Integrated Marketing

Communication (IMC)
& Promotion
Strategies

DR. MD. IFTEKHARUL AMIN

PROFESSOR
What do we want?
► We want to market our product sustainably.
► So, we want to establish our brand. Because
there are competitors, selling exactly the
same product/service to the same set of
customers.
What exactly is a Brand?

Day before Yesterday

Brand was
► A name, term, sign or symbol that
► Identified &
► Differentiated
the products of one seller from those
of another
What exactly is a Brand?
Yesterday
A brand was a bundle of benefits

Today
A brand is more than a product … It is an

EXPERIENCE !!!
What exactly is a Brand?

A BRAND IS MORE THAN A PRODUCT.

COMPANIES MAKE PRODUCTS BUT SELL BRANDS.

The main purpose of branding is to get more

people to buy more stuff
for more years at a value price thus creating a
Brand Relationship with customers.
Share a Coke
 What is the
problem
in developing
Brand Relationship
???
Too many choices too little a time

Customers don’t notice unless it’s

remarkable!
We Face Different Challenges to Communicate
What do we need to do?
To establish a brand we need …
► Holistic Marketing Orientation
To communicate
successfully we need …
 The Disintegration & Integration of
Marketing
(dates are approximations)
Up to Sales
1940s

1950s Sales Marketing

1960s Product/brand Marketing

management services

1970s Advertisi Sales Event Direct Marketi

ng promoti sponsorsh respons ng
on ip e public
relation
2000s Integration s
Focus on Brand
Positioning
 IMC
IMC is a cross-functional process
for -
•creating and nourish­ing
profitable relationships with
customers and other
stakeholders
•by strategically controlling or
influencing all messages sent to
these groups and
•encouraging data-driven,
purposeful dialogue with them.
WHAT NEEDS TO BE INTEGRATED?

Customers
Business
Employ partners
ees

Corporate mission
Corpor
ate
Corporate learnin Databases
culture g
Traditional Marketing Approach

Speci Sales
Point of promotio
Interactiv al
purchas n
e event
e
marketin s
g Media
Packagi
Adver ng
Public -
relation tisingPublicit
s
Direct y Direct
marketin respons
g e
Contemporary IMC Approach

Sales Direct
Packagi
promotio respons
ng
n e

Point of Media
purchas Advertisin Public
e g relation
Publicit s
y

Interacti
ve Direct
Specia
marketi marketi
l
ng ng
events
Growing Importance of IMC

► Strategic integration of communications functions

► Avoids duplication
► Synergy among promotional tools
► More efficient and effective marketing
► Rapidly changing environment
► Consumers
► Technology
► Media
What is needed?
Consumer insight
► Nothing begins in IMC if you don’t have a great
consumer insight.

► Consumers are driving the trend

► They view brands as a form of self-expression
► They know more about brands and the
companies that make them
► They seek and share information with other
consumers via the Internet
 BRAND POSITIONING
3i Model adapted from Marketing 3.0 by Philip Kotler

i
Brand ntegrity

Positioning Differentiation
The SUSTAINABLE 5G
Family Company that Sustainable

3i
specializes in
home care
Business Model
consumer
product
Bra

ge
nd

ma
i Brand

i
de

nd
nti

Bra
y t

Brand Identity: positioning the brand in the minds of the

consumers
Brand Integrity: fulfilling what is claimed through the
positioning and differentiation
Brand Image: Acquiring a strong share of the consumers’
Communication development:
The Message

► Everything communicates.
► Brand messages:
► All the messages customers and other
stakeholders receive from and about a brand.
► Combination of content elements – words,
sounds, illustrations, actions, symbols, or
objects
► How they are applied and arranged is the
structure of the message
The IMC Message Typology

Product Planned

Brand

Service Unplanned
Communication development
► To successfully communicate the message
we need to persuade the customers.
 Persuasion
Persuasion is the act of creating changes in beliefs,
attitudes, and behaviors.
A classic persuasion model is AIDA model.
AIDA model
AIDA Model
Think Feel/Do Model
The Response Wheel
Four paths to a Brand Decision

Type of decision
Route Products
process

Cognitive Cars, new products, high

Think/feel/ do
processing involvement products

Snacks, beverages,
Experiential
Do/feel/ think cigarettes, small
processing: impulse
household items

Experiential
Restaurants, sporting
processing: Feel/do/ think
events, trade shows
experiences
IMC Planning
 IMC Planning
► Selecting the most relevant MC mix to help achieve
objectives
► Objective: “Increase belief of brand claims by 15%” –
publicity
► Objective: “Increase trial by 25%” – sales promotion

► The hard part of planning:

► Deciding how best to mix the various MC functions for
maximum efficiency and impact

►A major problem “One IMC tool dominates simply

out of tradition” – i.e. Mass media advertising
 IMC Planning
► Time and coordination go together, and are critical
elements of integration.
► There is no magic formula for timing MC programs

The only way to know whether or not something will

work is to try it.
► Test the level of media spending: How much spending is too
much? How much is too little?
► A campaign is evaluated based on how well it met its
objectives.
► Research is done to determine is there is a change in
awareness or perception
Media Overview
There are four basic types of media:
► Print
► Broadcast
► Interactive
► Out-of-home
Media planning
Media planning
 Media Mix
Determining a media mix
involves two basic
decisions:
▪ Which media to use?
▪ How much of each?

The media mix should be

driven by the media and
marketing objectives.
Media Mix
 Factors Affecting the
Promotional Mix
Nature of Product

Stage in PLC

Target Market Factors

Factors Type of Buying
Affecting Decision
Choice of
Promotion Funds
Promotiona
l Mix Push or Pull Strategy
 Consistency
IMC planners focus their attention on two types of consistency:
► One-voice, one-look
► Most elementary level of consistency
► Same appearance and feel in all MC functions
► All the media message reinforce one another
► Strategic consistency
► Core values: Corporate mission, culture
► Brand identity and position: Product/service performance
► Brand image and personality: Creative strategy and
executions
MC Mix
 Chapter Thirteen

Mass Media Advertising: The awareness builder

Planed messages disseminated to a broad audience.

Six characteristics:
► Nonpersonal
► One-way
► Planned
► Identified sponsor
► Paid
► Influence their attitudes and behaviour
Advertising’s effect on the economy

There are two divergent school of thought on advertising’s

economic role:
► Advertising = Market power (is more negative view)
► Foster brand loyalty, thereby encouraging customers to be less price
sensitive
► Entry barriers are increased
► Result is that firms charges higher prices
► Advertising = Information (is more positive view)
► Informs customers about the product
► Increases consumer’s price sensitivity
► Entry barriers for new firms are reduced
► Product innovation is aided via new entrants
► Put pressure on firms to lower prices
Strengths Mass Media Advertising

► The added value of advertising

► Awareness
► Source of creative ideas
► Information
► Brand positioning
► Cost effectiveness
► Control
► IMC related strengths
► Areas of self-selection
► Stakeholder communication
Limitations Mass Media Advertising

► Waste
► One-way communication
► Low credibility
► Clutter
Online communication

► Company website
► Driving online traffic
► Search Engine Optimization (SEO)
► Search Engine Marketing (SEM)
 The process of improving the quality and
quantity of website traffic to a website or a
web page from search engines.
The process of advertising to help your brand
and content appear higher in search engine
results.
SEM uses a pay-per-click (PPC) model.
 Social Media Marketing
► Consumer generated
media
► is designed to be shared
► there are no costs
associated with viewing
the media
► it is always available
Key digital strategies: Act & Convert
Key digital strategies: Engage

Highlightin
g photos
break up
the visual
spacing of
your
timeline
Key digital strategies: Engage

More Like
and
Comment
indicates
high
consumer
engagement
Key digital strategies: Engage

Provide Polls. This give your fans the

freedom on commenting!
Key digital strategies: Engage

POST SHORT UPDATES

Less than 80
character is best.

In Bangladesh,
highest
engagement ratio
of a post happen
if uploaded
around 9 pm!!
Events & Experiences

❑ Engage
audiences
❑ Amplify your
brand
❑ Create
memorable
connections
Experiential marketing
Exp
erie
nces
NIKE’s digital experience
Word of Mouth (WoM)

► Passing of information
from person to person
using oral
communication
► Happens when a
consumer's interest in a
company's product or
service is reflected in
their daily dialogues

► Viral marketing relies on

WoM
Publicity

► Refers to public
awareness of a company
or person.

► The ultimate goal of

publicity is to create a
positive public perception
of a company to inspire
more people to engage
with it.
PR

► The techniques and strategies for

managing how information about
an individual or company is
disseminated to the public and
media.

► The goals are to disseminate

important company news or
events, maintain a brand image,
and put a positive spin on
negative events to minimize their
fallout.
Publicity and Public Relations
Final note: What makes a
communication effective?