1. Integrated Marketing
Communication
MM5003
Marketing Management
Week 5, September 15 2014

2. Marketing Communications
• The means by which firms attempt to inform,
persuade, and remind consumers –directly or
indirectly- about the products and brands that
they sell.

3. Marketing Communications
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-3

4. Brand Equity
• The added value endowed to products and
services.
• Reflected in how consumers think, feel, and
act.
• Also reflected in prices, market share, and
profitability for the firm.

5. The Communication Process Models
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-5

6. http://courses.unt.edu/kt3650_5/sld005.htm

7. Response Hierarchy Models
© Pearson Education South Asia Pte Ltd 2013. All rights reserved
© Pearson Education South Asia Pte Ltd 2013. All rights reserved

8. An Ideal Ad Campaign
• The right consumer is exposed to the message
at the right time and place
• The ad causes consumer to pay attention
• The ad reflects consumer’s level of
understanding and behaviors with product
• The ad correctly positions brand in terms of
points-of-difference and points-of-parity
• The ad motivates consumers to consider
purchase of the brand
• The ad creates strong brand associations

9. Developing Effective Communications
Identify target
audience
Determine
objectives
Design
communications
Decide on media
mix
Establish budget
Select channels
Measure results
Manage integrated
marketing
communications

10. Determine the Communications
Objectives
1. Category need: To establish a product or
service in a category.
2. Brand awareness: To enable customers to
identify (recognize or recall) the brand within
the category.
3. Brand attitude: To create a positive
perception of the brand.
4. Brand purchase intention

11. Designing the Communication
• Message strategy: The content
• Creative strategy: How message is delivered
• Message source: Who deliver the message
(trustworthy, likeable, expert)

13. 2010

14. 2013

15. Select the Communication Channels
• Personal communication channel: face-to-face,
person-to-audience.
• Non-personal communication channel: media,
sales-promotions, events, and publicity.
• Integration of communication channels

16. The Marketing Communications
Advertising
Personal Selling
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
Personal Presentations by
a Firm’s Sales Force.
Sales Promotion Short-term Incentives to
Encourage Sales.
Public Relations
Building Good Relations with
Various Publics by Obtaining
Favorable Unpaid Publicity.
Direct Marketing
Direct Communications
With Individuals to Obtain
an Immediate Response.
Mix

17. Setting the Overall Promotion Mix
Nature of Each Promotion Tool
Advertising
Reaches Many Buyers, Expressive
Impersonal
Personal Selling
Personal Interaction, Builds Relationships
Costly
Sales Promotion
Provides Strong Incentives to Buy
Short-Lived
Public Relations
Believable, Effective, Economical
Underused by Many Companies
Direct Marketing
Nonpublic, Immediate, Customized,
Interactive

22. Cost Effectiveness by Buyer Readiness Stage
Copyright © 2009 Pearson
Education, Inc. Publishing as
Prentice Hall
17-22

23. Current Consumer States for Two Brands
Copyright © 2009 Pearson
Education, Inc. Publishing as
Prentice Hall
17-23