Integrated Marketing Communications

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  • Created by: charlotte
  • Created on: 13-04-14 12:09

Marketing Bombardment

  • Radio Alarm - adverts, talk show guests, music, product placement
  • Phone - Youtube adverts, twitter
  • TV
  • Post - Offers, personalised letters
  • Walking - Posters, bus stop ads, tube
  • Shops - Counter displays, packaging, BOGOF promotions
  • Work - Email, pop-up, facebook, linkedin
  • Gossip - Friends recommendation
  • Student Newspaper
  • Socialising
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Smith et Al

What is Integrated Marketing Communications?

  • All marketing techniques working together
  • A strategic maangement process based on economy efficiency and effectiveness
  • Ability to be applied within any type of organisation
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What it isn't

Pickton, D and Broderick, A

  • How does it fit with corporate communications?
  • Does it include internal communications?
  • Van Riel states corporate communications =
    • Marketing communications = supports product
    • Organisational communications
    • Management communications
  • Brand also supports product and whole organisation = brand
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Words to Describe IMC

  • Embedded
  • Holistic
  • Coordinated
  • Combined
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Definition

  • Open planning
  • Media neutral
  • Messaging matters
  • Measurement matters
  • CIM research indicates potential £4-10bn payoff
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Collaboration Model

  • Consent based dialogue
  • Two-way communications
  • Mutual benefits
  • Consumer incentives
  • Media transparency and full range
  • Respect for privacy and data protection
  • Radical innovation and use of e-comms
  • ROI
  • Performance measurement
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Importance of Dialogue

Not just PROMOTING TO a target audience

BUT

COMMUNICATING WITH the target audience

Hughes and Fill

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Advertising

Paid for space

  • Print
  • Online
  • Broadcast
  • Outside
  • Ambient
  • Events

Raise awareness or sell

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PR

Not paid for space

  • Print
  • Online
  • Broadcast
  • Events

Secure coverage by persuading others to tell your story

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