Intergrated marketing communications

Business ChallengeTo help the brand to improve their brand equity... • Communication or marketing is vital; but it does not mean communication could help a corporate solve everything L

INTEGRATED MARKETING COMMUNICATIONS

• Lectured by Khoa Nguyễn

Business Challenge

Business Challenge

To help the brand to improve their brand equity

Marketing Objective

Communication Objective

• How to make Nescafe 3-in-1 become most loved?

Everything

starts with

CONSUMER INSIGHTS MARKET RESEARCH

STRATEGY – CREATIVE IDEA KEY MESSAGE – KEY VISUAL

• Communication (or marketing) is vital; but

it does not mean communication could

help a corporate solve everything (Le T.,

2013)

7

Topic Outline

The Promotion Mix

Integrated Marketing Communications

The Communications Process

Steps in Developing Effective Marketing Communication

Setting Promotion Budget and Mix

1 The Promotion Mix or Marketing

Communication Mix

TO INFORM TO PERSUADE PROMOTE

GOODWILL

Promotion Mix

ADVERTISING

PUBLIC RELATIONS

PERSONAL SELLING DIRECT MARKETING SALES PROMOTION

• Paid non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Place

Advertising

SALES PROMOTION

• Short-term incentives used to encourage the purchase of a product

or service

Public Relations

• Building good relations with the

company’s publics through favorable

publicity, a good corporate image, and

effective handling of unfavorable news

18

Personal Selling

19

Direct Marketing

• Gain an immediate response and lasting relationship with targeted consumers

Communications landscape

• Consumers are changing

• Marketing strategies are changing

Marketing

Communications

• Means by which firms attempt to inform, persuade, and remind consumers about the brands they sell

• Can contribute to brand equity by:

• Creating awareness of the brand

• Linking parity and difference associations to the brand in consumers’ memory

points-of-• Eliciting positive brand judgments or feelings

• Facilitating a stronger consumer-brand connection and brand resonance

The New Media Environment

The New Media Environment

Challenges in Designing

IMC – Intergrated Marketing

Communication

IBC – Integrated Brand Communication

Tools for IMC

Consistent, clear, compelling messages

ADVERTISING SELLING

PUBLIC RELATIONS

SALES

PROMOTION

DIRECT MARKETING

Marketing Communications Tools

3 The Communication

Process

The Communication Process

4 Steps in Developing effective communication

DEVELOPING EFFECTIVE MARKETING

COMMUNICATION

Identify target audience

Set communications objectives

Design the message

Choose the media

Select message source

Design the message

Rational

appeal/Emoti

onal appeal/Moral

appeal

Design the message

Emotional

appeal

Design the message

Moral

appeal

Message structure and format

• Design the message

Choose Media

PERSONAL NONPERSONAL

channels

Word-of-mouth Opinion leadership

Buzz

channels

Major media Atmospheres

Events

Major media

atmospheres

Events

Select

Source

Promotion mix strategies

Demand

Demand

Push strategy

Pull strategy

Promotion mix strategies

BRASSINGTON, F and PETTITT, S (2012) Essentials of Marketing 3rd Ed Harlow: Pearson KOTLER, P and ARMSTRONG, G (2013) Principles of Marketing London: Prentice Hall