IMC review

Question 1

Points of theoretical intersection

Answer 1

1. IMC outcome
2. Integration scope
   2a. Audience type
   2b. Relationship episode
   2c. Message sources
   2d. Media channels
3. Integration modes
4. Organizational support processes
5. Feedback

Question 2

IMC outcome

Answer 2

Captures the organizational benefits arising from planning and implementing IMC. Categorized into three interrelated levels:
1. Tactical: Capture those with short-term organizational impact
2. Intermediate: Midrange
3. Strategic: Organization-wide

Question 3

Integration scope

Answer 3

Represents the scale with which IMC programs are planned and implemented inside organizations. At least three integration scopes can be inferred:
1. Tactical: implemented primarily at the marketing communication level (eg. SMM campaign)
2. Functional: marketing functional level (cross-medium campaign)
3. Strategic: Mobilizing organizational processes beyond the marketing function

Question 4

Integration strategy

Answer 4

An analytical framework that establishes direction and context for implementing IMC plans. Includes:
1. Audience type
2. Relationship episodes
3. Messages
4. Media channels

Question 5

Audience type

Answer 5

identify the segmented consumer/ customers (/other stakeholders) as the primary audience for whom IMC programs are targeted.

Question 6

Relationship episode

Answer 6

The type of relationship that marketers seek to establish with the audience. Three types:
1. Transactional (one-way)
2. Ongoing (between stakeholders and
marketers)
3. Combination of the two

Question 7

Message source & channels

Answer 7

Can be tailored, corporate/marketing/marketing communication level, or differs across four stages of integration

Question 8

Integration modes

Answer 8

a set of execution tactics used by marketers to closely match messages and media channels with audience characteristics for realizing effective communication. Contains:
1. Communication consistency
2. Communication customization
3. Communication interactivity

Question 9

Organizational support processes

Answer 9

Capture the various mechanisms mobilized by
organizations to create a favourable condition for planning and implementing IMC.