Brand Communication Management

Introduction to Integrated Marketing

Communications:
Using Advertising and Promotion to build
Brands

© 2010 Diederich Bakker

 Last Lecture

• Branding
• What can be branded
• Brand Equity
 Terminology

• Advertising
• Promotion
• Communication
Defining IMC

‘Integrated
‘Integrated marketing
marketingcommunications
communications (IMC)(IMC) isis aa strategic
strategic
business
businessprocess
processused
usedto toplan,
plan, develop,
develop, execute
execute and
andevaluate
evaluate
coordinated,
coordinated, measurable,
measurable, brandbrandcommunications
communications programs
programs
over
over time
time with
with consumers,
consumers, customers,
customers, prospects,
prospects, employees,
employees,
associates
associatesand
and other
other targeted
targeted relevant
relevant external
external and
and internal
internal
audiences.
audiences. The
The goal
goal isisto
to generate
generate both
bothshort-term
short-term financial
financial
returns
returnsand
and build
buildlong-term
long-term brand
brand and
andshareholder
shareholdervalue’
value’
(Belch,
(Belch, 2007)
2007)

Recognized
Recognized as
as aa business
business process
process

IMC
IMC Importance
Multiple of
of relevant
Multiple relevant
Importance audience
audiences
relevant
relevant audience
audiences

Demand
Demand for accountability
forfor
accountability and
and
Demand
Demand for accountability
accountability
Measurement
Measurement of of Outcomes
Outcomes
 IMC and Branding

2006 Brand Value*

Brand
Brand Identity
Identity is
is aa (Billions of US Dollars)
combination
combination of of factors:
factors:
Name,
Name, logo,
logo, symbols,
symbols, 1. Coca-Cola
design,
design, packaging,
packaging, $67.00
product
product or
or service
service 2. Microsoft
performance,
performance, andand image
image $56.92
or
or associations
associations inin the
the 3. IBM
consumer’s
consumer’s mind.
mind.
$56.20
IMC
IMC plays
plays aa major
major role
role 4. GE
in
in the
the process
process of
of $48.90
developing
developing andand
sustaining 5. Intel
sustaining brand
brand
identity
identity and
and equity.
equity. $32.32
6. Nokia *Interbrand Best Brands Report 2006
 IMC Audience Contact Tools

Broadcast
Broadcast Print
Print media
media Public
Public
(newspapers, Internet/
Internet/
media
media (newspapers, Relations/
Relations/ interactive
interactive
(TV/radio)
(TV/radio) magazines))
magazines publicity
publicity

Out-of-home
Out-of-home Direct
Direct
media
media marketing
marketing

Target
Target Audience
Audience
Personal
Personal Sales
Sales
selling
selling Promotion
Promotion

Point-of-
Point-of- Product
Product
purchase
purchase Word-of-
Word-of- Events
Events and
and placements
placements
(displays,
(displays, mouth
mouth sponsorship
sponsorship (TV
(TV and
and movies)
movies)
packaging)
packaging)
Integrated Marketing Communications

Sales
Sales
Publicity Direct
Packaging promotion
Point of promotion response
purchase

Media
Media Packaging
Point of
Special
purchase
Adver-
Adver-
events Public
tising
tising Direct
relations
Publicity response
Public
relations
Interactive
Direct Interactive
marketing Direct Special
marketing
marketing
marketing events
Brands communicated
 Integrated Marketing Communications Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Advertising Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
objectives objectives objectives objectives objectives objectives
Advertising Sales PR/ Personal Direct Internet/
promotion publicity selling marketing interactive
strategy strategy strategy strategy strategy strategy
message and message and message and Sales message message and message and
media strategy media strategy media strategy strategy and media strategy media strategy
and tactics and tactics and tactics sales tactics and tactics and tactics

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program
 Next Lecture

• Brand Communication Partners: The Client –

Clients’ demands of an agency
• Do your readings