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Integrating Marketing Communications to Build

Brand Equity

Agenda
Changing media environment
Outlining major marketing communication

options
Tactical issues in evaluating different

communication options

The Changing World of MC


Old World

New World

Talking at customers

Two way dialogue with


customers

Focus on winning new


customers

Focus on building long


term relationship with
customers

Rely primarily of
advertising & promotions

Use many different forms


of communications with
customers

Why is the customer not buying?

Adoption Funnel
Need
Awareness
Consideration
Intention
Action

Prof. Markus Christen

Role of IMC in Creating Brand


Equity
According to CBBE model, marketing

communications contributes to brand equity


in the following way:
Creating awareness of the brand
Linking POP and POD associations to the brand in

consumers memory
Eliciting positive brand judgments or feelings
Facilitating a strong consumer-brand connection

Integrated Marketing
Communication (IMC)
IMC

is the coordination and integration of all

marketing

communication

tools,

avenues,

and

sources within a company into a seamless program


that maximizes the impact on consumers and other
end users at a minimal cost (Clow & Baack, 2007)

Testing MARCOM Effectiveness

IMC
Mont Blanc uses a

variety of marketing
mix elements including
price, design, brand
name, distribution
strategy to create high
quality, upscale user
image for its pens

IMC Model

My Favorite Television Advertisement

Communication Objective
Marketers seek a purchase response that results from a consumer
decision-making process that includes the stages of buyer readiness

Six buyer readiness stages

Designing a Message
AIDA framework guides message design.

Awareness, Interest, Desire, Action.

Message content contains appeals or themes designed to

produce desired results.


Rational appeals: Relate to the audiences self-interest.
Emotional appeals: Stir up negative or positive feelings

using humor, fear, pride, joy, etc.


Moral appeals: relates to the audiences sense of right vs

wrong.

Selecting the message source

The messages impact on the target audience is

affected by how the audience views the communicator


Highly credible sources are more persuasive.
A poor spokesperson can tarnish a brand

Choosing Media
Personal communication channels: Are effective as they

allow personal addressing and feedback.


Includes face to face, phone, mail, and Internet chat communications.

Non-personal communication channels: Includes media,

atmosphere, and events.


Major media include print, broadcast, display, and online media
Atmospheres are designed environments that create or reinforce the

buyers leanings toward buying a product


Events are staged occurrences that communicate messages to target

audiences. Ex: Press conferences, Grand openings, Exhibits, Public tours

Collecting Feedback
Involves the communicator understanding the

effect on the target audience by measuring


behavior resulting from the behavior
Recognition, recall and behavioral measures are

assessed
May suggest changes in product/promotion

Setting the Total Promotional Budget

Affordability Method

-Budget is set at a level that a company can afford


Percentage of Sales Method

-Past or forecasted sales may be used.


Competitive Parity Method

- Budget matches competitors outlays

Setting the Total Promotional Budget

Objective-and-task method sets the budget

based on what the firm wants to accomplish with


promotion and includes:
Defining promotion objectives
Determining tasks to achieve the objectives
Estimating costs

Marketing Communication Mix

Marketing Communication Mix

Communication Platforms
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes

Sales Promotion
Contests, games,
sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity programs

Communication Platforms
Events/ Experiences
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities

Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Company magazine

Communication Platforms
Personal Selling
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows

Direct
Marketing
Catalogs
Mailings
Telemarketing
Electronic

shopping
TV shopping
Fax mail
E-mail
Voice mail
Blogs
Websites

IMC Options

Promotion Mix Strategies


Push Strategy: Trade promotions and personal selling

efforts push the product through the distribution channels.

Retailer marketing
activities (personal
selling, Advertising,
trade promotion, other)

Producer marketing
activities (personal
selling, trade
promotion, other)

Producer

Retailers and
wholesalers

Consumers

Promotion Mix Strategies


Pull Strategy: Producers use advertising and consumer sales

promotions to generate strong consumer demand for


products.

Demand
Producer

Demand
Retailers and
wholesalers

Consumers

Producer marketing activities (Consumer advertising, Sale promotion, other)