CHAPTER 9

INTEGRATED MARKETING
COMMUNICATIONS STRATEGY
Product: is a good or service Price: is the amount of
that satisfies the wants of a money customers must
company’s target market. pay to obtain the product.

PRODUCT Marketing PRICE

Mix (4Ps)

Promotion: is defined as the Place: includes

activities that communicate the company activities that
merits of the product and make a product
PROMOTION PLACE available to target
persuade target customers to
buy it. consumers.
Product: is a good or service Price: is the amount of
that satisfies the wants of a money customers must
company’s target market. pay to obtain the product.

PRODUCT Marketing PRICE

Mix (4Ps)

Promotion: is defined as the Place: includes

activities that communicate the company activities that
merits of the product and make a product
PROMOTION PLACE available to target
persuade target customers to
buy it. consumers.
Promotion

"Doing business without advertising is like winking at a girl

in the dark- you know what you are doing but nobody else
does"
4Ps (seller’s mind-set) (buyer’s mind-set) 4Cs

Customers are buying value and

Businesses sell products solutions to problems
PRODUCT CUSTOMER VALUE

Customer refers to the total costs

Price of obtaining, using, and disposing
of a product
PRICE CUSTOMER COSTS

Activities that make a product

Easy to buying
available to target consumers.
PLACE CONVENIENCE

Consumers want two-way

Eg. 30 second commercials
communication and relationships
on television and/or radio
with businesses
PROMOTION COMMUNICATION
4Ps (seller’s mind-set) (buyer’s mind-set) 4Cs

Customers are buying value and

Businesses sell products solutions to problems
PRODUCT CUSTOMER VALUE

Customer refers to the total costs

Price of obtaining, using, and disposing
of a product
PRICE CUSTOMER COSTS

Activities that make a product

Easy to buying
available to target consumers.
PLACE CONVENIENCE

Consumers want two-way

Eg. 30 second commercials
communication and relationships
on television and/or radio
with businesses
PROMOTION COMMUNICATION
  Promotion mix

 Integrated Marketing Communications

CONTENT  A View of the Communication Process

S  Steps in Developing Effective Marketing

Communication

 Setting the Total Promotion Budget

 Promotion Mix Strategies

 1
Promotion mix
1. Promotion mix
Promotion Mix (Or Marketing Communications Mix)
The specific blend of promotion tools that the company uses to
persuasively communicate customer value and build customer
relationships.
 The five major promotion tools are defined as follows:

Sales Personal Public Direct

Advertising
promotion selling relations marketing
1. Promotion mix
Sales Personal Public Direct
Advertising
promotion selling relations marketing

Advertising is any paid form of non-personal presentation and promotion of ideas,

goods, or services by an identified sponsor.
 Broadcast
 Print
 Internet
 Outdoor
1. Promotion mix
Sales Personal Public Direct
Advertising
promotion selling relations marketing

Sales promotion is the short-term incentive to encourage the purchase or sale of

a product or service.
 Discounts
 Coupons
 Displays
 Demonstrations
1. Promotion mix
Sales Personal Public Direct
Advertising
promotion selling relations marketing

Personal selling is the personal presentation by the firm’s sales force for the
purpose of making sales and building customer relationships.
 Sales presentations
 Trade shows
 Incentive programs
1. Promotion mix
Sales Personal Public Direct
Advertising
promotion selling relations marketing

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.
 Press releases
 Sponsorships
 Special events
 Web pages
1. Promotion mix
Sales Personal Public Direct
Advertising
promotion selling relations marketing

Direct marketing involves making direct connections with carefully targeted individual consumers
to both obtain an immediate response and cultivate lasting customer relationships—through the use of
direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly
with specific consumers.
 Catalog
 Telemarketing
 Kiosks
 Những ví dụ giả định sau cho thấy tổ chức
thực hiện công cụ truyền thông nào?

1. Sunsilk quay clip 30 giây giới thiệu hình ảnh của thương hiệu tại vn
express
2. OU trao học bổng cho sinh viên có thành tích học tập tốt tại Bình phước
3. Pepsi là nhà tài trợ độc quyền cho Rap Việt
4. PG của Unilever giới thiệu sản phẩm mới của OMO tại siêu thị Coop
5. Công ty máy phát điện cử nhân viên đến khách sạn A giới thiệu sản phẩm
và bán máy phát điện để khách sạn vận hành
 2
Integrated Marketing Communications
2. Integrated Marketing Communications

The New Marketing Communications Model

 Consumers are better informed

 More communication
 Less mass marketing
 Changing communications technology
2. Integrated Marketing Communications

The Need for Integrated Marketing Communications

Integrated marketing communications (IMC)

Carefully integrating and coordinating the company’s many
communications channels to deliver a clear, consistent, and compelling
message about the organization and its products.
2. Integrated Marketing Communications

Integrated Marketing
Communications
 3
A View of the Communication Process
3. A View of the Communication Process
3. A View of the Communication Process
EXAMPLE OF The Communication Process
McDonald’s “i’m lovin’ it” television commercial
 Sender: McDonald’s
 Encoding: McDonald’s ad agency assembles words, sounds, and illustrations into a TV
advertisement that will convey the intended message.
 Message: the actual McDonald’s ad
 Media: television and the specific television programs that McDonald’s selects.
 Decoding: a consumer watches the McDonald’s commercial and interprets the words and
images it contains.
3. A View of the Communication Process
EXAMPLE OF The Communication Process
McDonald’s “i’m lovin’ it” television commercial
 Receiver: the customer who watches the McDonald’s ad.
 Response: the consumer likes McDonald’s better, is more likely to eat at McDonald’s next
time, hums the “i’m lovin’ it” jingle, or does nothing.
 Feedback: McDonald’s research shows that consumers are either struck by and remember
the ad or they write or call McDonald’s, praising or criticizing the ad or its products.
 Noise: the consumer is distracted while watching the commercial and misses its key
points.
 4
Steps in Developing Effective Marketing
Communication
 4. Steps in Developing Effective Marketing
Communication

Determine
Identify the the Select the
Design the Choose the
target communi- message Collecting
message media
audience cation source Feedback
objectives
4. Steps in Developing Effective Marketing
Communication

Step 1: Identify the target audience

What will be How it will When it will

said be said be said

Where it will Who will say

be said it
4. Steps in Developing Effective Marketing
Communication

Step 2: Determine the communication objectives

Marketers seek a purchase response that results from a consumer decision-making

process that includes the stages of buyer readiness.
4. Steps in Developing Effective Marketing
Communication

Step 3: Design the message

AIDA Model ❶ Message Content is an appeal or theme that

will produce the desired response
 Get Attention  Rational appeal
 Hold Interest  Emotional appeal
 Moral appeal
 Arouse Desire ❷ Message Format
 Obtain Action
4. Steps in Developing Effective Marketing
Communication

Step 3: Design the message

 Rational appeal: relates to the audience’s self-interest.

 Emotional appeal: is an attempt to stir up positive or negative
emotions to motivate a purchase.
 Moral appeal: is directed at the audience’s sense of right and
proper.
4. Steps in Developing Effective Marketing
Communication

Step 3: Design the message

 Rational appeal: relates to the audience’s self-interest.

 Emotional appeal: is an attempt to stir up positive or negative
emotions to motivate a purchase.
 Moral appeal: is directed at the audience’s sense of right and
proper.
4. Steps in Developing Effective Marketing
Communication

Step 4: Choose the media

There are two broad types of communication channels:

 Personal: Channels through which two or more people communicate directly with
each other, including face to face, on the phone, via mail or e-mail, or even through
an Internet “chat.”
 Non-personal: Media that carry messages without personal contact or feedback,
including major media, atmospheres, and events.
4. Steps in Developing Effective Marketing
Communication

Step 5: Select the message source

The message’s impact on the target audience is affected by how the audience
views the communicator.
 Celebrities: Athletes, Entertainers
 Professionals: Health care providers
4. Steps in Developing Effective Marketing
Communication

Step 6: Collecting Feedback

Involves the communicator understanding the effect on the target

audience by measuring behavior resulting from the behavior.
 5
Setting the Total Promotion Budget
5. Setting the Total Promotion Budget

Four common methods used to set the total budget for

advertising:
 The affordable method
 The percentage-of-sales method
 The competitive-parity method
 The objective-and-task method
5. Setting the Total Promotion Budget
 The affordable method: sets the budget at an affordable level, ignores the effects of
promotion on sales.
 The percentage-of-sales method: sets the budget at a certain percentage of current or
forecasted sales or unit sales price.
 The competitive-parity method: sets the budget to match competitor outlays.
 The objective-and-task method: sets the budget based on what the firm wants to
accomplish with promotion.
 6
Promotion Mix Strategies
6. Promotion Mix Strategies
PUSH STRATEGY
A promotion strategy that calls for using the
sales force and trade promotion to push the
product through channels. The producer
promotes the product to channel members
who in turn promote it to final consumers.
PULL STRATEGY
A promotion strategy that calls for
spending a lot on consumer advertising
and promotion to induce final
consumers to buy the product, creating
a demand vacuum that “pulls” the
product through the channel.
6. Promotion Mix Strategies
1. Đường Biên Hòa
2. Hutech
3. Sacombank
4. Máy lạnh Panasonic (dân dụng và công nghiệp)
5. Bất động sản thuộc tập đoàn Vingroup bán căn
hộ Vincom
What do you need to
remember?
Product: is a good or service Price: is the amount of
that satisfies the wants of a money customers must
company’s target market. pay to obtain the product.

PRODUCT Marketing PRICE

Mix (4Ps)

Promotion: is defined as the Place: includes

activities that communicate the company activities that
merits of the product and make a product
PROMOTION PLACE available to target
persuade target customers to
buy it. consumers.
4Ps (seller’s mind-set) (buyer’s mind-set) 4Cs

Customers are buying value and

Businesses sell products solutions to problems
PRODUCT CUSTOMER VALUE

Customer refers to the total costs

Price of obtaining, using, and disposing
of a product
PRICE CUSTOMER COSTS

Activities that make a product

Easy to buying
available to target consumers.
PLACE CONVENIENCE

Consumers want two-way

Eg. 30 second commercials
communication and relationships
on television and/or radio
with businesses
PROMOTION COMMUNICATION
Promotion mix

Promotion Mix (Or Marketing Communications Mix)

The specific blend of promotion tools that the company uses to
persuasively communicate customer value and build customer
relationships.
 The five major promotion tools are defined as follows:

Sales Personal Public Direct

Advertising
promotion selling relations marketing
Integrated Marketing Communications

Integrated Marketing
Communications
A View of the Communication Process
 Steps in Developing Effective Marketing Communication

Determine
Identify the the Select the
Design the Choose the
target communi- message Collecting
message media
audience cation source Feedback
objectives
Setting the Total Promotion Budget

Four common methods used to set the total budget for

advertising:
 The affordable method
 The percentage-of-sales method
 The competitive-parity method
 The objective-and-task method
Promotion Mix Strategies