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Integrated Marketing Communications

Integrated Marketing Communications

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Integrated Marketing Communications

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  1. Integrated Marketing Communications Pickton and Broderick (2001)

  2. Clarity Consistency Continuity Complementary Communications Economical Efficient Effective Enhancing The basics of IMC

  3. Integrating what? • Agencies (all organisations involved in planning and implementing) • Contacts (with the publics through any media or promotional activity) • Messages (about products, brands, personalities, companies) • Objectives (all campaigns aligned to corporate strategy)

  4. P&B’s wheel of IMC IMC aims to integrate Image and Brand Management (one-to-many communications) with Customer Contact Management (one-to-one communications)

  5. One to many P&B (2001) p 8

  6. The Hub of the Wheel Public Relations Personal Selling Integrated Marketing Communications Planning Information Centre Database Management Sales Promotion Advertising

  7. Image and Brand Management • What role in B2B? • What communications concepts and models help to understand this role? • Hierarchy of effects models • Communications models • Consideration sets

  8. Trade partner support essential for success of consumer promotional campaigns • awareness • point of sale materials • incentives

  9. The role of print • Advertising results in lead generation • Print can be the first response or a support to sales visits • Catalogues, brochures, data sheets • capabilities brochures • technical bulletins, test reports and applications histories

  10. What role in relationship marketing? • Does the website render the printed brochure obsolete?