BA 230 Marketing Communication

• Marketing the sum of all the activities

involved in the planning, pricing,

promoting, distributing and selling of

goods and services to satisfy consumer’s

needs and wants.

• Marketing is the process that connects

suppliers with end users

What is Marketing?

• An organizational function and a set of

processes for creating, communicating,

and delivering value to customers and for

managing customer relationships in ways

that benefit the organization and its

stakeholders.

What is Marketing?

Our task is to focus

Marketing Mix

Product

Place

Price

Promotion

Advertising

Direct Marketing

Social Media

Sales Promotion

Events

Public Relations

Guerilla

Word of Mouth

Personal Selling

Mobile

Two Types of Marketing Efforts

B2C

B2B

Communication Process

How Brand Communication Works

Corporate Communications

•Focus on multiple stakeholders

•Multiple channels

•Variety of communication

•Positions an entire organization

•Less room for creativity

•Needs to be consistent with

corporate identity and corporate

brand attributes

Marketing Communications

•Focus on customers

•Defined set of channels

•Controlled communication types

•Positions a product or service

•More room for creativity

•Needs to be consistent with product

and brand attributes

• Creating, delivering, managing, and valuating brand

messages which are the information and experiences

that impact how a brand is perceived.

• Marketing communications is any communication that

flow from an organisation to its customers, potential

customers and other groups who may influence its

success.

– Informs

– Persuades

– Differenciates

– Reminds

What is Marketing Communication?

(Marcom-Promotion)

IMC is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

IMC, as a philosophical concept, dictates that all parties involved in the firm’s communication efforts co-ordinate to speak to target audience(s) with

• one voice,

• a unified message and

• a consistent image

What is Integrated Marketing

Communication?

“A process that entails the planning,

creation, integration and implementation

of diverse forms of marketing promotion.”

What is IMC?

All marketing communications should be:

(1) clearly positioned,

(2) directed to a particular target market,

(3) created to achieve a specific objective,

(4) undertaken to accomplish the objective

within budget constraint.

Integrated Marketing

• http://www.youtube.com/watch?v=jGdp0Fd

zcXQ

The Focus of IMC

Traditional

• Transactions

• Consumers

• One-to-many

• Product driven

Integrated

• Relationships

• Stakeholders

• One-to-few

• Customer driven

• Don Schultz

• George E.Belch, Michael A. Belch

• Tom Duncan

• Philip J. Kitchen

Important Names for IMC

Changes in Marketing Communication Practices

• Information overload,

• advertising overload,

• media fragmentation,

• media choices,

• smaller audiences,

• increasing number of “me-too” products,

• complexity and change in FMCG markets,

• increasing media interest in social behaviour of companies,

• increase reliance on highly targeted communication methods.,

• increased efforts to assess communications’ return on investment.

• Multiple acquisitions and structural changes,

• focus on short-term results,

• interest in strategic importance of communication,

• interest in internal communication,

• heightened demands on suppliers

Changes in the consumer market:

Changes in the supplier market:

• http://www.youtube.com/watch?v=QPr0iR

KQ7IM

Changes in Marketing Communication Practices

Why Is Integration So Important?

… and create a

synergy effect

like:

…they reinforce

each other…

When brand

messages are

integrated…

…they reinforce

each other…

Integration Synergy =

2 2 5 + =

• Not True…Interaction

• Results Depend on Interaction of

the two (or more) variables

• Example: – $10 Billboard = $20 Sales

– $10 TV Ad = $30 Sales

• But… – $20 TV/Billboard = $60 Sales

“2 + 2 = 5” Statement

IMC Mix

Advertising

Personal Selling

Sales Promotion/POP

Public Relations

Direct Marketing

Events

Guerilla

Word of Mouth

Mobil

Social Media

• CLARITY - Avoid giving conflicting messages

• CONSISTENCY - All messages convey the core values/attributes of corporate identity and brand

• SYNERGY - Messages reinforce each other through repetition and development

Benefits of IMC

Contemporary IMC Approach

IMC plan guides

all the members of

an organization to

work together

Musical score

guides all the

members of the

orchestra to play

together

IMC is like an

orchestra

At the end of the course we can say

IMC is like

But not like this....

• http://www.youtube.com/watch?v=ygcav6X1d_4