Chapter 1: Integrated Marketing Communication – How Marketing
Communication Evolved
What is Marketing?
- The process of planning and executing the conception, pricing, promotion, and distribution
of ideas, goods, and services to create exchanges that satisfy individual and organisational
objectives.
The Role of Marketing
- Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering and exchanging offerings that have value for customers, clients and society at
large.
- Value co-creation, social impact, exchange and relationships (both creating and maintaining)
- This slide presents the revised definition of ‘marketing’ developed by the American
Marketing Association in 2007. This new definition views marketing as being more strategic
in nature as well as more reflective of the role of value co-creation.
- Some of the key aspects of marketing include creating, communicating and delivering value.
It also highlights the obligations to society as a whole.
The Growth of Advertising and Promotion
- Vital communications system for both consumers and businesses
- Advertising spending has shifted from traditional media to online digital advertising formats
and social media
o Largest category of Internet advertising is paid search on search engines
o Growth in mobile marketing
The Marketing Mix
- The four elements of the marketing mix:
1. Product
2. Price
3. Place
4. Promotion
- Need to combine these elements into an effective marketing program for facilitating
exchange with a target audience.
- The ‘promotional program’ must be part of a viable marketing strategy and coordinated with
other marketing mix variables. Hence Integrated Marketing Communications.
*Defining Integrated Marketing Communications
- IMC is a strategic business process used to plan, develop, execute and evaluate coordinated,
measurable, persuasive brand communication programs with consumers, customers,
prospects, employees and other relevant external and internal audiences.
- The goal of IMC is to generate short-term financial returns and build long-term brand value.
- Coordinate various promotional elements and other marketing activities that communicate
with a firm’s customers
- Recognizes the added value of a comprehensive plan that:
o Evaluates the strategic roles of a variety of communication disciplines
o Combines the disciplines to provide clarity, consistency, and maximum
communications impact
