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Chapter 14
Integrated Marketing Communications
Copyright © 2013 Pearson Canada Inc.
TFTD
The Dog,
The Monkey and
The Panther.
The Art of Controlling Perceptions 
https://www.youtube.com/watch?v=WmYYHaJpzCo
Developing a Marketing Strategy:
The Marketing Mix
Product
Price
Marketing
Mix
Marketing
Communications
Consumer
or Business
Customer
Distribution
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Integrated Marketing Communications
“The coordination of various forms of
marketing communications into a
uniform program that maximizes the
impact on consumers and other types
of customers.”
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The P of Promotion
• Integrated Marketing Communication (IMC)
• Made up of four major components
– Advertising
•
•
•
•
Media Communications
Event management
Direct response
Social Media
– Sales promotion
• Direct response
• Social Media
– Personal Selling
– Public Relations
• Purpose - Building Brand Position
IMC Planning
Advertising Tools
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Hierarchy of Effects & Role of IMC
Repurchase/Loyalty
Purchase
Conviction/Intention
Preference
Liking
Knowledge
Awareness
Unawareness
Top of mind
Share of mind
AIDA (attention/awareness, interest, desire, action)
Behavioural Objectives:
• Trial
– Category Trial
– Brand Trial
– Brand Retrial
– Brand Switching
• Repeat Purchase
• Purchase Related
Behaviour
• Repeat Consumption
Advertising’s Role
Advertising is the placement of informative and/or
persuasive messages in any medium by an identified
sponsor.
The basic objectives of advertising are:
1. To influence the thought patterns of the target
audience in a favourable manner
2. To educate the audience about product
features and benefits.
3. To create awareness of sales promotions
which motivate purchase of a specific brand
of good.
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Marketing Communications Planning
“The process of making systematic decisions
about which components of the marketing
communications mix to use in a campaign.”
Different communications
components may be
better at achieving
different objectives:
Sample Objectives:
• Awareness
• Position / Reposition
• Trial purchase
• Alter perceptions
• Diffuse damaging
situation
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Marketing Communications Strategy
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Budget Determination
A marketing manager must carefully calculate
and rationalize their annual marketing budget.
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Advertising Agency’s Role
Advertising agencies usually create the ad campaigns
for marketing organizations.
Creative
Planning
Media
Planning
Advertising
Agency
IMC
Planning
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Two Key Aspects
Creative Strategy
• What is the message and
why?
• What will be the tone?
• How will we appeal
emotionally?
• What techniques will we
use?
Media Strategy
• Where will the message
be utilized and why?
• How will we get the
message to the
audience?
• How often do we send
the message?
• How will different media
complement each other?
Creating the Message
The creative plan has three essential components:
Creative
Objectives
What to say
Creative Strategy
How to say it
Creative Execution
The message
includes the key
benefit the brand
offers.
Specific tactics
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Creative Objectives: What to
Say?
The key aspect of the message (primary benefit) must
be clearly communicated.
It becomes a theme to the series of communications.
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Creative Strategy
Agencies get paid to come up with the “big idea” to
market a brand. Their message strategy considers
potential themes and a variety of appeal techniques.
• Humour
A lifestyle
image works
for HarleyDavidson.
• Comparison
• Emotion
• Lifestyle
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Advertising Appeals
Profit
Product saves, makes, or protects money
Health
Appeals to body-conscious or health seekers
Love or romance
Used in selling cosmetics and perfumes
Fear
Social embarrassment, old age, losing health
Admiration
Reason for use of celebrity spokespeople
Convenience
Used for fast foods and microwave foods
Fun and pleasure
Key to advertising vacations, beer, parks
Vanity and egotism
Used for expensive or conspicuous items
Environmental
Consciousness
Centres around environmental protection
The Major Types of Advertising
Product Advertising
Pioneering
 Stimulates primary demand for new
product or category
 Used in the PLC introductory stage
Competitive
 Influences demand for brand in the
growth phase of the PLC
 Often uses emotional appeal
Comparative
 Compares two or more competing
brands’ product attributes
 Used if growth is sluggish, or if
competition is strong
http://www.pizzahut.com
Online
Creative Strategy - Techniques
• Celebrity Endorsement
• Testimonial
• Sex
• Product Demonstrations
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The Think Marketing box on
p.285 demonstrates how
national pride worked well
in a campaign for Molson
Canadian.
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Media Strategy
Media strategy involves decisions
about how to best reach the target
audience.
Numerous factors
are considered:
• Match Target with
Medium
• Reach
• Frequency
• Continuity
• Engagement
• Market Coverage
• Timing
• Media Alternatives
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Media Planning
The media plan has three essential components:
Media
Objectives
Media
Strategy
Media
Execution
A good media plan
employs the right
media to reach the
target audience
effectively and
efficiently.
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Media Strategy
• Matching Target with Medium – matching media
that have a user profile (viewer, reader, listener, etc.)
similar to the target market profile.
• Reach – The total audience, potentially exposed to a
message in a given period.
• Frequency – The average number of times an
audience is exposed to a message in a given period.
• Continuity – The length of time required to generate
impact on a target market through a particular
medium.
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Media Strategy
• Tradeoffs in Media – many media require that you sacrifice
one for the other.
• Richness – the depth and content of the message.
Magazines and direct mail can give you lots of
opportunity to share deep detailed messages
• Reach – Mass media allows you to reach many
people but television, radio and newspaper ads are
short and to the point.
• Internet – a medium that allows you to do both. Reach the
whole world and give them a rich message. – Think Clickthrough
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Media Strategy
• Engagement – A person’s degree of
involvement with a medium when consuming it.
• Passive – television, magazine
• Active – Internet, mobile – “click through”
• Market Coverage – The number of geographic
markets in which advertising will occur for the
duration of the plan (national, regional, city,
etc.).
• Timing – The best time to reach the target
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market (time of day,
day of week, season, etc.).
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Media Alternatives
Television
Radio
Newspapers
Magazines
Out-of-Home
Direct Response
___________
Internet
Mobile
Video Games
Blending the digital media
with the traditional media is
a challenge. Dollars are
shifting towards digital
media and away from mass
media.
Media is always changing
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Media Decisions in Advertising
Monitored Media
Unmonitored Media
Newspapers
Direct Mail
Magazines
Trade Exhibits
Yellow Pages
Cooperative Advertising
Internet / Mobility
Brochures
Radio
Coupons
Television
Catalogues
Outdoor Media
Special Events
Media Related Opportunities
Advertisers are questioning the value of traditional
advertising and are seeking new alternatives.
1. Product Placement
2. Branded Content
(Sponsor
Integration)
The Think Marketing box on p. 288 offers
details about TD Canada Trust’s branded
content campaign.
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Media Execution
Specific plan details are clearly identified in
this stage.
Evaluation of media cost comparisons
(CPM)
Cost Per Mille(Thousand) – Cost
per impression
Calendar outlining all media activities
Budget summaries (what, when,
where, how Copyright
much?)
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Direct Response Advertising
“Advertising messages delivered by any medium
that includes a direct means of response by the
audience receiving the message.”
• Direct Mail
• Direct Response
Television (DRTV)
(Shopping Channel)
• Direct Email / Text
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Direct Response and CRM
Reaching a customer individually and directly
can be more efficient than using mass media.
Shoppers Drug Mart
collects and analyzes
information about
customers and sends
them offers they should
be interested in by
email or regular mail.
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Online Advertising
“The placement of electronic communication on a
website, in email, or over personal communications
devices connected to the Internet.”
Ad placement is based on behavioural targeting:
“A data-base driven marketing system that tracks a
consumer’s behaviour to determine his or her interests and
then serves ads to that person relevant to that interest.”
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Online Advertising Options
Numerous options are available to advertisers.
• Search Advertising – An advertiser’s listing is placed within
or alongside search results in exchange for paying a fee
each time someone clicks on the listing in those search
results.
• Display Advertising – Banner ads in a variety of sizes.
• Rich Media – Banner ads that include animation, sound,
video, and interactivity.
• Sponsorships – for a Copyright
fee an
advertiser commits to an
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Online Advertising Options
• Permission-Based
Email – Consumers
agree to accept
online messages
from commercial
sources.
Intrawest Resorts
sends offers of interest
to customers in its
database.
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Social Media Communications
A few facts and figures about social media usage in Canada:
• The reach of social networking and blogging venues
is growing at twice the rate of other Internet
options.
• In Canada there are more than 16 million Facebook
users.
• The shear size of the potential audience is
overwhelming for marketers; many remain
uncertain of the tangible benefits social
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communications offer.
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Social Network Categories
Social networks fall into two basic categories:
• Broad-Based Sites such as Facebook and
YouTube which offer an interactive
network of friends, profiles, blogs, music
and videos.
• Niche Sites such as Linkedin that attract
people with specific interests (a network
for business people and other working
professionals). Copyright © 2013 Pearson Canada Inc.
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Social Niche Site Example
Dogster is a niche
site for dog
lovers…600,000
of them!
That’s a
significant
audience for
marketers of pet
food and pet
accessories.
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Consumer Control
• Marketers are adapting to this shift in control and
many are inviting consumer participation in brand
communications programs, a concept referred to
as crowdsourcing.
• Crowdsourcing uses the collective talents of the
public to complete marketing tasks normally
undertaken by a third party provider.
• Such tasks are completed more quickly and at
lower cost.
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“Whuffie”
• A type of “on-line reputational currency” a
person or organization can create by
offering value and help to others and
thereby creating a relationship that can be
cashed in from time to time
• http://www.youtube.com/watch?v=qyFaWoiL6Cc
• http://www.thewhuffiebank.org/
Advertising on Social Networks
Many standard Internet options are available on social
networks along with some new opportunities.
• Display Advertising
• Brand Pages
• Referrals from a Friend
Network (Whuffie)
• Company Blogs
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Benefits of Social Media Communications
1. Word-of-Mouth communications among friend
networks - trust - (such communications can also be
damaging if a brand or company steps out of line).
2. Customer engagement with brands via contests and
general conversation.
3. Direct contact with customers allows for feedback in a
very quick manner.
4. Opportunity to learn about customer preferences.
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Mobile Communications
Some facts and figures about the mobile
communications market:
• 24.5 million wireless subscribers in Canada; 5.7
million subscribe to mobile broadband.
• Mobile only represents 7.5% of one’s media time
but is growing faster than any other medium.
• Mobile communications allows marketers to reach
consumers based on where they are located
(location-based marketing was introduced earlier).
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Mobile Marketing
Communications
The most common forms of communication thus
far, include:
• Text Messaging
• Video Messaging
• Applications
• QR Codes – Two dimensional bar
codes
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Mobile Communications:
Applied
A quick response (QR)
code communicates
more information
about a product to a
customer.
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Video Game Advertising
“The placement of ads in commercially sold games
or games played online or on mobile phones.”
• Gamers are accepting
of ads.
• The presence of ads
adds some reality to
the game.
• Brand recall scores
increase after viewing
in games.
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Visual Model
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