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Communications
Overview
Prof. Maricris Gangan-Awiten
1-1
Chapter Objectives
After this lecture, you should be able to:
Integrated Marketing
Communications is the coordination
and integration of all marketing
communication tools, avenues and
sources within a company into a
seamless program which maximizes the
impact on consumers and other endusers at a minimal cost. The IMC includes
all business-to-business, channel,
customer, external communications and
internal communications
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
1-3
Table 1.1
1. Media Advertising
5. Trade- and Consumer6. Event Marketing and
Oriented Promotions
Sponsorships
TV
Trade deals and
Sponsorship of
Radio
buying allowances
sporting events
Magazines
Display and
Sponsorship of
Newspapers
advertising
arts, fairs, and
2. Direct Response and
allowances
festivals
Interactive Advertising
Trade shows
Sponsorship of
Direct mail
causes
Cooperative
Telephone
advertising
7. Marketing-Oriented
solicitation
Public Relations and
Samples
Online advertising
Publicity
Coupons
3. Place Advertising
8. Personal Selling
Premiums
Billboards and
Refunds/rebates
bulletins
Posters
Contests/sweepstak
Transit ads
es
Cinema ads
Promotional games
4. Store Signage and Point Bonus packs
of-Purchase Advertising
Price-off deals
External store
signs
In-store shelf signs
Shopping cart ads
In-store radio and
Source:TV
Adapted from Figure 1.1 in Kevin Lane Keller, Mastering the Marketing Communications Mix: Micro and Macro Perspectives
Integrated Marketing
Communications is the coordination
and integration of all marketing
communication tools, avenues and
sources within a company into a
seamless program which maximizes the
impact on consumers and other endusers at a minimal cost. The IMC includes
all business-to-business, channel,
customer, external communications and
internal communications
on Integrated Marketing Communication Programs, Journal of Marketing Management 17 (August, 2001), 823851.
1-5
Communication Process
1-7
Communication Noise in
Television Advertising
1-8
Situation analysis
Marketing objectives
Marketing budget
Marketing strategy
Marketing tactics
Evaluations
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
1-9
Advertising
Advertising
Objectives
Message
Strategy
Sales
Promotion
Sales
Promotion
Objectives
Sales
Promotion
Strategy
PR/
Publicity
Personal
Selling
Direct
Marketing
Internet/
Interactive
PR/
Publicity
Objectives
Personal
Selling
Objectives
Direct
Marketing
Objectives
Internet/
Interactive
Objectives
PR/
Publicity
Strategy
Personal
Selling
Strategy
Direct
Marketing
Strategy
Internet/
Interactive
Strategy
IMC Components