PROMOTION AND INTEGRATED

MARKETING COMMUNICATIONS
LESSON 1 - BASICS
HELLO!
Speaker, consultant, mentor, and professor in marketing,
communications, innovation, branding and entrepreneurship.
Focus on creating innovative solutions based on business
insights.

Master in Marketing (ESAN) and Marketing Science (ESIC) with

Diploma in Leadership & Innovation from MIT.

Areas: business intelligence, commercial management, branding,

communication, and services marketing (for public and private
institutions).

Categories: Travel, beauty, medical, hospitality, mass

consumption, retail, education.
About the Course

15 1-2 1 3
Sessions Assignments Final work Quizzes
per class
Evaluations

30% 10% 60%

Quizes Assignments Final work
Main Bibliography

Integrated Advertisng, Promotion, and Marketing

Communications
Kenneth E. Clow – Donald Baack
Make people dream…and create future opportunities

Dream The Travel...to Peru

https://youtu.be/k0mIB3RTjIo

Today, we must stay at home to take care of ourselves,

but we are already dreaming of the day when we will see
each other again. It’s time to take a trip with the
imagination!

Follow: https://www.youtube.com/user/VisitPeru
 Oh My Greece – Unlock the
feeling
https://youtu.be/lOXzxpxrjHg

DiscoverGreece.com
3930 suscriptores
SUSCRIBIRSE
Imagine hearing a song that instantly reminds you of being in Greece. All those holiday memories sweeping in
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Make people dream…and create future opportunities
Make people try your service…

Live videos

Example:
Bailar, reir,
jugar
Local music group for
children entertainment
Conect with your audience…

Create content according to

the audience needs and
wants.
Support a cause

By supporting a cause, minorities, or charity campaigns.

Rimac: the insurance company created a Movistar, Claro, Entel and Bitel: the four mobile
personalized psychological support line for telephony operators have released access to
relatives of deceased persons and COVID-19 aprendoencasa.pe – a strategy that offers
patients in conjunction with Minsa. distance education via web–, so students can
acccess to the site
Create or strenght the brand identity

Strength your identity with brand

values, elements, and
communications that can
connect with the target.
 TO CREATE AN EXCELLENT CAMPAIGN IT IS
IMPORTANT TO START TO LEARN FROM THE
FOUNDATION
Lets start a poll…

Join at
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#49363
 PROMOTION AND INTEGRATED
MARKETING COMUNICATIONS
LESSON 1 - BASICS
Lesson Objectives

After this lesson the students should be able to understand:

• How does communication takes place?
• What is an integrated marketing communications program?
• What trends are affecting marketing communication?
• What components does the integrated marketing
communications program has?
• What does the GIMC mean?
Definition

Integrated marketing communications (IMC)

is of the coordination and integration of all
marketing communications tools, avenues,
and sources in a company into a seamless
program designed to maximize the impact
on customers and other stakeholders.

The program covers all of a firm’s business-to-business, market

channel, customer-focused, and internally-directed communications
The Nature of Communication

Brand, company, Platform, media

product, or service
(or person)

Transmission
Sender Encoding Decoding Receving
Device

Feedback

Feedback takes the form of the receiver’s response to the

sender. In marketing communications, feedback includes NOISE Distorts or disrupts a
purchases, inquiries, complaints, questions, store visits, message (e.g. talking by the
blogs, and website hits. phone, driving, scrolling, …)
Components of Promotion

Advertising

Public Database
Relations Marketing

Sales Social Media All the elements should be

Promotion Promotions blended into the program.

Personal Alternative
Selling Marketing

Direct Digital
Response Marketing
IMC Plan Steps

1. Situational analysis
2. SWOT analysis
3. Marketing objectives
4. Target market
5. Marketing strategies
6. Marketing tactics
7. Implementation
8. Evaluation performance
 IMC Plan Steps – 1. Situation Analysis

PESTEL - Is a framework or tool P Political – Government policies, political stability,

taxes, trade restrictions, labour laws.
used to analyse and monitor the
Economical– Economic growth, exchange rates,
macro-environmental factors E interests, inflation, disposable income,
that may have a profound unemployment rates.

impact on an organisation’s
performance. S Social – Population growth, age distribution,
lifestyles, attitutes, cultural barriers.

T Technological – Technological incentives, level of

EXTERNAL Factors
This tool is especially useful when innovation, automatization.
starting a new business or entering a
foreign market.
E
Ecological – Environmental policies,
weather/climate, NGOs preassures, trends

L
Legal – Consumer protection laws, employment
laws, copywriting, discrimination laws, health and
savety laws.
 IMC Plan Steps – 1. Situation Analysis

PORTER`S 5 FORCES- It analyzes the elements of an industry to present the degree of

competition, healthy margin availability and attractiveness of entrance.

Threat of new Bargaining power

entrants of suppliers
INTERNAL Factors

Threat of Bargaining power

substitutes of customers
Competitive
rivalry
IMC Plan Steps – 2. SWOT

EXTERNAL FACTORS

INTERNAL FACTORS
Emerging Trends in MC

1.Emphasis on accountability and measurable results

2.Explotion of digital media
3.Integration of media plataforms
4.Changes in channel power
5.Increases in global competition
6.Increase in brand parity
7.Emphasis on customer engagement
IMC Plan Steps

1. Situational analysis
2. SWOT analysis
3. Marketing objectives
4. Target market
5. Marketing strategies
6. Marketing tactics
7. Implementation
8. Evaluation performance
Emerging Trends in MC
Emphasis on accountability and measurable results

Should yield measurable gains:

• Sales
• Marketshare
• Brand awareness
• Loyalty
• Visits
E.g. Coffee brand

Using surveys the brand health can

be measure.

Brands can monitor how the KPIs

move between periods.
Emerging Trends in MC
Explotion of digital media

• Evolved: interactive websites, blogs,

vlogs, social networks, and so on.
• Brands have reduced tv advertising
budgets to expand use of digital
media.
• QRs with further information
• Customer opinions
Emerging Trends in MC
Explotion of digital media

TripAdvisor
Emerging Trends in MC
Explotion of digital media

TikTok is an application to create and

share short music videos. The
application allows users to create music
videos of 3–15 seconds and long videos
of 30–60 seconds.

Many involve lip sync with songs, comedy routines and very
innovative editing tricks.
Emerging Trends in MC
Explotion of digital media

5 reasons for taking a look on Tik Tok

500 millons
of active users worldwide

33
Instagram took six years since its launch to
get the same amount of monthly active millons
users that TikTok achieved in less than downloads
three years.
The most downloaded
App in App Store Q1-
Its available worldwide 2019

155 countries
1/3 of the downloads were
from India

41 %
Of the users
have 16 to 24
years old.

90
Of the users conect
daily for about 52
% minuts
Instagram Reels

• Reels are limited to 15 seconds videos

• For U.S. residents, the obvious choice would be

Reels. But for everyone else across the globe,
their preference might differ due to their
creative inclinations (and government
permissions).

• The difference: Option to share videos in

different parts of the platform (histories, feeds,
direct, IGTV)
Emerging Trends in MC
Integration of Media Plataforms

• Today´s consumers use multiple

devices in multiple ways and at the
same time.
Emerging Trends in MC
Changes in Channel Power

Internet usage has shift channel power to consumers.

Search for Share experiences Buy online

product/services about the brands
information (positive and negative)
 Emerging Trends in MC
Global Competition and Brand Parity

Global market (brands Perception that most

Desire high quality
that are found of the brands are
along low price
worldwide and online offering the same
shopping benefit (brand parity)

Companies have to change marketing tactics (new approach and need of innovation)
Emerging Trends in MC
Emphasis on Customer Engagement

Brands need to develop: Closeness

Emotional commitment
Feelings of confidence
Pride and passion

They must deliver its promises and

provide reasons for consumers to
continue to interact with the
company.
Emerging Trends in MC
Emphasis on Customer Engagement

Goal: To create a lovebrand

Are brands that exert such strong attraction on

consumers that they are not only preferred over
other brands but are actually "loved".
The Big Idea

The communication has to:

1. Be memorable (generate awareness)

2. Generate closeness (Engagement)
3. Must invite to buy/try the
product/service (call to action)
IMC Components

Regulations Evaluation
and Ethics
The pryramid
Database, Direct Sales
fundation is the Response and Promotion
PR and
Sponsorships
Personal Selling
base for the
strategy. Digital Social Alternative
Marketing Media Channels

Advertising Advertising Traditional

Management Design Media

Corporate
Buyer IMC Planning
Image Brand
Behaviors Process
Management
International Implications

Globally Integrated Marketing

Communications Program (GIMC) –
Implies to coordinate marketing efforts
across all plataforms and markets.

Challenge: Cultural differences

Strategies:

1. Standarization
2. Adaptation
3 Main Lessons

Quality marketing communication takes place when

customers (the receivers) decode or understand the
message as it was intended by the sender.

Communication is changing constantly and brands need to

adapt and participate in the conversation (social media
gives more power to customers voice)

To create a great strategy marketeers need to analyze first

the corporate image, the buyer behaviors (trends) and the
planning process.
Homework

For your Project, you will create a Startup (1),

can be for a product or a service. For the first
deliverable, you need to present the following
information:
P&IMC – PROJECT ADVANCEMENT: Week 1
(OUR START-UP BUSINESS) A startup is a young company
founded by one or more
entrepreneurs to develop a
I. Summary of the idea unique product or service and
II. Mission bring it to market. By its
III. Vision nature, the typical startup
tends to be a shoestring
IV. Situational Analysis operation, with initial funding
V. SWOT Analysis from the founders or their
friends and families.
What is next?

Next lesson you would learned:

• How does a brands image affects consumers, other business,
and company itself?
• What elements are involved in identifying, creating,
rejuvenating, or changing a brands image?
• What are the different kind and types of brand?
• How can packaging and labels support an IMC program?
• How are brands managed in international markets?
 PROMOTION AND INTEGRATED
MARKETING COMMUNICATIONS
LESSON 1 - BASICS