INTEGRATED MARKETING

COMMUNICATIONS TO BUILD

BRAND EQUITY Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM

Manager Marketing and Business Development – Logiwiz Ltd.

Presentation Developed as Course Material for the SLIM Diploma in Brand Management

MARCOM TOOLS

Media

Direct response adverts

Online ads

Place advertising – billboards, movies

POSM

Trade promos

Consumer Promos

Events marketing or sponsorships

Publicity and public relations

Personal selling

CHALLENGES IN DESIGNING AND BRAND

BUILDING COMMUNICATIONS

Exposure : A person must see or hear the

communication

Attention : A person must notice the

communication

Comprehension: A person must understand the

communication as per the intended message

Yield: A person must respond favorable to the

intend message in the communication

Intentions: A person must plan to act in the

desired manner to the communication

Behavior: A person actually act in the desired

manner of the communication

THE IDEAL AD CAMPAIGN

1. Right consumer is exposed to the right message at

the right place at the right time

2. The creative strategy causes the consume to notice

but does not distract from the intended message

3. The ad properly reflects the consumers level of

understanding about the product

4. The ad correctly positions the brand in terms of

desirable and deliverable points of difference and

points of parity

5. The ad motivates the consumer to consider to

purchase

6. The total ad strategy convinces the consumer to

make the purchase

ADVERTISING

Paid non personal presentation and promotion of

ideas goods or services by and identified sponsor

TV

Costly

Not targeted

Not easily controllable

Mass reach

Monolog

Sight sound and motion

Can be used to demonstrate a product more

effectively

Cluttered

High repetition is needed

RADIO

Mass Market

Less cost to produce and place

Flexible to change and interact with audience

More targeted than TV

Morning and evening drive times

Support medium to TV and other com

Lacks visual appeal

High repetition is needed

PRINT

Magazines, news papers, tabloids

Can target audiences

Can provide detailed information

Press Releases, advertorials, ad1 & ad 2

Static in nature

Costly

Reach is greater

DIRECT RESPONSE

Mail, telephone, internet and other non personal

contact tools to communicate with or obtain a

response from the customer

Informercials

WEBSITES

Less cost

Highly personalized

Relationship building

Website building is a science that not all

understand

Need to update frequently

Upgrades in technology

Can use JAVA flash to make the experience more

entertaining i.e. google

ONLINE ADS

MOBILE MARKETING

SMS

MMS

Mobile friendly sites

Introduction of smart phones

PLACE BRANDING

Hoardings/Bill boards

Vehicle branding

Transit ads – sub ways

Bus stops

MOVIES, AIRLINES, LOUNGES AND OTHER

PLACES

lifts

PRODUCT PLACEMENT

https://www.youtube.com/watch?v=wACBAu9coUU

POINT OF PURCHASE

PROMOTIONS

To influence the decision at the point of purchase

Consumer promotions

Trade promotions

EVENT MARKETING AND SPONSORSHIP

SPONSORSHIP

Strategic sponsorships selecting

Long term

Designing sponsorship programs – go beyond the

basic venue branding, get involved Jambulani

Measuring sponsorship activities

Supply side method

Demand side method

PUBLIC RELATIONS AND PUBLICITY

Publicity – Non personal communication such as

press releases, media interviews, press

conference, newsletters,

Public Relations – annual reports, fund raising,

web site, CSR, CEO interviews

Public Relations is a proactive approach to

managing stake holders relationships so that if a

crisis happens then the impact is minimal

PUBLIC RELATIONSHIPS

PERSONAL SELLING

Highest Cost

Face to face interaction

Least control

Training

CRITERIA FOR IMC PROGRAMS

Coverage – reach and overlap

Contribution – create the desired response

Commonality – consistent message across

Complimentarity – use medium to compliment

each other , TV ads and sales promotions

Versatility – first time viewers and multiple

medium exposed viewers

Cost – manage costs and justify

Content Extracted from “Strategic Brand

Management” 3rd Edition

Authors: Kevin Lane Keller

M.G. Parameswaran

Issac Jacob

Presentation developed from SLIM Diploma In

Brand Management Students

Presentation developed by Leroy J. Ebert (17th May

2014)