CHAPTER 10

INTEGRATED MARKETING COMMUNICATIONS

 OBJECTIVES
- Understand terms, concepts and explanation of promotion topics

- Develop and master the use of key terminology in promotional

activities
 CONTENTS
ABOVE, BELOW AND THROUGH THE LINE
ADVERTISING
SALES PROMOTION
DIRECT MARKETING
PERSONAL SELLING
PUBLIC RELATIONS
 ABOVE, BELOW AND THROUGH THE LINE

1.What is the role of promotion in the marketing mix?

2. What are common ways to promote a product/service?

 ABOVE, BELOW AND THROUGH THE LINE
What is ‘the Line’ and where did it come from?
These definitions of approaches to marketing were first used in 1954 when Proctor and Gamble
began paying different firms separately and at a different rate, for direct promotional activities and
wider advertising campaigns, separating the two approaches. In this way, ‘the Line’ in marketing
separates direct, targeted campaigns from those more general and widespread aimed at brand
awareness, and those with the presence or absence of direct results, and direct return on investments.
There is cause to wonder if ‘the Line’ is now blurring, for instance the massive use of social media
today. The wide exposure given means that advertising here should be ATL, though it can also be
highly targeted (BTL). So is all social media TTL? One key is to consider intent. If you are offering a
promotion or something that has a direct response element it cannot be ATL, while to be TTL the
promotion should be shown on a page that is not as targeted.
 ABOVE, BELOW AND THROUGH THE LINE
Above the line
Focusing on directing the communication
towards the mass market. All promotional
messages are untargeted, meaning they do
not focus on a specific target group.

Below the line

more focused and they are directed towards
specific groups of customers

Through the line

an integrated approach where both ATL and
BTL strategies are combined.
The objective here is to get a holistic view of
the market and communicate with customers
in every way possible.
Give an example of a company conducting ABL, BTL, TTL
 ABOVE, BELOW AND THROUGH THE LINE

1.Advantages of Above the Line Marketing

2. Disadvantages of Above the Line Marketing
Reading 1.
Advantages of Above the Line Marketing
Reach: If marketers and business owners effectively use ATL advertising campaigns, they
can enjoy a wider reach. For example, retail business advertises on regular basis using ATL
campaigns to enhance brand visibility and awareness.
Grab Customer Attention: Audio visual ads like TV and Radio have a great impact on
consumer minds and affect consumer decision making process. People have more
involvement while watching movies, dramas and news on television and listen to music,
live call on the radio. During this process the also watch and listen to commercials and it
affects their decision making. The same commercials if they see in the newspapers and
magazines increase the customers’ attention.
Brand Building. Mass media advertising campaigns are very important to increase brand
visibility. One of the important roles of marketers is to spread the brand message to the
masses using a variety of ATL media campaigns. It is not necessary to start using all ATL
channels at once but gradually start meanwhile measure your brand success.
Reading 1.
Disadvantages of Above the Line Marketing
Any mass media advertisement is costly activity. As it is not a one time activity, so
continuously running these campaigns are impossible for small and medium businesses.
There was time when TV, Radio, Newspaper and magazine were the only media for
advertisement. But now trends are already shifted to towards social media like Facebook,
Twitter, Instagram, online magazines.
There is no sound mechanism to measure the effective of ATL campaigns. There is no
guarantee the TVC will attract a customer to come at and buy a product.
 ADVERTISING

1. What is “Advertising” in your own words?

2. What is the role of Advertising in IMC?
 SALES PROMOTION

What made you really want to buy a product?

 What is the basis of this classification?
Reading 3: Types of promotion Give a brand-specific example of each type.
Sales promotion may take any or all of the three forms, which are also known as tools or methods
of sales promotion.
Consumer promotion includes samples, coupons, money-refund offers, prices-off, premiums,
contests, demonstrations and trading stamps. Samples are free distribution of a product for the
purpose of obtaining consumer acceptance. Coupons offer a discount on new purchases of a
product. They are certificates entitling the bearer to a discount on the purchase of a specific
product.
Trade promotion encourages buyers to buy a larger quantity of the product. It is also known as
buying allowance because it is an offer of some discount on each item of purchase above a
minimum quantity. Trade promotion may take the form of free goods, merchandise allowances,
co-operative advertising, dealer sales contests, and push money. Free goods are offered to public
and dealers after the purchase of certain items.
For sales force promotion, salesmen are motivated to sell products by offering bonuses,
contests and sales rallies. They are offered a bonus if the sale increases above the minimum
level. Sales contests are organized as an effective measure of sales promotion. The main
purpose of sales contests is to increase the sales through retailers or sales persons. The contest
prizes may be cash awards, merchandise prizes, travel and special honors. Merchandise prizes
are more effective than the cash awards because more contestants are attracted to participate in
the contest
 DIRECT MARKETING

1. What is direct marketing?

2. What types of products

should direct marketing be used
to promote?
PAIRWORK
Below are some tips on direct marketing. Work with a partner to rank the tips from most (1)
to least (7) important.
PERSONAL SELLING
 PERSONAL SELLING
What is considered unethical in personal selling?
A company’s salespeople must follow the rules of “fair competition.” Most states have enacted
deceptive sales acts that spell out what is not allowed. For example, salespeople may not lie to
consumers or mislead them about the advantages of buying a particular product. To avoid bait-and-
switch practices, salespeople’s statements must match advertising claims.
Different rules apply to consumers who are called on at home or who buy at a location that is not the
seller’s permanent place of business versus those who go to a store in search of a product. Because
people who are called on may be taken by surprise and may be especially vulnerable to high-pressure
selling techniques, the Federal Trade Commission (FTC) has adopted a three-day cooling-off rule to
give special protection to customers who are not seeking products. Under this rule, customers who
agree in their own homes, workplace, dormitory, or facilities rented by the seller on a temporary
basis—such as hotel rooms, convention centers, and restaurants—to buy something costing more
than $25 have 72 hours in which to cancel a contract or return merchandise and get their money
back—no questions asked.
In selling to businesses, salespeople may not offer bribes to purchasing agents or others who can
influence a sale. They may not obtain or use technical or trade secrets of competitors through bribery
or industrial espionage. Finally, salespeople must not disparage competitors or competing products
by suggesting things that are not true.
 PUBLIC RELATIONS
Public relations
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.

1.What are the differences between Advertising and Public relations?

2.What does “public” refer to in Public Relations?

 DISCUSSION

Choose a company you are interested in.

Describe one sponsorship program it did.
 INTEGRATED
MARKETING
COMMUNICATION
OF MARKETING GROUP WORK
Analyze the IMC program of Vietnam Airlines
banner advertising on other sites
direct clicks from search engine sites
TV, newspapers, billboards
- Loyalty cards
Advertising
- in-flight meals and on-demand in-flight
entertainment telephone and personal sales

Sales promotion Personal selling

The promotional
- Direct mail; news letters mix Social media
- Enquiries and bookings on websites press releases
articles on prints.

Direct marketing Public relations

REVIEW
ü The Promotion Mix
ü Advertising
ü PR (Public Relations)
ü Direct Marketing
ü Sales Promotion
ü Personal selling

ü Integrated Marketing Communication