Department of Business Administration

BMM 2107

Advertising /
Integrated
Marketing
Communication
First Semester, AY 2022 - 2023
Review of
Marketing
Concepts
Review of Marketing Concepts

• Integrated Marketing Communication

Outline (Introduction)
• Strategic and Tactical Marketing
• Consumer Behavior
• Marketing Research
Integrated
Marketing
Communication
(Introduction)
Integrated Marketing
Communication

Method by which a company ensures that

different promotional methods within a
marketing campaign are clear, consistent
and working toward the same goal

Delivering a unified message across all

the marketing channels the brand uses
Integrated Marketing Communication
Integrated Marketing Communication
 www.menti.com
Code: 1583 8633

WHY IS INTEGRATED
MARKETING COMMUNICATION
IMPORTANT?
Integrated Marketing Communication: Importance
Integrated Marketing Communication: Importance
Integrated Marketing Communication: Importance
Integrated Marketing Communication: Importance
Strategic and
Tactical
Marketing
 Strategic
Tactical Marketing
Marketing

Determine Compose

Marketing Mix Decisions that

Segmentation (S) support Product Positioning

Targeting (T) Product

Price
Positioning (P)
Place

Promotion
STP Marketing Model
Market Segmentation
Market Positioning (Perceptual Map)
 Strategic
Tactical Marketing
Marketing

Determine Compose

Marketing Mix Decisions that

Segments
support Product Positioning

Target Group Product

Price
Positioning
Place

Promotion
Marketing Mix (7 P’s)
Key
Performance
Indicators for
Advertising
Key Performance
Indicators (KPIs)
Advertising

Quantifiable measures used to evaluate

marketing or advertising campaign
performance
Advertising KPIs
Impressions & Reach
(Brand Awareness)

Impressions
How many times the ad unit was
displayed to a user

Reach
Number of people who saw the ad unit
Multiple impressions to same person
(1 Reach)
Click Through Rate
(CTR)
Percentage calculated on
clicks/impressions

Determine how relevant the ad is

to the target audience
Conversions and
Conversion Rate
Conversion
(Defined by the company)
- Purchase made
- Form fill-out of an interested buyer
- Mailing list registration

Conversion Rate
Click traffic / number of conversions
Insight on marketing performance of
click traffic
Cost per Acquisition
(CPA)
Calculate return on investment
attribution

Total amount invested / Total number

of conversions

Indicate cost to gain the average

customer
Customer
Lifetime Value
(LTV)

Tells how much revenue you can

expect to bring in off an average
customer over its lifetime
Essential KPIs for Marketing Agencies
Consumer
Behavior
Consumer Decision Making Process
The Fields of Customer Behavior Analysis

STIMULI Socio-cultural Influences

(culture, social class, sub-culture) LEVEL OF RESPONSE
Product
Bundles of attributes Cognitive Response
Benefits sought Awareness
Sociological Influences Knowledge
(family, formal and informal social groups) Recognition
Distribution
Coverage Saliency, etc.
Intensity
Exposure Affective Response
Information Processing
Attitude
Price Perceptions Preference
Selection Intention, etc.
Acquisition costs and beliefs
evaluation of Information
about brands
relevant Management
Advertising and their Behavioral Response
information
attributes Trial, Purchase,
Information and claims
about the brand Repurchase,
Loyalty
Promotion Satisfaction
Psychological Influences
Purchase incentives
(motivation, attitude, personality, learning)
Reference: Market-Driven Management by Lambin, J.J and Schuiling, I., 2012
Post-Pandemic Consumer Behavior Changes
Marketing
Research
Market Research Components
Marketing Research Process
Marketing Research Process
Marketing Research Process
Role of Marketing Research in Creating STP Strategies

Strategic
Marketing

Determine

Segmentation (S)

Targeting (T)

Positioning (P)
Market Research for a New Product
Quantitative vs. Qualitative Research
Quantitative vs. Qualitative: Market Research