3/5/2022

Mansoura University
Faculty of commerce
Department of Business Administration

Advertising Management &Public Relations

by
Dr. Youmna Mohamed Abdelghany Youssef
Ph.D. in Business Administration,
Mansoura University and Georgia State University –U.S.A
2022

Chapter 1
Integrated Marketing Communication
IMC

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Learning Objectives
• Define the promotion mix tools for communicating
customer value.
• Discuss the changing communications landscape and
the need for integrated marketing communications.
• Outline the communication process and the steps in
developing effective marketing communications.
• Explain the methods for setting the promotion budget
and factors that affect the design of the promotion
mix.

Marketing
communications
objectives

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Marcom Main objectives

❑Informative communication creates awareness of brands, products,

services, and ideas. It announces new products and programs, explains
product features and benefits, also educates the target audience about
the attributes and benefits of new or established products.
❑ Persuasive communication persuades the target audience that a
company’s services or products are better than competitors. It works to
alter perceptions and enhance the image of a company or product.
❑ Reminder communication reminds an audience about the need for a
product or service and helps maintain customer relationships and keep
customers thinking about the product.

Marketing communication

• Marketing communication
involves advertising, direct
marketing, online media, printed
materials, sales promotion,
personal selling, PR and more.

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Decisions on the Marketing

Communication Mix
✓Personal selling
• Direct presentation of a product to a
prospective customer by a
representative of the selling
organization.
✓Advertising
• A paid, non -personal mass
communication with a clearly
identified sponsor.

Decisions on the Marketing Communication Mix

✓Sales promotion
• Demand-stimulating activity designed to supplement
advertising and facilitate personal selling.
✓Public relations
• A planned communication effort by an organization to
contribute to generally favorable attitudes and opinions
toward an organization and its products.

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Think about it :
How can a company measure the
communication results?
Simply, by asking target audience whether
they recognize or recall the message.

Marketing Strategy and the Marketing Mix

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Marketing strategy
• The company determines which customers
it will serve (segmentation and targeting)
and how to serve them (differentiation and
positioning).

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Medical equipment company

Audience profile: doctors

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The Promotional Mix/ Marketing communication

mix

•The promotion mix is the specific blend of

promotion tools that the company uses to
persuasively communicate customer value
and build customer relationships.

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The Promotional Mix

•Advertising is any paid form of nonpersonal

presentation and promotion of ideas, goods,
or services by an identified sponsor.
•Broadcast
•Print
•Online
•Mobile
•Outdoor
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•Sales promotion is a short-

term incentive to encourage
the purchase or sale of a
The product or service.
Promotional •Discounts
Mix •Coupons
•Displays
•Demonstrations

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The Promotional Mix

•Personal selling is the personal interaction

by the firm’s sales force for the purpose of
engaging customers, making sales, and
building customer relationships.

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The Promotional Mix

• Public relations involves building good relations with

the company’s various publics by obtaining favorable
publicity, building up a good corporate image, and
handling or heading off unfavorable rumors, stories,
and events. Examples of public relations include press
releases, sponsorships, events and Web pages.

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The Promotional Mix

•Direct and digital marketing involves

engaging directly with carefully targeted
individual consumers and customer
communities to both obtain an immediate
response and build lasting customer
relationships.
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Direct and digital marketing

includes:

• Direct mail
• Catalogs
• Online and social media
• Mobile marketing

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The New Marketing

Communications Model

•Consumers are changing.

•Marketing strategies are
changing.
•Advances in digital
technology

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Integrated Marketing Communications

The Need For Integrated Marketing Communications

Integrated marketing communications (IMC)
involves carefully integrating and coordinating the
company’s many communications channels to
deliver a clear, consistent, and compelling message
about the organization and its products.

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Integrated Marketing Communications

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THINK about it
today’s customers are bombarded by brand
content everywhere

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A View of the Communication Process

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• The sender is the party sending the message to

another party.
• Encoding is the process of putting thought into
symbolic form.
• The message is the set of symbols the sender
transmits.
• Media refer to the communications channels
through which the message moves from sender to
receiver.
• Decoding is the process by which the receiver
assigns meaning to the symbols.
• The receiver is the party receiving the message sent
by another party.
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•A response is the reaction of the receiver after

being exposed to the message.
•Feedback is the part of the receiver’s response
communicated back to the sender.
•Noise is the unplanned static or distortion during
the communication process which results in the
receiver getting a different message than the one
the sender sent.

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