Perceptions of Integrated Marketing Communications: a Chinese ad and PR agency perspective

1. Perceptions of Integrated Marketing Communications: a Chinese ad and PR agency perspective

2. Overview: • Integrated marketing communication (IMC) - an explanation • A model for IMC • Stages of IMC development • IMC on a global scale • IMC on the Chinese market

3. Integrated Marketing Communications (IMC) An explanation: - IMC is the idea that companies instead of dividing communications into several departments such as advertising, sales promotion public relations etc., use only one strategy for everything making every communication consistent with one message and one strategy.

4. Traditional communication strategy Company Advertising Public relations Marketing Integrated Marketing communication Company Advertising, public relations, marketing (One message / one strategy)

5. A model for Integrated Marketing Communication • Step one: • Building customer database/extensive market research • Step two: • Plan strategies on the basis of the customer database • Step three: • Develop tactics on the basis of the strategy • Step four: • Evaluate results

6. Stages of IMC development 4th Evaluation of each segment Incorporation of data in communication planning 3rd 2nd Extensive information gathering 1st Coordination of communication

7. IMC on a global scale • Breakthrough or faliure? • Several surveys conducted • IMC in the early stages of development • Mostly widespread in the industrialized countries

8. IMC on the Chinese market • Implementation of the model • Understanding of IMC • Measuring the outcome of IMC • Promotion of IMC in China • Obstacles (budgets, local adaptions, marketing infrastructure, risk-avoidance mentality)

9. Questions?