Integrated approach to marketing has been around since the 1980’s, but as markets have developed and technologies have advanced so to have the breadth and depth of the communications.
This report seeks to firstly to understand integrated marketing communications and the mix used in retailing. Secondly, the report breaks down marketing communications methods into two sections, traditional methods and digital methods and seeks to understand how retailers use the individual elements.
Finally, the report will conclude that retailers need to be present in as many formats as possible and that the challenge for the future, is learning how to embrace new technologies to harness better communications with consumers.
Table of Contents
1. Introduction
2. What is Integrated Marketing?
3. Integrated Marketing Communications Mix in Retailing
3.1 Defining Above and Below the Line Marketing
3.1.1 What are ATL and BTL Activities
4. Communications Methods Used in Retail
4.1 Price
4.2 Assortment
4.3 Company Image
5. Traditional Methods of Marketing Communications
5.1 Television
5.1.1 Programme Sponsorship
5.2 Radio
5.3 Press and Magazines
5.4 Outdoor Advertising
5.5 Personal Selling and Live Advertising
6. Digital Marketing – New Media
6.1 Retailer Websites
6.2 Search Engine Optimization (SEO) and Paid Online Advertising Banners
6.3 Social Media Marketing (SMM)
6.4 Email Marketing
6.5 Mobile Marketing
7. Conclusion
Objectives and Topics
This report aims to analyze the concept of integrated marketing communications (IMC) and its application within the retail sector. It examines how retailers effectively combine various communication strategies to build relationships with consumers and maintain a consistent brand identity in an evolving technological landscape.
- Theoretical foundations of Integrated Marketing Communications.
- Strategic comparison of traditional media versus digital marketing methods in retail.
- Analysis of ATL (Above-the-line) and BTL (Below-the-line) advertising activities.
- Evaluation of key retail marketing drivers including price, product assortment, and company image.
- Impact of emerging technologies on consumer engagement and multi-channel marketing.
Excerpt from the Book
Programme Sponsorship
A further strand of TV advertising that has become popular in the last 15-20 years has been programme sponsorship. Sponsorship can be used to fulfil a wide variety of roles for brands, from repositioning, de-seasonalising, creating fame quickly and taking the high ground in a competitive market to launch and response. TV sponsorship is now recognised as a powerful option for marketers, and advertisers can now sponsor not only programmes, but strands of programming, day-parts, genres and even whole channels. (Thinkbox, 2015) Sponsorships are contrived relationships and deliberate attempts to make friends. In fact, television sponsorship is like the art of social climbing, which seeks to attach onto the glory of a television programme. It is hoped that, by aligning with a programme, their qualities will rub off by association. (Brennan, 2009) An excellent example of this was Spar’s sponsorship of popular Irish TV programme Fair City. Which not only seen them sponsor the programme but have the local corner shop in the programme transformed into an actual Spar shop. (See Fig 4) This example shows how a retailer directly inserted themselves into a mainstream TV programme, creating brand awareness and familiarity with viewers. When an advertiser sponsors a programme or a programme strand, it is the fans of that bit of the television world that they will really tap into because being a fan is an emotional decision and it is now known that emotions drive consumer decisions. (Brennan, 2009) This is happening more and more and although this is a form of above the line advertising in can also be seen as below the line the reason being, that whilst the consumer is engrossed in the drama of the program the message of Spar is being fed to them in the context of the program. Whilst this is clever in the advertiser’s perspective it is very manipulating.
Summary of Chapters
Introduction: Provides an overview of the evolution of marketing communications and outlines the report's structure regarding traditional and digital methods in retail.
What is Integrated Marketing?: Defines IMC as a strategic management approach to coordinate an organization’s communication resources for coherent engagement with target audiences.
Integrated Marketing Communications Mix in Retailing: Examines the core tools available to retailers and how they mix these to influence customer perception and branding.
Defining Above and Below the Line Marketing: Clarifies the historical distinction between ATL and BTL activities and how digital media is blurring these boundaries.
Communications Methods Used in Retail: Analyzes the three primary pillars of retail advertising—price, assortment, and company image—as means to drive store traffic.
Traditional Methods of Marketing Communications: Discusses the role of television, radio, press, outdoor, and personal selling in long-term brand strategy.
Digital Marketing – New Media: Explores modern channels including websites, SEO, social media, email, and mobile marketing as essential components of contemporary retail.
Conclusion: Summarizes the necessity of an omni-channel presence and the future challenge of leveraging consumer data while maintaining consistent messaging.
Keywords
Integrated Marketing Communications, IMC, Retailing, Retail Marketing, Above the Line, Below the Line, Traditional Media, Digital Marketing, Social Media Marketing, Brand Identity, Customer Relationships, Consumer Data, Advertising Mix, Omni-channel, Sales Promotion.
Frequently Asked Questions
What is the core focus of this publication?
The work investigates the strategic application of Integrated Marketing Communications (IMC) specifically within the retail sector, analyzing how retailers maintain brand consistency across various platforms.
What are the primary themes discussed?
Key themes include the evolution of marketing strategies, the distinction between traditional and digital media, the use of ATL/BTL advertising, and the importance of data-driven engagement.
What is the central research objective?
The objective is to understand how retailers utilize a mix of communication tools—ranging from television and outdoor advertising to social media and mobile channels—to build meaningful consumer relationships.
Which methodology is employed in this research?
The report utilizes a descriptive analytical review of marketing literature and industry-specific data to explain how different communication elements function in the Irish retail market.
What topics are covered in the main body?
The main body breaks down communication into traditional media (TV, radio, print, etc.) and digital media (websites, SEO, social media, email), evaluating the strengths and current trends of each.
Which keywords characterize this report?
Essential keywords include Integrated Marketing Communications, Retailing, Digital Marketing, Brand Identity, Omni-channel, and Consumer Engagement.
How has the definition of IMC evolved since the 1980s?
The definition has shifted from simple planning of disciplines to a comprehensive, strategic approach aimed at developing mutually valuable relationships through coordinated, consistent messaging.
How do retailers use television sponsorship to influence consumers?
Retailers use sponsorship as a way to create "contrived relationships," inserting their brand directly into popular programming to create familiarity and trigger emotional associations with the audience.
What is the significance of the "Omni-channel" approach mentioned in the conclusion?
It represents the necessary strategy for modern retailers to be present across as many platforms as possible, ensuring a consistent message while meeting customers where they are active.
Why is personal data considered the "battleground for the future"?
As digital marketing becomes more cost-effective and precise, the ability to leverage consumer data ethically and effectively will define which retailers succeed in future communication efforts.
- Quote paper
- Derek McCloskey (Author), 2018, Marketing Communications. Ways and Possibilities of Integrated Marketing, Munich, GRIN Verlag, https://www.grin.com/document/428665
