Designing and Managing

Integrated Marketing
Communications
Dr. Ilisa Fajriyati, S.I.A., M.M
01 What is the role of marketing
communications? 03 What are the major steps in developing
effective communications?

02 How do marketing communications

work?
04 What is the communications mix, and
how should it be set?

05 What is an integrated marketing

communications program?

Today’s
Roadmap
1. What is the
role of marketing
communications?
 Marketing communications are the
means by which firms attempt to inform,
persuade, and remind
consumers—directly or
indirectly—about the products and
brands they sell.

WHAT ARE THE COMMUNICATION MEDIA

YOU ALREADY KNOW?
 The Changing Marketing
Communications Environment

The rapid diffusion of multipurpose smart

phones, broadband and wireless Internet
connections, and ad-skipping digital video
recorders (DVRs) have eroded the
effectiveness of the mass media.
 CASE: GAP “Born to Fit” 1969 Premium Jeans

StyleMixer: Mix and Match clothes in the “fitting room”.

Share outfits with Facebook friends and let them comment
on the outfits, Community Gallery, promotion and discount

For its launch, Gap moved away from its typical media-intensive ad campaign. The campaign featured
newer communications elements such as a Facebook page, video clips, a realistic online fashion show on a
virtual catwalk, and a StyleMixer iPhone app.
2. How do marketing
communications work?
The Communications Process Models
- MACROMODEL OF THE COMMUNICATIONS PROCESS

- Two major parties: sender and receiver.

- Two major tools: message and media.
- Four major communication functions:
encoding, decoding, response, and
feedback.
- Other element: noise
The Communications Process Models - MICROMODEL OF CONSUMER RESPONSES

High involvement with a product

category, perceived to have high
differentiation, such as an
automobile or house.

Take some examples: Learn

- Expensive smartphone
- Overseas Vacation
Feel

Do
3. What are the major
steps in developing
effective communications?
Potential buyers of the company’s products, current users, deciders, or influencers?

Need, Brand awareness, Brand attitude, Brand purchase intention

What to say (message strategy), how to say it (creative strategy), and

who should say it (message source).

Personal, Mass or integration of communication?

Affordable method, Percentage of sales method, competitive parity method or

Objective method?

Let’s Practice:

Choose your own business plan!

4. What is the
communications mix, and
how should it be set?
The marketing communications mix
5. What is an integrated
marketing communications
program?
INTEGRATING MARKETING IMC menyatukan semua
komunikasi untuk menyampaikan
COMMUNICATIONS pesan yang sama, memiliki
tampilan serta nuansa yang
sama

Unintegrated service promotion – Different

departments look after different aspects of a
firm’s market communications. Ex: Mrk dept=
advertising, PR= public relation, IT=website

WHY
?
Case: Promosi layanan baru yang menarik dan
disebut di situs web perusahaan, namun saat
Anda ingin membeli, staff tidak mengetahui
promosi ini dan tidak dapat menjualnya