Using Advertising and Promotion

to Build Brands

Chapter Outline

What are the functional areas of

marketing communication?

What is the IMC concept and

process?

Why is integration so important in

marketing communication?

Chapter Perspective: Changing World

Old World

New World

Talking At Consumers

Two-way Dialogue With

Consumers

Focus on Winning New

Customers

Focus on Building Long

Term Relationships With
Consumers

Marketers Relied Primarily

on Advertising and
Promotions

Marketers Use and

Coordinate Many Different
Forms of Communication
With Consumers

Opening Case: AFLAC

Opening Case: AFLAC

Challenge:

Answer:

Results:

Only 14% recognized AFLAC brand

An IMC program featuring:

The Duck as an anchor of consistent
set of one look, one voice messages
The coordinated use of advertising,
public relations, and sales promotion

90% of targeted consumers are now

aware of AFLAC
30% increase in sales

What Is a Brand?
Brand: A perception resulting from
experiences with, and information about,
a company or line of products.

Brands Can Become

Very Familiar to Consumers

What is Marketing Communication?

Marketing Communication: Creating,
delivering, managing, and evaluating brand
messages which are the information and
experiences that impact how a brand is perceived.
Product
Price
Marketing
Place
Promotion
Promotion is the Primary Focus

Think About It

IMC
How would you explain IMC to someone?

Coke: A Successful User of MC to Build a Brand

What Are The Functional Areas Of MC?

Advertising

Functions

Tales From the Real World

Since IMC is a relatively young field, even some

professionals in the real world are not quite sure
what it entails. Unfortunately, a lot of people have
the mistaken perception that IMC is simply another
term for advertising.
When you complete this course, hopefully youll add
value in your new job by being able to correctly
explain that IMC is much more than advertising and
by using this knowledge to make your organization
more profitable.

What Are The Functional Areas Of MC?

Advertising

Direct
Marketing

Customer
Service

Publicity (Public
Relations)

Functions
Events &
Sponsorships

Packaging

Sales
Promotion
Personal
Selling

Advertising

Advertising is nonpersonal, paid

announcements by an identified sponsor

Advertising is any paid form of nonpersonal

communication about an organization, product,
service, idea or cause by an identified sponsor.

Direct Marketing
Direct Marketing is an interactive, database-driven
MC process that uses a range of media to motivate a
response from customers and prospects.

Direct Marketing is a system of marketing by which

organizations communicate directly with target
customers to generate a response and/or a
transaction.

Public Relations
Public Relations are communication activities that
help an organization and its publics adapt mutually
to each other in an effort to gain the support and
cooperation of those publics.

Public Relations are the management function

which evaluates public attitudes, identifies the
policies and procedures of an individual or
organization with the public interest, and executes a
program of action to earn public understanding and
acceptance.

Sales Promotion
Sales Promotion is a short term, added-value
offer designed to motivate an immediate
response.

Sales Promotion is a marketing activities that

provide extra value or incentives to the sales
force, distributors, or ultimate consumers and can
stimulate immediate sales.

Personal Selling
Personal selling Is interpersonal communication in
which a salesperson uncovers and satisfies the
needs of a customer to the mutual benefit of both.

Personal selling is direct person-to-person

communication whereby a seller attempts to assist
and/or persuade perspective buyers to purchase a
product or service.

Packaging

Packaging is a container and conveyor of

information.

Events & Sponsorship

Events are highly targeted brand-associated
activities designed to actively engage customers and
prospects and generate publicity.

Sponsorship is financial support of an organization,

person, or activity in exchange for brand publicity
and association.

Interactive & Internet Marketing

Interactive/internet marketing a form of marketing

communication through interactive media which allow
for a two-way flow of information whereby users can
participate in and modify the content of the information
they receive in real time.

Customer Service

Customer service is a companys attitude and

behavior during interactions with customers.

What Is IMC Media?

IMC Media: The means by

which the various types of
marketing communication
messages are sent and received

The Media of IMC

Television

Radio

Telephone

Newspapers

Media
Mail

Magazines

Internet

Outdoor

IMC Concept and Process

IMC Concept: A process for

managing the brand messages
that impact customer
relationships

IMC In Action: Saturn

IMC In Action: Saturn

Challenge:

Answer:

Results:

Launch a new car brand

An IMC program featuring:

New Kind of Car Company message
Focus on satisfied owners as part of a
family
No hassle buying and servicing policies

Saturn has successfully developed a

unique brand image
Saturn owners feel part of the Saturn family

Figure 1-1: IMC is an ongoing process

Why Is Integration So Important?

Integration

When brand
messages are
integrated

Synergy

they reinforce
each other

and create a
synergy effect
like:

2 + 2 = 5

2 + 2 = 5 Statement

Not TrueInteraction
Results Depend on Interaction of the two
(or more) variables

Example:
Rs.1Mn Billboard = Rs.2 Mn Sales
Rs.1Mn TV Ad = Rs.3 Mn Sales
But
Rs. 2 Mn TV/Billboard = Rs. 6 Mn Sales

FedEx Has Done a Good Job of

Integrating Brand Messages

Insight: 4 Benefits of IMC

1. It Drives Brand Differentiation

IMC helps make your brand stand out
vs. competitors
2. Brings Greater Accountability
IMC allows you to track sales and
profits based on your brands
relationships with consumers
3. Increases the Level of Trust
IMC focuses on long-term relationships,
not one-time sale
4. Provides Internal Focus
IMC focuses on one look, one voice

Final Note: IMC Cuts Through Message Clutter

IMC
Strategy

The End:

"Yesterday's failures are today's seeds that

must be diligently planted to be able to
abundantly harvest tomorrow's successes.
Author Unknown