Marketing Communications

INTEGRATION OF MARKETING COMMUNICATIONS 9

In Table 1.3 , some major diff erences between ‘classic’ communications and integrated

communications are summarised.^14 In this overview, the focus is on the changing nature

of communications and the changing attitude of the consumer. Both necessitate a seamless

integration of communications instruments. Traditional communications strategies are based on

mass media delivering generalised transaction-oriented messages. Integrated communications

Table 1.3 Classic and integrated communications

Classic communications Integrated communications

Aimed at acquisition Aimed at retention, relationship management

Mass communications Selective communications

Monologue Dialogue

Information is sent Information is requested

Information provision Information – self-service

Sender takes initiative Receiver takes initiative

Persuasive ‘hold up’ Provide information

Effect through repetition Effect through relevance

Offensive Defensive

Hard sell Soft sell

Salience of brand Confidence in brand

Transaction-oriented Relationship-oriented

Attitude change Satisfaction

Modern: linear, massive Postmodern: cyclical, fragmented

Source : Based on van Raaij, W.F. (1998), ‘Integratie van Communicatie: vanuit de Zender of vanuit de Ontvanger?’ (Integration

of Communication: Starting from the Sender or the Receiver?), in Damoiseaux, V.M.G., van Ruler, A.A. and Weisink, A. (eds)

Effectiviteit in Communicatie Management ( Effectiveness in Communication Management ). Deventer: Samson, 169–84.

map, close to the first stages of the adoption process (awareness and interest). Internet and e-mail are positioned

close to the interest and evaluation stages. Telemarketing is more closely associated with generating trials while

personal selling is more closely associated with gaining adoption. Although IMC advocate consistency in all the

communications tools used, each tool still has a specific role to play in the communications strategy accompanying

the launch of a new product.^13

Source : Garber, L.L. and Dotson, M.J. (2002), ‘A Method for the Selection of Appropriate Business-to-Business Integrated Marketing

Communications Mixes’, Journal of Marketing Communications , 8(1), 1–18.

M01_PELS3221_05_SE_C01.indd 9M01_PELS3221_05_SE_C01.indd 9 5/28/13 11:09 AM5/28/13 11:09 AM