INTEGRATING MARKETING
COMMUNICATION (IMC)
TO BUILD BRAND EQUITY
TOPIC OF DISCUSSION
1. Describe some of the changes in the new media
environment.
2. Outline the major marketing communication
options.
3. Describe some of the key tactical issues in
evaluating different communication options.
4. Identify the choice criteria in developing an
integrated marketing communication program.
5. Explain the rationale for mixing and matching
communication options.
THE NEW MEDIA ENVIRONMENT
Challenges in Designing Brand-Building Communications
• Marketing communication effectiveness is judged based on its
contribution to build brand equity (awareness, image, )
• Information Processing Model of Communication
COMPREHE
EXPOSURE ATTENTION YIELDING INTENTION BEHAVIOR
NSION
See; hear Notice understand Respond favorably Plan to act Actual act
Media Boring; The messages is Respond favorably Lack of Forget about
missed hit uncreative hard to immediate the brand
the target understand perceived when in store
need
POTENTIAL PITFALLS
THE NEW MEDIA ENVIRONMENT
Three Majors MarCom Options
Advertising
• Any paid form of nonpersonal presentation and
1. Advertising and sales promotion of ideas, goods, or services by an
promotion identified sponsor
• Benefits: a powerful means of creating strong,
2. Interactive marketing favorable, and unique brand associations;
3. Event and experiences eliciting positive judgments and feelings
• Limitations: its specific effects are often difficult
to quantify and predict.
• Future Sustainability: ads on n live TV events
(awards, sport competition), outdoor ads
(billboard, posters), product placement (implicit
ads in the movies/show), point of purchase (in
store ads)
Sales promotion
• Short-term incentives to encourage trial or
usage of a product or service
• Ads: reason to buy; sales promotion:
incentive to buy
• Types: consumers sales promotion, trade
promotion (promotion for distributors)
• Consumer promotion: free sample, coupon,
discount
• Trade promotion: slotting allowances, point-
of-purchase displays, contests and dealer
incentives, training programs
Event Marketing and Experience
Event Marketing
• Definition: public sponsorship of events or
activities related to sports, art, entertainment,
or social causes
• Rationale:
1) link the brands to events with
consumers,
2) increased awareness,
3) create or reinforce brand association,
4) enhance corporate image,
5) express commitment to society or social
issues,
6) merchandising or promotional
opportunity
Event Marketing and Experience
Event Marketing
• Definition: public sponsorship of events or
activities related to sports, art, entertainment,
or social causes
• Rationale:
1) link the brands to events with
consumers,
2) increased awareness,
3) create or reinforce brand association,
4) enhance corporate image,
5) express commitment to society or social
issues,
6) merchandising or promotional
opportunity
BRAND AMPLIFIER
Public Relation and Publicity
• Amplifying the effects created by other marketing
activities
• Publicity: nonpersonal communications such as
press releases, media interviews, press
conferences, feature articles, newsletters
• Public relations may also include annual reports,
fund-raising, special event management
DEVELOPING INTEGRATED
MARKETING COMMUNICATION
PROGRAMS
• Criteria for IMC Programs
1. Coverage
2. Contribution
3. Commonality
4. Complementarity
5. Conformability
6C
6. Cost
1. Coverage
• The proportion of the audience
reached, including the overlapping
• The benefit of overlapping: enhance the
exposure
2. • In creating the desired response and
communication effects from consumers
• building awareness, enhancing the
company’s image, stimulating responses,
Contribution and inducing sales
3. • Sending target audiences the same
consistent message across communication
Commonality channels.
• Create a consistent and cohesive brand
image in which brand associations share
(Cohesion) content and meaning.
• The extent to which different associations
and linkages are emphasized across
4. • Communication channels are often more
effective when used in tandem
communication channels
Complementary • Trade show (awareness and knowledge)
and Sampling (incentive to buy) and
• Discount (incentive to buy for first
buyer) and loyalty membership (repeat
buying)
• the extent that a marketing communication option
5. Conformability is robust and effective for different groups of
consumers.
• Things to avoid: overload, confusion, and annoyance
6. Cost
USING IMC
CRITERIA
