1. Brand Activation

2. Brand activation – Brand Communication
Brand Attributes
Brand touch point
Promotion strategy

3. Brand Attributes

4. Brand attributes
Tangible product features inherent in brand experience
Ex : product at Point of purchase - supporting environment that coherence with the brand identity

6. Promotion  IMC
IMC plays a major role in the process of developing and sustaining brand identity and equity.

7. Changing of “way of thinking”
promotion
Marketing communication
IMC
Promotion has been defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.
marketing communications are the means by which firms attempt to inform. persuade, and remind consumers-directly or indirectly-about the products and brands they sell.
In a sense, marketing communications represent the "voice" of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers. (kotler and keller. 2009:470)
Integrated marketing communication is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication program over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.
(Don E. Schultz and Philip J. Kitchen, 2004)

8. Flashback : Promotion
Promotion has been defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.
Promosi merupakan usaha terkoordinasi dari penjual/marketer untuk memberikan informasi dan mempersuasi untuk menjual produk,jasa dan mempromosikan ide (definisi tahun 50an)
Promosi masih berorientasi sebagai cara konsumen untuk menjual produk

9. Definition of Marketing Communications
marketing communications are the means by which firms attempt to inform. persuade, and remind consumers-directly or indirectly- about the products and brands they sell.
In a sense, marketing communications represent the "voice" of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers. (kotler and keller. 2009:470)
Perkembangan definisi dari promosi adalah markom :
Merkom disebut sebagai usaha perusahaan ntuk memberi informasi, mempersuasi dan mengingatkan konsumen baik secara langsung ataupun tidak mengenai produk atau “brand” yang mereka (produsen) jual.
Posisi komunikasi pemasaran dipandang sebagai hal strategis – yaitu merepresentasikan suara perusahaan dan “brand” untuk membangun dialog dan hubungan jangka panjang dengan konsumen.

10. Forms of Marketing communications (marcomm tools)
traditional mass media advertising (TV, magazines, etc.);
online advertising (Web sites, opt-in messages, text messaging, etc.);
sales promotions (samples, coupons, rebates, premium items, etc.);
store signage and point-of-purchase communications; direct-mail literature;
public relations and publicity releases;
sponsorships of events and causes;
presentations by salespeople(personal selling);
and various collateral forms of communication devices.

11. 4 P's 4 C's New approach product price place promotion consumer cost
convenience
communication

12. IMC ?
a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—
for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact.
American Association of Advertising Agencies (the “4As”) (Belch and belch 2010:9)
IMC – merupakan pengembangan dari 2 konsep sebelumnya.
konsep IMC yang memposisikan komunikasi bukanlah sekedar alat seperti halnya konsep sebelumnya (promosi),, tetapi lebih merupakan kegiatan menyeluruh mengenai proses komunikasi – perencanaan – pencapaian tujuan – evaluasi dan perencanaan kembali.

13. IMC (2)
IMC is a communications process that entails the planning, creation, integration, and implementation of diverse forms of marcom (advertisements, sales promotions, publicity releases, events, etc.) that are delivered over time to a brand’s targeted customers and prospects.
The goal of IMC is ultimately to influence or directly affect the behavior of the targeted audience.
IMC considers all touch points, or sources of contact, that a customer/prospect has with the brand as potential delivery channels for messages and makes use of all communications methods that are relevant to customers / prospects.
(Shimp 2010:10)

14. IMC requires that all of a brand’s communication media deliver a consistent message.
The IMC process further necessitates that the customer/prospect is the starting point for determining the types of messages and media that will serve best to inform, persuade, and induce action
(Shimp 2010:10)

15. Why IMC is important?
A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing and the role of the traditional advertising agency

16. Advertising, customer services,
Brand Messages (Strategic consistency of brand positioning, big creative idea)
Media-mass, niche, and interactive (Intrinsic and created brand contacts)
Databases and Information Technology
Brand Relationships (Customer acquisition, retention, growth)
Sales, profits, and brand equity
Zero based planning  SWOT etc (IMC functions and media neutral)
Cross-functional organization (Monitoring and evaluating brand relationships)
Advertising, customer services,
direct response,
E-commerce, events,
packaging,
personal selling, public relations, sales promotion, sponsorships, trade shows
IMC is an ongoing process that “spins off” sales, profits, and brand equity
(Tom Duncan, (2002:9 )

17. a tools used to deliver marketing message to the audiece (broaden area)
Promotion media :
a tools used to deliver advertisement as a marketing message to the audience
Advertising media :
Basically, promotion media and advertising media cant be separated, because advertising is a part of promotion

18. - broadcast media : tv, radio,
Promotion media
Above the line
mass media :
- broadcast media : tv, radio,
-print media :newspaper, magazine,
massive media : outdoor/out of home media
below the line
a. media in store/POS material : brochure, leaflet, booklet, x banner, katalog,
b. Another promotion tools:
sales promotion tools (sticker, bonus, etc) , event,sponsorship, etc
trough the line
"new media"
Internet, . Cellular phone, etc

19. ATL VS BTL Terminologies
Above the line :
Promotional activities carried out through mass media, such as television, radio and newspaper and also massive media such us billboard
"Below the line" promotion
refers to forms of non-media communication or advertising, and has become increasingly important in the communications mix of many companies, not only those involved in fast moving consumer goods, but also for industrial goods.
"Through the line"
refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the "line".

20. Mass media
Mass media is media which is intended for a large audience. It may take the form of broadcast media, as in the case of television and radio, or print media, like newspapers and magazines.
note: Internet media can also attain mass media status, and many mass media outlets maintain a web presence to take advantage of the ready availability of Internet in many regions of the world, but in the other hand, Internet media is a new media which is has a different characteristic.

21. Massive Media
Media which is intended for large audience, but not include mass media
Ex : out of home advertising

22. New Media
New media is a broad term that emerged in the later part of the 20th century to encompass the amalgamation of traditional media such as film, images, music, spoken and written word, with the interactive power of computer and communications technology, computer-enabled consumer devices and most importantly the Internet.
New media: elektronic media, (usually base on computer technology)such as Internet, . HP,and digital cable (West&Turner.2008:44)