INTEGRATING MARKETING COMMUNICATIONS

TO BUILD BRAND EQUITY GROUP 3

LEARNING OBJECTIVES
 Describe some of the changes in the new media environment

 Outline the major marketing communication options

 Describe some of the key tactical issues in evaluating different communication options

 Identify the choice criteria in developing an integrated marketing communication program

 Explain the rationale for mixing and matching communication options

MARKETING COMMUNICATION
Means by which firms attempt to inform, persuade, and remind consumers about the
brands they sell
This can contribute to brand equity by:
1. Creating awareness of the brand
2. Linking points-of-parity and points-of-difference associations to the brand in
consumers’ memory
3. Eliciting positive brand judgments or feelings
4. Facilitating a stronger consumer-brand connection and brand resonance
THE NEW MEDIA ENVIRONMENT
The new media environment has changed dramatically in recent years.
1. Traditional advertising media such as, TV, Radio, Magazine and
Newspapers seem to be losing their grip on consumers
2. Digital revolution has changed the way consumers learn and talk about
brands
3. Changing media landscape has forced marketers to reevaluate how they
should best communicate with consumers
CHALLENGES IN DESIGNING BRAND-BUILDING
COMMUNICATIONS

I. Skillfully designed and implemented marketing communications

programs
II. Should be efficient and effective
III. Require careful planning and creative abilities
 INFORMATION PROCESSING MODEL OF
COMMUNICATIONS
For a person to be persuaded by any form of communication the following steps must
occur:
1. Exposure: A person must see or hear the communication.
2. Attention: A person must notice the communication.
3. Comprehension: A person must understand the intended message or arguments of
the communication.
4. Yielding: A person must respond favorably to the intended message or arguments
of the communication.
5. Intentions: A person must plan to act in the desired manner of the communication.
6. Behavior: A person must actually act in the desired manner of the communication.
AN IDEAL ADVERTISEMENT CAMPAIGN
WOULD ENSURE
i. The right consumer is exposed to the right message at the right place and at the right time.
ii. The creative strategy for the advertising causes the consumer to notice and attend to the
ad but does not distract from the intended message.
iii. The ad properly reflects the consumer’s level of understanding about the product and the
brand.
iv. The ad correctly positions the brand in terms of desirable and deliverable points-of-
difference and points-of-parity.
v. The ad motivates consumers to consider purchase of the brand.
vi. The ad creates strong brand associations to all these stored communication effects so that
they can have an effect when consumers are considering making a purchase.
FIGURE 6.2- SIMPLE TEST FOR MARKETING
COMMUNICATION EFFECTIVENESS
 MARKETING COMMUNICATION OPTIONS
c
Marketing Communication

Advertising Interactive Events and Mobile

and Promotion Marketing Experiences Marketing
ADVERTISING
Any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor

 Powerful means of creating strong, favorable, and unique brand

associations and eliciting positive judgments and feelings
 Controversial because its specific effects are often difficult to
quantify and predict
 Nevertheless, a number of studies using very different approaches
have shown the potential power of advertising on brand sales.
TYPES OF ADVERTISING MEDIA

Television Radio Print

Direct
Place
Response
TELEVISION
Television is a powerful advertising medium because it allows for sight, sound, and motion and
reaches a broad spectrum of consumers.
ADVANTAGES
 Effective means of vividly demonstrating product attributes and persuasively explaining their
corresponding consumer benefits.
 Compelling means for dramatically portraying user and usage imagery, brand personality,
emotions, and other brand intangibles.

DISADVANTAGES
 Due to the fleeting nature of the message, consumers can overlook product-related messages
and the brand itself.
 The large number of ads and nonprogramming material on television creates clutter that
makes it easy for consumers to ignore or forget ads.
 The large number of channels creates fragmentation, and the widespread existence of digital
video recorders gives viewers the means to skip commercials.
TELEVISION
In designing and evaluating an ad campaign, marketers should distinguish the
message strategy or positioning of an ad (what the ad attempts to convey
about the brand) from its creative strategy (the way the ad expresses the
brand claims).

The two main concerns in devising an advertising strategy are as follows:

1. Defining the proper positioning to maximize brand equity
2. Identifying the best creative strategy to communicate or convey the
desired
 RADIO
Radio is an effective medium in the morning and can effectively complement or reinforce
TV ads. Radio also enables companies to achieve a balance between broad and localized
market coverage
ADVANTAGES
1. It is flexible and stations are highly targeted.
2. Ads are relatively inexpensive to produce and place.
3. Effective medium in the morning and can effectively complement or reinforce TV ads.
4. It enables companies to achieve a balance between broad and localized market
coverage.
DISADVANTAGE
1. Lack of visual image.
2. Relatively passive nature of consumer processing.
 PRINT
Print is the use of magazines and newspapers to provide detailed product
information.
ADVANTAGES
1. Self-paced, provides detailed product information.
2. Magazines are particularly effective at building user
3. and usage imager.

DISADVANTAGES
1. Poor reproduction quality and short shelf life diminish some of the possible impact
of newspaper advertising.
DIRECT RESPONSE
Uses mail, telephone, Internet, infomercials and other contact tools to communicate
with or solicit a response from specific customers and prospects. The goal of direct
response is to elicit some type of behavior from consumers.
ADVANTAGES
1. Makes it easier for marketers to establish relationships with consumers.
2. Allows marketers to explain new developments with their brands to consumers
on an ongoing basis.
3. Allows consumers to provide feedback to marketers about their likes and
dislikes
PLACE
Place advertising, also called out-of-home advertising, is a broadly defined category
that captures advertising outside traditional media. Increasingly, ads and commercials
are showing up in unusual spots.
Movies, Airlines, Elevators, Lounges, Points of purchase, and other places
• Known as “non-traditional,” “alternative,” “support” or out-of-home advertising
• Marketers reach out to people in environments, where they work, play, and, of
course, shop
ADVANTAGES
 Can reach a very precise and captive audience in a cost-effective and increasingly
engaging manner.
 More effective at enhancing awareness or reinforcing existing brand associations
than at creating new ones.
PROMOTION
Sales promotions are short-term incentives to encourage trial or usage of a product or
service. Marketers can target sales promotions to either the trade or end consumers.
Like advertising, sales promotions come in all forms. Whereas advertising typically
provides consumers a reason to buy, sales promotions offer consumers an incentive to
buy.
Sales promotions are designed to do the following:
1. Change the behavior of the trade so that they carry the brand and actively
support it
2. Change the behavior of consumers so that they buy a brand for the first time, buy
more of the brand, or buy the brand earlier or more often
PROMOTION
Consumer Promotions
Customer franchise building promotions: samples, demonstrations, and educational material
Noncustomer franchise building promotions: price-off packs, premiums, sweepstakes, and refund
offers.
 Trade Promotions
Financial incentives, point-of-purchase displays, contests and dealer incentives, training programs,
trade shows, and cooperative advertising.

ADVANTAGES
1. Permit manufacturers to charge different prices to groups of consumers who vary in their price
sensitivity
2. Convey a sense of urgency to consumers
3. Promotion can build brand equity through actual product experience
4. Encourage the trade to maintain full stocks and support the manufacturer’s merchandising efforts
PROMOTION
DISADVANTAGES
1. Decreased brand loyalty and increased brand switching
2. Decreased quality perceptions, and increased price sensitivity
3. Inhibit the use of franchise
4. Divert marketing funds sales promotion
5. Increase the importance of price as a factor in consumer decisions
6. May subsidize buyers who would have bought the brand anyway
ONLINE MARKETING COMMUNICATION

Web Sites

Online Ads and Videos

Social Media
ONLINE MARKETING COMMUNICATION
Advantages of marketing on the Web

1. Low cost, greater level of detail and higher degree of

customization.

2. Can accomplish almost any marketing communication

objective.

3. Valuable in terms of solid relationship building

ONLINE ADS AND VIDEOS
Use banner ads, rich media ads, and other types of ads for the purpose of
advertisement.
ADVANTAGES
I. Accountable
II. Nondisruptive
III. Targets consumers such that only the most promising prospects are contacted, who
can seek information as they desire.
SOCIAL MEDIA
ADVANTAGES
1. Allows brands to establish a public voice and presence on the Web.
2. Complements and reinforces other communication activities.
3. Helps promote innovation and relevance for the brand.
4. Provide an easy means for consumers to learn from and express attitudes and
opinions to others.
EVENTS AND EXPERIENCES
 Event marketing: Public sponsorship of events or activities related to sports, art,
entertainment, or social causes
 Focus on engaging the consumers’ senses and imagination as a part of brand
building
 Event sponsorship provides a different kind of communication option for marketers.
By becoming part of a special and personally relevant moment in consumers’ lives,
sponsors can broaden and deepen their relationship with their target market.
MOBILE MARKETING
 Product advertising on various mobile platforms

 Geotargeting: Marketers send messages to consumers based on their location

and the activities they are engaging in

 Opt-in advertising - Users agree to allow advertisers to use specific,

personal information send them targeted ads and promotions
PUBLIC RELATIONS AND PUBLICITY
 Public relations and publicity relate to a variety of programs and are designed to
promote or protect a company’s image or its individual products.

 Publicity is nonpersonal communications such as press releases, media interviews,

press conferences, feature articles, newsletters, photographs, films, and tapes.

 Public relations may also include annual reports, fund-raising and membership
drives, lobbying, special event management, and public affairs.
WORD-OF-MOUTH
 Word-of-mouth is a critical aspect of brand building as consumers share their likes,
dislikes, and experiences with brands with each other. The power of word-of-mouth is
the credibility and relevance it often brings. Study after study has shown that the
most trusted source of product information is friends and families.
 Companies are attempting to create this consumer word-of-mouth through various
techniques often called buzz marketing.
 Established companies do not have the luxury of time, so they often attempt to
catalyze the buzz marketing effect for new product introductions.
 One popular method is to allow consumers who are likely to influence other
consumers to “discover” the product in the hopes that they will pass a positive
endorsement on to their peers
INTEGRATED MARKETING COMMUNICATIONS (IMC)
 The “voice” of the brand.

 A means by which brands can establish a dialogue and build relationships with
consumers
 Allow marketers to inform, persuade, provide incentives, and remind consumers
directly or indirectly
 Can contribute to brand equity by establishing the brand in memory and linking
strong, favorable, and unique associations to brand.
DEVELOPING IMC PROGRAMS
 Mixing communication options
• Evaluate all possible communication options available to create knowledge structures
according to effectiveness criteria as well as cost considerations.
• Different communication options have different
strengths and can accomplish different objectives.
• Determine the optimal mix
EVALUATING IMC PROGRAMS
 Coverage: What proportion of the target audience is reached by each communication
option employed? How much overlap exists among options?
 Cost: What is the per capita expense?
 Contribution: The collective effect on brand equity in terms of
 Enhancing depth and breadth of awareness
 Improving strength, favorability, and uniqueness of brand associations
 Commonality: The extent to which information conveyed by different communication options
share meaning
 Complementarity: The extent to which different associations and linkages are emphasized
across communication options
 Versatility: The extent to which information contained in a communication option works with
different types of consumers
MARKETING COMMUNICATION GUIDELINES
 BE ANALYTICAL: Use frameworks of consumer behavior and managerial decision making to develop
well-reasoned communication programs
 BE CURIOUS: Fully understand consumers by using all forms of research and always be thinking of
how you can create added value for consumers
 BE SINGLE-MINDED: Focus message on well defined target markets (less can be more)
 BE INTEGRATIVE: Reinforce your message through consistency and cuing across all communications
 BE CREATIVE: State your message in a unique fashion; use alternative promotions and media to
create favorable, strong, and unique brand associations
 BE OBSERVANT: Monitor competition, customers, channel members, and employees through tracking
studies
 BE REALISTIC: Understand the complexities involved in marketing communications
 BE PATIENT: Take a long-term view of communication effectiveness to build and manage brand
equity
TO SUM UP...
 Marketing communication is indispensable to the process of brand building

 Developments in technology has provided new and creative modes of

communication

 Marketers should employ judicious communications mix to achieve their goals

THANK YOU…