8/7/2019 2. IMC

1/44

Integrated

Marketing

8/7/2019 2. IMC

2/44

What is Integrated Marketing

A marketing communications plan thatevaluates the strategic roles of a variety ofcommunication disciplines and combinesthese disciplines to provide clarity,consistency, and maximum communication

impact.

8/7/2019 2. IMC

3/44

What is Integrated Marketing

IMC Presents a unified image and consistent

voice across many different Marketing tools

and media.

It is an aggressive marketing plan that

captures and uses an extensive amount of

customer information in setting and tracking

marketing strategy.

8/7/2019 2. IMC

4/44

IMC

Identifies and selects the right marketing disciplines for the

maximum Return On Investment and combine them to create

forward, consistent and powerful brand communication.

IMC aims to optimize the value of the brands at every point

of contact and connection with the consumer.

This should produce work with a clear and understood idea at

the heart of the communication.

8/7/2019 2. IMC

5/44

8/7/2019 2. IMC

6/44

IMC is also called TTL

Communication.

8/7/2019 2. IMC

7/44

Terms

TTL = Through the Line

BTL = Below the Line

ATL = Above the Line

8/7/2019 2. IMC

8/44

Whats t

he Line?

8/7/2019 2. IMC

9/44

8/7/2019 2. IMC

10/44

ATL

BTL

TTL

Integration

Integration

Cinema

Outdoor / posters

Radio

Television

Press

Design

Direct marketing Ads / Mail

Public relations

Sales promotion

MICE

Sponsorship

E-media

Buzz WoM

Ambient

POS

Brochures / leaflets / collateral

Promotional personnel

Sampling/field marketing

Sales staff

Packaging

8/7/2019 2. IMC

11/44

ATL

BTL

TTL

Integration

Integration

Cinema

Outdoor / posters

Radio

Television

Press

Design

Direct marketing Ads / Mail

Public relations

Sales promotion

MICE

Sponsorship

E-media

Buzz WoM

Ambient

POS

Brochures / leaflets / collateral

Promotional personnel

Sampling

Sales staff

Packaging

8/7/2019 2. IMC

12/44

ATL

Above the line media are classified in the advertising business as:

press

television

radio

outdoor / posters

cinema

These represent the highest cost in the advertising budget to any business?

Mass Media?

Builds brands changes minds and creates image.

8/7/2019 2. IMC

13/44

8/7/2019 2. IMC

14/44

BTL

Marketing that does not rely on paid Media internet?

Also builds the brands, but is closer to the POS and thus more accountable.

Builds a relationship.

Marketing that tries to directly effect consumer / purchasing behaviour.

Often has a quantifiable ROI

There has been a rapid expansion in the use of below the line media in recentyears as techniques have become more sophisticated, media becomes moreexpensive and Clients more accountable.

8/7/2019 2. IMC

15/44

Remember.

ATL talks at you..

BTL talks to you.

8/7/2019 2. IMC

16/44

8/7/2019 2. IMC

17/44

8/7/2019 2. IMC

18/44

8/7/2019 2. IMC

19/44

Promotional Staff / Exh

ibitions

8/7/2019 2. IMC

20/44

8/7/2019 2. IMC

21/44

8/7/2019 2. IMC

22/44

8/7/2019 2. IMC

23/44

8/7/2019 2. IMC

24/44

Sales Promotions

8/7/2019 2. IMC

25/44

8/7/2019 2. IMC

26/44

8/7/2019 2. IMC

27/44

IMC Examples

8/7/2019 2. IMC

28/44

8/7/2019 2. IMC

29/44

8/7/2019 2. IMC

30/44

8/7/2019 2. IMC

31/44

8/7/2019 2. IMC

32/44

8/7/2019 2. IMC

33/44

8/7/2019 2. IMC

34/44

8/7/2019 2. IMC

35/44

Client: Red FM

Brand re-launch campaign to reposition the

station and encourage trial using posters,

ambient, cinema, press, web and full

corporate branding - as a result listenership is

at an all time high

8/7/2019 2. IMC

36/44

Getting a ROI

8/7/2019 2. IMC

37/44

Medium Purchase decision largely influenced by? %

TV Advertising 12

Radio Advertising 1

Newspaper Advertising 10

Magazine Advertising 11

Outdoor Advertising 3

Internet or PC Advertising 7In-store 29

In-store collateral 14

Friends 56

Sales person 40

Exhibitions 2

Other 3

8/7/2019 2. IMC

38/44

10Golden Rules to Promotions

1. Reflect brand positioning / heritage Membership benefits

2. Clear Communication

3. High Perceived value of Reward / Prizes

4. Ease of Participation / Redemption

5. Positive Consumer Involvement

6. Relevant mechanic for brand and target

7. Retailer Buy-In

8. Integrated Support Communication

9. Originality10. KISS (Keep It Simple Stupid)

8/7/2019 2. IMC

39/44

What is Unconventional Marketing?

Anything below the line -

As the consumer gets more savvy and cynical about being marketed to,

marketers have invented more direct and subtle ways to target their audience

and convey their message.

For Example

Buzz Marketing

Ambient Media

POS

Bathroom Media Promotions

8/7/2019 2. IMC

40/44

BTL v ATL

8/7/2019 2. IMC

41/44

BTL V ATL

Expensive

Mass

Simple

Mind set

In-expensive

Niche

Complicated

Behaviour set

Legal Barriers

Focused / Targeted

Interaction

8/7/2019 2. IMC

42/44

Reasons to Use ATL

Change Brand image / Awareness levels

Communicate change in policy (e.g. price)

Information product change / launch /benefits

Communicate BTL promotion

8/7/2019 2. IMC

43/44

Reasons to use BTL

Drive / Increase sales

Incentivise sales

Encourage trial / purchase / cross pro / up grade.

Encourage greater/frequency purchase

Branding/Awareness

Loyalty

Sampling

8/7/2019 2. IMC

44/44

The BriefClient: Shoppers Stop Brief Date:

Brand: Corelle Int Presentation Date:

Product: Corelle Ex Presentation Date:

Creative Team: Account handling:

1. What is the over all objective?2. What is the business aim / target?3. Who is the target Market?4. What is the unique selling point(s)?5. What is the Emotional selling point?