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 Role of Integrated Marketing
Communications

ƥ Marketing communications Ʀ
ƛ are the Ơvoiceơ of the brand and are a means
by which it can establish a dialogue and build
relationships with consumers.
ƛ allow marketers to inform, persuade, incent,
and remind consumers directly or indirectly
ƛ can contribute to brand equity by establishing
the brand in memory and linking strong,
favorable, and unique associations to it.
Ä
 Role of Integrated Marketing
Communications (Cont.)
ƛ Consumers can be told or shown how and why a
product is used, by what kind of person, and where
and when;
ƛ Consumers can learn about who makes the product
and what the company and brand stand for
ƛ Consumers be given an incentive or reward for trial or
usage
ƛ Brands can be linked to other Ʀ
ƥ People
ƥ Places
ƥ Events
ƥ Brands
ƥ Experiences
ƥ Feelings
È
ƥ Things
 þimple Test for
Marketing Communications
1. 3. 2.
Current Desired
Brand Brand
Knowledge Knowledge

:
Integrated Marketing Communications
and Customer-Based Brand Equity

ƥ One implications of the CBBE framework is

that the manner in which brand
associations are formed does not matter --
only the resulting strength, favorability,
and uniqueness


Designing Integrated Marketing
Communications Programs
ƥ From the perspective of customer-based brand
equity, marketers should evaluate all possible
communication options available to create
knowledge structures according to effectiveness
criteria as well as cost considerations.
ƥ Different communication options have different
strengths and can accomplish different
objectives.

Š
 @lternative Communication Options
(Consumer)

ƥ Media @dvertising (TV, radio, newspapers, magazines)

ƥ Direct Response @dvertising
ƥ Interactive (on-line) @dvertising & Web þites
ƥ Outdoor @dvertising (billboards, posters, cinema)
ƥ Point-of-Purchase @dvertising
ƥ Trade Promotions
ƥ Consumer Promotions
ƥ þponsorship of Event Marketing
ƥ Publicity or Public Relations

m
 @lternative Communication Options
(Business-to-Business)
ƥ Media @dvertising (TV, radio, newspaper, magazines)
ƥ Trade Journal @dvertising
ƥ Interactive (on-line) @dvertising & Web þites
ƥ Directories
ƥ Direct Mail
ƥ Brochures & þales Literature
ƥ @udio-Visual Presentation Tapes
ƥ Giveaways
ƥ þponsorship or Event Marketing
ƥ Exhibitions, Trade þhows, Conventions
ƥ Publicity or Public Relations
•
 Print @d Evaluation Criteria
ƥ Is the message clear at a glance?
ƥ Is the benefit in the headline?
ƥ Does the illustration support the headline?
ƥ Does the first line of the copy support or
explain the headline and illustration?
ƥ Is the ad easy to read and follow?
ƥ Is the product easily identified?
ƥ Is the brand or sponsor clearly identified?
Ã
 @d Campaign Considerations
ƥ Campaigns make brands -- not single ads
ƥ Be creative and develop creative themes
ƛ @void slavishly sticking to executional formulas
ƥ Brand communications should sing like a choir
ƛ Multiple voices
ƛ Multiple notes
ƥ Find fresh consumer insights & compelling brand
truths
ƥ Productively conduct ad research

Ë
 IMC Case þtudy
CMPB þuccess Factors
ƥ þmart strategy
ƛ Relative deprivation
ƥ Imaginative creative
ƛ Funny but relevant
ƥ Clever hook
ƛ ƠGot milk?ơ slogan
ƥ Timely secondary media
ƛ In store
ƥ Right partners
ËË
 Common Mistakes in
Developing @dvertising

ƥ Failure to distinguish ad positioning (what

you say) from ad creative (how you say it)
ƥ Mistaken assumptions about consumer
knowledge
ƥ Improperly positioned
ƥ Failure to break through the clutter
ƥ Distracting, overpowering creative in ads
ËÄ
 Common Mistakes in
Developing @dvertising
(cont.)

ƥ Under-branded ads
ƥ Failure to use supporting media
ƥ Changing campaigns too frequently
ƥ þubstituting ad frequency for ad quality

ËÈ


 
 


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 Evaluating IMC Programs
ƥ |
  what proportion of the target
audience is reached by each
communication option employed, as well as
how much overlap exists among options
ƥ |   what is the per capita expense

Ë
Evaluating IMC Programs (cont.)
ƥ | 

- the collective effect on
brand equity in terms of
ƛ enhancing depth & breadth of awareness
ƛ improving strength, favorability, & uniqueness
of brand associations

ƥ | 
 - the extent to which
information conveyed by different
communication options share meaning
ˊ
Evaluating IMC Programs (cont.)
ƥ |   
 - the extent to which
different associations and linkages are
emphasized across communication options
ƥ 

 - the extent to which
information contained in a communication
option works with different types of
consumers
ƥ Different communications history
ƥ Different market segments

Ëm
 ƠKeller Beƞsơ
ƥ s 
 Use frameworks of consumer behavior
and managerial decision-making to develop well-reasoned
communication programs
ƥ s
 Fully understand consumers by using all
forms of research and always be thinking of how you can
create added value for consumers
ƥ s

 Focus message on well-defined
target markets (less can be more)
ƥ s


 reinforce your message through
consistency and cuing across all communications

˕
 ƠKeller Beƞsơ
ƥ s

 þtate your message in a unique
fashion; use alternative promotions and media to
create favorable, strong, and unique brand
associations
ƥ s 
  Monitor competition, customers,
channel members, and employees through
tracking studies
ƥ s

 Understand the complexities
involved in marketing communications
ƥ s
  Take a long-term view of
communication effectiveness to build and
manage brand equity
ËÃ
l