I N D E P E N D E N T U N I V E R S I T Y, B A N G L A D E S H

School of Business

BRAND MANAGEMENT
INSTRUCTOR: DR. ABU NASER AHMED ISHTIAQUE

Team : VENUS
06/09/2020
INTEGRATING MARKETING COMMUNICATIONS
TO BUILD BRAND EQUITY

NAME ID

AY E S H A M I N I R I T U 1831317

RIPON KUMAR GHOSH 1922071

MD. MUHINUR ISLAM ADNAN 1930944

TA N Z E E N S H O B N A M 1821239

S Y E D WA F I H A I D E R 1810540
M A R K E T I N G C O M M U N I C AT I O N

Marketing communications are the means by

which firms attempt to inform, persuade, and
remind consumers, directly or indirectly, about
the brands they sell

Brand equity by

Creating awareness
Points-of-parity and points-of-difference
THE NEW MEDIA ENVIRONMENT

• Traditional advertising media such as

TV, radio, magazines, and newspapers
seem to be losing their grip on
consumers.
• Marketers pour billions into Internet
advertising. While Web advertising
jumped during this time, spending for
TV ads remained flat.
T E S T F O R M A R K E T I N G C O M M U N I C AT I O N S

Current Desired
Brand Brand
Knowledge Knowledge

• Current Brand Knowledge.

• Created a detailed mental map.
• Desired Brank Knowledge.
• Defined optimal POP & POD and a brand mantra.
• The communication option help the brand get from
current to desired knowledge with consumers.
I N F O R M AT I O N P R O C E S S I N G M O D E L O F
C O M M U N I C AT I O N S

For a person to be persuaded by any form of

communication the following steps must occur:
• Exposure
• Attention
• Comprehension
• Yielding
• Intentions
• Behavior
M A R K E T I N G C O M M U N I C AT I O N O P T I O N S

Promotions

Event Marketing
Advertising
and Sponsorship

Public Relations
Personal Selling
and Publicity

Mobile
Marketing
 A D V E RT I S I N G
A powerful means of creating strong, favorable, and unique brand
associations and eliciting positive judgments and feelings

Television

Place Radio

Types of
Advertising
Media
Interactive:
websites, online Direct
ads Mobile Response
marketing 
Print
C R E AT I V E A D V E RT I S I N G

Place advertising:
Known as “non-traditional,”
“alternative,” “support” or out- of-
home advertising

Billboards; movies, airlines, and

lounges; product placement; and
point-of-purchase advertising
T E L E V I S I O N A D V E RT I S I N G A D VA N TA G E S

• Effective means of vividly demonstrating product attributes and

persuasively explaining their corresponding consumer benefits.
• Compelling means for dramatically portraying user and usage imagery,
brand personality, emotions, and other brand intangibles.

D I S A D VA N TA G E S

• Due to the fleeting nature of the message, consumers can overlook product-
related messages and the brand itself.
• The large number of ads and nonprogramming material on television creates
clutter that makes it easy for consumers to ignore or forget ads.
PROMOTION

Short-term incentives to encourage trial or usage of a product or service

Marketers can target sales promotions at either the Marketers can target sales promotions
at either the trade or end

Consumer promotions
Consumer promotions are designed to change the choices, quantity, or timing of
consumers’ product purchases.

Trade promotions
Trade promotions are often financial incentives or discounts given to retailers,
distributors, and other members of the trade to stock, display, and in other ways facilitate
the sale a product.
EVENT MARKETING AND SPONSORSHIP

 Event marketing is public sponsorship of events or activities related to sports, art,

entertainment, or social causes.
 Event sponsorship provides a different kind of communication option for
marketers. By becoming part of a special and personally relevant moment in
consumers’ lives, sponsors can broaden and deepen their relationship with their
target market.
 Rationale
 Guidelines
PU BL IC RE LAT ION S AN D PUB LICIT Y

It relate to a variety of programs and are designed to promote or protect a company’s

image or its individual products.
Buzz Marketing –
Occasionally, a product enters the market with little fanfare yet is still able to attract a
strong customer base.
PERSONAL SELLING

Personal selling is face-to-face interaction with one or more

prospective purchasers for the purpose of making sales

The keys to better selling

• Rethink training
• Get everyone involved
• Inspire from the top
• Change the motivation
• Forge electronic links
• Talk to your customers
MOBILE MARKETING
Mobile marketing is an multichannel promotion of the products and
services using smartphone and networks. It’s an electronic advertising
that uses text, videos and voice messages. Mobile marketing channels
includes local based services and GPS messaging.

Benefits of mobile marketing :

• Mobile Advertising is highly relevant to consumers.

• Mobile marketing are easy to track.
• Mobile marketing boosts search engine ranking.
• Mobile marketing enhance customers experience.
• Huge viral potential.
• Mobile payments.
• Navigation tracking.
D E V E L O P I N G I N T E G R AT E D M A R K E T I N G
C O M M U N I C AT I O N P R O G R A M ( I M C )

Mixing communication options

1. Evaluate all possible communication options available to create
knowledge structures according to effectiveness criteria as well as cost
considerations.
2. Different communication options have different strengths and can
accomplish different objectives
3. Determine the optimal mix
C r i t e r i a F o r I M C P ro g r a m

Coverage

Comformability Contribution

Cost Commonality

Complementarit
y
USING IMC CHOICE CRITERIA

Evaluating Communication Options

Establishing Priorities and Trade-Offs

Evaluating communication options

• Communication types vary in their:

• Breadth and depth of audience coverage.
• Commonality and conformability according to the number of modalities they
employ.
• To arrive at a final mix requires making decisions on priorities and tradeoffs among
the IMC choice criteria
E S TA B L I S H I N G P R I O R I T I E S A N D T R A D E -
OFFS

Complementarity

Contribution

Versatility

Commonality