Chapter 14

Integrated marketing communications approach (IMC)

- The concept by which companies coordinate their marketing communications tolls to deliver a clear, consistent, credible and competitive message about organization and its products.

- Moves emphasis of communications away from a step-by-step, linear, transactional process to an on-going relational dialogue

- Integrating all useable promotional tools and appropriate media to deliver synergistic communication campaigns.

Drivers of IMC:

- Organizational drivers

• Operational perspective

• E.g. streamlining communications activities, creating opportunities for increased profits through efficiency gains

- Target-market based drivers

• Focuses on changes which are affecting the delivery of communication messages

• E.g. cost and availability of media channels

-Communication drivers

• Focuses on potential benefits associated with the delivery of the message

• E.g. increased effectiveness of message through constant reinforcement of the core ideas

Framework for implementing integrated marketing communications:

Marketing strategy and situation analysis: internal and external competitor analysis  Identify communication opportunities and set campaign objectives 

Create agency selection: brief, pitch, deliverables 

Promotional mix selection 

Campaign development and implementation 

Evaluation before, during, after campaign 

Future planning

Elements of IMC:

The message:

-Information-based:

• Company provides information so that customers are able to make an informed decision about the brands they choose

- Emotional messages:

• Stimulate a response, which might connect with the target audience through a particular emotion

Communication process: simple and complex

•The source encodes a message by translating the idea to be communicates into a symbol consisting of words, pictures and numbers.

• Message is transmitted through media to reach desired target audience in desired way.

• Noise distractions during communication process may prevent transmission to some of the target audience.

• When a receiver sees/hears message it is decoded (receiver interprets the symbols transmitted by the source)

• Feedback: e.g. increased sales or marketing research

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