Integrated Marketing Communications Pickton and Broderick (2001) The basics of IMC • • • • Clarity Consistency Continuity Complementary Communications • • • • Economical Efficient Effective Enhancing Integrating what? • Agencies (all organisations involved in planning and implementing) • Contacts (with the publics through any media or promotional activity) • Messages (about products, brands, personalities, companies) • Objectives (all campaigns aligned to corporate strategy) P&B’s wheel of IMC IMC aims to integrate Image and Brand Management (one-to-many communications) with Customer Contact Management (one-to-one communications) Public relations — P&B (2001) p 8 The Hub of the Wheel Information Centre Database Management Integrated Marketing Communications Planning Image and Brand Management • What role in B2B? • What communications concepts and models help to understand this role? – Hierarchy of effects models – Communications models – Consideration sets • Trade partner support essential for success of consumer promotional campaigns – awareness – point of sale materials – incentives The role of print • Advertising results in lead generation • Print can be the first response or a support to sales visits – Catalogues, brochures, data sheets – capabilities brochures – technical bulletins, test reports and applications histories • What role in relationship marketing? • Does the website render the printed brochure obsolete?