Overview of Integrated Marketing Communications
Last updated: August 20, 2008
Learning Objectives

1.

To introduce the topic of marketing communications (marcom) and identify the tools used by practitioners.

2.

To describe the philosophy and practice of integrated marketing communications (IMC).

3.

To present the five key features of IMC.

4.

To identify obstacles to implementing IMC.

5.

To introduce a framework that illustrates the activities involved in developing an integrated communications program.

I. How does Marketing Communications fits into the Marketing?

A. Marketing's 4 P's

 

B. Marketing Communications

1. Personal Selling

2. Advertising

3. Sales promotion

4. Sponsorship

5. Publicity

6. Point-of-purchase communications

 

II. Integrated Marketing Communications (IMC)

A. History
1. Manufacturing orientation
 

2. Mass marketing

 

3. Empowerment and Demassification

 

4. Empowerment of Consumers

 

 

B. Integrated Marketing Communications

 

C. Key Features of IMC

1. Affect behavior

 

2. Customer centered

 

3. Use any and all forms of contact

 

4. Synergy

 

5. Build relationships

 

D. How has IMC changed marketing communications and promotions?

 

 

 

E. Obstacles to implementing IMC

 

III. Model Marketing Communications Decision-Making

A. Fundamental Decisions
1. Targeting

 

2. Positioning

 

3. Objective Setting

 

4. Budgeting

 

 

 

 

B. Implementation Decisions

1. Promotional Mix

2. Message Creation

3. Media Selection

4. Momentum

C. Outcomes

D. Program Evaluation

   

Further reading:

Integrated Marketing Communications by Don E. Schultz, Stanley Tannenbaum, and Robert Lauterborn. 1993. NTC

The New Realities by Peter F. Drucker.1989. Harper & Row

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Copyright © 2008 Drew Martin

Questions and Comments to: drmartin@hawaii.edu

This document was last modified August 20, 2008