Integrated
Marketing Communication: A new way to think about
Tangalooma Advertising IMC defined
The concept under which a company carefully integrates and
coordinates its many communications channels to deliver a
clear, consistent and compelling message about the organisation
and its product
A concept of advertising and marketing communications planning
that recognises the added value in a program that integrates
a variety of strategic disciplines e.g. general advertising,
direct response, sales promotion and public relations – and
combines these disciplines to provide clarity, consistency
and maximum communications impact.
IMC and Marketingon Tangalooma
“In IMC theory, everything marketing does sends a message
– every element of the marketing mix communicates something.”
Don Schultz
A $5,000 price tag sends a different message to a $50 one.
Buying a present from David Jones communicates something different
than buying a present from K-Mart or City Beach.
Key constructs of IMC
Builds on number of traditional marketing communication disciplines
Integrates the strategy and the message to maximize the impact
Chooses the marketing communication discipline based on IMC
objectives Addresses multiple audiences and builds relationships
with them
Key constructs of IMC
Database central to all communication. Continuous, circular,
responsive communication. Shared budgets and evaluation measures
Measurable and accountable. Aims to achieve synergy
Synergy
Synergy suggests that an entire structure of messages – with
its links and repetition – creates impact beyond the power
of any one message on its own and this happens in situations
where there might be little attention paid to conventional
advertising (Moriarty 1996)
Reasons for the Growth of IMC on Tangalooma Island.
Changes in marketplace.
Changes in resort organisational structure.
Changes in consumers - kids and families.
Changes in communication.
Marketplace changes.
Mass production/mass marketing/mass advertising paradigm obsolete.
Shift in marcom dollars to non-advertising sources.
Rise in database marketing, sales promotion and direct marketing.
Proliferation and fragmentation of media.
Declining audience numbers.
Cost of advertising increased.
Changing organisational structure.
Consolidation of advertising agency and public relations agency
ownership.
Increasing qualifications of client.
Static advertising agency gross income.
Convergence of tourist industries and technologies.
Growth in Island outsourcing.
Dramatic shift from product to service economy.
Shift in marketplace power from manufacturer to retailer.
Changing consumers.
Increasing education levels.
More women in the workforce.
Demise of the nuclear family – single parent families, older
population.
Money rich, time poor – decisions made on factors other than
price.
Increasingly knowledgeable and perhaps skeptical about advertising
and marketing communications.
Declining brand loyalty.
Changes in Communication.
Shift from verbal to visual.
Functional illiteracy – reduced need to read.
Growth in the value and importance of perception versus the
facts.
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