Integrated Marketing Communication
Integrated Marketing Communication
Issues in how to develop, implement, and evaluate an integrated marketing communication program. Explore the role and challenges of marketing communications Effects of Communication options in isolation and combination
POP Advertising
Consumer Promotions
Trade Promotions
Consumer
Prior Knowledge Processing goals
Situation
Place Time
Response
Processing outcomes
Communication
Modality Info BrandRelated Info Executional Info
Goal - To create the most effective and efficient communication program possible. Towards the goal , six relevant criteria can be identified: Coverage Contribution Commonality Robustness Cost
Contd
2)Establishing priorities and tradeoffs.
Summary
Marketing Communication Tetrahedron (MCT)
1. 2. 3. 4. Consumer Communication Response Situation
Contd.
Six criteria
1. 2. 3. 4. 5. 6. Coverage Contribution Commonality Complementarity Robustness Cost
Contd.
MCTs factors are characterised by interaction between and among themselves. The six criteria help evaluate the program By adopting this broad view of communications, the possible effects of different communication options can then be interpreted and compared in a way to facilitate the development of the best possible IMC program.
Implications
1. It is important to employ a mix of different communication options, each playing a specific role in creating the desired effect 2. Whole of program put together should be greater than the sum of parts.