Marketing

An Introduction to Integrated Marketing Communications

Definition of Integrated Marketing Communications

A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact.

Integrated Marketing Communications

A marketing communications planning concept that recognizes the value of a comprehensive plan.  A plan that evaluates the strategic roles of several communications disciplines:  Media advertising  Direct marketing  Interactive/internet marketing  Sales promotion  Publicity/Public relations  Combines the disciplines to provide:  Clarity  Consistency  Maximum communications impact

The Marketing & Promotional Mixes

Marketing Mix:

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Product or Service Pricing Channels of Distribution Promotion



Promotional Mix:

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Mass media Advertising Direct Marketing Interactive/internet marketing Sales Promotion Publicity/Public Relations Personal Selling

Communication-Based Marketing Model

Corporate Level Message Sources

Administration Manufacturing/ Marketing /Finance / Human Legal Operations Resources Cross-Functional Brand Equity (IM) Team

Other Stakeholders Employees Investors Financial Community Government Regulators

Distributors Customers Suppliers Competition

Marketing Level Message Sources Product Mix Price Mix Marketing Distribution Communication Mix

Interactivity

Cross-Functional IMC Team Marketing Communication Level Message Sources Personal Adver- Sales Direct Public Pack- Events Sales tising Promotion Marketing Relations aging

Consumers Local Community Media Interest Groups

Communication Levels

Corporate Level

Messages sent by a company¶s overall business practices and philosophies such as mission, labor practices, philanthropies, culture and other processes

Marketing Level

Messages sent by or inferred from by...