Marketing Communication Strategy

W. Rofianto

Defining IMCIMC is a strategic business process used to plan, develop,

execute and evaluate coordinated, measurable, persuasive

brand communication programs with consumers, customers,

prospects employees and other relevant external and internal

audiences.

The goal of IMC is to generate financial returns and build

brand equity.

Advertising

Direct Marketing

Interactive/Internet Marketing

Sales Promotion

Publicity/PublicRelations

Personal Selling

Advertising

Direct Marketing

Interactive/Internet Marketing

Sales Promotion

Publicity/PublicRelations

The Promotional Mix

Events

and

experiences

The Tools of Marketing Communications

Source: Shimp (2010), adapted from Figure 1.1 in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro

Perspectives on Integrated Marketing Communication Programs,” Journal of Marketing Management 17 (August, 2001), 823–851.

1. Media Advertising

• TV

• Radio

• Magazines

• Newspapers

2. Direct Response and

Interactive Advertising

• Direct mail

• Telephone solicitation

• Online advertising

3. Place Advertising

• Billboards and bulletins

• Posters

• Transit ads

• Cinema ads

4. Store Signage and Point-of-

Purchase Advertising

• External store signs

• In-store shelf signs

• Shopping cart ads

• In-store radio and TV

5. Trade- and Consumer-

Oriented Promotions

• Trade deals and buying

allowances

• Display and advertising

allowances

• Trade shows

• Cooperative advertising

• Samples

• Coupons

• Premiums

• Refunds/rebates

• Contests/sweepstakes

• Promotional games

• Bonus packs

• Price-off deals

6. Event Marketing and

Sponsorships

• Sponsorship of sporting

events

• Sponsorship of arts, fairs,

and festivals

• Sponsorship of causes

7. Marketing-Oriented Public

Relations and Publicity

8. Personal Selling

The Integration of Marketing Communications

Integrated MarCom Urgency

Tradition of separation communication tools

Influence of specialized outside suppliers

Managerial parochialism

Using multiple communication tools in conjunction with one

another can produce greater results (synergistic effects) than

tools used individually and in an uncoordinated fashion.

Basic IMC Issues

How to enhance

brand equity

How to affect

customer

behavior

How to justify

marcom

investments

How to

demonstrate

financial

accountability

Marketing Communicators Challange

IMC Keys

1. Start with the customer or prospect.

2. Use any form of relevant contact or touch point.

3. Speak with a single voice.

4. Build relationships.

5. Affect behavior.

https://www.youtube.com/watch?v=1tpnf9NWX-Y

Coordinated Marketing Mix Elements Build Image

A Firm-Based Perspective on Brand Equity

Higher

market share

Increased

brand loyalty

Premium

pricing

Revenue

premiums

Brand Equity

The degree to which consumers favorably perceive the brand’s

features and benefits as compared to competitive brands and

how strongly these views are held in memory

Children’s Taste Preferences (In percents)

Source: Shimp (2010)

Ways of Enhancing Brand Equity

Speak-for-Itself Message-Driven Leveraging

Enhancing Brand Equity

Change in

brand

awareness

Improvement

in attitudes

toward

the brand

Increased

purchase

intentions

Larger sales

volume

What to Measure?

Measuring Marcom Effectiveness, Why ?

Demands for greater accountability on the marketing function

To become better at marcom activities

https://www.youtube.com/watch?v=98U2O7cpcNw

“Within six months from the beginning of the advertising campaign,

research should show that 50 percent of all cat owners are using Whiskas

for their pet”

Good Marcom Objectives Criteria

IMC: Facilitate successful new product introductions,

Reduce the product failure rate (potentially 35-45%)

Affordable

Method

Affordable

Method

Competitive

Parity

Percentage

of Sales

Return on

Investment

Arbitrary

Allocation

Percentage

of Sales

Competitive

Parity

Arbitrary

Allocation

Top-Down Budgeting Methods

Top

Management

Total Budget Is Approved by

Top Management

Cost of Activities are Budgeted

Activities to Achieve Objectives

Are Planned

Promotional Objectives Are Set

Cost of Activities are Budgeted

Activities to Achieve Objectives

Are Planned

Promotional Objectives Are Set

Bottom-Up Budgeting

Are There Economies of Scale?

No evidence to support this!

No evidence to support this!

No evidence to support this!

Proposition I

Larger firms can support their brands with lower relative

advertising costs than smaller firms.

Proposition II

The leading brand in a product group enjoys lower advertising costs per sales

dollar than do other brands.

Proposition III

There is a static relationship between advertising costs per dollar of sales and

the size of the advertiser.

Branding and Packaging Work Closely Together

Product Decisions

BRANDING

Brand name commun-icates attributes and meaning

Advertising creates and maintains brand equity

Packaging has become increasingly important

It’s often customers’ first exposure to product

PACKAGINGBRANDING

https://www.youtube.com/watch?v=_6rj5jisB7g

https://www.youtube.com/watch?v=x2ASms1OGBU

https://www.youtube.com/watch?v=Id9pX7YcoZg

https://www.youtube.com/watch?v=HB3xM93rXbY

https://www.youtube.com/watch?v=litXW91UauE

https://www.youtube.com/watch?v=QKvgw9TJoCk