CHAPTER: 6
INTEGRATING MARKETING COMMUNICATIONS TO
BUILD BRAND EQUITY
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Marketing Communication
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-of-difference associations
to the brand in consumers’ memory
Eliciting positive brand judgments or feelings
Facilitating a stronger consumer-brand connection and brand
resonance
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The New Media Environment
Has changed dramatically in recent years
Traditional advertising media seem to be losing their
grip
Digital revolution has changed the way consumers learn
and talk about brands
Changing media landscape has forced marketers to re-
evaluate how they should best communicate with
consumers
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The New Media Environment
Challenges in Designing Brand-
Building Communications
• Information processing model of
communications
Role of Multiple
Communications
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Challenges in Designing Brand-Building
Communications
Skilfully designed and implemented marketing
communications programs
Should be efficient and effective
Require careful planning and creative knack
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Information Processing Model of
Communications
For a person to be persuaded by any form of
communication the following steps must occur:
Exposure - Seeing or hearing communication
Attention - Noticing communication
Comprehension - Understanding the intended message
Yielding - Responding favorably to the message
Intentions - Planning to act in the desired manner of
communication
Behavior - Actually acting in the desired manner
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Figure 6.2- Simple Test for Marketing
Communication Effectiveness
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Role of Multiple Communications
Advantages of multiple communications
Optimal utilization of monetary and other resources
Different communication options also may target
different market segments
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Marketing Communication Options
Marketing Communication
Advertising Interactive Events and Mobile
and Promotion Marketing Experiences Marketing
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Advertising
Any paid form of non-personal presentation and
promotion of ideas, goods, or services by an
identified sponsor
Powerful means of creating strong, favorable, and
unique brand associations and eliciting positive
judgments and feelings
Specific effects are difficult to quantify and predict
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Types of Advertising Media
Television Radio Print
Direct Place
Response
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Promotion
Consumer Promotions
Trade Promotions
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Promotions
Advantages
Permitmanufacturers to charge different prices to
groups of consumers who vary in their price sensitivity
Convey a sense of urgency to consumers
Can build brand equity through actual product
experience
Encourage the trade to maintain full stocks and support
the manufacturer’s merchandising efforts
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Promotions
Disadvantages
Decreased brand loyalty and increased brand
switching
Decreased quality perceptions, and increased price
sensitivity
Inhibit the use of franchise
Divert marketing funds sales promotion
Increase the importance of price as a factor in
consumer decisions
May subsidize buyers who would have bought the
brand anyway
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Online Marketing Communication
Web Sites
On line Ads and Videos
Social Media
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Events and Experiences
Focus on engaging the consumers’ senses and
imagination as a part of brand building
Event marketing: Public sponsorship of events or
activities related to sports, art, entertainment, or
social causes
Range from extravagant sponsorship events to a
simple local in-store product demonstration
Rationale
Guidelines
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Mobile Marketing
Product advertising on various mobile platforms
Geotargeting: Marketers send messages to
consumers based on their location and the activities
they are engaging in
Opt-in advertising - Users agree to allow
advertisers to use specific, personal information
send them targeted ads and promotions
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Brand Amplifiers
Efforts made to engage consumers and the public
via word-of-mouth and public relations and
publicity
Amplify the effects created by other marketing
activities through:
Public
relations and publicity
Word-of-mouth
Public relations and publicity
Word-of-mouth
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Developing Integrated Marketing
Communication Program (IMC)
Criteria
for IMC
Programs
Using
IMC
Choice
Criteria
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Criteria For IMC Program
Coverage Contribution Commonality
Complementarity Comformability Cost
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Using IMC Choice Criteria
Evaluating
Communication Options
Establishing Priorities
and Trade-Offs
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General Marketing Communication
Guidelines
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Thank You
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