Using Advertising and Promotion
to Build Brands
Chapter Outline
What are the functional areas of
marketing communication?
What is the IMC concept and
process?
Why is integration so important in
marketing communication?
Chapter Perspective: Changing World
Old World
New World
Talking At Consumers
Two-way Dialogue With
Consumers
Focus on Winning New
Customers
Focus on Building Long
Term Relationships With
Consumers
Marketers Relied Primarily
on Advertising and
Promotions
Marketers Use and
Coordinate Many Different
Forms of Communication
With Consumers
Opening Case: AFLAC
Opening Case: AFLAC
Challenge:
Answer:
Results:
Only 14% recognized AFLAC brand
An IMC program featuring:
The Duck as an anchor of consistent
set of one look, one voice messages
The coordinated use of advertising,
public relations, and sales promotion
90% of targeted consumers are now
aware of AFLAC
30% increase in sales
What Is a Brand?
Brand: A perception resulting from
experiences with, and information about,
a company or line of products.
Brands Can Become
Very Familiar to Consumers
What is Marketing Communication?
Marketing Communication: Creating,
delivering, managing, and evaluating brand
messages which are the information and
experiences that impact how a brand is perceived.
Product
Price
Marketing
Place
Promotion
Promotion is the Primary Focus
Think About It
IMC
How would you explain IMC to someone?
Coke: A Successful User of MC to Build a Brand
What Are The Functional Areas Of MC?
Advertising
Functions
Tales From the Real World
Since IMC is a relatively young field, even some
professionals in the real world are not quite sure
what it entails. Unfortunately, a lot of people have
the mistaken perception that IMC is simply another
term for advertising.
When you complete this course, hopefully youll add
value in your new job by being able to correctly
explain that IMC is much more than advertising and
by using this knowledge to make your organization
more profitable.
What Are The Functional Areas Of MC?
Advertising
Direct
Marketing
Customer
Service
Publicity (Public
Relations)
Functions
Events &
Sponsorships
Packaging
Sales
Promotion
Personal
Selling
Advertising
Advertising is nonpersonal, paid
announcements by an identified sponsor
Advertising is any paid form of nonpersonal
communication about an organization, product,
service, idea or cause by an identified sponsor.
Direct Marketing
Direct Marketing is an interactive, database-driven
MC process that uses a range of media to motivate a
response from customers and prospects.
Direct Marketing is a system of marketing by which
organizations communicate directly with target
customers to generate a response and/or a
transaction.
Public Relations
Public Relations are communication activities that
help an organization and its publics adapt mutually
to each other in an effort to gain the support and
cooperation of those publics.
Public Relations are the management function
which evaluates public attitudes, identifies the
policies and procedures of an individual or
organization with the public interest, and executes a
program of action to earn public understanding and
acceptance.
Sales Promotion
Sales Promotion is a short term, added-value
offer designed to motivate an immediate
response.
Sales Promotion is a marketing activities that
provide extra value or incentives to the sales
force, distributors, or ultimate consumers and can
stimulate immediate sales.
Personal Selling
Personal selling Is interpersonal communication in
which a salesperson uncovers and satisfies the
needs of a customer to the mutual benefit of both.
Personal selling is direct person-to-person
communication whereby a seller attempts to assist
and/or persuade perspective buyers to purchase a
product or service.
Packaging
Packaging is a container and conveyor of
information.
Events & Sponsorship
Events are highly targeted brand-associated
activities designed to actively engage customers and
prospects and generate publicity.
Sponsorship is financial support of an organization,
person, or activity in exchange for brand publicity
and association.
Interactive & Internet Marketing
Interactive/internet marketing a form of marketing
communication through interactive media which allow
for a two-way flow of information whereby users can
participate in and modify the content of the information
they receive in real time.
Customer Service
Customer service is a companys attitude and
behavior during interactions with customers.
What Is IMC Media?
IMC Media: The means by
which the various types of
marketing communication
messages are sent and received
The Media of IMC
Television
Radio
Telephone
Newspapers
Media
Mail
Magazines
Internet
Outdoor
IMC Concept and Process
IMC Concept: A process for
managing the brand messages
that impact customer
relationships
IMC In Action: Saturn
IMC In Action: Saturn
Challenge:
Answer:
Results:
Launch a new car brand
An IMC program featuring:
New Kind of Car Company message
Focus on satisfied owners as part of a
family
No hassle buying and servicing policies
Saturn has successfully developed a
unique brand image
Saturn owners feel part of the Saturn family
Figure 1-1: IMC is an ongoing process
Why Is Integration So Important?
Integration
When brand
messages are
integrated
Synergy
they reinforce
each other
and create a
synergy effect
like:
2 + 2 = 5
2 + 2 = 5 Statement
Not TrueInteraction
Results Depend on Interaction of the two
(or more) variables
Example:
Rs.1Mn Billboard = Rs.2 Mn Sales
Rs.1Mn TV Ad = Rs.3 Mn Sales
But
Rs. 2 Mn TV/Billboard = Rs. 6 Mn Sales
FedEx Has Done a Good Job of
Integrating Brand Messages
Insight: 4 Benefits of IMC
1. It Drives Brand Differentiation
IMC helps make your brand stand out
vs. competitors
2. Brings Greater Accountability
IMC allows you to track sales and
profits based on your brands
relationships with consumers
3. Increases the Level of Trust
IMC focuses on long-term relationships,
not one-time sale
4. Provides Internal Focus
IMC focuses on one look, one voice
Final Note: IMC Cuts Through Message Clutter
IMC
Strategy
The End:
"Yesterday's failures are today's seeds that
must be diligently planted to be able to
abundantly harvest tomorrow's successes.
Author Unknown
