International Marketing Communications
IMC revolutions
Whats the sense in using mass media for everyone? It is much easier, not effective.
The entire industry has changed, advertising agency: The Traditional Structure.
In the 80s, later on in the 90s, some mega groups of advertising groups or marcom groups have developed : WPP, biggest one.
WPP- own fully dozens of companies, some of them are doing advertising and some are doing digital marcom, some are doing PR
Now they can provide a one stop shop for their clients, for the client it was affective because now the entire activity has been coordinated in house, in that agency.
The downside of this process of buying all the marcom services? They aren’t specialized in this type of service…maybe they aren’t as good as doing sales promotion as a business doing JUST this.
Not only are u getting the best solution.
Have to decide if they want things to work smoothly, all in one place, but less effectively..or work with specialized companies but making sure they work nice together
IMC evolution-
Brand Positioning- image to consumers in relation to other brands. Porche? Luxury brand? Yes Sports? Yes.
How would marketing communication assist in this?
Create the same image, same positioning.
Communicate a common theme
If there is no thread or common theme, not integrated, confuse the customers.
The bigger the brand, the more careful they should be.
What is IMC?
Communicates messages and positions the brand and works with various targets, may be existing customers, investors
An ongoing strategic process
If I want to increase sales, the easiest thing to do is lower price, provide discount, guaranteed sales increased BUT it may hurt the brand because lower price is not necessarily coordinated or integrated into my brand…I will have in long term troubles financially…it will be very difficult to increase it back.
Reasons for the Growing Importance of IMC
Moved from Mass Media Specialized Media
Technonlogy really helps us approach individuals
Whats the sense in using mass media for everyone? It is much easier, not effective.
The entire industry has changed, advertising agency: The Traditional Structure.
In the 80s, later on in the 90s, some mega groups of advertising groups or marcom groups have developed : WPP, biggest one.
WPP- own fully dozens of companies, some of them are doing advertising and some are doing digital marcom, some are doing PR
Now they can provide a one stop shop for their clients, for the client it was affective because now the entire activity has been coordinated in house, in that agency.
The downside of this process of buying all the marcom services? They aren’t specialized in this type of service…maybe they aren’t as good as doing sales promotion as a business doing JUST this.
Not only are u getting the best solution.
Have to decide if they want things to work smoothly, all in one place, but less effectively..or work with specialized companies but making sure they work nice together
IMC evolution-
Brand Positioning- image to consumers in relation to other brands. Porche? Luxury brand? Yes Sports? Yes.
How would marketing communication assist in this?
Create the same image, same positioning.
Communicate a common theme
If there is no thread or common theme, not integrated, confuse the customers.
The bigger the brand, the more careful they should be.
What is IMC?
Communicates messages and positions the brand and works with various targets, may be existing customers, investors
An ongoing strategic process
If I want to increase sales, the easiest thing to do is lower price, provide discount, guaranteed sales increased BUT it may hurt the brand because lower price is not necessarily coordinated or integrated into my brand…I will have in long term troubles financially…it will be very difficult to increase it back.
Reasons for the Growing Importance of IMC
Moved from Mass Media Specialized Media
Technonlogy really helps us approach individuals