INTEGRATED MARKETING

COMMUNICATIONS
Week 12
Module Recap

0. Mission &
Corporate
objectives

1. What is Marketing Communication?

Strategy Implementation

Where are
we now ?

Where do we
want to go?

1. The Market Map

S
i
t

MARKETING AUDIT
Macro-environment
2. PEST Analysis
(DEEPLIST)
Micro-environment
3. Customer Analysis
4. Competitor
Analysis

7. Set Marketing
Objectives

How do we
get there ?

8. Strategy Option
Identification,
Evaluation and
Selection

Str

Where did
we get to?
10. Control

9. Implementation
through Marketing
Organisation and the
Marketing Mix

T &

5. Company Analysis
Summary
6. SWOT Analysis

Adapted from Fill (2013), p.

161

Suggested exam revision overview

1. What is IMC? (see mind map)
2. Tactics
3. Marketing communication tools
4. Communication theory
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1. What is IMC?
Lecture 2
Fill, 2011, Chapter 5
Review Questions 2, 3, 5, 6
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1. What is IMC?
Q1. Define what you understand to be
integrated marketing communications.

1. What is IMC? Definition

IMC is a strategic approach to the planned
management of an organisations
communications.
IMC requires that organisations coordinate
their various strategies, resources and
messages in order that it engage
coherently and meaningfully with target
audiences
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(Fill, 2012, p. 116)

3. Marketing communication tools

Q2. What are marketing communication tools?
Lecture 1
Fill (2011) Chapter 1
Sales Promotion
Lecture 7
Fill (2011) Chapter 12
Review Questions 1, 3, 5

3. What is Marketing Communication?

Figure 1.3

Factors that drive engagement opportunities (Fill, 2011)

3. Tools of the marketing

communications mix

Personal selling
Advertising
Sales promotion
Direct marketing
PR and publicity
Sponsorship

Exhibitions
Packaging
POS/merchandisin
g
Internet
WOM
Corporate identity
Social media

3. Marketing communication tools

Public relations
Lecture 9
Fill (2011) Chapter 10
Review Questions 1-3

3. Marketing communication tools

Sales promotion

Lecture 6
Fill (2011) Chapter 12
Review Questions 1, 3, 5

3. Marketing communication tools

Direct Marketing

Lecture 7
Fill (2011) Chapter 11 pp. 277-288
Review Questions 1, 3, 4

3. Tactics
Media

Lecture 4
Fill (2013) Chapter 20
Fill (2013) Chapter 20 Review Questions 3, 4, 6,
7, 9

3. Tactics
Q3. What are the key strengths of the
television medium?

Broadcast media: Television

Characteristics

Low involvement medium,

20, 30, 60 second slots
How much did a 30 slot cost in
2014?

Strengths

Flexible, impactful, status, low cost

reach

Weaknesses

Short messages, fragmented,

consumers do not attend

4. Communication theory

Lecture 3
Fill (2011) Chapter 2
Review Questions 1, 2, 4, 5, 6

4. Communication theory
Advertising theory/models

Lecture 5
Fill, 2011, Chapter 8
Review Questions 7, 9, 10

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4. Communication theory
Mass media marketing communication model* (is
based on a linear model of communication see Fill,
2011 textbook p. 33)

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4. Mass media marketing communication

model
MEDIUM

SENDER

ENCODE

MESSAGE

DECODE

RECEIVER

NOISE

FEEDBACK

RESPONSE

Based on Schramm (1955), see Fill, 2011, p. 33

4. Communication theory
Q4. In the context of television
advertising, what might noise include?

4. Communication theory
Interactive marketing communication

Lecture 5
Fill, 2011, Chapter 14
Review Questions 1, 2, 3, 9, 10

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4. Communication theory:
Advanced web Communication
Model

Two-way communications
among:
Company - customer
Customer - customer

Fill

4. Communication theory

Q5. Have you engaged in online interactive

communications recently?
What was the type of communication?
How did the communication influence your behaviour?

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Session 6 Tutorial

Objective: To learn what the examiner is looking for

in good exam question responses

Go through past exam questions

Rare opportunity to see an exam solution guide (the
thing an examiner uses to mark exam questions)

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Announcement
Supplementary assessment period (includes
exam, assignment)
July/August 2015

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Thanks

Good luck with your exams

If youd like to keep in touch send me a
LinkedIn invitation

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