Using Advertising and Promotion

to Build Brands

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Chapter Outline

What are the functional areas of

marketing communication?

What is the IMC concept and

process?

Why is integration so important in

marketing communication?

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Chapter Perspective: Changing World

Old World

New World

Talking
Talking At
At Consumers
Consumers

Two-way
Two-way Dialogue
Dialogue With
With
Consumers
Consumers

Focus
Focus on
on Winning
Winning New
New
Customers
Customers

Focus
Focus on
on Building
Building Long
Long
Term
Term Relationships
Relationships With
With
Consumers
Consumers

Marketers
Marketers Relied
Relied Primarily
Primarily
on
on Advertising
Advertising and
and
Promotions
Promotions

Marketers
Marketers Use
Use and
and
Coordinate
Coordinate Many
Many Different
Different
Forms
Forms of
of Communication
Communication
With
With Consumers
Consumers

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Opening Case: AFLAC

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Opening Case: AFLAC

Challenge:

Answer:

Results:

Only
Only 14%
14% recognized
recognized AFLAC
AFLAC brand
brand

An
An IMC
IMC program
program featuring:
featuring:
The
The Duck
Duck as
as an
an anchor
anchor of
of consistent
consistent
set
set of
of one
one look,
look, one
one voice
voice messages
messages
The
The coordinated
coordinated use
use of
of advertising,
advertising,
public
public relations,
relations, and
and sales
sales promotion
promotion

90%
90% of
of targeted
targeted consumers
consumers are
are now
now
aware
aware of
of AFLAC
AFLAC
30%
30% increase
increase in
in sales
sales

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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 Become

Very 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
Marketing
Marketing

Place
Promotion
Promotion is
is the
the Primary
Primary Focus
Focus
Promotion

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Think About It

IMC
How
How would
would you
you explain
explain IMC
IMC to
to someone?
someone?

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Coke: A Successful User of MC to Build a Brand

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What Are The Functional Areas Of MC?

Advertising
Advertising

Functions
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 organization
more profitable.
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What Are The Functional Areas Of MC?

Advertising
Advertising

Direct
Direct
Marketing
Marketing

Customer
Customer
Service
Service

Publicity
Publicity (Public
(Public
Relations)
Relations)

Functions
Functions
Events
Events &&
Sponsorships
Sponsorships
Packaging
Packaging

Sales
Sales
Promotion
Promotion
Personal
Personal
Selling
Selling

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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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The Media of IMC

Television
Television

Radio
Radio

Telephone
Telephone

Newspapers
Newspapers
Media
Media

Mail
Mail

Magazines
Magazines
Internet
Internet

Outdoor
Outdoor

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IMC Concept and Process

IMC Concept: A process for

managing the brand messages
that impact customer
relationships

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IMC In Action: Saturn

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IMC In Action: Saturn

Challenge:

Answer:

Results:

Launch
Launch aa new
new car
car brand
brand

An
An IMC
IMC program
program featuring:
featuring:
New
New Kind
Kind of
of Car
Car Company
Company message
message
Focus
Focus on
on satisfied
satisfied owners
owners as
as part
part of
of aa
family
family
No
No hassle
hassle buying
buying and
and servicing
servicing policies
policies

Saturn
Saturn has
has successfully
successfully developed
developed aa
unique
unique brand
brand image
image
Saturn
Saturn owners
owners feel
feel part
part of
of the
the Saturn
Saturn family
family

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Figure 1-1: IMC is an ongoing process

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Why Is Integration So Important?

Integration
Integration

When
When brand
brand
messages
messages are
are
integrated
integrated

Synergy
Synergy

they
they reinforce
reinforce
each
each other
other

and
and create
create aa
synergy
synergy effect
effect
like:
like:

2 + 2 = 5
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2 + 2 = 5 Statement

Not TrueInteraction
Results Depend on Interaction of
the two (or more) variables

Example:
$10 Billboard = $20 Sales
$10 TV Ad = $30 Sales
But
$20 TV/Billboard = $60 Sales
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FedEx Has Done a Good Job of

Integrating 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 and
profits based on your brands
relationships with consumers
3. Increases the Level of Trust
IMC focuses on long-term relationships,
not one-time sale
4. Provides Internal Focus
IMC focuses on one look, one voice
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Final Note: IMC Cuts Through Message Clutter

IMC
IMC
Strategy
Strategy

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Questions - 1

What is Advertising, Primary Use?

Sales Transactions or relationships? Why?

Marketing Communication Mix?

IMC Definition? Key Elements?
Why is Keeping Customers an Ongoing
Process?
How Does Integration Create Efficiency?

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