Chapter 1: Detailed Outline

I.The Nature of Marketing Communications
     • Marketing Communications at the Brand Level
          + A brand is a covenant with the consumer whereby the mere mention of the name triggers expectations about what the brand will deliver in terms of quality, convenience, status, other critical buying considerations.
II. The Integration of Marketing Communications
     1. What Exactly is IMC?
          + It is a communications process that entails, the planning, creation, integration, and implementation of diverse forms of Marcom (advertisements, sales promotion publicity releases, events, etc.) that are delivered over time to a brand’s targeted customers and prospects.
     2. The Payoff from IMC: The Value of Synergy
          + Combining multiple methods with one another yield more positive communication results than do the tools used individually.
     3. Key IMC Features
          a. Start with the customer or Prospect
          b. Use any Form of Relevant Contact or Touch Point
          c. Speak with a Single Voice
               + The purpose is to achieve synergy.
          d. Build Relationships
               + Make the clients repeat purchases and are loyal.
          e. Affect Behavior
               + Move people to action.
     4. Changes in Marketing Communication Practices
          a. Reduced Dependence on Mass Media Advertising
               + Other communication forms can be most effective and cost-efficient.
          b. Increased Reliance on Highly Targeted Communication Methods
               + Direct mail, opt-in emailing, specialized magazines and event sponsoring are good examples.
          c. Heightened Demands on Suppliers
               + Communication suppliers are advertising agencies, sales promotion firms, and public relations agencies.
          d. Increased Efforts to Assess Communications’ Return on Investment
               + Shareholders are prudent about their investments.
III. A Model of the Marketing Communications Decision-Making Process
     • Fundamental Marcom Decisions
     a. Targeting
          + Selecting the segment of audience that must be targeted for effective and efficient Marcom.
     b. Positioning
          + There must be a central idea that encapsulates the brand’s meaning and differentiates the brand from its competitors.
     c. Setting Objectives
          + Marcom decisions must be made to reach the organization’s goals.
     d. Budgeting
          + There must be the use of top-down budgeting and bottom-up budgeting
     e. A Concluding Mantra
          + IMC should be:
               - Directed to a particular target market.
               - Clearly positioned.
               - Created to achieve a specific objective.
               - Undertaken to accomplish the objective within budget constraints.