Marketing Notes – Integrated Marketing Communications

Integrated Marketing Communications

• What is meant by marketing communications?
• Importance is clear but …
• What is the best means to implement a marketing communications program?
• Integrated marketing communications focuses on discrete customer segments

The IMC Planning Process

• Based on a longitudinal consumer purchase database
• Recognizes consumer’s new and powerful role
• Implemented according to needs and lifestyles of selected target markets
• May be the only sustainable competitive advantage

The IMC Planning Process

• Promotional strategy must evolve to reflect current dynamics
• Current changes include …
• The other “Ps” must be supportive

Changing Role of Advertising

• Traditional use of advertising has diminished
• Advertising agencies must adapt to survive
• Is this an ad or a TV program?

Seeking Benefits in Sales Promotion

• Short-term orientation
• Direct and measurable impact
• Speed of sales response
• Strategic use
• Traditionally used at point of sale
• “Frequency marketing programs”

Dabbling in Direct Marketing

• Replacement for advertising
• Great portability and reach
• Ability to measure response
• Pinpoint marketing and quick response
• No retail channel

Public Relations Equals Proven Success

• Consistent public relations activities
• Opportunities for cost-effective differentiation
• Help foster a total corporate communications package
• What can strategic public relations do?