INSTRUCTIONAL MATERIALS FOR

MARK 40113 INTEGRATED MARKETING COMMUNICATIONS

COMPILED BY
ANGELITO R. CALINGO, DBA
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TABLE OF CONTENTS

PAGE

INTRODUCTION………………………………………………………………………………………….4

COURSE OUTCOME…………………………………………………………………………………….4

COURSE MATERIALS

MODULE 1 – THE PROMOTIONAL MIX……………………………………………………..4

Learning Outcomes

Advertising

Sales Promotion

Activities / Assessment

MODULE 2 – THE PROMOTIONAL MIX…………………………………………………….5

Learning Outcomes

Personal Selling

Public Relations

Direct and Digital Marketing

Activities / Assessment

MODULE 3 – INTEGRATED MARKETING COMMUNICATIONS……………………….5

Learning Outcomes

The Need for Integrated Marketing Communications

Content Marketing

Activities / Assessment

MODULE 4 - THE CAREFUL BLENDING OF PROMOTION TOOLS…………………6

Learning Outcomes

Consistent, Clear, and Compelling Company and Brand Messages

Elements in the Communication Process

Steps in Developing Effective Marketing Communication

Activities / Assessment

MODULE 5 - THE EFFECTIVE MARKETING COMMUNICATION Part 1……………6

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Learning Outcomes

Steps in Developing Effective Marketing Communication Part 1

Identifying the target audience

Steps in Developing Effective Marketing Communication Part 2

Understanding customer’s needs and wants

Steps in Developing Effective Marketing Communication Part 3

AIDA Model

Activities / Assessment

MODULE 6 - THE MESSAGE CONTENT………………………………………………7

Learning Outcomes

What to say

Designing a message

Activities / Assessment

MODULE 7 – CHOOSING COMMUNICATION CHANNELS AND MEDIA………….8

Learning Outcomes

Personal Communication

Opinion Leaders

Buzz Marketing

Non-personal Communication

Selecting the Message Source

Activities / Assessment

MODULE 8 – COLLECTING FEEDBACK………………………………………………8

Learning Outcomes

Why is customer feedback important?

The 7 Most Effective Feedback Method

Collecting Customer Feedback is Crucial

Activities / Assessment

MODULE 9 – SETTING THE TOTAL PROMOTION BUDGET AND MIX…………...9

Learning Outcomes
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Affordable Method

Percentage-of-Sales Method

Competitive-Parity Method

Objective-and-Task Method

Activities / Assessment

MODULE 10 –SHAPING THE OVERALL PROMOTIONAL MIX…………………….9

Learning Outcomes

The Nature of Each Promotional Tool

Advertising

Personal selling

Sales promotion

Public relations

Direct and digital marketing

Integrating the Promotion Mix Checklist

Activities / Assessment

MODULE 11 – PUSH STRATEGY VERSUS PULL STRATEGY………………….10

Learning Outcomes

Push Strategy

Pull Strategy

Activities / Assessment

MODULE 12 – SOCIALLY-RESPONSIBLE COMMUNICATIONS………………..11

Learning Outcomes

Ethical and Socially-Responsible Marketing

Social Responsibility and its Importance

Social Responsibility and Marketing Ethics

Activities / Assessment
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MARK 40113 INTEGRATED MARKETING COMMUNICATION

1. Introduction
1.1. Integrated Marketing Communication is a strategic business process used to plan,
develop, execute and evaluate coordinated, measurable, persuasive brand
communication programs with consumers, customers, prospects, employees and other
relevant external and internal audiences. The goal of IMC is to generate short-term
financial returns and build long-term brand value.

2. Course Outcome
2.1. After completing the course program, the student should be able to:
2.1.1. Define the five promotion mix tools for communicating customer value
2.1.2. Discuss the changing communications landscape and the need for integrated
marketing communications
2.1.3. Outline the communication process and the steps in developing effective
marketing communications
2.1.4. Explain the methods for setting the promotion budget and factors that affect the
design of the promotion mix

3. Course Materials
3.1. MODULE 1 - THE PROMOTIONAL MIX
The promotion mix is the specific blend of promotion tools that the company uses to
persuasively communicate customer value and build customer relationships.

3.1.1. Learning Outcomes

3.1.1.1. Appreciate the concept of integrated marketing communications
3.1.1.2. Learn the role of advertising in the nation’s economic development
3.1.1.3. Understand the contribution of advertising in the vibrant exchange of
resources in the country
3.1.1.4. Differentiate the product-orientation with consumer-orientation in the
promotion of products or services to target markets

3.1.2. Topics
3.1.2.1. Advertising is any paid form of nonpersonal presentation and promotion
of ideas, goods, or services by an identified sponsor ( Broadcast, Print,
Online, Mobile, Outdoor).
3.1.2.2. Sales Promotion is a short-term incentive to encourage the purchase or
sale of a product or service (Discounts, Coupons, Displays, Demonstrations).

3.1.3. Activities / Assessment

3.1.3.1. Write an essay paper for: Why should you consider an integrated
marketing effort?
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3.2. MODULE 2 - THE PROMOTIONAL MIX

3.2.1. Topics
3.2.1.1. Personal Selling is the personal interaction by the firm’s sales force for
the purpose of engaging customers, making sales, and building customer
relationships.
3.2.1.2. 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.
3.2.1.3. 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.

3.2.2. Activities / Assessment

3.2.2.1. Write an essay about your good understanding of IMC promotional mix
matched against a firm’s relationships with its dynamic environment
(Shareholders, the Government, its Manpower, its Suppliers, and its
Customers).

3.3. MODULE 3 – INTEGRATED MARKETING COMMUNICATIONS

The new marketing communications model considers the new realities in today’s
conduct of business:

1. Consumers are changing

2. Marketing strategies are changing
3. The advances in digital technology

3.3.1. Learning Outcomes

3.3.1.1. Understand the changing communications landscape and the need for
integrated marketing communications
3.3.1.2. Outline the communication process and the steps in developing effective
marketing communications

3.3.2. Topics
3.3.2.1. The Need for Integrated Marketing Communications. IMC involves
carefully integrating and coordinating the company’s many communication
channels to deliver a clear, consistent, and compelling message about the
organization and its products.
3.3.2.2. Content Marketing, as the new marketing communications model, is all
about creating, inspiring, and sharing brand messages and conversations with
and among consumers across a fluid mix of paid, owned, earned, and shared
channels.

3.3.3. Activities / Assessment

3.3.3.1. With Arthur Asa Berger’s “How to Analyze an Advertisement” handout as
reference, evaluate your 3 favorite Fast-Moving-Consumer-Goods’ (FMCG)
advertisements
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3.4. MODULE 4 – THE CAREFUL BLENDING OF PROMOTION TOOLS

Today’s customers are bombarded by brand content from all directions. Integrated
Marketing Communications means that companies must carefully coordinate all of these
customer touch points to ensure clear brand messages.

3.4.1. Learning Outcomes

3.4.1.1. Understand the nature of a company and its marketing communication
activities
3.4.1.2. Appreciate the range of media and methods available to marketers

3.4.2. Topics
3.4.2.1. Consistent, Clear, and Compelling Company and Brand Messages.
3.4.2.1.1. Advertising
3.4.2.1.2. Personal selling
3.4.2.1.3. Public relations
3.4.2.1.4. Direct and digital marketing
3.4.2.1.5. Sales promotion
3.4.2.2. Elements in the Communication Process. Communication is
the process of commonness of thought between a sender and a receiver of a
message: The field of experience refers to the receiver's total life experiences.
Contextual and textual elements are used by the advertiser to refer to a
specific group of receivers' experiences.
3.4.2.2.1. Sender’s field of experience
3.4.2.2.2. Receiver’s field of experience
3.4.2.3. Steps in Developing Effective Marketing Communication
3.4.2.3.1. Identify the target audience
3.4.2.3.2. Determine the communication objectives
3.4.2.3.3. Design the message
3.4.2.3.4. Choose the media to send the message
3.4.2.3.5. Select message source and collect feedback

3.4.3. Activities / Assessment

3.4.3.1. Essay Question: Who are the sender / receiver participants in the
marketing communication process? Explain with an advertising campaign
example.

3.5. MODULE 5 – THE EFFECTIVE MARKETING COMMUNICATION Part 1

Marketing communication involves sharing of meaning, information and concepts by the

source and the receiver about the products and services and also about the firm selling
through the devices of promotion via, advertising, publicity, salesmanship and sales
promotion.
3.5.1. Learning Outcome
Develop a clear point of view regarding product marketing communications.
3.5.2. Topics
3.5.2.1. Steps in Developing Effective Marketing Communication Part 1
3.5.2.1.1. Identifying the target audience
3.5.2.1.1.1. What will be said?
3.5.2.1.1.2. How it will be said?
3.5.2.1.1.3. When it will be said?
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3.5.2.1.1.4. Where it will be said?

3.5.2.1.1.5. Who will say it?
3.5.2.2. Steps in Developing Effective Marketing Communication Part 2. A
goal of marketing in general and of marketing communications in particular, is
to move target customers through the buying process. It all starts with
understanding customer needs and wants.
3.5.2.2.1. Awareness > Knowledge > Liking > Preference > Conviction >
Purchase
3.5.2.3. Steps in Developing Effective Marketing Communication Part 3.
Designing a message through the AIDA Model.
3.5.2.3.1. Attention
3.5.2.3.2. Interest
3.5.2.3.3. Desire
3.5.2.3.4. Action
3.5.3. Activities / Assessment
3.5.3.1. Select a favorite FMCG and try to market to a non-traditional user:
3.5.3.1.1. Plan your approach by applying the AIDA Model
3.5.3.1.2. Write a narrative report on:
3.5.3.1.2.1. What will be said?
3.5.3.1.2.2. How will it be said?
3.5.3.1.2.3. When it will be said?
3.5.3.1.2.4. Where it will be said?
3.5.3.1.2.5. Who will say it?

3.6. MODULE 6 - THE MESSAGE CONTENT

The message content, as well as the voice, tone, and style of the message, may vary
widely, depending on the organization's identity and what it wants to accomplish with
the communication. All of these elements factor into the key messages and the creation
of marketing communication artifacts based on the messaging.
3.6.1. Learning Outcome
3.6.1.1. Develop a clearly thought out Communications Audit
3.6.2. Topics
3.6.2.1. What to Say
3.6.2.1.1. Rational appeal relates to the audience’s self-interest.
3.6.2.1.2. Emotional appeal is an attempt to stir up positive or negative
emotions to motivate a purchase.
3.6.2.1.3. Moral appeal is directed to an audience’s sense of what is right
and proper.
3.6.2.2. Designing a Message
3.6.2.2.1. Message content is “what to say.”
3.6.2.2.2. Message structure and format is “how to say it.”
3.6.3. Activities / Assessment
3.6.3.1. Do an analysis of two competing FMCGs’ market performance and relate
it to the concept of Awareness > Knowledge > Liking > Preference >
Conviction > Purchase
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3.7. MODULE 7 - CHOOSING COMMUNICATION CHANNELS AND MEDIA

Integrated marketing communications is an approach to promoting a message through
multiple strategies that work together and reinforce one another. For example, a
company may promote a new logo, slogan, or strategy through multiple media such as
print, television, web, and social networks.
3.7.1. Learning Outcome
At the end of the module, the student should be able to describe a range of
communication mediums and methods available to marketers.
3.7.2. Topics
3.7.2.1. Personal Communication
3.7.2.1.1. Face to face
3.7.2.1.2. Phone
3.7.2.1.3. Mail or e-mail
3.7.2.1.4. Texting or internet chat
3.7.2.2. Opinion Leaders. People whose opinions are sought by others.
3.7.2.3. Buzz Marketing. Involves cultivating opinion leaders and getting them to
spread information about a product or service to others in their communities.
3.7.2.4. Nonpersonal Communication. Media that carry messages without
personal contact or feedback, including major media, atmospheres, and
events.
3.7.2.5. Selecting the Message Source. The message’s impact depends on how
the target audience views the communicator.
3.7.2.5.1. Celebrities
3.7.2.5.1.1. Athletes
3.7.2.5.1.2. Entertainers
3.7.2.5.2. Professionals
3.7.2.5.2.1. Health care providers
3.7.3. Activities / Assessment
3.7.3.1. Group topic discussion
3.7.3.2. Group topic narrative report
3.7.3.3. Individual reaction paper

3.8. MODULE 8 - COLLECTING FEEDBACK

Customer feedback is the information, insights, issues, and input shared by your
community about their experiences with your company, product, or services.
3.8.1. Learning Outcome
At the end of the module the student should know the communication’s effect on
the target audience by measuring behavior resulting from the content.
3.8.2. Topics
3.8.2.1. Why is customer feedback important? Customer feedback is important
because it serves as a guiding resource for the growth of the company.
3.8.2.2. The 7 Most effective Feedback Method (helpscout.com/blog/customer-
feedback/)
3.8.2.2.1. Customer feedback surveys
3.8.2.2.2. Email and customer contact forms
3.8.2.2.3. Usability tests
3.8.2.2.4. Exploratory customer interviews
3.8.2.2.5. Social media
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3.8.2.2.6. On-site activity (via analytics)

3.8.2.2.7. Instant feedback from the company website
3.8.2.3. Collecting Customer Feedback is Crucial. Customers can transform
every aspect of your company for the better if you listen to their feedback.
3.8.3. Activities / Assessment
3.8.3.1. Group topic discussion
3.8.3.2. Group topic narrative report
3.8.3.3. Individual reaction paper

3.9. MODULE 9 - SETTING THE TOTAL PROMOTION BUDGET AND MIX

How does a company decide on its promotion budget? There are four common
methods used to set the total budget for advertising: the affordable method, the
percentage-of-sales method, the competitive-parity method and the objective-and-task
method.''
3.9.1. Learning Outcome
Develop a clearly thought out promotion budget and mix.
3.9.2. Topics
3.9.2.1. Affordable Method. Setting the promotion budget at the level
management thinks the company can afford.
3.9.2.2. Percentage-of-Sales Method. Setting the promotion budget at a certain
percentage of current or forecasted sales or as a percentage of the unit sales
price.
3.9.2.3. Competitive-Parity Method. Fixing the promotion budget to match
competitors’ outlays.
3.9.2.4. Objective-and-Task Method. Developing the promotion budget by
specific promotion objectives and the costs of tasks needed to achieve these
objectives.
3.9.3. Activities / Assessment
3.9.3.1. Group topic discussion
3.9.3.2. Group topic narrative report
3.9.3.3. Individual reaction paper

3.10. MODULE 10 - SHAPING THE OVERALL PROMOTIONAL MIX

Each element of the promotional mix is viewed as an integrated marketing
communications tool that plays a distinctive role in an IMC program.
3.10.1. Learning Outcome
Demonstrate a comprehensive understanding of Marketing Communications
theories and concepts
3.10.2. Topics
3.10.2.1. The Nature of Each Promotional Tool
3.10.2.1.1. Advertising can reach masses of geographically dispersed buyers
at low cost per exposure, and it enables the seller to repeat a message
many times.
3.10.2.1.2. Personal selling is the most effective method at certain stages of
the buying process, particularly in building buyers’ preferences,
convictions, actions, and developing customer relationships.
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3.10.2.1.3. Sales promotion includes coupons, contests, cents-off deals, and

premiums that attract consumer attention and offer strong incentives to
purchase.
3.10.2.1.4. Public relations is a very believable form of promotion that
includes news stories, features, sponsorships, and events.
3.10.2.1.5. Direct and digital marketing is an immediate, customized, and
interactive promotional tool that includes direct mail, catalogs, telephone
marketing, online, mobile, and social media.
3.10.2.2. Integrating the Promotion Mix Checklist
3.10.2.2.1. Identify customer touch points
3.10.2.2.2. Analyze trends – internal and external
3.10.2.2.3. Audit the pockets of communication spending throughout the
organization
3.10.2.2.4. Team up in communications planning
3.10.2.2.5. Create compatible themes, tones, and quality across all
communications media
3.10.2.2.6. Create performance measures that are shared by all
communications elements
3.10.2.2.7. Appoint a director responsible for the company’s persuasive
communications efforts
3.10.3. Activities / Assessment
3.10.3.1. Group topic discussion
3.10.3.2. Group topic narrative report
3.10.3.3. Individual reaction paper

3.11. MODULE 11 - PUSH STRATEGY VERSUS PULL STRATEGY

Push marketing involves pushing your brand in front of audiences (usually with paid
advertising or promotions). Pull marketing on the other hand means implementing
a strategy that naturally draws consumer interest in your brand or products.
3.11.1. Learning Outcome
3.11.1.1. At the end of this course subject, the student should be able to
appreciate the configuration of a company’s marketing communications
activities.
3.11.2. Topics
3.11.2.1. Push Strategy

3.11.2.2. Pull Strategy

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3.11.3. Activities / Assessment

3.11.3.1. Group topic discussion
3.11.3.2. Group topic narrative report
3.11.3.3. Individual reaction paper

3.12. MODULE 12 - SOCIALLY-RESPONSIBLE COMMUNICATIONS

Involves focusing efforts on attracting consumers who want to make a positive
difference with their purchases.
3.12.1. Learning Outcome
3.12.1.1. By the end of this course, the student should be able to think like a
socially-responsible marketer.
3.12.2. Topics
3.12.2.1. Ethical and Socially Responsible Marketing. Social responsibility is
achieved by balancing the interests of all stakeholders in the
organization, ethics relates to acceptable standards of conduct in making
individual and group decisions. Marketing ethics goes beyond legal
issues. Ethical marketing decisions foster mutual trust
in marketing relationships.
3.12.2.2. Social Responsibility and its Importance. Being a socially
responsible company can bolster a company's image and
build its brand. Social responsibility empowers employees to leverage
the corporate resources at their disposal to do good. Formal corporate social
responsibility programs can boost employee morale and lead to greater
productivity in the workforce.
3.12.2.3. Social Responsibility and Marketing Ethics. Social
responsibility deals with the total effect of marketing decisions on society,
whereas marketing ethics relates to individual and group evaluations
in marketing situations.
3.12.3. Activities / Assessment
3.12.3.1. Group topic discussion
3.12.3.2. Group topic narrative report
3.12.3.3. Individual reaction paper