Integrated Marketing Communications

Introduction to Marketing
Communications

MaxMikael Wilde Björling

School of Business and Economics
Linnaeus University
Sweden
Maxmikael.bjorling@lnu.se
MaxMikael Wilde Björling
The textbook

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The Menu…
• The Case

• The Scope of Marketing

Communications
• Interactivity and
Conversations
• Audiences – attitudes,
behavior and decision
making.
The Case
• Include the following aspects in your case:
• Context Analysis (historic, present, future)
• Objectives (SMART)
• Strategy (DRIP)
• Methods (message, tool, media)
• Crisis Management
• These are prolongments and applications
of the brand strategy.
Figure 5.3 The marketing communications planning framework
The scope of Marketing Communications

Planned Service
Marketing experience-based
Communications Communications

Audience
Experience

Product Unplanned
experience-based marketing
Communications Communications
Hotel Borgholm
Figure 1.2 An audience-centred perspective of marketing communications
Volvo Trucks

https://www.youtube.com/
watch?v=7kx67NnuSd0
Figure 1.3 Factors that drive engagement opportunities
Strategic decisions
DRIP-elements of MarCom
Figure 1.4 The environmental influences that shape marketing communications
Figure 1.5 The marketing communications mix
 The 4Cs framework – a summary of the key characteristics of the tools of
Table 1.2
marketing communications
Figure 1.6 The marketing communications universe
Figure 2.1 A linear model of communication
Source: Based on Schramm (1955) and Shannon and Weaver (1962)
Figure 2.2 The influencer model of communication
Figure 2.3 Multi-step variation of the influencer model of communication
Figure 2.4 The interactional model of communication
Table 2.2 Elements of word-of-mouth communication
Source: After Bone (1995)
Figure 3.1 An awareness grid
Figure 3.3 The attitude construct
 Responses
Models
Stages AIDA Hierarchy of Innovation Information
model effects model adoption Processing

Attention Awareness Awareness Presentation

Cognitive Attention
Know
Knowledge Interest Comprehension

Interest Linking Yielding

Affective Preference
Feel
Desire Conviction Evaluation Retention

Trial
Behavioral
Do
(Conative) Action Purchase Adoption Behavior
Figure 3.4 A general decision-making framework
Table 3.1 Types of perceived risk
Figure 3.5 Decision-making process where there is high involvement
Figure 3.6 Decision-making process where there is low involvement
Figure 3.7 Marketing communication approaches for the two levels of involvement
Questions ?