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Using Advertising and Promotionto Build Brands

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What are the functional areas ofmarketing communication?

What is the IMC concept and

process? Why is integration so important in

marketing communication?

Chapter Outline

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Two-way Dialogue WithConsumers

Focus on Building LongTerm Relationships With

Consumers

Marketers Use and

Coordinate Many DifferentForms of CommunicationWith Consumers

Two-way Dialogue WithConsumers

Focus on Building LongTerm Relationships With

Consumers

Chapter Perspective: Changing World

Old WorldOld World New WorldNew World

Talking At Consumers

Focus on Winning New

Customers

Marketers Relied Primarily

on Advertising and

Promotions

Talking At Consumers

Focus on Winning New

Customers

Marketers Relied Primarily

on Advertising and

Promotions

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Opening Case:AFLAC

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90% of targeted consumers are nowaware of AFLAC

30% increase in sales

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

Only 14% recognized AFLAC brandOnly 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

Opening Case:AFLAC

Challenge:Challenge:

Answer:Answer:

Results:Results:

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What Is a Brand?

Brand:A perception resulting from

experiences with, and information about,

a company or line of products.

Brands Can BecomeBrands Can BecomeVery Familiar to ConsumersVery Familiar to Consumers

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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

Place

Promotion

Marketing

Promotion is the Primary Focus

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Think About It

IMCHow would you explain IMC to someone?

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Coke: A Successful User of MC to Build a Brand

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Advertising

What Are The Functional Areas Of MC?

Functions

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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 organizationmore profitable.

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CustomerService

Events &Sponsorships

Publicity (PublicRelations)

SalesPromotion

Advertising DirectMarketing

PackagingPersonalSelling

Events &Sponsorships

Publicity (PublicRelations)

SalesPromotion

Advertising DirectMarketing

PackagingPersonalSelling

What Are The Functional Areas Of MC?

Functions

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What Is IMC Media?

IMC Media: The means by

which the various types of

marketing communication

messages are sent and received

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Mail

Newspapers

Magazines

Television Radio

Internet Outdoor

Mail

Internet Outdoor

Magazines

Newspapers

RadioTelevision

Telephone

The Media of IMC

Media

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IMC Concept and Process

IMC Concept: A process for

managing the brand messages

that impact customerrelationships

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IMC In Action: Saturn

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Launch a new car brand

An IMC program featuring:

New Kind of Car Company message

Focus on satisfied owners as part of afamily

No hassle buying and servicing policies

An IMC program featuring:

New Kind of Car Company message

Focus on satisfied owners as part of afamily

No hassle buying and servicing policies

Launch a new car brand

Saturn has successfully developed aunique brand image

Saturn owners feel part of the Saturn family

IMC In Action: Saturn

Challenge:Challenge:

Answer:Answer:

Results:Results:

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Figure 1-1: IMC is an ongoing process

+

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and create asynergy effect

like:

they reinforceeach other

When brandmessages are

integrated

When brandmessages are

integrated

they reinforceeach other

Why Is Integration So Important?

Integration Synergy=

2 2 5+ =

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FedEx Has Done a Good Job ofIntegrating Brand Messages

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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 andprofits based on your brands

relationships with consumers

3. Increases the Level of Trust

IMC focuses on long-term relationships,

not one-time sale4. Provides Internal Focus

IMC focuses on one look, one voice

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IMCStrategy

Final Note: IMC Cuts Through Message Clutter