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Integrated Marketing Communication (IMC): Concept, Strategies and
Techniques for an International Approach
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Lecture at International MBA Program@13 December 2017
Subject: Global Marketing Strategies
Integrated Marketing Communication (IMC): Concept, Strategies and
Techniques for an International Approach
Ana Isabel Rodrigues
Adjunct Professor at Polytechnic Institute of Beja, Portugal
Department of Business
Ph.D. in Tourism (University of Algarve, Portugal)
MSc. in Communication & Tourism, ISCTE/Lisbon University Institute, Portugal
Licenciate in Social & Cultural Communication, Catholic University of Lisbon, Portugal
BSc in Tourism, Estoril Higher Institute for Tourism, Portugal
https://www.researchgate.net/profile/Ana_Rodrigues103
ana.rodrigues@ipbeja.pt
Summary
______________________________
• Introduction
• Transition is the challenge: Why adopting an IMC approach?
• IMC: meanings
• IMC: model of Duncan and Moriarty
• Case studies
• Exercises
• References
Ana Isabel Rodrigues@Valencia_13Dec17
Introduction
______________________________
WHAT IS
INTEGRATED MARKETING
COMMUNICATION?
2008
2006
Where the hell is Matt? (2006)
https://youtu.be/bNF_P281Uu4
Where the hell is Matt? (2008)
https://youtu.be/zlfKdbWwruY
Where the hell is Matt? (2012)
https://youtu.be/Pwe-pA6TaZk
Photos extracted from http://www.wheretheheckismatt.com/
2012
Introduction
______________________________
WHAT IS
INTEGRATED MARKETING
COMMUNICATION?
2
1
4
3
3
5
Sources:
(1) https://mckeongrp.com/2016/06/20/6-questions-to-ask-yourself-when-determining-the-success-of-amarketing-campaign/
(2) http://martijnvcaspel.blogspot.pt/2016/02/integrated-marketing-communication-imc.html
(3)https://www.tutorialspoint.com/advertisement_and_marketing_communications/integrated_marketing_c
ommunications.htm
(4) http://commconnex.com/2016/04/08/imc-interactive-integrated-marketing-communications/
(5) http://www.graphicsbuzz.com/graphics/integrated-marketing-communication-graphics-e36bbe.html
Ana Isabel Rodrigues@Valencia_13Dec17
Transition is the challenge
______________________________
5 Building blocks/driving forces are driving changes in
the marketplace that influence communication flows and
systems (Schultz and Kitchen, 2000)
Digitalization
Information and
Communication
Technology
Intellectual
Property
Experiential and
transformative
society
Communication
Systems
Ana Isabel Rodrigues@Valencia_13Dec17
Viral Marketing
Experiential Marketing
Transformative Marketing
Sensorial
Creativity
Co-creation
Wiki-brands
Prosumption
Ana Isabel Rodrigues@Valencia_13Dec17
Source: http://expandedramblings.com/index.php/flickr-stats/, accessed at Nov. 2017
Ana Isabel Rodrigues@Valencia_13Dec17
Source: https://blog.hootsuite.com/instagram-statistics/, accessed in Nov. 2017
Ana Isabel Rodrigues@Valencia_13Dec17
Source: You Tube Statistics 2017, available at https://fortunelords.com/youtube-statistics/, accessed Nov.2017
Ana Isabel Rodrigues@Valencia_13Dec17
16 millions of photos were analysed (Instagram)….
Lev Manovich,
Instagram and Contemporary Image (2016)
Millions of people around the world today use
digital tools and platforms to create and share
sophisticated cultural artefacts. This book focuses
on one such platform: Instagram. It places Instagram
image culture within a rich cultural and historical
context, including history of photography, cinema,
graphic design, and social media, contemporary design
trends, music video, and k-pop. At the same it uses
Instagram as a window into the identities of first truly
global generation connected by common social media
platforms, programming languages, and visual
aesthetics. The book also demonstrates how
humanistic close reading and computational
analysis of large datasets can work together by
drawing on the work in Manovich's lab with 16 million
Instagram photos shared in 17 large cities worldwide
since 2012.
Source: http://manovich.net/index.php/projects/instagram-and-contemporary-image, accessed Nov. 2017
Ana Isabel Rodrigues@Valencia_13Dec17
WikiBrands….
Example 1: Co-creation campaign Finland/Lake Saimaa
Source: Available at http://www.visitsaimaa.fi/en/saimaamoments/
Ana Isabel Rodrigues@Valencia_13Dec17
Example 2: Co-creation campaign Portugal_Videos
“Chegou o momento de nós, portugueses, mostrarmos ao mundo o que de melhor, mais bonito e
inspirador há em Portugal. Vamos criar um mapa de Portugal a partir de vídeos que os próprios
portugueses vão fazer com os seus telemóveis. Um vídeo mapa feito de verdade, de oportunidade, de
querer mostrar o melhor de nós e do nosso país. Para isso, desafiamos todos os portugueses a pegar
nos seus telemóveis e fazer um filme de 5 a 20 segundos.”
Vídeos: https://www.youtube.com/visitportugal
Ana Isabel Rodrigues@Valencia_13Dec17
Content Marketing….
Is a strategic marketing approach focused on creating
and delivering valuable, relevant and consistent
content to attract and retain a well-defined audience and ultimately to drive cost-effective customer action.
(Content Marketing Institute)
Short Vídeo: https://www.youtube.com/watch?v=lTnWGWJ8owQ
Long Documentary: https://youtu.be/dBnpr3pkFlk
Examples of CM campaigns:
. Dove UK https://youtu.be/JyDtNLbjhMg
. Dove | Beauty standards of age are a form
of bias https://youtu.be/9UltDKRe7PI
Extracted from Content Marketing Institute, available at http://contentmarketinginstitute.com/
“Marketing is no longer about the stuff that you make, but about the
stories you tell.” – Seth Godin
Brand Storytelling: A Docu-Series | Vol. 1 https://youtu.be/8kCtZhuOLIg
Fontes: http://seopressor.com/blog/how-to-improve-your-sales-emphatically-through-storytelling/
http://www.socialmediaexaminer.com/5-ways-to-use-storytelling-in-your-social-media-marketing/
http://blog.visme.co/storytelling-content-marketing/
http://www.pardot.com/blog/storytelling-sharing-heart-brand/
http://leadsgenerationmarketing.com/blog/boost-your-content-marketing-through-storytelling/
http://www.i-scoop.eu/art-storytelling-6-content-marketing-context-questions/
http://www.i-scoop.eu/art-storytelling-6-content-marketing-context-questions/
Fonte: http://www.eldrbarry.net/roos/st_defn.htm
Ana Isabel Rodrigues@Valencia_13Dec17
Source: http://www.storynet.org/resources/whatisstorytelling.html
Digital Storytelling…..Digital StoryCenter
Source: http://www.storycenter.org/
History http://www.storycenter.org/press/
An example…https://youtu.be/ck03Xuz8rAY
Ana Isabel Rodrigues@Valencia_13Dec17
Transition is the challenge
______________________________
1. Experience and Transformative Economy as 2000s paradigm/rationale/frame
What is the experience and transformative
economy?
-
Economy moved by experiences, emotions, sensations;
Experiences add value to the product;
Product or service itself is not enough…its not about delivering is about staging
and engaging;
Make the customer´s most memorable experience;
Experiences create a bond between the provider and customers;
An economy moved not only by words but by images;
The society turns to basic and fundamental human values (MARKETING 3.0)
Starbucks example_Meet me at Starbucks
BASED ON THIS “NEW” REALITY, WHAT IS THE ROLE OF
MARKETING COMMUNICATION NOWADYS?
Watch video of Pepsi: https://youtu.be/2hAlpeNY4eA
Ana Isabel Rodrigues@Valencia_13Dec17
Transition is the challenge
______________________________
Scenery 1
Manufacturer-driven
market place
Communication flow in the manufacturer-driven market
place
. Manufacturers of all types of
products still dominate the
marketplace…
. Almost all of the our present
day marketing communications
systems has been developed
to support this scenery
Source: Schultz and Kitchen (2000:9)
Transition is the challenge
______________________________
Communication flow in the distribution-driven market
place
Scenery 2
Distribution-driven
market place
. Manufacturer-driven evolved
to this “new” reality during the
last decades…
. From this central location
channels control the market
place…dominate sellers and
buyers…
Source: Schultz and Kitchen (2000:11)
Ana Isabel Rodrigues@Valencia_13Dec17
Transition is the challenge
______________________________
The interactive market place
Scenery 3
Interactive market
place
. Flow of product/service knowledge
throughout the entire system …
. No beginning or end
communication system…
in
the
. Flow and moves based on the
needs of the various members
. Buyers fill their wants and needs at
their convenience and their own
conditions
Source: Schultz and Kitchen (2000:15)
. Manufactures and retailers become
response driven
. Equalization of manufactures and
channels
Ana Isabel Rodrigues@Valencia_13Dec17
Transition is the challenge
______________________________
Communication flow in the interactive market place
Scenery 4
Communication changes
completely in the interactive
market place
. Two way communication system
rather than linear…
. The organization must be able to
listen, not only to talk…
. The control slips away when
organization becomes customer
responsive…
. The consumer is in
control…and co-creates….
total
Source: Schultz and Kitchen (2000:16)
Ana Isabel Rodrigues@Valencia_13Dec17
Transition is the challenge
______________________________
Evaluation and revolution in the market place
Source: Schultz and Schultz (1998:13)
Marketing diagonal chart
Source: Schultz and Schultz (1998:16)
The need for a new approach in Marketing Communication
in the “twenty-first century market place”
The theory presented in the previous slides was first explored in Schultz and Schultz (1998). Transitional marketing
communication in the twenty-first century, Journal of Marketing Communication, 4, 9-26. Retrieved from http://www.agoraimc.com/images/Schultz-JMC98.pdf
Source: Schultz and Schultz (1998:16)
Creative advertisements…shows
a transition…
Ana Isabel Rodrigues@Valencia_13Dec17
WHAT IS INTEGRATED MARKETING COMMUNICATION?
Source: Own Elaboration based on concept of IMC, WordItOut.
Ana Isabel Rodrigues@Valencia_13Dec17
IMC: meanings
______________________________
• A concept of marketing communication planning that recognizes the added value of a
comprehensive plan that evaluates the strategic roles of a variety of communication
disciplines (e.g. general advertisement, direct responses, sales promotion and public
relations), that combines these disciplines to provide clarity, consistency and
maximum communication impact (Caywood et al. 1991)
• Concept of marketing communication planning that combine and evaluate strategic role
of different communication discipline to get the clarity, consistency and greater impact
(Schultz,1993)
• IMC is a strategic business process used to plan, develop, execute and evaluate
coordinated, measurable, persuasive brand communication programmes over time
consumers, customers, prospect and other target, relevant external and internal audiences.
(Schultz and Schultz, 1998:18)
• Planning and execution of all marketing communications are required in a same way to
meet the objective (Percy et al., 2001)
• IMC program plans and executes various marketing activities with consistency so that its
total impact exceeds the sum of each activity (Raman and Naik, 2005)
Ana Isabel Rodrigues@Valencia_13Dec17
IMC: meanings
______________________________
• There is a lack of “strategic appreciation of communication”…and this maybe a key
barrier in achieving desired synergies…
(Porcu et al., 2012:314)
• In the last few years IMC theory has been developing, in order to direct, describe and
explain new practices (Schultz and Kitchen, 2000)
• IMC is a term that emerged in the late 20th century regarding application of consistent
brand messaging across myriad marketing channel
•
IMC is consumer oriented approach rather than organizational oriented that focuses on
organizational needs (Naeem et al., 2013).
• It is revolutionary step because of a whole culture has grown up around the notion of
separation of channels rather than the harmonious, customer-centered planning
process that IMC requires (Jones, 2008)
• Integration has become an essential concept in marketing because technological
advances have changed how business stakeholders interact
Ana Isabel Rodrigues@Valencia_13Dec17
IMC: model
______________________________
A communication-based marketing model for
managing relationships = THEORY OF
DUNCAN AND MORIARTY, 1998
Argument for a Communication Perspective:
1) All marketing-mix components are not always persuasive….
2) There are communication roles in relationship building other than
persuasion…as informing, answering, and listening
3) Everything that a company does and not does, can send a brand message (i.e.
environmental policies, hiring practises…all communicates)
Duncan and Moriarty, 1998, p.2
Communication is the foundation of the “new”
customer-focused marketing efforts = WHY?
Ana Isabel Rodrigues@Valencia_13Dec17
IMC: model
______________________________
A communication-based marketing model for
managing relationships = THEORY OF
DUNCAN AND MORIARTY, 1998
The centrality of
communication
Communication is the foundation of the “new” customerfocused marketing efforts = WHY?
Integrative role of
communication
Intersections between Communication and
Marketing theory
Duncan and Moriarty, 1998, p.3
Ana Isabel Rodrigues@Valencia_13Dec17
IMC: model
______________________________
A communication-based marketing model for
managing relationships = THEORY OF
DUNCAN AND MORIARTY, 1998
Points of theory intersection between Communication
and Marketing…started in the 1990s
Source: Duncan and Moriarty, 1998, p.3
. A shift in communication theory took place in the 1990s: two decades (80s and 90s) of
fractious debate in the communication community;
. Parallel paradigm shifts move from functional, mechanistic, production-oriented model to a
more humanistic, relationship-based model;
. A similar rethinking took place in marketing: a shift from products and firms to people,
organizations, and social processes;
Ana Isabel Rodrigues@Valencia_13Dec17
IMC: model
______________________________
A communication-based marketing model for
Managing Relationships = THEORY OF
DUNCAN AND MORIARTY, 1998
Relationships
. The study of communication is fundamentally a study of relationships. “To
understand human communication we must understand how people relate to
one another.” (Schramm, 1973, p.3);
. The net sum of brand relationships is a major determinant of brand value
(Duncan and Moriarty, 1997);
.
Relationship marketing literature often fails to include communication
process as a critical dimension to relationship building (often focus on ´trust`
and `commitment´, but they are products of communication…);
. Although new approaches in marketing have mode toward a more humanistic
approach, often they do that intuitively, not fully understanding the critical
role of communication…
Source: Duncan and Moriarty, 1998, p.6
Ana Isabel Rodrigues@Valencia_13Dec17
IMC: model
______________________________
A communication-based marketing model for
Managing Relationships = THEORY OF
DUNCAN AND MORIARTY, 1998
Exchange and Transaction
. There is always a communication element in the marketing concept of
exchange…
. Exchange involves a two-way communication
communication) = conversation and dialogue
(transactional
. Paradigm shift from transactional to relationship marketing = understand
the distinction between transaction (sell/buy) and transactional (two-way
communication) = can help to develop marketing theory (notions of balance,
symmetry, reciprocity, interactivity, share understanding)
. Lack of shared understanding as a central challenge to strategic change
(employees must develop a shared language that reflects similarities in
members) (Hutt et al. , 1995)
Source: Duncan and Moriarty, 1998, p.6
Ana Isabel Rodrigues@Valencia_13Dec17
IMC: model
______________________________
A communication-based marketing model for
Managing Relationships = THEORY OF
DUNCAN AND MORIARTY, 1998
Channels
. Channels in marketing refer to distribution instead of communication and flow
represents movement of goods…
. However, distribution also has a significant communication component in
the physical and technological handling of a product… (e.g. service “just in
time”) = communication is an important dimension in distribution.
Feedback
. Central to two-way communication; without it there is no dialogue…
. Because of ICT, digitalization, etc, feedback is more instantaneous, more
far reaching, and in greater quantities…
. Strategic use of feedback: open-minded inquiry, synergistic information
distribution, mutually informed interpretations, and accessible memories (Day,
1992)
. Merely receiving feedback is not enough…it´s full value is based on how it
is distributed, interpreted with mutual understanding, and retained for future use.
Source: Duncan and Moriarty, 1998, p.6
Ana Isabel Rodrigues@Valencia_13Dec17
IMC: model
______________________________
A communication-based marketing model for
Managing Relationships = THEORY OF
DUNCAN AND MORIARTY, 1998
Information
. Schramm (1973,p.3) “whatever content will help people structure or organize
some aspects of their environmental that are relevant to a situation in which
they must act”….
. The CBMM adds the idea that information sharing also strengthen brand
relationships and help to integrate organizations and strategies
. Companies could make better use of information “modest reforms were
made in the process of communicating research findings” (Menon and
Varadarajan, 1992)
Signs and Signals
. New marketing literature a new found interest in signs and symbols and
how they communicate and signal meaning to the consumers;
. Consumer behaviour scholars make the point that all consumer decisions
occur within a constellation of consumptions activities;
. “new” meaning-constructing process happens through exchange signs and
symbols…
. Signal is a sign that cues or influences some action or interpretation by
customers….
. We live in a visual culture society…the meaning and omnipresence of
image…”ECOLOGY OF IMAGE”
Source: Duncan and Moriarty, 1998, p.6
______________________________
IMC: Duncan and
Moriarty´s Model
(1998)
Source: Duncan and Moriarty, 1998, p.9
Ana Isabel Rodrigues@Valencia_13Dec17
______________________________
IMC model (Kirti
Dutta, p.31,
2016)
Ana Isabel Rodrigues@Valencia_13Dec17
Case Studies….
______________________________
. IKEA Integrated Marketing Communication Plan, available at
https://www.slideshare.net/HishamSalah/ikea-imc-plan-58984585
. G-Adventures “Making the world a better place is easy. All you have to do is
have the time of your life”. Available at https://www.gadventures.com/
Ana Isabel Rodrigues@Valencia_13Dec17
Visit Portugal:
a practical
exercise
Portugal as a destination
Tourists´ photos
and comments
IMC
Videos
Experiential Marketing
Share your experience
Digital Marketing
Social Media
Photos and
opinions
Album Videos
Album Photos
Extract information/image assessment
through communication tools
Ana Isabel Rodrigues@Valencia_13Dec17
Internet Exercises
___________________________________
We have talked about IMC, integration, coordination, brand
values, message, relationship, channels, feedback, etc, etc….
Exercise 1. Visit a website of a company that you choose freely
and identify the various tools of communication of the homepage.
Exercise 2. Identify the company and delineate the various tools
of communication that a company is using for communicating on
the net. Can you identify the level on integration in terms of
communication?
Ana Isabel Rodrigues@Valencia_13Dec17
Further Reading…
______________________________
Ana Isabel Rodrigues@Valencia_13Dec17
Further Reading…
______________________________
. From IMC to MMC: The evolution of Communications, available at
http://quantumcommunications.ch/images/JIMC_2014_From-IMC-to-CCM.pdf
. LinkedIn Top Companies | Startups: The 50 industry disruptors you need to
know now
https://www.linkedin.com/pulse/linkedin-top-companies-startups-50-industrydisruptors-daniel-roth
. Digital Marketing free online courses
https://www.udacity.com/course/digital-marketing-nanodegree--nd018
Ana Isabel Rodrigues@Valencia_13Dec17
References…
______________________________
. Brenda, D.; Grossberg, L.; O´Keefe, B.L. & Wartella, E. eds. (1989). Rethinking Communication,
Vol. 2. Newbury Park, CA: Sage Publications, 269-77.
. Caywood, C.; Schultz, D. & Wang, P. (1991). Integrated Marketing Communication: A Survey of
National Consumer Goods. Evanston, IL: Department of Integrated Marketing Communication,
Northwestern University.
. Day, G. S. (1992). Marketing´s Contribution to the Strategic Dialogue, Journal of the Academy of
Marketing Science, 20, 323-29.
. Duncan, T. & Moriarty, S. E. (1998). A Communication-Based Marketing Model for Managing
Relationships”, Journal of Marketing, Vol. 62, nº2, 1-13.
. Duncan, T. (1994). New Sides of IMC, in Marketing Communication Stretegies Today and
Tomorrow: Integration, Allocation, and Interactive Technologies, Marketing Science Institute
Report, Nº 94-109, Corrine Faure and Lisa Klein, eds. Cambridge, MA: Marketing Science
Institute, 37-39.
. Duncan, T. & Moriarty, S. (1997), Diving Brand Value: Using Integrated Marketing to Drive
Stakeholders Relationships. New York: McGraw-Hill.
. Hutt, M. D.; Walker, B. A. & Frankwick G. L. (1995). Hurdle the Cross-Functional Barriers to
Strategic Change. Sloan Management Review, 36, 22-30.
. Jones, S.K. (2008). Creative Strategy in Integrated Marketing Communications, Unpublished
manuscript. USA: Ferris State University.
. Menon, A. ; Varadarajan, R. (1992). A Model of Marketing Knowledge Use Within Firms, Journal
of Marketing, 56 (October), 53-71.;
Ana Isabel Rodrigues@Valencia_13Dec17
References…
______________________________
. Penrice, D. (1995). Brand Marketing: as Information Processing Perspective, Harvard Business
Review, 73 (May/June), 13-14.
. Percy, L., Rossitor, J.R. and Elliott, R. (2001). Strategic Advertising Management. New York:
Oxford University Press.
. Raman, K. and Naik, P.A. (2005). Integrated Marketing Communication in Retailing, pp. 339353.
. Schultz, D. E. (1996). The Inevitability of Integrated Communications, Journal of Business
Research, Vol. 37, 1996, 139-146.
. Schultz, D. E. (1993). Integrated Marketing Communications. Maybe definition is in the point of
view, Marketing News, January 18, vol. 27, nº2, p.17.
. Schultz, D. E. & Schultz, H. F. (1998). Transitioning Marketing Communication into the Twentyfirst Century, Journal of Marketing Communications, 4, 9-26.
. Shramm, W. (1973). Men, Messages, and Media: A Look at the Human Communication. New
York: Harper & Row.
Ana Isabel Rodrigues@Valencia_13Dec17
Lecture at International MBA Program@13 December 2017
Subject: Global Marketing Strategies
Integrated Marketing Communication (IMC): Concept, Strategies and
Techniques for an International Approach
Ana Isabel Rodrigues
Adjunct Professor at Polytechnic Institute of Beja, Portugal
Department of Business
Ph.D. in Tourism (University of Algarve, Portugal)
MSc. in Communication & Tourism, ISCTE/Lisbon University Institute, Portugal
Licenciate in Social & Cultural Communication, Catholic University of Lisbon, Portugal
BSc in Tourism, Estoril Higher Institute for Tourism, Portugal
https://www.researchgate.net/profile/Ana_Rodrigues103
ana.rodrigues@ipbeja.pt
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