Integrated Marketing Communications

Integrated Marketing Communications

Course work – Gant chart (use)
Week 1

The Assessment:
 Live Project with the Barn Theatre.
 3000-word integrated marketing communications proposal.
 Reflects a typical proposal document produced at agencies.


Defining marketing communications:
 It’s used to communicate elements of an organisations offering to its target
audience.
 A management process through which an organisation engages with its various
target audiences.
 Marketing communications is concerned with engagement: the planned, integrated
and controlled dialogues with key target audiences to help achieve mutually
beneficial objectives.




Planned Unplanned Communication
communication communication Outcome




69% of these companies plan to increase their budget for earned media marketing.


What does marketing communications do?

 Communicate the marketing ‘offer’/USP to the target audience(s).

,  Recruit new consumers and retain existing ones.
 Reinforce previous positive brand experiences
 Reassure consumers in the face of an impending or following a recent transaction

The ‘DRIP’ elements of Marketing communications –

D- Differentiate
R- Reinforce
I- Inform
P- Persuade

Fill (2002)



Marcoms (marketing communications can be used to achieve several cognitive and
behavioural changes:

 Brand repositioning.
 Changing misunderstanding/misconceptions.
 Building credibility.
 Changing performance beliefs.
 Changing attribute priorities.
 Introducing a new attribute.
 Changing the perception of the competitor’s product.
 Changing/introducing new brand associations.
 Using corporate branding to extend credibility.