Strategic Integrated Marketing Communications

This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on-



Effective brands having the right positioning and brand attitude


The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently


That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation

As a result this means the book itself is an integrated whole, not just a series of related chapters. It introduces the concept of IMC and what it can accomplish, then leads the reader through the thinking that is necessary to understand the issues involved with IMC strategic planning, how to develop effective executions within an IMC program, and then how to optimize delivery to the appropriate target audience. It will be an essential text for undergraduate, graduate and executive students.



Readership
Undergrad Y2/Y3 and MBA


Table of Contents
Introduction to IMC 1. Overview of IMC • What is IMC? • Managing IMC • Barriers to Effective IMC • Identifying IMC Opportunities • IMC Strategic Planning 2. Brands and IMC • The Role of IMC in Building Brands • Positioning - Understanding how markets are defined - Determining brand positioning • Building Brand Equity • Brand Portfolio Considerations 3. Companies and IMC • The Role of IMC in Strengthening Companies • Company Identity, Image, and Reputation - Target group perceptions • Building Positive Identity and Image - When to use advertising and other marketing communications - Leveraging image • Establishing and Maintaining a Positive Reputation II. Components of IMC 4. Traditional Advertising • The Role of Traditional Advertising in IMC • Types of Advertising - Consumer oriented advertising - Retail, corporate, and business-to-business advertising • Communication Effects • Establishing Brand Awareness and Brand Attitude - Brand awareness strategies - Brand attitude strategies 5. Traditional Promotion • The Role of Traditional Promotion in IMC • Nature and Types of Traditional Promotion - Trial vs. repeat purchase • Consumer Promotion • Trade and Retail Promotion 6. Direct Marketing and Other IMC Options • The Role of Direct Marketing in IMC - Database marketing • The Role of Other IMC Options - Sponsorships - Event marketing - Exhibition and trade shows • The Role of Personal Selling in IMC • Public Relations 7. New Media • The Role of New Media in IMC - More than a delivery vehicle • Internet Advertising • Interactive Marketing Communication - Point-of-purchase kiosk - Interactive television • Emerging Trends III. Creating Effective IMC Messages 8. Message Processing • How Messages are Processed - Attention - Learning and Acceptance • The Role of Memory • The Role of Emotion 9. Creative Execution • General Creative Techniques - Gaining attention - Facilitating learning • Specific Creative Tactics - Branding via brand awareness - Persuasion via brand attitude • Ensuring Consistency in IMC Executions IV. IMC Strategic Planning 10. Planning Consideration • Communication Objectives • Relative Communication Strengths of Advertising and Promotion • Market Characteristics Influencing the Effectiveness of Advertising and Promotion • Advantages of Using Advertising and Promotion Together 11. Developing the Plan • Reviewing the Marketing Plan • Selecting a Target Audience • Determining How Decisions are Made • Establishing a Brand Positioning - Benefit selection - Benefit focus • Setting Communication Strategy • Matching Media Options 12. Implementing the Plan • Identify Touchpoints in the Decision Process • Optimize Communication Objectives • Determine Appropriate Target Audience • Select Best Media Options • IMC Task Grid.

Author Information
By Larry Percy, Consultant in marketing and communication, Visiting Professor with appointments at a number of graduate business schools.