CORPORATE AND

MARKETING
COMMUNICATIONS
Dr. Moshira Gamil
 W1
AN INTRODUCTION
TO IMC
Dr. Moshira Gamil
“DON'T
SQUEEZE THE
CHARMIN”
MR. WHIPPLE
 CHARMIN: THE SASSIEST BRAND
ON SOCIAL MEDIA
Charmin Utra Soft TV Commercial, 'Too Charmin TV Commercial, 'Working Around
Much’ the Clock'
Ad ID: 2772501 30s 2020 ( Active ) Ad ID: 2804324 30s 2020
 Tradition
al Mass
P&G STRATEGY Media

POP
Website
Displays

Integrated
Marketing
Strategy
Social
Publicity
Media

Mobile
Marketing

EXHIBIT 1–1
Mobile marketing is part of the integrated
marketing communications program for Charmin
 THE MODERN WORLD OF
MARKETING

Media Digital
Mass media Consumers Information
environment media

not content to
losing viewers, now obtained
Rapidly targets narrow be passive
readers, from a myriad
changing audience message
listeners of sources
recipients
 MARKETING: WHERE IMC BEGINS

Traditional Revised
definition definition

Marketing is the activity, set of

Marketing is the process of institutions, and processes for
conception, pricing, promotion and creating, communicating, delivering
distribution of goods, services and and exchanging offerings that have
ideas. value for customers, clients and
society at large.
 MARKETING: WHERE IMC BEGINS
(CONT.)

Value co-
Product
creation

Social
Price
Marketing impact The
Revised Marketing IMC
Definition Mix
Exchange Place

addressing
Relationships Customer Promotion
Needs
 Demanding
customers

FACTORS DRIVING
SHIFT TO Advances Relationship Desire for
RELATIONSHIP
superior
in IT marketing value
MARKETING

Flexible
manufacturing
processes
 VALUE
CO-CREATION
Consumers can personalize
their branded sports shoes
with their name, initials,
club or flag

www.mybootid.com.au
Benefits Costs

WHAT IS
VALUE?
THE ROLE OF
ADVERTISING &
PROMOTION
For-profit Organizations

• Inform customers of a product or service

• Convince them of its ability to satisfy their wants or
needs
• Help develop and sustain relationships

Nonprofit Organizations

• Solicit donations
• Offer intangible social and psychological satisfactions
PROMOTIONAL MIX
MONTBLANC
Montblanc uses a variety
of marketing-mix elements,
including price, product
design, brand name, and
distribution strategy, to create
a high-quality, upscale image
for its watches. Does
incorporating a well-known
celebrity into this ad help
reinforce Montblanc’s image?
Source: Montblanc
CONTEMPORARY
PERSPECTIVE OF
IMC
Integrated marketing
communication is a strategic
business process used to plan,
develop, execute and evaluate
coordinated, measurable,
persuasive brand
communications programs over
time with consumers, customers,
prospects, employees, associates
and other targeted relevant
external and internal audiences.
The goal is to generate both
short- term financial returns and
build long-term brand and
shareholder value.
THE ROLE OF IMC IN
BRANDING
• Best global Brands 2015 report
• source: “Interbrand’s Best global
Brands 2015” is a look at financial
performance of the brand, role of
brand in the purchase decision process,
and the brand strength.
go to:
• https://www.interbrand.com/wp-
content/uploads/2019/10/Interbrand_B
est_Global_Brands_2019.pdf
 BRAND IDENTITY
Name
Logo
Symbols
Design
Packaging
Performance
Image or Associations
 THE PROMOTIONAL MIX

Advertising Direct Digital/ Sales Publicity/ Personal

marketing Internet promotion Public selling
marketing relations
 Paid, nonpersonal communication
• About an organization, product,
service, or idea
• With an identified sponsor
• No immediate feedback from
1 audience
ADVERTISING
 NON-PERSONAL MEDIA
• Mass media
• TV
• Radio
• Magazines
• Newspapers

• Benefits
• Cost effective
• Large audiences
 ADVERTISING CLASSIFICATIONS

•National • Business-to-
•Retail/ Local Business
•Primary/ •Professional
Secondary •Trade
Demand
Business and
Consumer
Professional
Markets
Markets
 PRIMARY
DEMAND
ADVERTISING
drives demand for a
product class or type of
product
 B2B
ADVERTISING
Microsoft use
advertising to promote
their products and
services
Source: Microsoft
 Why would some companies invest in

producing primary demand ads?

1- creating demand for a specific company’s brands

2- stimulate demand for the general product class

3- emphasizes reasons for purchasing a particular brand

 DIRECT MAIL CATALOGS DIRECT
RESPONSE
ADS

2
DIRECT
MARKETING TELEMARKETING DIRECT DATABASE
SELLING MANAGEMENT

SHOPPING INTERNET
CHANNELS SALES
DIRECT RESPONSE
ADVERTISING
Under Armour is an example
of a company that
successfully sells its products
online as well as through retail
channels
Source: Under Armour, Inc.
 Major Tools Forces for Change
Direct Mail Changing Lifestyles

Television Credit Cards

Magazines Toll-free Numbers

Internet Rapid Internet Growth

DIRECT RESPONSE ADVERTISING

 3
DIGITAL/INTERNET
MARKETING
Interactive media
• Internet
• Kiosks
• Interactive television
• Cell phones
• Other mobile devices
 INTERNET ACTIVITIES
Advertise products and services
Link ads and websites to search engines
Offer coupons, contests, sweepstakes
Conduct direct marketing
Do personal selling
Conduct public relations activities
Create, share, and exchange content through social media
Deliver targeted messages through mobile marketing
Measure advertising and promotions
MOBILE
MARKETING
The ShopSavvy app allows
shoppers to make price
comparisons before making a
purchase
Source: ShopSavvy, Inc.
 Retailers

4 Ultimate Sales
SALES Consumer Force
PROMOTION
Marketing
activities that
provide
extra value or
incentives to
the…
COUPONS
Coupons, like this one for
Bumble Bee Sensations, are a
popular consumer-oriented
sales promotion tool
Source: Bumble Bee Foods, LLC
 CONSUMER VS. TRADE
PROMOTIONS

Consumer-oriented Trade-oriented
Encourages immediate Wholesalers, distributors,
purchases retailers

Couponing, sampling, Promotional/merchandising

premiums, rebates, contests, allowances, price deals,
sweepstakes, POP materials sales contests, trade shows
 A news story,
editorial, or High credibility and
announcement to a low cost
mass audience
5
PUBLICITY & Not directly
paid for
PUBLIC or run under
identified

RELATIONS sponsor

Is sometimes Not always under

unfavorable company control
 Management function

• Evaluates public attitudes

• Identifies items of public interest
PUBLIC RELATIONS • Executes a program of action to
earn public understanding and
Uses publicity and other tools
acceptance
•Special publications
•Community activities
•Fund-raising events Primary objectives
•Sponsorships
•Public affairs
• Establish and maintain a positive
image of the company among
various publics
PUBLIC RELATIONS
Honda uses advertising to
enhance its corporate image
by showing its commitment to
building products and
creating jobs in America
Source: American Honda Motor Co.,
Inc. and Rubin Postaer and Associates
‫إعالن جهينه‬
‫بنشجع أمهات مصر‬
Juhayna Cheering Egyptian Mothers 2014 TVC
 Person-to-person communication
• A seller attempts to assist and/or
persuade prospective buyers to
6 make a purchase or act on an
idea
PERSONAL
SELLING
QUESTION!
 THE NEW MARKETING
COMMUNICATIONS MIX
Above-the-Line Below-the-Line On-the-Line Entertainment
ATL BTL OTL Marketing

Mass Direct Internet based Ads optimized

Communications Communications activities for specific media
Activities/ Activities • Internet and contexts
Advertising • Public Relations • Company’s • Movies
• TV • Events Website • Video games
• Print • Sponsorships • Social Media • Events
• Radio • Personal Selling • Blogging • Social media
• OOH • In-store promotion • Email Campaigns feeds of
• Direct marketing performers,
celebrities and
• SMS/Text
influencers
Messages
• Sales promotion