280 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS
and company. The communicator should also collect behavioral measures of audi-
ence response, such as how many people bought the product, liked it, and talked to
others about it.
Suppose that 80 percent of the targeted customers are aware of the brand, 60
percent have tried it, and only 20 percent who have tried it are satisfied. This indicates
that the communications program is effective in creating awareness, but the product
fails to meet consumer expectations. However, if 40 percent of the targeted customers
are aware of the brand and only 30 percent have tried it—but 80 percent of those who
have tried it are satisfied—the communications program needs to be strengthened to
take advantage of the brand’s power.Step 8: Managing the Integrated Marketing Communications
Process
Given the fragmenting of mass markets into minimarkets, the proliferation of new
types of media, and the growing sophistication of consumers, companies need to use a
wider range of communication tools, messages, and audiences. To do this most effec-
tively, companies must embrace integrated marketing communications. As defined by
the American Association of Advertising Agencies, integrated marketing communications
(IMC)is a concept of marketing communications planning that recognizes the added
value of a comprehensive plan that evaluates the strategic roles of a variety of commu-
nications disciplines—for example, general advertising, direct response, sales promo-
tion and public relations—and combines these disciplines to provide clarity, consis-
tency, and maximum communications’ impact through the seamless integration of
discrete messages.
Warner-Lambert, maker of Benadryl, has creatively used IMC to promote its
antihistamine drug. The company used advertising and public relations to increase
brand awareness among allergy sufferers and to promote a toll-free number thatFigure 5-7 Cost Effectiveness of Different Promotional Tools at Different
Buyer-Readiness Stages