1. PUBLIC
RELATIONS
471
FEBRUARY 27, 2011

2. WHAT IS INTEGRATED
MARKETING
COMMUNICATIONS?
• IMC combines marketing, PR and advertising.
• More and more agency groups are combining resources
to provide this “one stop shop” approach.
• You’re using the same muscles and skills, just in a
different way.
• “A flow of information from indistinguishable sources”

3. IMC RESEARCH
NUANCES
• The SWOT analysis is a must.
• You’re thinking about increasing market share. Financials
matter more.
• External factors matter more. You have to think about
competitors who want to see you fail. They are more broad
than you might think.

4. IMC RESEARCH
THOUGHTS
Name competitors for Panera Bread…

5. IMC RESEARCH
NUANCES
• You’re focusing more on what the client provides or sells.
• Product
• Price
• Place
• Promotion
• IMC focuses on the notion the needs of customers and
stakeholders comes first.
• Instead of selling products, you’re using the 4 P’s to
create brand loyalty.

6. IMC PROGRAMMING
NUANCES
You’re combining traditional PR with advertising.
Controlled media is more important.
• You’re developing commercials
• You’re developing direct mail.
• You’re working on telemarketing.
• You’re doing point of purchase work.
• You’re handling specialty advertising.
• You’re buying billboards.
• You’re taking care of web ads.

7. ANALYTICS 101
• Impressions are the number of people who saw an ad.
• A click through refers to the people who bother to click on
the ad.
• Conversions are people who take the action step.
• If you get a 3% click through rate, you’ve done well.
• If you get a 1% conversion rate, you’ve done well.
• Judging the return on investment is tricky.
• Billboard factor.
• Buzz factor from uncontrolled media
• Does doing a cool social media campaign change your
image for the better with people 18-34?

8. CASE STUDY
RESEARCH

9. CASE STUDY
OBJECTIVES

10. CASE STUDY
PROGRAMMING

11. CASE STUDY
EVALUATION

12. FINAL
• Three case studies. You will pick one.
• One will be on Public Affairs
• One will be on Integrated Marketing Communication.
• One will be on something else.
• Memorize the Emergency PR Checklist on page 368-369.
You’ll be asked to present it in outline form.
• The rest will be short answer questions like we saw
before.