What is Integrated Marketing?

Question 1

What are the Challenges and Opportunities facing Marketing Communications?

Answer 1

1. Shifting Landscape - Rise of Internet/Social Media
2. Noise/Clutter - Variety of Media
3. Financial Pressures - Slow Economic Growth
4. Competition - Domestic/Global

Question 2

What are the Emerging Trends/Reasons for interest in IMC?

Answer 2

1. Efficiency - Improve Profits
2. Effectiveness - Increased sales, market share and productivity
3. Enhanced Engagement - Brand Loyalty
4. Emotions - Brand Experience

Question 3

How has ‘Integration’ been used?

Answer 3

Integration of:

• Media/Tools
• Internal Restructuring to reduce costs
• Content by focusing on management/strategy
• Audience/Customer Focused Communication

Question 4

What is Integrated Marketing Communications? (American Marketing Association Definition)

Answer 4

A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organisation are relevant to that person and consistent over time.

Question 5

Why is there a shift in the importance of consumer understanding?

Answer 5

Brand Relationships require a customer focus of not only what they want but what they value, which is important for building trust and brand loyalty.

Question 6

What are the 7 steps of MarComs Planning? (Rossiter et al - 2018)?

Answer 6

1. Brand Positioning
2. Campaign Objective
3. Creative Strategy
4. Promotion Strategy
5. Media Strategy
6. Campaign Management
7. MarComs for PR and Social Media

Question 7

What are the Characteristics of IMC? (Pickton and Broderick’s 4 Cs)?

Answer 7

1. Coherence - Tools/Channels to plan and deliver a logical, connected marcoms message.
2. Consistency - Messages support/reinforce and are not contradictory.
3. Continuity - Communications are connected/consistent through time.
4. Complementary - Synergistic