Introduction to Integrated Marketing Communications

1. Introduction to Integrated Marketing Communications Dr. Katherine Gallagher

2. Agenda • Defining IMC • Characteristics of an IMC campaign • A developmental view of IMC • Why IMC developed • Approaches to planning IMC

3. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Jean Martin

4. AcuvueTM IMC Program Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek 1

5. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek 1 2 Direct mail kits

6. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek, returns mail-in card to J&J 1 3 2 Direct mail kits

7. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek, returns mail-in card to J&J 1 3 2 Direct mail kits 4 Report Jean’s interest

8. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek, returns mail-in card to J&J 1 3 Jean receives mailing from her optometrist 5 2 Direct mail kits 4 Report Jean’s interest

9. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek, returns mail-in card to J&J 1 3 Jean receives mailing from her optometrist 5 2 Direct mail kits 4 Report Jean’s interest 6 Notify J&J of appointment

10. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek, returns mail-in card to J&J 1 3 Jean receives mailing from her optometrist 5 2 Direct mail kits Jean makes appointment for eye exam 4 Report Jean’s interest 6 Notify J&J of appointment 7

11. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek, returns mail-in card to J&J 1 3 Jean receives mailing from her optometrist 5 2 Direct mail kits Jean makes appointment for eye exam 4 Report Jean’s interest 8 6 First-time trial offer J&J mails Jean discount coupon Notify J&J of appointment 7

12. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek, returns mail-in card to J&J 1 3 Jean receives mailing from her optometrist 5 2 Direct mail kits Jean makes appointment for eye exam 4 Report Jean’s interest 8 6 First-time trial offer J&J mails Jean discount coupon Notify J&J of appointment 7 9 Jean places first order

13. Johnson & Johnson Eyecare Professional AcuvueTM IMC Program Ad with response vehicle Jean Martin sees ACUVUE ad in Newsweek, returns mail-in card to J&J 1 3 Jean receives mailing from her optometrist 5 2 Direct mail kits Jean makes appointment for eye exam 4 Report Jean’s interest 8 6 First-time trial offer J&J mails Jean discount coupon Notify J&J of appointment 7 9 Jean places first order 10 Follow-up trial offer Jean offered discount on second order

14. AcuvueTM IMC Program • Multiple communications tools • Multiple audiences • Multiple stages • Sophisticated coordination

15. Defining IMC • Coordinating all messages about a brand to speak to target consumers with one voice, a unified message, and a consistent image.

16. Marketing Communications Messages • Planned messages • Unplanned messages • Consumers integrate all messages whether the organization does or not • IMC helps but does not control the integration process

17. Characteristics of an IMC Campaign • Campaign continuity • physical continuity • psychological continuity • Strategic orientation

18. Developmental Stages of IMC • Awareness of the need for integration • Image integration • Functional integration • Coordinated integration • Consumer-based integration • Stakeholder-based integration • Relationship management integration

19. Paving the Way for IMC • Decrease in message credibility • Decrease in cost of database marketing • Increase in cost and decrease in effectiveness of mass-media communications • Increase in mergers, acquisitions, and strategic alliances among marcom agencies

20. Paving the Way for IMC (2) • Increase in media and audience fragmentation • Increase in parity, or “me-too” brands • Shift of information technology • Increased efforts to assess marcom ROI

21. Approaches to IMC • Mandated “one look” approach • Themelines approach • Supply-side planning approach • Ad hoc approaches • Consumer-based approaches • Moore and Thorson IMC Model • Schultz/Tannenbaum/Lauterborn Model

22. The Moore and Thorson Customer-Based IMC Model • Identify the market • Segment based on stage of purchase cycle • Identify messages and communications vehicles for each target segment • Allocate resources • Evaluate program effectiveness

23. The Schultz et al. Customer-Based IMC Model • Database development • Segmentation: loyal/competitive/swing users • Contact management • Communications strategy • Marketing objectives • Marketing tools • Marketing communications tactics