Marketing communication: principles and practice

I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N
265
•
The Yaris campaign was declared runner-up in the Launch Strategy of the Year category
at the 1999 
Media Week
awards.
•
Post-campaign research showed that:
– exposure to the advertising considerably increased people’s strength of relationship
with the Toyota brand;
– consideration of Toyota among both target audiences doubled in 1999 compared with
1998;
Internet
Direct mail
Advertising
Promotions
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Microsite
Integration into main site
Shopping 
Centre
Roadshow
Motorshow follow-up
Character
Space
Beauty
Reason
Awareness
Mailer
Launch
Mailer
TV
Press and magazines
Ideal Home
BBC Fashion
Week Live
Shopping Centre
Roadshow
Shopping Centre
Roadshow
Warner
Village
UCI
Principals
Dealer Activity
Figure 13.7
Schedule of promotional activities

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WHAT DO YOU THINK?
1 Explain how IMC provides the managerial bridge between internal
marketing and relationship marketing.
2 How do you, as a consumer, actually benefit from the management of
an IMC system of a provider from whom you regularly purchase a
product?
3 There is an excellent case study on the IMC programme of the Fruit of
the Loom corporation on the WWW. Find it by using the Google search
engine, review the plan and discuss it with your class.
4 If you were the Marketing Communication Manager at Toyota, what
would you prioritize for enhancement to their communication system?
5 At the regular Toyota launch-planning meetings, what topics and issues
would be discussed?
6 Some corporations are operating a form of IMC that is little more than
consolidation for cost reduction. What benefits are they missing?
7 How could a provider incrementally adopt IMC?
8 How does IMC link to corporate strategy and organization design?
9 How might IMC fail, and what counter measures could be taken?
10 What, specifically, would you advise the Toyota marketing team to do next?
FURTHER READING
Duncan, T. and Moriarty, S. E. (1998) ‘A communication-based marketing model
for managing relationships’, 
Journal of Marketing
, 62: 1–13.
Kitchen, P. (1993) ‘Marketing communications renaissance’, 
International Journal of
Advertising
12: 367–386.
Linton, I. and Morley, K. (1995) 
Integrated Marketing Communications
, Oxford:
Butterworth-Heinemann.
Miles, L. (1991) ‘Mix and match’, 
Marketing Business
, October, pp. 32–34.
Moriarty, S. E. (1994) ‘PR and IMC: the benefits of integration’, 
Public Relations
Quarterly
, autumn, pp. 38–44.
Schultz, D. E. and Schultz, H. F. (1998) ‘Transitioning marketing communication
into the twenty-first century’, 
Journal of Marketing Communications
4: 9–26.
Schultz, D. E., Tannenbaum, S. I. and Lauterborn, R. F. (1993) 
Integrated Marketing
Communications: Putting It Together and Making It Work
, Lincolnwood, IL: NTC
Business Books.