CHAPTER 6

INTEGRATING MARKETING COMMUNICATIONS

TO BUILD BRAND EQUITY

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.1

Overview

Marketing communications are the means by which firms

attempt to inform, persuade, and remind consumers
directly or indirectlyabout the brands they sell.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.2

The New Media Environment

Traditional advertising media such as TV, radio,

magazines, and newspapers seem to be losing their grip on
consumers.

Marketers pour $18 billion into Internet advertising in

2005. While Web advertising jumped 20% during this time,
spending for TV ads remained flat.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.3

Advertisers

Spend Nearly $600 Billion Worldw

US, in
China,
Japan, Germany and the UK lead as the top
ide
2015
five ad markets.

Around the world, advertisers will spend $592.43 billion

in 2015, according to new figures from eMarketer, an
increase of 6.0% over 2014.

Currently, the top five spenders in each advertising

categorytotal paid media, digital and mobileare the
US, China, Japan, Germany and the UK.

While the UK lags Japan and Germany in total media

spending, its digital ad market outpaces both, with
digital and mobile ads representing significantly higher
shares of overall advertising than its two predecessors
in the overall market. Otherwise, the rankings are
Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University
6.4
consistent across all media markets.
- See more at: http://www.emarketer.com/Article/Advertisers

Will-Spend-Nearly-600-Billion-Worldwide2015/1011691#sthash.sE7kzE6G.dpuf

Simple Test for

Marketing Communications (Fig: 6.2)
1.
Current Brand
Knowledge

3.
Communicat
ion

2.
Desired Brand
Knowledge

1.

What is your current brand knowledge? Have you created a detailed mental
map?

2.

What is your desired brand knowledge? Have you defined optimal points of
parity and points of difference and brand values?

3.

How does the communication option help the brand get from current to
desired knowledge with customers.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.5

Information Processing Model of

Communications
1.

Exposure: a person must see or hear the communication.

2.

Attention: a person must notice the communication.

3.

Comprehension: a person must understand the intended

message or arguments of the communication.

4.

Yielding: a person must respond favorable to the intended

message or arguments of the communication.

5.

Intentions: a person must plan to act in the desired

manner of the communication.

6.

Behavior: : a person must actually act in the desired

manner of the communication.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.6

Marketing Communications Options

Advertising
Promotions
Event

marketing and sponsorship

Public

relations and publicity

Personal

selling

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.7

Advertising

A powerful means of creating strong, favorable, and

unique brand associations and eliciting positive judgments
and feelings

Controversial because its specific effects are often

difficult to quantify and predict

Nevertheless, a number of studies using very different

approaches have shown the potential power of advertising
on brand sales.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.8

Ideal Ad Campaign
The ideal ad campaign would ensure that:
1.
The right consumer is exposed to the right message at the right place
and at the right time.
2.
The creative strategy for the advertising causes the consumer to notice
and attend to the ad but does not distract from the intended message.
3.
The ad properly reflects the consumers level of understanding about
the product and the brand.
4.
The ad correctly positions the brand in terms of desirable and
deliverable points-of-difference and points-of-parity.
5.
The ad motivates consumers to consider purchase of the brand.
6.
The ad creates strong brand associations to all of these stored
communication effects so that they can have an effect when
consumers are considering making a purchase.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.9

Category of Advertising
Television
Radio
Print
Direct

response

Interactive:
Mobile
Place

websites, online ads

marketing

advertising:

Billboards;

movies, airlines, and

lounges; product placement; and
point-of-purchase advertising

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.10

Extra: ALT, BLT and TLT

Above the Line Promotions

Mass media is used to promote brands and reach out to the target
consumers.

Also called conventional media.

e.g.: television and radio advertising, print as well as internet.

This is communication that is targeted to a wider spread of audience,

and is not specific to individual consumers.

Below the Line Promotions

ATL advertising tries to reach out to the mass as consumer audience.

Interestingly, there is a new phrase called Through the Line, or TTL,

which integrates both ATL and BTL activities. BTL communications
from brands is rapidly becoming a dying form of reaching out to the
audience with agencies and clients going adopting the Integrated
Communication approach.

Through the Line Promos

TTL integrates both ATL
and BTL activities.

BTL communications
from brands is rapidly
becoming a dying form
of reaching out to the
audience with agencies
and clients going
adopting the Integrated
Communication
approach.

BTL advertising is more one to one.

e.g.: the distribution of pamphlets, handbills, stickers, promotions,

brochures placed at point of sale, on the roads through banners and
placards, product demos and samplings at busy places like malls and
market places or residential complexes.

For certain markets, like rural markets where the reach of mass media
like print or television is limited, BTL marketing with direct consumer
outreach programs do make the most sense.

Sometimes BTL is preferred over ATL due to budget issues, the need to
physically display the product, to conduct a hand on product contest
as well as for new launches and teasers campaigns.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.11

Promotions
Short-term

incentives to encourage trial or usage of

a product or service
Marketers can target sales promotions at either the
trade or end consumers
Consumer promotions
Consumer

promotions are designed to change the choices,

quantity, or timing of consumers product purchases.

Trade

promotions

Trade

promotions are often financial incentives or

discounts given to retailers, distributors, and other
members of the trade to stock, display, and in other ways
facilitate the sale of a product.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.12

Event Marketing and Sponsorship

Event marketing is public sponsorship of events or

activities related to sports, art, entertainment, or social
causes.
Event sponsorship provides a different kind of
communication option for marketers. By becoming part of
a special and personally relevant moment in consumers
lives, sponsors can broaden and deepen their relationship
with their target market.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.13

Public Relations and Publicity

Public relations and publicity relate to a variety of programs and are

designed to promote or protect a companys image or its individual
products.

Buzz Marketing

Occasionally, a product enters the market with little fanfare yet is still able to
attract a strong customer base.

To avoid buzz marketing pitfalls (Emanuel Rosen):

Keep it simple

Tell us whats new

Dont make claims you cant support

Ask your customers to articulate whats special about your product or service

Start measuring buzz

Listen to the buzz.

Watch movies like: The Blair Witch project, Cabin beside the lake, Eden Lake.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.14

Personal Selling
Personal

selling is face-to-face interaction with one

or more prospective purchasers for the purpose of
making sales

The

keys to better selling

Rethink
Get

everyone involved

Inspire
Change
Forge
Talk

training

from the top

the motivation

electronic links

to your customers

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.15

Integrated Marketing Communications

(IMC)
The

voice of the brand

A means

by which it can establish a dialogue and

build relationships with consumers

Allow

marketers to inform, persuade, provide

incentives, and remind consumers directly or
indirectly

Can

contribute to brand equity by establishing the

brand in memory and linking strong, favorable, and
unique associations to it.

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.16

Developing IMC Programs

Mixing

communication options

Evaluate

all possible communication options available to

create knowledge structures according to effectiveness
criteria as well as cost considerations.

Different

communication options have different strengths and

can accomplish different objectives.

Determine

the optimal mix

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.17

Evaluating IMC Programs

Coverage:

What proportion of the target

audience is reached by each communication
option employed? How much overlap exists
among options?

Cost:

What is the per capita expense?

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.18

IMC Audience Communication Option Overlap

Communication
Option A

Communication
Option B

Communication Option C
Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

Note: Circles represent the market segments reached by various communication options.
Shaded portions represent areas of overlap in communication options.

6.19

Evaluating IMC Programs (cont.)

Contribution:

The collective effect on brand equity

in terms of
enhancing

depth and breadth of awareness

improving

strength, favorability, and uniqueness of brand

associations

Commonality:

The extent to which information

conveyed by different communication options share
meaning

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.20

Evaluating IMC Programs (cont.)

Complementarity:

The extent to which different

associations and linkages are emphasized across
communication options

Versatility:

The extent to which information

contained in a communication option works with
different types of consumers
Different

communications history

Different

market segments

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.21

Marketing Communication Guidelines

Be analytical: Use frameworks of consumer behavior and

managerial decision making to develop well-reasoned
communication programs
Be curious: Fully understand consumers by using all forms of
research and always be thinking of how you can create added
value for consumers
Be single-minded: Focus message on well-defined target
markets (less can be more)
Be integrative: Reinforce your message through consistency
and cuing across all communications

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.22

Marketing Communication Guidelines (Cont.)

Be

creative: State your message in a unique fashion;

use alternative promotions and media to create
favorable, strong, and unique brand associations
Be observant: Monitor competition, customers, channel
members, and employees through tracking studies
Be realistic: Understand the complexities involved in
marketing communications
Be patient: Take a long-term view of communication
effectiveness to build and manage brand equity

Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University

6.23