Intergrated marketing communications

INTEGRATED
MARKETING
COMMUNICATIONS

• Lectured by Khoa Nguyễn


Business Challenge


To help the brand to improve their brand equity

Business Challenge


Marketing Objective


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


CONSUMER INSIGHTS

Everything
starts with

MARKET RESEARCH
STRATEGY – CREATIVE IDEA
KEY MESSAGE – KEY VISUAL

Remember:
• 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

DIRECT MARKETING

SALES PROMOTION

PERSONAL SELLING

PUBLIC RELATIONS


ADVERTISING
• 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

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Personal Selling
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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 points-of-parity and points-ofdifference associations to the brand in
consumers’ memory
• 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 BrandBuilding Communications
Role of Multiple Communications

Information processing model of
communications


IMC – Intergrated Marketing
Communication

IBC – Integrated Brand Communication