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Integrated Marketing Communications

Integrated Marketing Communications. Jeremy Kees, Ph.D. Some initial thoughts…. Because we are exposed to somewhere between 3,000-5,000 marketing messages per day….. CLUTTER is the result!! It’s a viscous cycle... Advertising = clutter = MORE ADVERTISING = MORE CLUTTER = EVEN MORE ADS ….

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Integrated Marketing Communications

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  1. Integrated Marketing Communications Jeremy Kees, Ph.D.

  2. Some initial thoughts… • Because we are exposed to somewhere between 3,000-5,000 marketing messages per day….. CLUTTER is the result!! • It’s a viscous cycle... • Advertising = clutter = MORE ADVERTISING = MORE CLUTTER = EVEN MORE ADS….

  3. Is nothing sacred anymore???

  4. So, what is the best way for marketers to reach you?? • What resonates with you? • What is a waste?

  5. Integrated Marketing Communications • The means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell • IMC includes all marketing communications

  6. An example… • Includes advertising, but is much broader… • Mastercard’s “priceless” campaign • Spots 1, 2, 3 • Website – priceless.com • Viral/WOM Marketing… • Orbitz gum Example… • TV spot • Phone Call

  7. Elements of the IMC “Promotional Mix” • Advertising • Sales Promotions • Direct Marketing • Product Placement • Public Relations • Publicity • Event Marketing • Personal Selling • Search Engine Optimization • Email • Blogs • Podcasts • Etc…

  8. Objectives of IMC • First, back to the basics • Then, some general approaches • Finally, some specific objectives

  9. A Basic model of Communication

  10. General approaches… • “Selling” / “Persuading” • Targeted at our head • Cognitive appeals • “Brand Building” • Targeted at our heart • Affective/Emotional appeals Video

  11. Setting Objectives • Inform • Persuade • Remind • Reinforce What is the goal? • Heinz? • Honda? Cog • Based on the PLC…

  12. Thursday…. • Guest Speaker • Brian Papson, Director of Marketing Villanova Athletics • Next week • Elements of Promotional Strategy

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