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Marketing Principles. IMC – Integrated Marketing Communications Oct 23rd, 2009 Chap 12 of book. IMC – What is it?. Commonly known as MarCom

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marketing principles

Marketing Principles

IMC – Integrated Marketing Communications

Oct 23rd, 2009Chap 12 of book


IMC – What is it?

  • Commonly known as MarCom
  • It is the mix of different media used to communicate the marketing message;Personal selling, Advertising, Public Relations, Sales Promotion, Sponsorship Marketing & Point-Of Purchase Communications

Good Examples?

Also, Service company who uses IMC???


Key Aspects of IMC/MarCom

  • Start with the customer or prospect – work backwards – when deciding what IMC strat to use
  • Use any form of relevant contact – if you can afford
  • Achieve synergy (speak with one voice). Same colours, same brand message
  • Build Relationships- frequency or loyalty programmes
  • Affect Behaviour – consumer should be moved to physically buy your product

Changes to MarCom you need to make

  • If you start to use integrated MarCom you need to:Reduce dependence on mass-media advertising – there are better ways.Increase reliance on highly targetted advertising (database marketing)Keep a firm eye on your IMC effort’s return on investment. Is it financially worth it?

How to choose MarCom mix

  • Ask the following :*Who is the intended market – b2b, older?*What objectives must MarCom achieve,Profit/sales?*What is the nature of the product – ind. Machine vs toothpaste*What is the Product Life Cycle stage?*What are competitors doing? – Dunnes vs Tesco*What is the available budget?

Managing the MarCom Process

  • As a marketing manager following steps apply:* Select Target Margets* Establish Objectives* Formulate a Positioning Strategy* Set a budget(Top Down, Bottom Up)* Formulate and implement message and media startegies – hire a marketing company* Evaluate Programme Effectiveness

The MarCom Process

  • Advertising – ads value to your brand by altering consumers perceptions – what’s your budget, pg 429 book, what’s your advertising message pg 430 bookwhat’s the media you will use – pg 433 book – (reach/portion of target audience, frequency, continuity/times, cost)

What is the effectiveness of each medium? Table pg 435


The MarCom Process

  • Sales Promotion – there has been a shift from advertising to sales promotion…there’s less “spray and pray” involved
  • Review Sales Promotion Pg. 438 of bookFacilitate the intro of new productsObtain Trial Purchases from customersInvigorate Sales of a mature brand

The MarCom Process

  • Public Relations – PR is the “hidden” MarCom Tool
  • Proactive PR; your aim is to have product announcements done by a newspaper editor or TV broadcaster. Sometimes in advertising “personalities” are paid to do this, but Proactive PR achieves this for almost free
  • Reactive PR is usually undertaken in response to something (bad)


  • Corporate Sponsorship – Event Marketing, sponsor music festivals, horse racing etcCause Related Marketing: Donations to good causes etc
  • See Book pg. 444

Point of Purchase Comms

  • Signs, Banners, Display units etcGive examples in supermarkets at the momentGood for simplifying the shopping exp for shopperGood for retailer by increasing salesGood for marketer by increasing brand awareness
  • See pg 445 book