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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 marketing communications (IMC) is a strategic


business process used to plan, develop, execute and evaluate
coordinated, measurable, brand communications programs
over time with consumers, customers, prospects, employees,
associates and other targeted relevant external and internal
audiences. The goal is to generate both short-term financial
returns and build long-term brand and shareholder value’
(Belch, 2007)

Recognized as a business process

IMC Importance of relevant


Multiple relevant audience
audiences

Demand for accountability and


Demand for accountability
Measurement of Outcomes
IMC and Branding

2006 Brand Value*


Brand Identity is a (Billions of US Dollars)
combination of factors:
Name, logo, symbols, 1. Coca-Cola $67.00
design, packaging, 2. Microsoft $56.92
product or service 3. IBM $56.20
performance, and image 4. GE $48.90
or associations in the
5. Intel $32.32
consumer’s mind.
6. Nokia $30.13
IMC plays a major role 7. Toyota $27.94
in the process of 8. Disney $27.85
developing and
sustaining brand 9. McDonald’s $27.50
identity and equity. 10. Mercedes $21.79
*Interbrand Best Brands Report 2006
IMC Audience Contact Tools

Broadcast Print media Public


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

Out-of-home Direct
media marketing

Target Audience
Personal Sales
selling Promotion

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

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