Stages Of Imc Development

Front 1

stages of IMC development

Back 1

Stage 1:

Tactical co-ordination of marketing communication

Stage 2:

Redefining the scope of marketing communication

Stage 3:

Application of IT

Stage 4:

Financial and strategic integration

Front 2

Stage 1: Tactical co-ordination of marketing communication

Back 2

• FOCUS? - functional areas
  
• INCLUDES - advertising, promotion, direct response, PR, special events
• high degree of interpersonal/cross-functional com is needed
• formal policies/procedures insufficient

Hint 2

functional areas

advertising, PR, promotion

high degree

procedures insufficient

Front 3

Stage 2: Redefining the scope of marketing communication

Back 3

• org begins
  
• examine com from consumer's viewpoint - all contacts + entry points
• SCOPE OF COM - internal marketing to employees, suppliers, business partners
• EXTENSIVE INFO GATHERED - on consumers - through primary/secondary market research
• ALSO actual consumer behaviour
• Feedback channels created - WHY? - gather info about consumers

Hint 3

examine com

all contacts + entry points

internal marketing

EXTENSIVE INFO GATHERED

actual consumer behaviour

Feedback channels

Front 4

Stage 3: Application of IT

Back 4

• org uses data obtained through IT
  
• provide basis for identification of values
• monitor impact of integrated internal/external marketing com over time
• IT - MUST be incorporated effectively
• IN WHAT? com planning, development, execution

Hint 4

data obtained

identification of values

monitor impact

internal/external marketing

Front 5

Stage 4: Financial and strategic integration

Back 5

• shift from skill/data
• to driving corporate strategic planning
• uses consumer info + insight
• financial measures adopted - into evaluation process
• BASED? return-on-consumer investment measures

Hint 5

shift

corporate strategic planning

consumer info

financial measures

return-on-consumer