Integrated Marketing Communications: Then, Now, Tomorrow

1. Integrated Marketing Communications:Then, Now, Tomorrow Dudley Blossom, Ph.D Professor of Marketing Department of Business Administration Head

2. In the past, communications efforts were focused on individual objectives Currently, communications efforts are coordinated towards a common objective In the future communications efforts will incorporate all aspects of an organizations customer contact Moving Towards IMC

3. Non-Integrated Marketing Communication Sales Promotion Advertising Message (Positioning, Image, etc.) PR & Publicity Direct Marketing Personal Selling Interactive/Internet

4. In the past, communications efforts were focused on individual objectives Currently, communications efforts are coordinated towards a common objective In the future communications efforts will incorporate all aspects of an organizations customer contact Moving Towards IMC

5. Advertising Direct Marketing Interactive/Internet Sales Promotion PR & Publicity Personal Selling Integrated Communications Customer Communications Objectives Message

6. In the past, communications efforts were focused on individual objectives Currently, communications efforts are coordinated towards a common objective In the future communications efforts will incorporate all aspects of an organizations customer contact Moving Towards IMC

7. Integrated Marketing Communications IMC Objectives Customer Product Price Marketing Objectives Place (Distribution) Advertising Promotion Direct Marketing Interactive/Internet Sales Promotion PR & Publicity Personal Selling

8. Towards IMC: Integrated Communication Levels • Tactical Level • Communications Tactics need to work together towards a common goal • Strategic Level • Eliminate the bias towards mass media advertising • Advertising is a tactic • Mission Level • The purpose of the organization must be coordinated

9. Towards IMC: Integrated Communication Levels • Organizational Level • Where should the coordination happen? Corporate cultures permits some coordination but restricts others. • Interpersonal Level • Interaction between specialty areas must increase • Theoretical Level • Focus must shift to integrate communication theory as well as marketing theory • Process Level • Process integration such that: Theory Strategies Tactics

10. Building IMC: The Point of Integration • Where does the coordination happen? • Internal coordination • An organization/client coordinates the efforts of all of its communications tasks from an internal department • External coordination • An organization hires a communications agency to coordinate all of its communications efforts • Third party coordination • An organization hires a coordination agency to deal with communications agencies

11. Building IMC: Providing External Integration • Horizontal Integration • Combine organizations specializing in different communications vehicles • Incorporate Advertising, PR, Direct Marketing, Interactive, Sales Promotion, Personal Selling • Vertical Integration • Integrate communications into media • Cooperation & Partnership • Partner with complimentary organizations

12. Bulgaria and IMC • Looking Behind • Bulgaria has little history to overcome • The communications industry is relatively new • Looking ahead • There is much to be learned from the west • Communications organizations in Bulgaria START at a point that is ideal in the west

13. Integrated Marketing Communications:Then, Now, Tomorrow Dudley Blossom, Ph.D Professor of Marketing Department of Business Administration Head