Integrated Marketing Communications

 

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Rationale Learning Outcomes Teaching and Learning Resources Integrated Marketing Communications and Its Role in Brand-equity Enhancement Information Gathering: Inputs to Advertising Planning IMC from the Customer's perspective Targeting, Communicating and Persuading Communicating New Products, Brand Naming, Packaging and Point of Purchase Advertising External Pressures on Marketing Communications Understanding the Market and Environment for Promotion and IMC The Tools of Promotion and IMC Planning the Promotional Process and Integrated Marketing Communications Evaluation and Measuring Effectiveness of Promotion and IMC   Related Workshops Business Communications Business and Environment Marketing Management Marketing Research Strategios   Case Studies Learner Support Career Direction Graduate Services International Student Services Study Abroad Management of Learning Online Libraries Study Skills   Recommended Texts Resources Assignments, Assessments Integrated Marketing Communications Assignment Assessment Regulations   Learning Centres Economics Centre Education, Staff Development and Teacher Training Centre Entrepreneur Centre Financial Centre Foundation Study Centre Higher Qualifications Centre HR Centre IT Centre Language Centre Management and Leadership Development Centre Management Centre Marketing Centre MBA Centre Postgraduate Centre Research Centre Undergraduate Centre

 

Integrated Marketing Communications

 

Rationale

Integrated Marketing Communications (IMC), according to The American Marketing Association, is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” Marketing Power Dictionary. Integrated marketing communication can be defined as a holistic approach to promote buying and selling in the digital economy. This concept includes many online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry analyst relations billboard, radio, and television.

 

 

• Definition
• Goal of Integrated Marketing Communication
• Obstacles to Integrated Marketing Communication
  • Roles of Individual Media
  • Identifying Best Marketing Elements
• Solution: Market Research
• Formula for Selecting Most Effective Marketing Elements
• References
• Relevant Links
  • Advertising
  • Advertising Research
  • Global Marketing
  • Marketing
  • Marketing research

 

External links

• Don E. Schultz (Northwestern University's Medill School of Journalism)
• PDF link (Young, Charles E., Integrated Testing for Integrated Marketing: One size almost fits all.)
• Integrated Marketing Communications Promotion Mix & Media Mix 4 P's Charts (Envision)
• Integrated Marketing Communications (Northwestern University's Medill School of Journalism
• Journal of Integrated Marketing Communications (Northwestern University's Medill School of Journalism)
• Integrated Marketing Course at the University of Wisconsin-Madison Executive Education
• Interesting White Paper on the Impact of Integration on Marketing Measurement
• Packaging marketing

 

The aim of this module is to develop students knowledge of marketing communications theory and practice, especially marketing communications. In particular, the module will focus on the various marketing communication tools and the advantages which can be gained from an intergrate marketing communications approach.

 

 

Learning Outcomes

Knowledg

At the end of this module, the successful students will be able to:

• Identify, discuss and critically evaluate the major theories and issues behind the marketing communications process and how these are interpreted in practice.
• Develop a systematicc advanded understanding of the advantages and disadvantages of individual marketing communications tools (e.g. advertising, sales promotion, etc.) and media (e.g. television, posters, etc.) and evaluate, analyse and identify different solutions for a given marketing communications problem.

Skills

At the end of this module, the successful students will be able to:

• Prepare and advanced marketing communications plan
• Analyse the effectiveness of communications 'tools' in a range of diverse situations
• Author a substantial and potentially successful marketing plan combining several marketing communication tools.

 

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Teaching and Learning Resources

• Learning Contents
• Learning Environment
• Teaching and Learning Strategies

   

  Click on the titles below for examples

  

Integrated Marketing Communications and Its Role in Brand-equity Enhancement

Lectures and Tutorials

Overview of Integrated Marketing Communications The Marketing Communications Process and Brand-Equity Enhancement The Role of IMC in the Marketing Process

Readings

• Marketing Glossary
• The Dimensions of Advertising
• Creating Questionnaires for Gathering Market Research

 

 

 

Activities

• Overview of Integrated Marketing Communications
• MarCom's Role in Facilitating Product Adoption
• The Marketing Communications Process and Brand-Equity Enhancement

 

Information Gathering: Inputs to Advertising Planning.IMC from the Customer's perspective: Targeting, Communicating and Persuading

Lectures and Tutorials

• Information Gathering: Inputs to Advertising Planning
• Marketing Research

 

Readings

Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.[1]

Marketing research is often partitioned into two sets of categorical pairs, either by target market:

• Consumer marketing research, and
• Business-to-business (B2B) marketing research

 

Or, alternatively, by methodological approach:

• Qualitative marketing research, and
• Quantitative marketing research

 

Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.[2]

Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.[3] The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.

• Role of marketing research (MR)
• Marketing research characteristics
• Comparison with other forms of business research
• Classification of marketing research
• Types of marketing research
• Marketing research methods
• Business to business market research
• Marketing research in small businesses and nonprofit organizations
• International Marketing Research plan
• Commonly used marketing research terms
• Selecting a research supplier
• Careers in marketing research

 

See also

• Notes
• References

 

External links

• Marketing research at the Open Directory Project
• Consumer Confidential: Get paid to shop at Money.CNN.com
• Information gathering and interpretation
• Marketing Research vs Market Research
• What is Marketing Research?
• Conducting secondary market research

 

Case Studies

• Marketing Research

 

Activites

• Global Cash Project

 

IMC from the Customer's perspective: Targeting, Communicating and Persuading

Lectures and Tutorials

• Understanding the Marketing Environment: Segmenting, Targeting, and Positioning
  • Internet Applications
• Positioning and Targeting for MarCom Efforts
  • Internet Exercises
• The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information
  • Internet Exercises
• Persuasion in Marketing Communications
  • Internet Exercises

 

Readings

• The Dimensions of Advertising Involvement
• Annual Product Management and Marketing Survey
• Marketing Strategy: 7 Steps to Market Segmentation
• Market Segmentation - Analytical Developments and Application Guidelines
• Niche Marketing: Targeting the Best Prospects

 

Larger Image

 

Communicating New Products, Brand Naming, Packaging and Point of Purchase Advertising

Lectures and Tutorials

MarCom's Role in Facilitating Product Adoption Internet Exercises New Product Adoption and Diffusion Process Brand Names, Logos, Packages, and Point-of-Purchase Materials Internet Exercises

 

Readings

In business and engineering, new product development (NPD) is the term used to describe the complete process of bringing a new product or service to market. There are two parallel paths involved in the NPD process: one involves the idea generation, product design and detail engineering; the other involves market research and marketing analysis. Companies typically see new product development as the first stage in generating and commercializing new products within the overall strategic process of product life cycle management used to maintain or grow their market share. The process Fuzzy Front End NPD organizations NPD strategies Related fields See also Product Conceptual economy Product lifecycle Choice Modelling Time to market (TTM) Social design Requirements management References

 

 

Diffusion of Innovations is a theory of how, why, and at what rate new ideas and technology spread through cultures. The concept was first studied by the French sociologist Gabriel Tarde (1890) and by German and Austrian anthropologists such as Friedrich Ratzel and Leo Frobenius.[1] Its basic epidemiological or internal-influence form was formulated by H. Earl Pemberton[2], who provided examples of institutional diffusion such as postage stamps and compulsory school laws.

The publication of a study of Ryan and Gross on the diffusion of hybrid corn in Iowa[3] was the first sustainably visible contribution in a broader interest in innovations which was especially popularized by the textbook by Everett Rogers (1962), Diffusion of Innovations (Rogers 1962). He defines diffusion as "the process by which an innovation is communicated through certain channels over time among the members of a social system." [1]

• History
• Elements of diffusion of innovations
  • Innovation
  • Communication channels
  • Time
  • Social system
• Types of innovation-decisions
• The adoption process
• Five stages of the adoption process
• Rates of adoption
• Characteristics of innovations
• Adopter categories
• Heterophily and communication channels
• Opinion leaders within a social system
• Diffusion in organizations
• Consequences of adoption
  • Public vs. Private
  • Benefits vs. Costs
• Diffusion and management
• The role of electronic communication social networks in assisting the diffusion of innovation

 

See also

• Lateral diffusion
• Central media
• Collaborative innovation network
• Delphi technique
• Hierarchical incompetence
• hierarchical organization
• Information Revolution
• Information Routing Group
• Interlock diagram
• Interlock research
• lateral communication
• lateral media
• Pro-innovation bias
• Relevance paradox
• Tacit knowledge
• The Wisdom of Crowds
• References
• Notes
• External links
  • The Diffusion Simulation Game, about adopting an innovation in education
  • The Pencil Metaphor on diffusion of innovation particularly ICT in education
  • Brand
  • Brands - Brand Names

 

External Pressures on Marketing Communications

Lectures and Tutorials

• The Regulatory Environment of Promotion and Ethical Issues
  • Internet Applications
• Regulatory, Ethical, and "Green" Issues in Marketing
  • Internet Exercises

 

Readings

Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media ethics.

 

 

• Fundamental issues in the ethics of marketing
  • Frameworks of analysis for marketing ethical
  • Power-based analysis
  • Is marketing inherently evil?
• Specific issues in marketing ethics
  • Market research
  • Market audience
  • Pricing ethics
  • Ethics in advertising and promotion
    • Content
    • Delivery channels
  • The use of ethics as a marketing tactic
  • Marketing strategy
  • Further issues in marketing ethics
• Regulation and enforcement

 

See also

• Consumerism
• Customer relationship management
• Ethical marketing
• False advertising
• List of business ethics, political economy, and philosophy of business topics
• Marketing
• Marketing warfare strategies
• Media ethics
• Propaganda
• References
• Bibliography

 

External links

• American Marketing Association Statement of Ethics (2004)
• "Ethics in Marketing." Encyclopedia of Business and Finance. Mohandeep Singh. Thomson Gale, 2001. eNotes. 2006. 16 Oct, 2006
• Marketing Ethics Resources from the Center for the Study of Ethics in the Professions, Illinois Institute of Technology.
• Direct Marketing Association, Guidelines for Ethical Business Practice (September 2006)
• The Catholic Church's Handbook on Ethics in Advertising
• Federal Trade Commission, FTC Guidelines on Advertising
• Economic, Social, and Regulatory Aspects of Advertising

 

Understanding the Market and Environment for Promotion and IMC

Lectures and Tutorials

• Understanding Buyer Behavior and Communication Processes
  • Internet Applications
• Marketing and Consumer Behavior: The Foundations of Advertising
• The International Market Environment for Promotion and IMC
  • Internet Applications

 

Readings

The Oxford University Press defines global marketing as “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.” Oxford University Press’ Glossary of Marketing Terms.

 

Here are three reasons for the shift from domestic to global marketing as given by the authors of the textbook, Global Marketing Management—3rd Edition by Masaaki Kotabe and Kristiaan Helsen, 2004.

• Worldwide competition
• Evolution to global marketing
  • Domestic marketing
  • International marketing
  • Multinational marketing
• Elements of the global marketing mix
  • Product
  • Price
  • Placement
  • Promotion
• Global marketing Advantages and Disadvantages
  • Disadvantages

 

See also

• Advertising
• Advertising research
• Marketing
• Marketing research
• Wiktionary: Picture Sorts
• eferences

 

External links

[1] Global Marketing Network is the worldwide membership association for marketing and business professionals. With Ashcroft International Business School at Anglia Ruskin University it offers a full validated UK Masters leading to an MSc Global Marketing Practice, designed to raise standards in marketing practice worldwide. More information at [2]

www.wfanet.org World Federation of Advertisers

aef.com several presentations on Global Advertising given by advertising practitioners

The Scope of Advertising: From Local to Global

 

The Tools of Promotion and IMC

Lectures and Tutorials

• Advertising: Message and Media Strategies
  • Internet Applications
• Internet Advertising
  • Internet Applications
• Direct Marketing and E-Commerce
  • Internet Applications
• Sales Promotion: Consumer, Trade, and Business Market Techniques
  • Internet Applications
• Sponsorship, Point-of-Purchase, and Supportive Communications
  • Internet Applications
• Public Relations and Corporate Advertising
  • Internet Applications
• Personal Selling and Sales Management
  • Internet Applications

 

Readings

Sales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:

• contests
• point of purchase displays
• rebate (marketing)
• free travel, such as free flights

 

 

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmick by many.

• Consumer sales promotion techniques
• Trade sales promotion techniques
• Political issues
• External references

 

See also

• Demand chain
• Marketing
• Promotion
• Pricing
• Alcohol advertising
• Tobacco advertising
• Institute of Sales Promotion
• Sales Promotion (magazine)
• References

 

External links

• Promotion- the promotional mix
• Sales Promotion
• PromotionWorld Online Tools
• SEO Software, Information & Tools

 

Planning the Promotional Process and Integrated Marketing Communications

Lectures and Tutorials

• Introduction to Promotion and Integrated Marketing Communications
  • Internet Applications
• The Promotion Industry: Marketers, Agencies and Media Organizations
  • Internet Applications
• Promotion and IMC Planning and Strategy
  • Internet Applications
• Promations Decisions

 

Readings

A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years. A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.

The marketing planning process Marketing planning aims and objectives Detailed plans and programs Content of the marketing plan Medium-sized and large organizations Measurement of progress Performance analysis Sales analysis Market share analysis Expense analysis Financial analysis Use of marketing plans Budgets as managerial tools References   See also Business plan Marketing Marketing management Strategic management   External links How to Write a Marketing Plan Marketing Plan Marketing Planning Marketing Mission Marketing Objectives The Link with Strategic Planning Values and Vision Strategic planning - the link with marketing

 

 

Evaluation and Measuring Effectiveness of Promotion and IMC

Lectures and Tutorials

Measuring the Effectiveness of Promotion and IMC Internet Applications Measuring The Effectiveness of Integrated Marketing Communications

 

Readings

 

• Advertising - Setting the Budget
• Advertising - effectiveness?
• Principles of Measuring Advertising Effectiveness
• Myths and Truths About Advertising Effectiveness – Part 1
• Myths and Truths About Advertising Effectiveness – Part 2

 

 

Recommended Texts

 

Excellence In Business Communication, 6/E John Thill Courtland L. Bovee, Professor of Business Communication, C. Allen Paul Distinguished Chair, Grossmont College Check the availability and buy your books from our Bookshop.

 

Promotion and Integrated Marketing Communication with InfoTrac College Edition 1st Edition Richard J. Semenik - Montana State University 0324062532 E-lectures Internet Applications Practice Tests 1 Practice Tests 2 Check the availability and buy your books from our Bookshop.

 

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications 6th Edition Terence A. Shimp - University of South Carolina 0030352711 704 pages Casebound 8 1/2 x 10 7/8 © 2003 Check the availability and buy your books from our Bookshop.

 

Contemporary Advertising, 8/e William F. Arens Glossary Career Resources Current Events   Check the availability and buy your books from our Bookshop.

 

Advertising and Promotion with Powerweb By: Belch, George E Belch, Michael A ISBN: 0072508825 DOI: 10.1036/0072508825 Format: WW BB DH Pub Date: 2001-05-04 Copyright: 2001 Edition:5 Check the availability and buy your books from our Bookshop.

 

Essentials of Marketing Communications 3rd Edition Jim Blythe 027370205X (Paperback) Dec 2005, 344 pages Check the availability and buy your books from our Bookshop.

 

Marketing Research An Applied Approach, Updated Second Edition 2nd Edition David Birks, Naresh Malhotra 0273695304 (Paperback) Aug 2005, 784 pages Case Studies Internet Links Global Cash Project   Check the availability and buy your books from our Bookshop.

 

Integrated Marketing Communications (CIM Coursebook) Chris Fill Check the availability and buy your books from our Bookshop.

 

Integrated Marketing Communications Don E. Schultz, Stanley Tannenbaum, Robert F. Lauterborn, McGraw Hill Check the availability and buy your books from our Bookshop.

 

The Journal of Marketing Communications Editor: Prof Philip J. Kitchen,Chair in Strategic Marketing, The Business School, The University of Hull, Hull HU6 7RX, UK Deputy Editor: Patrick de Pelsmacker, University of Antwerp, Faculty of Applied Economics, Prinsstraat 13, B-2000 Antwerp, Belgium

 

 

Resources

 

  

 

 

 

 

 

• Career Connections
• IMC Live!
• Marketing News Summaries
• Marketing Power
  

 

 

 

 

 

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