Communicating Value

• What do you communicate?

– Brand positioning (value proposition, USP)

• What to say, how and when to say it, to whom, and

how often are the key aspects of communication
Designing and Managing Integrated Marketing Communication
 Adoption Funnel

Awareness
Why is the customer not buying?

Interest

Evaluation

Trial

Action

©Prof. Markus Christen

The Need for Integrated Marketing Communication

From To
Media advertising Multiple forms of
communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data driven marketing
Limited internet access Widespread internet
availability
Traditional compensation Performance based
compensation
 Integrated Marketing Communication (IMC)

• Integrated Marketing Communication is a process for planning,

executing & monitoring the brand messages that create customer

relationships (Duncan, Principles of Advertising & IMC)

• IMC “is the coordination and integration of all marketing

communication tools, avenues, and sources within a company into a

seamless program that maximizes the impact on consumers and other
end users at a minimal cost” (Clow & Baack, 2007)
 Benefits of IMC
• IMC provides greater:

•  Brand differentiation

•  Accountability within a firm

•  Trust among consumers

•  Effectiveness in cutting through message clutter

 What trends are driving communication integration?

External Internal
 
• Brand & product proliferation • Expertise
• Customization • Corporate missions
• Decreasing brand loyalty • Communication technology
• Price sensitivity • Benefits to be gained
• More demand, less trust

• Clutter

• Service Economics

• Rising Costs & Accountability

 Marketing Communication Mix

Personal Sales Public Direct

Advertising
selling promotion Relations marketing
 Marketing Communication Mix

Trade fair & Merchandisi Online

Packaging Sponsorship
expo ng marketing
 Communication Platforms

Sales Promotion
Advertising
• Contests,
Print and broadcast
games, sweepstakes
ads
• Premiums
Packaging inserts
• Sampling
Motion pictures
• Trade
Brochures
shows,
andexhibits
booklets
• Coupons
Posters
• Rebates
Billboards
• Entertainment
POP displays
• Continuity
Logos programs
• Videotapes
 Communication Platforms

Events/ Experiences Public Relations

• Sports • Press kits
• Entertainment • Speeches
• Seminars
• Festivals
• Annual reports
• Arts
• Charitable donations
• Causes
• Publications
• Factory tours
• Community relations
• Company museums • Lobbying
• Street activities • Identity media
• Company magazine
Communication Platforms
Personal Selling Direct Marketing
• Sales presentations • Catalogs
• Sales meetings • Mailings
• Telemarketing
• Incentive programs
• Electronic shopping
• Samples
• TV shopping
• Fairs and trade shows
• Fax mail
• E-mail
• Voice mail
• Blogs
• Websites
IMC Model
 Factors in Designing Effective Ad Campaign

• Define positioning to establish brand equity

• Competitive frame of reference

• Nature of competition

• Target market

• POP attributes and benefits

• POD attributes or benefits

• Identify creative strategy to communicate positioning concept

• Informational (benefit elaboration), testimonial (imagery portrayal)

• Motivational

• Humour, warmth, sex appeal, music, fear, special effects

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

ideas, goods, or services by an identified sponsor

• Broadcast
• Print
• Internet
• Outdoor
• Refers to space/time for which a price is paid by the advertiser to the media

owner
• Refers to messages over which the medium exercises no editorial control

(other than accept/ reject)

• Media=TV, radio, cinema, newspapers & magziness, outdoor, digital & ambient
 Sales Promotion
• Sales promotion is the short-term incentives to encourage the

purchase or sale of a product or service

• Buy-One-Get-One-Free (BOGOF) 
• Discounts
• Coupons
• Displays/Merchandising
• Demonstrations
• Joint promotions
• Lucky draws
 Direct 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
• Inserts in newspapers and magazines.

• Catalogues.

• Coupons.

• Door drops.

• TV and radio adverts with free phone numbers or per-minute-charging.

• ...and finally - and most importantly - The Internet and New Media.
 Personal Selling
• Personal selling is the personal presentation by the firm’s sales

force for the purpose of making sales and building customer

relationships

• Salespeople match the benefits of their offering to the specific

needs of a client.
 Public Relations
• 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

• Product placement

• Facility Visits
 Developing Effective Communication

• Step1: Identifying the Target Audience

• Step2: Determining Communication Objectives

• Step3: Designing a Message

• Step4: Choosing Media

• Step5: Establish budget

• Step6: Decide on communications mix

• Step7: Collect Feedback

 Step1 - Identifying Target Market

What will be How it will be When it will

said said be said

Where it will Who will say

be said it
Step 2 - Determining Communication Objective

Marketers seek a purchase response that results from a consumer

decision-making process that includes the stages of buyer readiness

Six buyer readiness stages

Awareness Knowledge Liking

Purchase Conviction Preference

 3. Designing
Step 3.
Step Message
the Message
Designing the

Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Format
Layout,
Words, & Sounds,
Body Language
Message Source
Expertise,
Trustworthiness,
Congruity
 Selecting the message source

• The message’s impact on the target audience is affected by how the

audience views the communicator

• Highly credible sources are more persuasive.

• A poor spokesperson can tarnish a brand

• Celebrities

• Athletes
• Entertainers
• Professionals
• Health care providers
 Step 44 –– Choosing
Step Media
Choosing Media

Personal Communication
Channels

Non-personal Communication
Channels
 Choosing Media

• Opinion leaders are people within a reference group who, because of their

special skills, knowledge, personality, or other characteristics; exerts social

influence on others

• Buzz marketing involves cultivating opinion leaders and getting them to

spread information about a product or service to others in their

communities

• .
 Choosing Media
• Non-personal communication channels: Includes media, atmosphere, and

events
• Major media include print, broadcast, display, and online media

• Atmospheres are designed environments that create or reinforce the

buyer’s leanings toward buying a product

• Events are staged occurrences that communicate messages to target

audiences
• Press conferences
• Grand openings
• Exhibits
• Public tours
 & Task Parity
Objective Competitive
Sales
Affordable
% Of
Step
Step 5.
5. Establish
Establish the
the Budget
Budget
 Direct
DirectMarketing
Marketing
Nonpublic,
Nonpublic,Customized,
Customized,Up-to-Date,
Up-to-Date,Interactive
Interactive
Personal
PersonalSelling
Selling
Personal
PersonalConfrontation,
Confrontation,Cultivation,
Cultivation,Response
Response
Public
PublicRelations
Relations&
&Publicity
Publicity
Credibility,
Credibility,Surprise,
Surprise,Dramatization
Dramatization
Sales
SalesPromotion
Promotion
Communication,
Communication,Incentive,
Incentive,Invitation
Invitation
Advertising
Advertising
Public,
Public,Pervasive,
Pervasive,Expressive,
Expressive,Impersonal
Impersonal
Step
Step 6.
6. Decide
Decide on
on Communications
Communications Mix
Mix
 Step 7 - Collect Feedback

• Involves the communicator understanding the effect on the

target audience by measuring behavior resulting from the

behavior
• Recognition, recall and behavioral measures are assessed

• May suggest changes in product/promotion

 Promotion Mix Strategies

• Push Strategy: Trade promotions and personal selling efforts push

the product through the distribution channels.

Producer marketing Retailer marketing

activities (personal activities (personal
selling, trade selling, Advertising,
promotion, other) trade promotion, other)

Retailers and
Producer Consumers
wholesalers
 Promotion Mix Strategies

• Pull Strategy: Producers use advertising and consumer sales

promotions to generate strong consumer demand for products.

Demand Demand
Retailers and
Producer Consumers
wholesalers
Producer marketing activities (Consumer advertising, Sale promotion, other)
 Wrap up - Nature of each communication tool

• Advertising reaches masses of geographically dispersed buyers at a

low cost per exposure, and it enables the seller to repeat a message

many times

• Personal selling is the most effective method at certain stages of the

buying process, particularly in building buyers’ preferences,

convictions, actions, and developing customer relationships

 Wrap up - Nature of each communication tool

• Sales promotion includes coupons, contests, cents-off deals, and

premiums that attract consumer attention and offer strong incentives to

purchase, and can be used to dramatize product offers and to boost sagging

sales

• Public relations is a very believable form of promotion that includes news

stories, features, sponsorships, and events

• Direct marketing is a non-public, immediate, customized, and interactive

promotional tool that includes direct mail, catalogs, telemarketing, and online

marketing
Thank you