01

An Introduction to Integrated
Marketing Communications

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 Marketing Definition

Marketing is the activity, set of institutions

and process for creating, communicating,
delivering and exchanging offerings that have
value for customers, clients, partners and
society at large.

Value is the customer’s perception of all of the

benefits of a product and service weighted
against all the costs of acquiring and
consuming it.
The Role of Advertising & Promotion

For profit Nonprofit

Organizations Organizations
Inform customers of Solicit donations
a product or service
Offer intangible
Convince them of its social and
ability to satisfy their psychological
wants or needs satisfactions
Help develop and
sustain relationships

1-3
 The Marketing Mix

• The Four Ps
• Product
• Price
• Place
• Promotion

Marketing facilities the exchange process and the

development of relationships by carefully examining
the needs wants of consumers, developing a product
or service that satisfy these needs, offering at certain
price, make it available in particular place and
developing a promotion to create awareness.
1-4
 IMC Definition

IMC is a strategic business process used to plan,

develop, execute and evaluate coordinated,
measurable, persuasive brand communications
program over time with consumers, customers,
prospects, employees, associates and other targeted
relevant external and internal audiences.

IMC concepts argued for an even broader perspective

that considers all sources of brand or company
contact that a customer or prospect has with product
or services.
IMC is ongoing strategic business process rather than
tactical integration of various communication
activities. This includes customers and other
stakeholders
IMC in Real World
IMC
IMC
Reasons for growing importance of IMC
Evolution of MICROMARKETING plays an role in IMC
(Google dominates as the online search advertising marketers
with its keyword targeted advertising program called AdWords)

Role of IMC in Branding

IMC plays major role in the process of developing and

sustaining brand identity and equity.
Brand Identity includes name, logo, symbol, design,
packaging, performance of product and services.
Develop brand equity by spending large sum of
money on media advertising and other form of
marketing communication.
Top Global Brands
Building Brands in a Recession

Consumers

Spend less money

Carefully scrutinize purchases
Rethink brand loyalties
Willing to trade off or down
More price sensitive
More value conscious

1-12
 Building Brands in a Recession

Companies

Reduce advertising budgets

Balance discounts/promos w/brand image
Must overcome consumer distrust
Change product marketing focus
Increase online social presence
Look for new ways to remain relevant

1-13
Element of Promotional MIX
Advertising
Advertising during COVID
Advertising during Post COVID
Internet Ad Revenue by major Industry Cat
 Promotional Mix: The Tools for IMC
Advertising is non-personal communication about an
organization product or service.

Direct Marketing: Organization communicate directly

with target customers to generate response. Direct
Mail, Mail order catalogs, telemarketing, direct
response ads through direct mail. Tupperware, Air
Asia.

Internet Marketing: Social Media Marketing.

Advertisement
 Advertising Classifications

National

Retail / Local

Primary / Selective Demand

Consumers

Business-to-Business

Professional

Trade
Organizations
1-21
 Forms of Direct Marketing

Direct
Direct Mail Catalogs
Response Ads

Telemarketing Direct Selling

Database Shopping Internet

Management Channels Sales

1-22
Interactive Marketing
 Interactive Marketing

• Interactive media
• Internet
• Kiosks
• Interactive television
• Cell phones
• Other mobile devices

1-24
 Promotional Mix: The Tools for IMC

Sales Promotion: The marketing activities that gives

extra value or incentives.
Consumer oriented sales promotion with coupons,
sampling, premiums, rebates, contest, sweepstakes.
Trade oriented sales promotion targeted to marketing
intermediaries like trade show, price deals.

Publicity: Non personal communications regarding

organizations product not directly paid for run under
identified sponsors. Press release, Press conference,
Feature articles, Photographs, film.
 Sales Promotion

Marketing activities that provide

extra value or incentives to the…

Sales Ultimate
Force Consumer
Retailers

1-27
 Publicity
Publicity is the process of gaining
visibility.
A news story,
editorial, or High credibility and
announcement to low cost
a mass audience
Not directly paid for
or run under
identified sponsor

Is sometimes Not always under

unfavorable company control

1-29
 Publicity
• If you want a lesson on publicity stunts, then study serial
entrepreneur Sir Richard Branson.

• He’s probably the most well-known and outlandish publicity genius

out there right now.
• Branson is known for his eccentric publicity stunts, usually to call
attention to the opening of one of his new business ventures.

• Here are some examples of the publicity stunts Branson has done in
the past:

1) Driving a Sherman tank down New York’s 5th Avenue to promote the launch of his
Virgin Cola brand to the USA.

2) Bungee jumping off the top of the Las Vegas Palms Resort to promote his Virgin
America airline brand.

3) Landing himself in the Guinness Book of World Records by travelling across the
English Channel in a high-speed watercraft in an hour and 40 minutes.
 Promotional Mix: The Tools for IMC

Public Relations: When organization systematically

plans and distribute information to control and mange
it image. The management function which evaluates
public attitudes and identify policies or individual and
organization. Social Responsibility Marketing like
DBBL Scholarship.

Personal Selling: A form of person to person

communication in which a seller attempts to assist
buyer to purchase company’s product or service.
Public Relations
Public Relations
 Public Relations

• Management function
• Evaluates public attitudes
• Identifies items of public interest
• Executes a program of action to earn
public understanding and acceptance

• Primary objectives
• Establish and maintain a positive image
of the company among various publics
• Public relations is a strategic
communications discipline, focused on
managing reputation.
1-34
 05

The Communication Process

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

The term communication has been
derived from the Latin word
‘communis’ that means ‘common’ and
thus, if a person effects
communication, he establishes a
common ground of understanding.
 Communication Definition

Communication is defined as the passing of

information, the exchange of ideas, or process
of establishing a commonness or oneness of
thought between sender and receiver.
iPhone 6s & 6s+ released: Apple fans queue outside shops as new
handset goes on sale (Sep 2015)
The Nature of Communication

Macro Model of Communication Process

5-8
 Communication Model

The sender of a communication is the person

or organization that has information to share
with another person or group of people.
The source may be salesperson, spokesman (Sakib,
Mashrafe) or Nonperson (Corporation) like Dhaka
Wasa

Communication process begins when the

source selects word, symbol, pictures that will
be delivered to the receiver. This process is
known as encoding. Nike trade mark, Coca
Cola.
 Message

The encoding process leads to development of

message that contains the information or
meaning the source hopes to convey.
The message can be verbal, non-verbal, oral or
written or symbolic.
Message Encoding ( to convert
a message into code
Encoding & Message
Message Development

Content

Design Structure

5-17
 Channel

Channel is the method by which the

communication travels from source to
receiver.
Non-personal Channel that carry a message without
direct, interpersonal contact between sender and
receiver. TV, Print
Personal Channel involves direct communication
between two or more person. Word of Mouth.
 Communication Channels

Personal Non-personal
Channels Channels/Mass Media

Word of Personal Print Broadcast

Mouth Selling Media Media

Internet

5-19
 BUZZ MARKETING

• Buzz Marketing (Word of Mouth)/

Consumer generated Marketing/Viral
marketing

• Gangnam Style
 WOMC

• 90% Brand Communication Off line

• Face to Face 72%
• Phone Conversation 18%
• Online 7%
 Receiver

The receiver is the person with whom the

sender shares thoughts or information.
Decoding is the process of transforming the
sender’s idea back into thought.

Effective communication is more likely when

there is some common ground between two
parties.
 Noise

Throughout the communication process, the

message is subject to distort or interfere with
its reception. This unplanned distortion is
known as noise.
 Field of Experience Overlap

Different Worlds

Sender Receiver
Experience Experience

Moderate Commonality
Receiver
Sender Experience
Experience

High Commonality
Receiver
Receiver Experience
Sender
Experience
Experience

5-24
• Psychological noise

Psychological noise results from preconceived notions we bring to

conversations, such as racial stereotypes, reputations, biases, and
assumptions. When we come into a conversation with ideas about what
the other person is going to say and why, we can easily become blinded
to their original message. Most of the time psychological noise is
impossible to free ourselves from, and we must simply strive to recognize
that it exists and take those distractions into account when we converse
with others.

• Physical noise

Physical noise is any external or environmental stimulus that distracts us

from receiving the intended message sent by a communicator . Examples
of physical noise include: others talking in the background, background
music, a startling noise and acknowledging someone outside of the
conversation.

• Semantic noise

This is noise caused by the sender. i.e., the encoder. This type of noise
occurs when grammar or technical language is used that the receiver (the
decoder) cannot understand, or cannot understand clearly. It occurs when
the sender of the message use a word or a phrase that we don’t know the
meaning or which we use differently than the speaker does.
 Successful Communication

Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

Receive feedback

5-28
Analyzing the Receiver
Identifying the Target Audience

Mass Markets and Audiences

Markets Segments

Niche Markets

Individual &
Group
Audiences

5-30
MICROMODEL OF CONSUMER RESPONSES

• Micromodels of marketing communications

concentrate on consumers’ specific
responses to communications.

• Four classic response hierarchy models.

• All these models assume the buyer passes

through cognitive, affective, and behavioral
stages, in that order.
• The “learn-feel-do” sequence
 Three Basic Stages

• Cognitive stage (think): what the receiver

knows or perceives about the particular
product or brand.
• Affective stage (feel): the receiver’s feelings
or affect level for the particular product or
brand.
• Behavioral or Conative stage (do): the
receiver’s action toward the particular
product or brand.
 The Response Process

Four classic response hierarchy models

5-33
 AIDA Model (Strong, 1925)

• Attention → Interest → Desire →

Action
• The stages a salesperson must take a
customer through in the personal-
selling process.
 Hierarchy of Effects Model
(Lavidge and Steiner, 1961)

• Awareness → Knowledge → Liking →

Preference → Conviction → Purchase
• A paradigm for setting and measuring
advertising objectives
• Premise: advertising effects occur over
a period of time.
 Innovation Adoption Model
(Rogers, 1962)

• Awareness → Interest → Evaluation →

Trial → Adoption
• The stages a consumer passes through
in adopting a new product or service
 Information Processing Model
of Advertising Effects (William McGuire, 1978)
• Presentation → Attention → Comprehension
→Yielding → Retention → Behavior
• Assume that the receiver in a persuasive
communication situation like advertising is
an information processor or problem solver.
• McGuire’s model includes a stage not found
in the other models: retention, or the
receiver’s ability to retain that portion of the
comprehended information that he or she
accepts as valid of relevant.
 Implications of Traditional Hierarchy Models

Potential purchasers must be taken through

the move them from unawareness of product
to readiness to purchase it.

Potential buyers may be at different stages in

the hierarchy so advertiser will face different
sets of communication problems.

Hierarchy models is useful as intermediate

measures of communication effectiveness
based on target segment level of awareness.
Alternative Response Hierarchies
Evaluating Traditional Response Hierarchy Model

Cognitive Stage: What the receiver knows or

perceives about the particular product. Stage
include; awareness of brand, knowledge, information
about its attributes.

Affective Stage: Receivers feeling or liking or

disliking of particular brand. Include, desire,
preference, or conviction.

Conative stage: Stage refers to the

consumers action toward the brand; trial,
purchase, adoption or rejection.
Alternative Response Hierarchies

Topical Involvement
High Low
Learning Low involvement
model model
Perceived product

High
Cognitive Cognitive
differentiation

Affective
Conative

Dissonance/ Conative
attribution model
Low

Conative
Affective Affective
Cognitive

5-42
 The FCB Planning Model
Foote Cone & Belding Ad Agency

Thinking Feeling

Involvement 1 2
High

Informative Affective
The Thinker The Feeler

3 4
Involvement

Habit Self-
Low

Formation Satisfaction
The Doer The Reactor

5-43
lateralization of brain function
The FCB Planning Model
Foote Cone & Belding Ad Agency
 Developing Promotional Strategies

• Ad options based on the FCB grid

• Rational versus emotional appeals
• Increasing involvement levels
• Evaluation of a think-type product on the
basis of feelings
5-49
A Model of Cognitive Response

5-51
 Cognitive Response Categories

Product/Message Thoughts

Counterarguments Support arguments

Source-Oriented Thoughts

Source derogation Source bolstering

Ad Execution Thoughts

Thoughts about Affect attitude

the ad itself toward the ad
5-52
Elaboration Likelihood Model (ELM)

Focuses on the way consumers respond to persuasive

messages, based on the amount and nature of elaboration
or processing of information

Routes to Attitude Change

Central route – Peripheral route –

ability and ability and
motivation to process motivation to process
a message is high and a message is low;
close attention is paid receiver focuses more
to message content on peripheral cues
than on message
content

5-53
Elaboration Likelihood Model (ELM)
How Advertising Works

5-55
 06

Source, Message, and

Channel Factors

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

Source
 1) Promotional Planning
Through the Persuasion Matrix
 Promotional Planning Elements
Promotional Planning

1 2 3 4
Receiver Channel Message Source
Comprehension Presentation Yielding Attention

Can the receiver Which media will What type of Who will be
comprehend the increase message will effective in getting
ad? presentation? create favorable consumers’
attitudes? attention?

6-5
 Persuasion Matrix

Promotional planners need to know how decisions

about each independent variable influence the stages
of the response hierarchy.

Receiver/ Comprehension: Marketers must know their target

market to make their message clear and understandable.
Channel/ Presentation: Prothom-Alo, Bangladesh Protidin, Daily
Star. The important point is how well they reach the marketer’s
target audience.
Message/Yielding: Create agreeable messages that lead to
positive feelings toward the product or service.
Humor/Emotion/Sex Appeal
Source/Attention: Marketers deals with the problem of
overburden advertisement and sources.
2) ource

actors
 SOURCE

Source to mean the person involved in

communicating a marketing message either
directly or indirectly.
Direct Source: Spokes person delivering a message.
Boost and Dhoni.
Indirect Source: A model, does not deliver the
message but draw attention to and or enhances the
appearance of the ad.
 SOURCE

• A direct source is a spokesperson

who delivers a message and/or
demonstrates a product or service,
like tennis star Andre Agassi who
endorses Head tennis rackets
 SOURCE

• An indirect source, say, a model,

doesn’t actually deliver a message but
draws attention to and/or enhances
the appearance of the ad.
Bangladesh star golfer Siddikur Rahman
Source Attributes & Receiver Processing Modes

6-12
 Source Credibility

Ethical

Knowledgeable Trustworthy

Source
Skillful Experienced
Credibility

Believable Unbiased

Honest

6-13
• Applying Expertise
• Doctors
• Dermatologist
• Dentist
• Applying Trustworthiness
• Oprah Winfrey
• Celebrities Sell Out—But Only in Japan
• Using Corporate Leaders as Spokespeople
 Limitations of Credible Sources

• Very credible source is more effective when

message recipients are not in favor of the
position advocated in the message.
• However, a very credible source is less important
when the audience has a neutral position,
• Such a source may even be less effective when
the receiver’s initial attitude is favorable
• High- and low-credibility sources
• Equally effective when arguing for a position
opposing their own best interest
• Sleeper effect (Hovland & Weiss from Yale, 1951; Cook & Flay, 1978 )
• Persuasiveness increases over time (Nabarata Oil
and Amitav Bacchan)
6-18
Sleeper effect by Hovland
 Source Attractiveness

Similarity Familiarity Likeability

Knowledge of the Affection for the

Resemblance source through source resulting
between the repeated or from physical
source and prolonged appearance,
recipient of the exposure behavior, or
message personal traits
Ex: similar goals,
interest, lifestyle
Ex: average
people in ad than
model 6-20
Average face vs model
Advertising Risks of Using Celebrities

The celebrity may overshadow

the product being endorsed

The celebrity may be overexposed,

reducing his or her credibility

The target audience may not be

receptive to celebrity endorsers

The celebrity’s behavior may pose

a risk to the company

6-22
 Choosing a Celebrity Endorser

Match with
Trust
audience

Match with
Risk
product
Factors

Image Familiarity

Cost Likability

6-23
Understanding the Meaning of Celebrity Endorser

• Abul Hayet > Baba

• M A Jalil Ananta (Bengali: অন ; known as

Ananta) > Hero

• Sharmin Lucky >>young home maker

• Each celebrity contains many meanings,
including status, class, gender, and age as well
as personality and lifestyle
3) essage

actors
 Message Structure

primacy effect recency effect

ধান ান /মুখ তা
Order of Presentation of “Most Important Point”
 Message Structure

• Order of Presentation
• Conclusion Drawing
• Message Sidedness:
• one-sided message
• two-sided message (Fair Lovely)
• Refutation(িমথ া বা াি র মাণ)
(Dettol)
• Verbal versus Visual Messages
 Verbal versus Visual Messages

People think using pictures.

John Berger, media theorist, writes in his book
Ways of Seeing (Penguin Books, 1972), "Seeing
comes before words.
The child looks and recognizes before it can speak.“
Dual Channel to process verbal & visual info
 Message Appeal (আেবদন) Choices

Appeal to the logical, Appeal to the feelings

rational minds of and emotions of
consumers consumers

Appeal to both

6-30
 Message Appeal Options

Comparative Fear Humor

Ads Appeals Appeals

• Especially • May stress • Can attract and

useful for new physical danger hold attention
brands or threats to
health
• Often the best
• Often used for remembered
brands with • May identify • Puts consumers
small market social threats
in a positive
share
• Can backfire if mood
• Used often in level of threat
political is too high
advertising

6-31
 Humor Appeals

Pros Cons
Aids attention and Does not aid persuasion in
awareness general

May aid retention of the May harm recall and

message comprehension

Creates a positive mood May harm complex copy

and enhances persuasion registration

May aid name and simple Does not aid source

copy registration credibility

May serve as a distracter, Not effective in bringing

reducing counterarguing about sales

May wear out faster than

non-humorous ads
6-32
4) hannel

actors
Personal vs. Non-personal Channels

Personal Non-personal
Selling Advertising

•Flexible • Geared to
•Powerful large audience
•Real time • Static

• Amplify
6-35
Differences in Information Processing

Self-Paced Externally
Media Paced Media

• Newspapers • Radio

• Magazines vs. • Television

• Direct Mail

• Internet

6-36
 08

Creative Strategy:
Planning and Development

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 Advertising Creativity

Determining what the

Creative
advertising message will say
Strategy
or communicate

Determining how the

Creative
message strategy will be
Tactics executed

8-2
 Determinants of Creativity

Divergence
(Novel, Different and
Unusual)
Relevance

Originality Ad-to-consumer
Flexibility Brand-to-consumer
Elaboration
Synthesis
Artistic Value

8-3
Creative Personnel

Unconventional

Abstract

Less structured

Less organized

Intuitive

8-4
 Young’s Creative Process

Get raw material and data, and

Immersion
immerse yourself in the problem

Take the information, work it over,

Digestion
wrestle with it in your mind

Turn the information over to the

Incubation
subconscious to do the work

Illumination “Eureka! I have it!” phenomenon

Study the idea, evaluate it,

Verification
reshape it for practical usefulness

8-5
Wallas’ Creative Process Model

Illumination Preparation
Seeing the Gathering
Solution Information

The
Creative
Process

Verification Incubation
Refining Setting
the Idea Problem
Aside

8-6
 Getting Creative Input

Use the
Read anything product to
Listen to what
related to the become
people are
product or familiar
talking about
market with it

Conduct
studies of Ask everyone
Work in and
product, involved for
learn about the
service, information
client’s
audience
business

8-7
Branding Research
 Input Verification and Revision

•Evaluate ideas
•Reject the inappropriate
Objective
•Refine the remaining
•Give ideas final expression

•Directed focus groups

•Message communication studies
Techniques
•Portfolio tests
•Viewer reaction profiles

8-9
 An Advertising Campaign

Integrated

Interrelated Marketing Coordinated

Communication
Activities

In Different Centered on a Over a Time

Media Theme or Idea Period

8-10
 The Creative Brief
The written copy platform specifies the basic elements of the
creative strategy. Different agencies may call this document a
creative platform or work plan, creative
brief, creative blueprint, or creative contract

• Basic problem or issue the advertising

must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements 8-11
 Marketing Information Flow

Knowledge
of vital
marketing
information

Client/agency Internal agency

communication communication

Client gatekeepers Agency gatekeeper Creative staff

(Brand manager) (Account manager)

Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff
with agency

8-12
Search for a Major Selling Idea

Finding the Use a Unique

inherent drama Selling Position

Seeking the
Major Idea

Positioning Create a Brand

Image

8-13
The Unique Selling Proposition (USP)

Benefit Unique Potent

Buy this Must be Promise

product/serv unique to must be
ice and you this brand or strong
get this claim; rivals enough to
benefit can't or don't move mass
offer it millions

8-14
Positioning

Establish a particular
place in the
customer’s mind for
the product or service

Based on product
attributes/benefits,
price/quality, use or
application, type of
user, or problem
solved

8-15
 09

Creative Strategy:
Implementation and Evaluation

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 Appeals and Execution Style

The approach used to attract

the attention of consumers
Advertising
Appeals To influence consumer
feelings toward a product,
service, or cause

The way an appeal is turned

into an advertising message
Execution
Style
The way the message is
presented to the consumer

9-2
Informational/Rational Appeals

Feature
Focus on the dominant product traits
(Automobile)

Competitive
Makes comparisons to other brands
Price
Makes price offer the dominant point
(Maruti)

News
News announcement about the product
Popularity
Stresses the brand’s popularity
9-3
Informational/Rational Appeals
Informational/Rational Appeals

9-5
Emotional Appeals

9-6
Appealing to Personal States or Feelings

Personal Social-Based
Safety Recognition
Security Status
Fear Respect
Love, Affection Involvement
Embarrassment
Happiness, Joy
Affiliation
Nostalgia
Rejection
Sentiment
Acceptance
Excitement Approval
Sorrow, Grief

9-7
 Transformational Ads

Feelings Images
The ads
create . . .
Meanings Beliefs

Richer Warmer
It makes the
product use
More experience. . . More
Exciting Enjoyable

9-8
Levels of Relationships With Brands

Emotions

Personality

Product Benefits

9-9
 Additional Appeals

• Reminder advertising
• Objective of building awareness and keeping the
brand name in front of consumers. Coke
• Teaser advertising
• Designed to build curiosity, interest and
excitement about a product or brand by talking
about it but not actually showing it. ‘Think About
it’

9-10
 Ad Execution Techniques

Straight sell Animation

Scientific/Technical Personality Symbol

(Crest)
(Kelloggs)
Demonstration
(Samsung TV) Imagery

Comparison Dramatization

Testimonial Humor
(Ponds Cream)
Combinations
Slice of life
(Life Buoy Hands up)
9-11
Basic Components of Print Advertising

Headline
Words in the Leading Position of the Ad

Subheads
Smaller Than the Headline, Larger Than the Copy

Body Copy
The Main Text Portion of a Print Ad

Visual Elements
Illustrations Such As Drawings or Photos

Layout
How Elements Are Blended Into a Finished Ad

9-12
Printing Advertisement
Printing Advertisement
Printing Advertisement
Printing Advertisement
Printing Advertisement
Printing Advertisement
 The Power of Audio in Commercials

• Audio elements
• Voices
• Music
• Sound effects
• Presentation methods
• Voiceover
• Needledrop
• Jingles

9-19
Production Stages for TV Commercials

All work before actual

Preproduction
shooting, recording

Period of filming, taping, or

Production
recording

Work after spot is filmed or

Postproduction recorded

9-20
 Client Evaluation and Approval

• Client-side approvals
• Advertising or communications manager
• Product or brand managers
• Marketing director or vice president
• Legal department
• President or CEO
• Board of directors

9-21
 Preproduction Tasks

Select a director

Choose
Preproduction
production
meeting
company

Preproduction

Production
Bidding
timetable

Cost estimation
and timing

9-22
 Production Tasks

Production

Location Timing Talent

9-23
 Postproduction Tasks

Editing Processing

Release/ Sound
shipping effects
Postproduction
Audio/video
Duplicating
mixing

Approvals Opticals

9-24
Evaluating Creative Output