Integrated Marketing Communications:
Transcript: We use narratives to construct our identity by: 1. Drawing from cultural narratives 2. Linking together narratives that situate us as members of particular groups These foundational principles of communication we know the following about consumers: 1. Consumers use brands to help communicate who they are 2. Consumers strive to create unique identities through shopping 3. Consumers shop to situate their race, class, and gender in society 4. Even if people cannot afford to buy a company's goods, they can still identify with it by interacting with its IMC (e.g. blogs, twitter, facebook, pinterest, etc.) IMC is: 1. It is a compilation of consistent, but dynamic and innovative messages about a brand that appear in an array of communication channels (Caywood, Shultz, & Wang, 1991). 2. An audience centered strategy for addressing a global marketplace where consumers control the meanings of products and what is desired is continually developing and changing (Kitchen & Burgmann, 2010) 3. Extensive brand communication (Schultz, 2004 & American Marketing Association, 2007) that works to write a narrative about the brand for people to relate to 4. "IMC is the concept and process of strategically managing audience-focused, channel-centered, and result-driven brand communication programs over time" (Kliatchko, 2005, p. 21) The concept of cultural capital suggests that the value of fashion develops social and cultural value as consumers and events give new meaning to fashion that adds to its economic value (Bourdieu, 1984; Reid, Luxton, & Felix, 2005). According to Pettegrew (2001) IMC is strongest when it: 1. Uses a consistent voice to communicate with all stakeholders 2. Assumes consumers' perspective 3. Works toward internal integration 4. Produces consistent messages 5. Creates message dynamic enough to standout in an over saturated market 6. Maintains an interactive dialogue with consumers 7. Uses communication that leads to a sustained relationship with consumers 8. Values corporate images above excellent/novel marketing techniques 1. Production and consumption have merged 2. To create a more an (interactive) relationship between consumer and company/brand 3. Shifts attention to ethics and increased accountability 4. To maintain control over a brand 5. To address the fragmented, complex nature of identity References Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. (R. Nice, Trans.). Cambridge, MA: Harvard University Press. Caywood, C., Shultz, D.E., and Wang, P. (1991). Integrated marketing communcations, Northwestern University Medill School of Journalism, Evanston, IL. Groom, S.A. & Frei, F. (2008). Integrated marketing communication. Communication Research Trends, 27(4), 1-44. Kitchen, P.J. Burgmann, I. (2010). Integrated marketing c ommunication. Wiley International Encyclopedia of Marketing, 1-23. Kliatchko, J. (2001). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7-33. Pettegrew, L.S. (2001). If IMC is so good, why isn't it being implemented?: Barriers to IMC in corporate America. Journal of Integrated Communications, 29-37. Reid, M., Luxton, S., & Felix, M. (2005). The relationship between integrated marketing communication, market orientation, and brand orientation. Journal of Advertising, 34(4), 11-23. Shultz, D.E. (2004). IMC receives a more appropriate definition. Marketing News, 38(15), 8-9. 1. Brand Loyalty 2. Sustained Relationships with consumers 3. Continual maintenance, development, and growth of the brand Where we are headed today: Guidelines for Implementing IMC: Why do we need to do IMC in the Fashion Industry? What is Cultural Capital? Turning to the Burberry reading assigned: Does Burberry use integrated marketing communications? Is there anything they could do better based on our conversation today? As a communication Scholar, I believe What is Integrated Marketing Communication Goals of IMC A mixture of different marketing ingredients that are brought together to produce brand messages for specific occasions...much like baking a cake..... 1. Theoretical orientation to communication & Integrated Marketing Communications 3. What is IMC? 4. Goals of IMC 5. Implementing IMC 6. Why we need IMC in the fashion Industry 7. Application Integrated Marketing Communications: Beneath the Surface of Strong Brands Knowing that subvertising/brand-jacking is a risk in our society, how can IMC helps brands/companies keep cogent and meaningful? 1. We live in a world composed of fragments 2. Identity is socially constructed 3. We use narratives to construct our identities
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