Discussion Question 5.1
Due Episode V, Due Day 3
Integrated Marketing Communications
Integrated Marketing Communications are the practice of developing a message that will combine
the strengths of several different tactics across numerous media to ensure that maximum market
penetration is achieved.
This can include, but is not limited to, coordinated campaigns consisting
of advertising, public relations, direct selling, product demonstrations, trade shows, and sales
promotions like coupons and volume discounts.
How can we utilize and incorporate all of the marketing information available to us as an
organization (including research, sales history, knowledge of distribution channels, and pricing
strategies) to develop an Integrated Communications campaign?
How can such a campaign
invoke an emotional response with the target market, lower the market's sales resistance, and
persuade the market to purchase the product?
Be sure to include examples from your own
experiences and/or the readings to provide support for your answers.
Integrated marketing has become a mandate within most marketing organizations (Kerin, et al.,
2006). With the fragmentation of media choices, shifting media consumption habits, and greater
focus on the accountability of marketing spending, organizations are trying to orchestrate
integrated marketing programs (Santello, 2006). From research, I discovered many ways to
develop an integrated marketing campaign that invokes emotional responses with the target
market, lowers the market’s sales resistance, and persuades the market to purchase a product.
Organizations should (1) specifically define integration, (2) learn from other leaders, (3) keep
communication brief focused and all-inclusive (Kerin, et al., 2006), (4) partner with media
representatives, commercial directors, and/or web developers for ideas (Santello, 2006), and (5)
hold someone accountable for the integration.
In defining integration, we must find out if it is purely strategic where the brand positioning or
promise is carried throughout. In doing so, we must examine the message (by individual or by
group) and the visual implementation (e.g., standard visuals or common visuals) (Santello, 2006).
Furthermore, benchmarking other leaders will assist in further defining a great integration. Next,
we must keep communication brief focused and all-inclusive. By creating one singular and
focused brief that drives the message equally in all media, we can focus on the idea.
Subsequently, everyone that touches the communication should be briefed at the same time
(e.g., media agency, creative agency, PR, web, customer relationship management (CRM)).
Lastly, media representatives, commercial directors, web developers—people that usually get
involved somewhere in the middle—can be great sources of ideas for integration, even after initial
plans and creative ideas are developed!
Bottom line: customer perceptions and relationships are determined to a large degree by the