Integrated Communications
(IM, IMC, IC)
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Integrated Marketing Communication --
integration of all marketing
communications functions
Integrated Marketing -- integration of
marketing functions (sales, distribution,
R&D, marketing communications)
Integrated Communication -- integration
of ALL communication functions
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Key Words
Stakeholders
Relationships
Reputation/Image
Competitive Advantage
Cause or Mission Marketing
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Marketplace Trends
Proliferation of brands and products
4 P’s no longer provide USP
Too many messages
Increasing distrust of business
Deparmentalization/specialization
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Marketplace Trends
Decreasing message impact and
credibility
Decreasing cost of using databases
Increasing client expertise
Increasing mergers and acquisitions of
MC agencies
Increasing cost of mass media
Increasing media fragmentation
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IC
Cross-functional approach for managing
profitable, long-term relationships
Bringing people and corporate learning
together
In order to maintain strategic consistency in
all communications
Encourage and facilitate purposeful dialogues
with customers and other key stakeholders
Create awareness and commitment to the
corporate mission.
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Relationship Building
Key element of IC
Not just with customers
Mass communication unable to deliver
Knowing Responsive
Trusting Affinity
Consistent Likeable
Accessible Committed
Constructs determining strength of relationships
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Communication
Relationships
Stakeholder Support
Brand Equity
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Planned
Messages
(Mkt. Communications, Public Relations)
Say
Product,
Unplanned Service
Messages Messages
(Positive/Negative) (when come in contact
with organization)
Confirm Do
The Integration Triangle -
Does behavior confirm what organization is saying?
Duncan, T. and Moriarity, S., Driving Brand Value
Drivers of I C
Focus on stakeholders
Focus on relationships more than
transactions
Strategic consistency process
Interactive process
Mission Marketing process
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Drivers of I C
Zero-based planning process
Cross-functional team infrastructure
Core competency infrastructure
Database infrastructure
IC agency infrastructure
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Traditional MC and I (M) C
Traditional New
Transactions Relationships
Functional organization Cross-functional org.
Specializations Core Competencies
Mass marketing Data-driven marketing
Stable of agencies CMO agency
Customers Stakeholders
Mass Media Purposeful interactivity
Ads & Promotions Strategic consistency
Cause Marketing Mission marketing
Adjust prior plan Zero-based planning
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IC
Really about integrating all
communications functions
» Marketing
» Organization
» Management
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Strategy
Identity Image
Common Starting Points
Management Organizational Marketing
Communication Communication Communication
van Riel, C., Principles of Corporate Communications
Evolutionary Integrated
Communications Duncan and Caywood, artikle samling,
(ORG 9980) p. 174,
Stage 1 Integration: Awareness
» Proposition: the greater the degree of
change on the existence of specific market
pressures, the grater the likelihood that
integrated marketing communication will
emerge
Stage 2 Integration: Image Integration
» Need for consistency message, look and
feel.
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Stage 3 Integration: Functional
Integration
» Greater degree of involvement among still
traditionally separated areas.
Stage 4 Integration: Coordinated
Integration
» Barriers starting to disappear, each
function becoming more equal.
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Stage 5 Integration: Consumer-Based
Integration
» The value of a refined customer and
prospect database. Elements begin to work
together.
Stage 6 Integration: Stakeholder-Based
Integration
» IMC becomes more broadly defined to
become integrated communications.
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Stage 7 Integration: Relationship
Management Integration
» A fully integrated communication strategy
reaching all stakeholders brings
communications professionals into contact
with all management functions.
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CORPORATE
COMMUNICATIONS
Management Communication
» senior managers to internal and external
groups
Marketing Communication
» advertising, direct mail, personal selling,
etc..
Organizational Communication
» PR, public affairs, investor relations,
corporate advertising, etc...
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MANAGEMENT
COMMUNICATION
Develop a shared vision of the
company/organization
Establish and maintain trust in
leadership
Initiate and manage change process
Empower and motivate employees
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ORGANIZATIONAL
COMMUNICATION
All forms of communication used by
organization other than marketing
communications
Most commonly Public Relations
Directly primarily at ‘target groups’
(stakeholders) other than customers
Less obvious in attempts to influence
behavior
Spend about 1/5 the amount spent on
marketing communications
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MARKETING
COMMUNICATION
Communication efforts supporting sales
of goods/services
Advertising usually recognized as
dominant element
Largest share of communications
budget used here
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Marketing Communications
Tools
Planned Communication Directed
Toward Consumers Primarily
Advertising
Sales Promotion
Product Public Relations
Direct Mail
Sponsorship
Personal Selling
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Public Relations
Communication
Often Unplanned Communication Due to Stakeholders
Raising Issues, not Organization
Media Relations
Employee and Member Relations
Community Relations
Public Affairs and Government
Relations
Consumers, Environmentalists
Investor Relations
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INTEGRATING
COMMUNICATION
So that management can harmonize all
consciously used forms of internal and
external communication as effectively
and efficiently as possible in order to
create a favorable basis for
relationships with groups upon which
the company is dependent.
Cees B. M. van Riel
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