Marketing communication: principles and practice

IMC is, then, the strategic analysis, selection, execution,
evaluation, and control of all communicative actions that can
effectively and efficiently enable and facilitate productive
exchanges in the provider’s stakeholder relationship network.
Smith 
et al
. (1997) offer a seven-level examination of IMC management
which can be used as a basis for assessing the extent to which stakeholder
relationships are impacted through communicative marketing actions (Table
13.2).
STARTING WITH THE CUSTOMER
Schultz 
et al
. (1993) proposed that any model of marketing communication
should analyse what happens with the customer rather than starting with
the marketer. This receiver perspective is much more in line with the
marketing concept than is the traditional marketer perspective. Thus a model
of IMC is built around the customer at the focal point (Figure 13.1).
This approach ensures that the marketing communication mix is developed
on the basis of (actual, ‘natural’) customer activity in relation to the brand
and (necessary) marketer activity in relation to the brand.
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Table 13.1
The total communication system from the marketing perspective
Point of interaction 
What is it that can communicate?
between provider and 
consumer/buyer or other 
stakeholder
Customer service
Telephonist and receptionist, reception area, brochures,
security clearance, sales office and telephone line
Salesforce
Brochures, appointments, manuals
Retail merchandising
Display and shelf-facings, point-of-sale materials
Dealer/distributor
Brochures, manuals, training
Production
Quality assurance, training, quality management
Brand management
Standard-setting, after-sales service
After-sales service
Manuals, training, brochures, online information sources, 
helpline
Internal communication
Newsletters, briefings, team-working, grapevine
Corporate identity
Design and policy, logo, signage, livery, uniforms, 
letterheads, business cards, gifts, annual report, packaging, 
office location and ambience
Advertising
Messages, information content, style, vehicle
Distribution
Location of outlets, vehicle condition, driver courtesy and 
safety, packaging 
Pricing
Value-for-money relative to competitors – quality and status
Products
Quality consistent with price and advertising messages
People
Attitude, behaviour, orientation, and preparedness of sales, 
technical, delivery and reception staff
Processes
Technology and methods of product and co-production, 
convenience, reliability, safety
Market research
Hearing what customers, consumers, and buyers want and 
like/dislike
Complaints, comments, 
Access to responsible, responsive people 
and requests
Public relations
Sponsorship, events, information sources, public profile of 
people and products, corporate performance
Source
: Based on Smith 
et al
., 1997

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