Marketing Communication
Chapter 1
Integrated communications
Chapter outline
Chapter objectives
This chapter will help you to:
■ Situate marketing communications in the marketing mix ■ Get an overview of the instruments of the marketing communications mix
and the special business-to-business and international marketing communication context
■ Understand what integrated marketing and corporate communications mean,
and their organisational implications
■ Learn to know the factors leading to integrated communications ■ Get an overview of the different levels of integration ■ Understand why fully integrated communications are not easily implemented ■ Get an overview of the essential steps in the marketing communications plan
Visit the Marketing Communications website at: www.pearsoned.co.uk/ depelsmacker to find out more about Royal Enfield. Royal Enfield is an Indian based motorcycle manufacturer which advertises and sells its products internationally. How does Royal Enfield adapt its message, creative strategy and its media choice to cultural differences between the countries they market their products in?
Summary
Integrated communications are the integration of formerly specialised communications functions into one organisational system that conveys a consistent set of messages to all target audiences. Integrated marketing and corporate communications manage each point of contact between the consumer or other target groups and the product or the organisation, be it in a business-to-consumer, a business-to-business or a cross-cultural context. Several key drivers of IMC can be identified, such as loss of faith in mass media advertising, the need for enhanced cost-effectiveness, media and target audience fragmentation and overlap, more complex decision-making units, the need to build customer loyalty, relationship marketing and, last but not least, the evolution of technology. Integrating the marketing effort is not an easy process. Companies evolve only gradually to
Integrated communications
Chapter outline
Chapter objectives
This chapter will help you to:
■ Situate marketing communications in the marketing mix ■ Get an overview of the instruments of the marketing communications mix
and the special business-to-business and international marketing communication context
■ Understand what integrated marketing and corporate communications mean,
and their organisational implications
■ Learn to know the factors leading to integrated communications ■ Get an overview of the different levels of integration ■ Understand why fully integrated communications are not easily implemented ■ Get an overview of the essential steps in the marketing communications plan
Visit the Marketing Communications website at: www.pearsoned.co.uk/ depelsmacker to find out more about Royal Enfield. Royal Enfield is an Indian based motorcycle manufacturer which advertises and sells its products internationally. How does Royal Enfield adapt its message, creative strategy and its media choice to cultural differences between the countries they market their products in?
Summary
Integrated communications are the integration of formerly specialised communications functions into one organisational system that conveys a consistent set of messages to all target audiences. Integrated marketing and corporate communications manage each point of contact between the consumer or other target groups and the product or the organisation, be it in a business-to-consumer, a business-to-business or a cross-cultural context. Several key drivers of IMC can be identified, such as loss of faith in mass media advertising, the need for enhanced cost-effectiveness, media and target audience fragmentation and overlap, more complex decision-making units, the need to build customer loyalty, relationship marketing and, last but not least, the evolution of technology. Integrating the marketing effort is not an easy process. Companies evolve only gradually to