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Integrated Marketing communications

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Tom Chapman
Tom Chapman

The document discusses integrated marketing communications (IMC), defining it as a planning concept that evaluates various communication disciplines like advertising, PR, and sales promotion to provide clarity, consistency, and maximum impact. It also discusses the importance of IMC in driving competitive advantage and the challenges of implementing an integrated approach. Additionally, it outlines trends like globalization, new media, and empowered customers that are shaping IMC.

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Marketing Communications
Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Traditional Marketing Communications (Finne & Grönroos 2009) 2011 Tom Chapman
The Emergence of IMC (Kitchen, Brignell, Li, & Jones, 2004, 19) ,[object Object],[object Object],2011 Tom Chapman
Importance ,[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Emerging trends impacting on marketers and markets in the twenty-first century. (Luck & Moffatt, 2009, p315) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Defining IMC ( Schultz, 1993a, p. 10) ,[object Object],2011 Tom Chapman
Defining IMC (Duncan, 2002, p. 7) ,[object Object],2011 Tom Chapman
Defining IMC (Shimp, 2000) ,[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Defining IMC ,[object Object],2011 Tom Chapman
Exercise 2011 Tom Chapman
(Kitchen & Schultz, 2009, 198) ,[object Object],2011 Tom Chapman
One Size Does Not Fit All, the case of DELL ,[object Object],Purchase Low Involvement Relationship Transactional 1 to Many Comms 1 to 1 Comms Internal Product Focus External Customer Focus Internal Sales External Sales Low Value High Value Awareness eShots Newsletters FTF Meetings Whitepapers Sales Enablement Keynotes Webinars Events Integrated Messaging PR Value Prop PPTs Demos Thought Leadership Backgrounders Case Studies Consideration Dell.com Customer / Solution Videos Podcasts Community / Web 2.0 2011 Tom Chapman
False Dawn ( Kitchen & Schultz, 2009) ,[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Exercise & Break 2011 Tom Chapman
Pickton & Broderick AM2010 2011 Tom Chapman
Pickton & Broderick AM2010 IMC Process 2011 Tom Chapman
Planning & Implementation (IMC) 2011
Caemmerer (2009) 2011 Tom Chapman
2011
Barriers to implementation (Gurau 2008, 172) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Exercise 2011 Tom Chapman
The Consumer Pespective ,[object Object],[object Object],2011 Tom Chapman
Zvobgo & Melewar (2011, 3) ,[object Object],2011 Tom Chapman
Exercise & Break 2011 Tom Chapman
IMC Mix 2011 Tom Chapman
Major communication types (Keller 2009) ,[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Major communication types (Keller 2009) ,[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Interactive options (Keller 2009) ,[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Interactive options (Keller 2009) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
Media Integration 2011 Tom Chapman
2011 Tom Chapman
2011 Tom Chapman
2011 Tom Chapman
Implications of digital media for IMC ( Mulhern, 2009) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
The Future ( Mulhern, 2009, p99) ,[object Object],[object Object],[object Object],2011 Tom Chapman
The Future ( Mulhern, 2009, p99) cont... ,[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
References ,[object Object],[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
References ,[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman
References ,[object Object],[object Object],[object Object],[object Object],2011 Tom Chapman

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Integrated Marketing communications