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1 Chapter OneIntegrated Marketing Communications

Dr. Abdullah Sultan


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F I G U R E 1 . 11

Why Viewers Do Not Watch Ads

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Seen ad a lot

Ad annoying

Ad boring

Ads are on

Turn to another program

Program is boring

I'm bored


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http://www.youtube.com/watch?v=3F3qzfTC

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http://www.youtube.com/watch?v=3F3qzfTCDG4http://www.youtube.com/watch?v=3F3qzfTCDG4http://www.youtube.com/watch?v=3F3qzfTCDG4http://www.youtube.com/watch?v=3F3qzfTCDG4


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F I G U R E 1 .2

Communication Process


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Example

Senders are companies that manufacture and sell shoes.Encoding occurs when someone (usually the creative)takes the idea and transforms it into an attention-gettingmode. Messages travel to audiences via varioustransmission devices, such as a television, billboard, or

newspaper. Decoding occurs when the receivers(consumers) senses are touched in some way by themessage. Feedback occurs through inquiries, trips to thestore, and purchases. Noise is all of the factors that preventthe consumer from seeing the message. A classic example

is clutter, which exists when consumers are exposed tohundreds of marketing messages per day, and most aretuned out.


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Question: Can you think of additional

examples of noise in advertising ormarketing communications?


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F I G U R E 1 . 3Possible Noise in Watching

a TV Advertisement


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Advertising Clutter

How many ads were you exposed to duringthe last 24 hours from the following media? Television

Radio

Magazines Newspapers

Billboards

Internet Web sites

How many ads can you recall from each ofthe above media?


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Which advertisement attracts your attention the most?

Which advertisement is the least appealing?

How important is the brand name in each ad?

What is the message of each individual advertisement?

What makes each advertisement effective?

What are the pros and cons of each advertisement?

Advertisements


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Information technology (POS data)

Changes in channel power (online retails)

Increase in competition (global competitors) Brand parity (How the companys products

are different?)

Integration of information (Internet, Blogs,consumer reports..)

Decline in effectiveness of televisionadvertising.

Trends Impacting Integrated Advertising and

Marketing Communications


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Integrated Marketing Communications

is the coordination and integration of allmarketing communication tools,avenues and sources within a companyinto a seamless program which

maximizes the impact on consumersand other end-users at a minimal cost.The IMC includes all business-to-business, channel, customer, externalcommunications and internalcommunications.


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The marketing mix: Products

Pricing systems

Distribution systems

Promotional programs

The promotions mix: Advertising

Sales promotions (including consumer and trade promotions)

Personal selling activities

The IMC promotions mix also includes:

Direct marketing Public relations programs

Internet marketing

All of these elements must blend together to present aunified message.

IMC Involves


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A simpler version:

Integrated Marketing Communicationsis the management of an organizationsimage.


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F I G U R E 1 . 6

Integrated Marketing Communication Plan

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