12.0 integrated Marketing Communication.ppt - Introduction...

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Introduction toIntegrated MarketingCommunication (IMC)
BACKGROUNDInthepast,companieshaveoftentreatedcommunication as virtually separate from theirmarketing activities.Now, the current marketing philosophy holds thatintegrationis absolutely imperative for success.The paradigm shift in the modern world ofmarketing has led towards a more vital role ofadvertising and other forms of promotion.Changes in the environment have led companiesto pay more attention to brands differentiation. Inother words, they will differentiate their ownbrands from other competitive brands so as tomaintain the competitive advantage.2
BACKGROUND (CONT.)With more people in society who are knowledgeableand more conscious of their consumer rights, themakers and distributors of products/services must beable to convey the message across to them.Oneofthemarketingprogrammesthatthesecompanies currently do is implement a variety of IMCtechniques - The name of their household brandnamesareeverywhereonTV,innewspapers,magazines, on billboards along the highways, andeven the use of skywriters.IMC helps to shape the consumer purchasing patternas well as develop certain patterns of consumerbehaviour towards brand names, products or evencompany.3
4Schultz's (2008) Push-Pull Model ofMarketing Communication
MARKETING VS IMCAccordingto Arens(2008), Marketingisthebusiness process of planning and executing theconception, pricing, promotion, and distribution ofideas, goods, and services to create exchangesthat satisfy the perceived needs, wants, andobjectives of individuals and organisations.AccordingtoShimp(2007),IMCisacommunication process that entails the planning,creation,integration,andimplementationofdiverse forms or marcomm (advertisements, salespromotions, publicity releases, events, etc.) thatare delivered over time to a brand’s targetedconsumers and prospects.5
MARKETING VS IMC (CONT.)The goal of IMC is ultimately to influence ordirectly affect the behaviour of the targetedaudience.IMC considers all touch points, or sources ofcontact, that a customer/prospect has with thebrand as potential channels for messages andmakes use of all communications methods thatare relevant to consumers/prospects.IMC requires that all of a brand’s communicationmedia deliver a consistent message.6
DEFINITIONS OF IMC“Integrated marketing communication is a concept ofmarketing communications planning that recognizes theadded value of a comprehensive plan that evaluates thestrategic roles of a variety of communication disciplines(for example, general advertising, direct response, salespromotion, and public relations) and these disciplines toprovideclarity,consistency,andmaximumcommunicationsimpact.”-AmericanAssociationofAdvertising Agencies (the “4As”)Schultz et.al (cited in Belch & Belch 2001, pg.11) state thatIMC calls for a big picture approach to plan marketing andpromotional programmes as well as to coordinate thevariouscommunicationfunctions.Thisbig

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Term
Summer
Professor
roslizahmanaf

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