INTEGRATING

MARKETING
COMMUNICATIONS TO
BUILD BRAND EQUITY
Learning Objectives
 Describe some of the changes in the new media
environment
 Outline the major marketing communication
options
 Describe some of the key tactical issues in
evaluating different communication options
 Identify the choice criteria in developing an
integrated marketing communication program
 Explain the rationale for mixing and matching
communication options
Marketing Communication
Testing for Marketing Communication
Effectiveness
Information Processing Model of
Communications
 The New Media Environment
 Has changed dramatically in recent years
 Traditional advertising media seem to be losing their
grip
 Digital revolution has changed the way consumers
learn and talk about brands
 Changing media landscape has forced marketers to re-
evaluate how they should best communicate with
consumers

PLAN ‘S’ Strategy

The New Media Environment
Challenges in Designing Brand-
Building Communications
 Skilfully designed and implemented marketing
communications programs
 Should be efficient and effective
 Require careful planning and creative knack
Role of Multiple Communications
 Advantages of multiple communications
 Optimal utilization of monetary and other resources
 Different communication options also may target
different market segments
Marketing Communication
Options
Advertising
Types of Advertising Media
 IN PRINT, WE still TRUST

Advertising seen on traditional media continues to enjoy high trust

amongst consumers. Advertising in newspapers (86 percent)
emerged as the most trusted, closely followed by that on TV (83
percent) and Radio (83 percent). Text/SMS ads were the least
trusted at 52 percent.

- A study commissioned by the Advertising Standards Council of India (ASCI) and

the Indian Society of Advertisers (ISA), and conducted by Nielsen (2020)

“People engage with it as a choice, unlike any other medium,”

“In an age where audio-visual mediums dominate, advertisements in print still signal a
certain solidity and trustworthiness for consumers.”
-ASCI Gen. Secretary
Reading the signage OR e-mails/
TVs/ radios
Advertising that does not engage sentiments-of Whatever kind-
Is not going to resonate

-William Mazzarella (Univ . Of Chicago), Anthropology

Effective ad campaign is an art and science

Artistic aspect: Creative strategy of the ad and execution; Scientific
aspect rates to message strategy and brand claim of the info it
contains

Marketers must distinguish the message strategy or positioning of an

ad (what the brand attempts to Convey about the brand) from its
creative strategy (the way ad expresses brand claims)
Controversial advts. Or creative art
Controversial advts. Or creative art
Promotion

Advt. (reason to buy) – Promotion (an incentive to buy)

Promotions
 Advantages
 Permit manufacturers to charge different prices to
groups of consumers who vary in their price sensitivity
 Convey a sense of urgency to consumers
 Can build brand equity through actual product
experience
 Encourage the trade to maintain full stocks and support
the manufacturer’s merchandising efforts
 
Promotions
 Disadvantages
 Decreased brand loyalty and increased brand switching
 Decreased quality perceptions, and increased price
sensitivity
 Inhibit the use of franchise
 Divert marketing funds sales promotion
 Increase the importance of price as a factor in
consumer decisions
 May subsidize buyers who would have bought the
brand anyway
Online Marketing Communication
Events and Experiences
 Focus on engaging the consumers’ senses and
imagination as a part of brand building
 Event marketing: Public sponsorship of events or
activities related to sports, art, entertainment, or
social causes
 Range from extravagant sponsorship events to a
simple local in-store product demonstration
Mobile Marketing
 Product advertising on various mobile platforms
 Geotargeting: Marketers send messages to
consumers based on their location and the activities
they are engaging in
 Opt-in advertising - Users agree to allow
advertisers to use specific, personal information
send them targeted ads and promotions
To Sum up...
 Marketing communication is indispensible to the
process of brand building
 Developments in technology has provided new and
creative modes of communication
 Marketers should employ judicious
communications mix to achieve their goals
Brand Amplifiers
 Efforts made to engage consumers and the public
via word-of-mouth and public relations and
publicity
 Amplify the effects created by other marketing
activities through:
 Public relations and publicity
 Word-of-mouth
Developing Integrated Marketing
Communication Program (IMC)
Criteria For IMC Program
Coverage
Coverage is the proportion of the audience reached
by each communication option, as well as how
much overlap exists among communication
options.

Contribution
Contribution is the inherent ability of a marketing
communication to create the desired response and
communication effects from consumers in the absence
of exposure to any other communication option.
Commonality
Commonality is the extent to which common
information conveyed by different communication
options shares meaning across communication
options.

Complementarity
Complementarity describes the extent to which different
associations and linkages are emphasized
across communication options.
-Mutually compensatory and reinforcing to create desired
consumer knowledge structures.
Conformability
Conformability refers to the extent that a marketing
communication option is robust and effective for
different groups of consumers (consistency).
Two possible means of achieving this dual
communication ability:
1. Multiple information provision strategy: Provide
different information within a communication
option to appeal to the different types of consumers.

2. Broad information provision strategy: Provide

information that is rich or ambiguous enough to
work regardless of prior consumer knowledge.
Using IMC Choice Criteria
General Marketing Communication
Guidelines
Moment marketing
(communications): #Instagram &
Dushehra Creatives