1. Marketing Communication
Week One
Review
MKTG-211 / 212

2. Module Focus: Integrated Marketing Communications Design and management of all communications around core values and identity
MKTG-211 / 212

3. THE MARKETING CYCLE BUSINESS CUSTOMER EXCHANGE COMMUNICATE DELIVER
VALUES
COMMUNICATE
CREATE
UNDERSTAND
CUSTOMERS
EXCHANGE
MKTG-211 / 212 3 3

4. Purposes of Marketing Communication
Persuade
Action
MKTG-211 / 212

5. Marketing Communications Management
Strategy , Values and Identity
Target Customer Groups
Product/Brand Identity
Message
Media
Money
Control and Impact Evaluation
MKTG-211 / 212

6. Basic Communications System
NOISE
SENDER
RECEIVER
Message
Channel
Feedback
Mktg – 211/212
Spring 2011

7. Integrated Marketing Communications
(Re. Shimp pp7)
Aim is to inform, persuade and prompt action
Customer is starting point for design and delivery
All “Touchpoints” have potential communications impact
All communications deliver a consistent message
Mktg – 211/212
Spring 2011

8. Touchpoints… … any contact /potential contact between the business/ product/ brand and the customer that has the potential to communicate message to customer
Mktg – 211/212
Spring 2011

9. Brand Identity The outward expression of the brand, includes :
- its name
- visual appearance.
Brand identity is its fundamental
means of:
consumer recognition
symbolizes the brand's
differentiation from competitors.

10. Brand Image The customer's “take“ on the brand.
For users - this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations
For non-users - it is based almost entirely upon uninformed impressions, attitudes and beliefs.

11. Brand Personality
The attribution of human personality traits (e.g seriousness, warmth, imagination) to a brand as a way to achieve differentiation.
Usually done through long-term above-the-line advertising , packaging and graphics.
These traits inform brand behavior through both prepared communication/packaging, and through the people who represent the brand - its employees.

12. Integrated Brand Communications
“ IBC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IBC is to influence or directly affect the behaviour of the selected communications audience. IBC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages.”
(Shimp, 2000,)

13. Message
3 Variables:
Code
Appeal
Execution

14. The Communications Mix
Personal selling
Advertising
Sales promotion
Sponsorship
Public relations
Point of purchase media
Exhibitions
E-marketing etc….
TOUCHPOINTS!!

15. Setting Budgets Complicated by difficulty in measuring effects
Range of Methods for setting
Objective and Task – most
managerial approach

16. Control and Evaluation
Systems to ensure
plans actually
implemented
Measure against plans
EVALUATION:
Systems to measure
performance of
communications
Measure against
Objectives

17. Reading:
In Shimp:
Chapters 1 and 2
Pre reading
Chapter 4