Chapter 1 : Overview of integrated marketing communications and the Marcom process

I - The nature of marketing communication

* Marketing communication at the brand level

II- The integration of marketing communications

* What exactly is IMC?

* The payoff from IMC :The value of synergy

* Key IMC features

1) The customer represents the starting point of all marketing communications activities.

2) Brand managers and their agencies should be amenable to using various marketing

communication tools.

3) Multiple messages must speak with a single voice.

4) Build relationships rather than engage in flings.

5) Don't lose focus of the ultimate objective : affect behavior.

* Changes in marketing communication practices

- Reduced dependence on mass media advertising

- Increased reliance on highly targeted communication methods

- Heightened demands on suppliers

- Increased efforts to assess communications' return on investment

* Obstacles to implementing IMC

III- A model of the marketing communications decision making process

* Fundamental marcon decisions

- Targeting

- Positioning

- Setting objectives

- Budgeting

- A concluding Mantra

* Marcom implementation decisions

-Mixing elements

- Creating messages

-Selecting Media

- Establishing momentum

*Marcom outcomes

*Program evaluation

IV- Summary