1. Integrated
Marketing Communications
IMC is the coordination and
integration of all marketing
communication tools, avenues and
sources within a company into a
seamless program which
maximizes the impact on
consumers and other end-users at
a minimal cost.
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2. FIGURE 1 .1
Communication Process
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3. FIGURE 5.6
Global Advertising Expenditures
$160.0
$500
$438
$140.0 $134.3 $450
$400
$120.0 $350
Expenditures in Billions
$300 $263
$100.0
$238 $249 $240
$250
$80.0 $200 $167 $157
$150 $122 $123
$60.0
$100
$52
$40.0 $33.2 $50
$21.6 $0
$20.0 $15.8
$11.1 $8.3 $6.9 $5.4 $5.3 $5.0
$0.0
United Japan Germany U.K. France Italy Brazil Spain Canada Australia
States
Total Advertising Expenditures
Average Expenditure per Capita
Source: Juliana Koranteng and Normandy Madden, “Ranking of the Top Global Ad Markets,”
Advertising Age International, (May 2000), pp. 17-20.
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4. TAB LE 5 . 1
Comparison of B-to-B and Consumer Communications
Expenditures
Print Ads
Radio Ads
TV Ads
PR
Sales Promotions
Catalogs
Trade Shows
Direct Mail
0 5 10 15 20 25 30 35 40 45 50
Percentage of Total Communications Budget
Consumer B-to-B
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5. Marketing Budgets
Advertising
26%
Consumer Promotions Trade Promotions
24% 50%
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6. Discussion Slide
Advertising Clutter
• To how many ads were you exposed during
the last 24 hours from the following media?
– Television
– Radio
– Magazines
– Newspapers
– Billboards
– Internet Web sites
• How many ads can you recall from each of
the above media?
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7. FIGURE 1.8
Items to be Included in an IMC Program
• Company logo • Cooperative advertising with other
• Product brand name and company businesses
name • Personal selling pitches
• Business cards • Characteristics of target market
• Letterhead buyers
• Carry home bags (paper or plastic) • Characteristics of business buyers
• Wrapping paper • Sales incentives provided to sales
• Coupons force (contests, prizes, bonuses and
commissions)
• Promotional giveaways (coffee
mugs, pens, pencils, calendars) • Internal messages
• Design of booth for trade shows • Company magazines and newspapers
• Advertisements (billboards, space • Statements to shareholders
used on cars and busses, television, • Speeches by company leaders
radio, magazines and newspapers) • Public relations releases
• Toll free 800 number • Sponsorship programs
• Company database • Web site
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8. FIGURE 1.6
Factors Affecting the Value of IMC Programs
• Development of information technology
• Increase in competition (global competitors)
• Brand parity
• Integration of information by consumers
• Decline in effectiveness of mass media
advertising.
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9. FIGURE 1.7
Viewer Activities During TV Commercials
Positive Responses:
• Get amused by the ads (26%)
• Sit and watch commercials (19%)
Negative Responses:
• Get annoyed at the number of ads (52%)
• Get up and do something else (45%)
• Switch channels (39%)
• Talk to others in the room (34%)
• Turn down the sound on TV (19%)
• Read (11%)
• Use the computer (5%)
Source: Jennifer Lach, “Commercial Overload,” American Demographics,
(September 1999), Vol.. 21, No. 9, p. 20.
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10. Global Integrated
Marketing Communications
• GIMC is more challenging in the international
arena.
• Standardization vs Adaptation.
• “Think globally, but act locally.”
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11. Verbal and Visual Elements
 Central vs Peripheral route processing
 Visual processing
– Easier to recall
– Stored both as pictures and words
– Concrete vs abstract
 Radio visual imagery
Pepsi radio ads in which listeners hear
a can being opened.
 Visual esperanto
A universal language for global advertising.
e.g. a boy and father at a sport event
(the message is a shared family moment).
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12. Advertising Appeals
 Fear
 Humor
 Music
 Rationality
 Emotions
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13. Discussion Slide
FIGURE 7.6
Humorous Ads Quiz
Good or Service Hints
 Beer Miller Lite, Keystone, Budweiser, Hineken
 Restaurants Wendy’s, Shoney’s, Long John Silvers
 NBA It’s Fantastic
 Telephone U.S. Cellular
 Motels Holiday Inn, Red Roof Inn
Can you remember an advertisement
for each good or service that was funny?
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14. Humor
Appeal
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15. Emotional Appeals
 Based on three ideas:
– Consumers ignore most ads.
– Rational ads go unnoticed.
– Emotional ads can capture attention.
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16. This ad for a nonprofit animal rights and rescue group
draws on viewers’ sympathies toward animals.
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17. Spokespersons
 Celebrities
 CEOs
 Experts
 Typical persons
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18. FIGURE 8.4
Celebrity Endorsers
 Ace Hardware: John Madden  GMC Trucks: Grant Hill
 Adidas: Steffi Graf  Hanes Hosiery: Fran Drescher
 American Express: Jerry Seinfeld  Hanes Underwear: Michael Jordan
 Amway: Shaquille O’Neal  K-Mart: Rose O’Donnell
 AT&T: Whitney Houston  L’eggs: Jamie Lee Curtis
 Campbell Soup: Wayne Gretzky  MasterCard: Tom Watson
 Compaq Computers: Hakeem  Nintendo: Ken Griffey, Jr.
Olajuwon  Outback Steakhouse: Rachel Hunter
 Converse: Larry Bird, Larry  Revlon: Cindy Crawford
Johnson, Lattrell Sprewell  Sprite: Grant Hill
 Danskin: Nadia Comaneci  Taco Bell: Spike Lee, Shaquille
 Fila: Naomi Campbell, Grant Hill, O’Neal, Hakeem Olajuwon
Kathy Ireland, Vendela
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19. FIGURE 8.6
Principles of Effective Advertising
 Visual consistency.
 Campaign duration.
 Repeated taglines.
 Consistent positioning.
 Simplicity.
 Identifiable selling point.
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20. Beating Ad Clutter
 Presence of competitor ads.
 Use repetition.
 Use multiple mediums.
 Create ads that gain attention.
 Create ads that relate to the
target audience
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