integrated marketing communications (imc) varying terminology: new advertising, one-to-one...
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Integrated Marketing Communications (IMC)
Integrated Marketing Communications (IMC)
• Varying terminology: New advertising, one-to-one
marketing, integrated marketing, etc..
• It has emerged naturally mainly due to changes in three main areas:
- The market place
- Media and Communications
- Consumers
• Primarily driven by advances in information technology
• Has lead to more customer-centered, database-driven, interactive and mesurable approaches.
Background
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Five definitions to IMCFive definitions to IMC
• The most widely used and the most cited of the five• Its states:
”A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – generel advertising, direct responce, sales promotion, public relations – and combines these disciplines to provide clarity, consistency, and maximum communication impact.”
Includes: the need for a marketing communications plan that unifies the various tools used to provide a synergy that would otherwise be lost.
One spirit, one voice, one look
All dicisplines should work together to become more eficient, but without losing their individual identity.
Sees IMC as a concept and not a process.
1. Definition by The American Ass. Of Advertising Agencies (1989)
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1. Definition of IMC1. Definition of IMC
• It however lacked things like measurability and quantification analysis, drive for result, consumer orientation, aspects of creativity, cost-efectiveness, cost-efficiency, and interactivity (Kitchen and Schultz, 1999).
• There is an exclusion of consumers and no guidelines to how effectiveness might be achieved. (Duncan and Gaywood, 1996)
• Is IMC only about the use of multiple communication disciplines?• Lack of references on consumers, prospects, etc..• It is problematic that the definition does not include measurement
issues!
Inadequacies
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2. Definition of IMC2. Definition of IMC
• ”IMC is the process of managing all sources of information about a product/service to which a customer or prospect is exposed which behaviorally moves the consumer towards a sale and maintains customer loyalty”.
• This definition focuses on the consumer or prospect as well as the relationship between the brand and the customer.
• Includes all contact points between the two.
• Sees IMC as just process and not as a concept
2. Definition by Don Schultz, Northwestern University( 1991)
Inadequacies
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3. Definition of IMC3. Definition of IMC
• Definition of 1992: ”The strategic coordination of all mesages and media used by an organization to collectively influence its percieved brand value.”
• The revised definition of 1994: ”IMC is the process of strategically controlling or influencing all messagess and encouraging purposeful dialogue to create and nourish profitable relationships with customers and other stakeholders.”
• This last definition by Duncan and Gaywood revised so that it would also include:
• All employees, regulators and parties that come in contact with the organisation.
• More emphasis on creating long-term effects by looking out for the relationship with those involved with the company.
3. Definition by Tom Duncan (1992 and 1994)
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3. Definition of IMC3. Definition of IMC
• Does not take the outside-in perspective into account. – messages can be both controlled and uncontrolled.
• -The term control used might suggest a one-way viewpoint.
• It does not mention any means of channels or communication you might use to obtain ”Encouraging purposefull dialogue”.
• The aspects of measurability and evaluation of IMC programmes are not explicitly mentioned.
Inadequacies
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4. ”Definition” of IMC
• Not a straightforward definition. dwell on the basic notions of the concept and fail to transcend deeper.
• They found three conceptualisations:
– One-voice marketing communications– Consists in providing a consistent image, position, message and/or theme across
all comunication disciplines.
– Integrated marketing communications (advertisements)– Includes both a brand image and a behavioral response
– Coordinated marketing communication– Strives to achieve synergy through the coordination of all marketing activities that
both develops awareness and build brand image as well as evokes a behavioral response.
4. Definition by Nowak and Phelps (1994)
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5. Definition of IMC
• Based on past studies and as well as experiences from different Organisations that have embraced the IMC approach: ”IMC is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.”
• According to the creaters it focuses more on the business process.
• Includes all of the concepts we have touched upon so far.
• Also includes concepts like business process, evaluation, and measurability.
• If you are still awake, you will find it to be too long and all- embracing which is problematic.
5. Definition by Don Schultz and Heidi Schultz (1998)
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New definition