IMC Class: 8/27/13
- 1. Integrated Marketing Communications JOUR 538 Tuesdays, 6-9pm Angela Ford
- 2. What and Why What is IMC? •Unifying all marketing channels /media to send target audiences a consistent message that meets the sales and promotion goals of the company/organization •Creates synergy •What are the forms of marketing communication? •Advertising •Sales •Promotion •Public relations •Direct marketing •Personal selling •Events •Sponsorships •Endorsements •Customer service •Social & interactive media
- 3. •IMC based around the concept that EVERYTHING a company/organization does (good or bad) sends a message. IMC allows us to CONTROL the message to a certain extent by coordinating and planning all marketing and communication activities to send the RIGHT message to the RIGHT audience – not to mention manage any crises or “bad messages” •IMC is all about creating synergy. What’s synergy? •the interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements, contributions, etc. •Each media chosen should be enhanced by the other mediums chosen, creating a marketing plan that hits the target audience through integrated channels, with a consistent message. •The Promotion or “IMC Plan” recognizes the added value of a comprehensive plan that evaluates strategic roles that combines a variety of platforms for clarity, consistency and maximum impact. •Learning theory, strategy and implementation of a comprehensive IMC plan that creates synergy will be the focus throughout this class SYNERGY
- 4. Marketing Priorities in 2013 • Relationships with Customers/Clients – Today, most markets are seeking more than just a one- time exchange/transaction with customers. The focus has shifted to developing and sustaining a relationship with customers/clients – Successful companies and organizations have realized that connecting with the audience and delivering value to their customers is PRIORITY. – What brands do you feel connected with? Why ? How do you think the brand has achieved this connection between itself and you?
- 5. The Marketing Mix • Price • Product • Packaging • Promotion – Integrated Marketing Communication = Promotion Combine these elements (The 4 P’s) into a program that delivers value to the consumers. IMC focuses on the “Promotion” element.
- 6. Why is IMC’s importance growing? • Works for both large and small, for-profit and non-profit companies/organizations • Works for B2B and B2C • By coordinating media together into one comprehensive message, companies: – Avoid duplication – Create synergy – Develop more effective and efficient overall communication plans – Maximize return on investment
- 7. Why is IMCs importance growing? • Works in a changing environment and landscape • Global recession forced innovation, co’s move to “non- traditional” media like social media and a larger focus on “Free’ publicity via a stronger PR component • As technology progresses, it pushes marketers and companies to think outside the box and think more strategically and creatively. Ex: DVR made it possible for viewers to FF through commercials. How to compensate? Product Placement. What else? •Plays a major role in managing and sustaining brand identity and equity. Building & properly managing brand equity has become a priority for companies of all sizes, across all industries and markets.
- 8. The Planning Process Review Overall Marketing Plan (the other 3 P’s) • Objectives • What role (and how prominent) will the role of Promotion be? • Competitive Analysis • Assess Potential Environment Influences Analysis • Internal • Your or the firm’s ability • Review previous results and feedback & make necessary adjustments • Consider the firm/your organization process • External • Market • Consumer Communication Process •Receiver’s response •Source •Message •Channel Factors •What are your communication goals and objectives?
- 9. Most Valuable Brands of 2012 • What do you think? • Are you right? (http://interbrand.com/en/best-global- brands/2012/Best-Global-Brands-2012-Brand- View.aspx)
- 10. The last P. – Aka the IMC program/plan – Determining which channels to use, and what their role and significant will be, and how they will coordinate with one another. • Message Development/Creative Strategy – The copy, graphic design, and basic appeal to the target audience. • Media Strategy – Which forms of marketing should be used to result in maximum impact and therefore be most successful? • Implementation • Montitoring, Evaluation, Control – Must have tools in place to measure the effectiveness and success of a campaign – Important for the growth of the company: provides insight into what resonates and what doesn’t with your audience, and what the best way to do that is.
- 11. • Throughout IMC, we’ll explore each part of the last P – the Promotion/ IMC portion of a Marketing Plan, in both theory and implementation. Research and case studies supplement further understanding of what works and what doesn’t.