CHAPTER 6:

INTEGRATING MARKETING
COMMUNICATIONS TO BUILD BRAND EQUITY

6.1
 Overview
■ Marketing communications are the means by
which firms attempt to inform, persuade, and
remind consumers—directly or indirectly—
about the brands they sell.

6.2
 The New Media Environment
■ Traditional advertising media such as TV,
radio, magazines, and newspapers seem to be
losing their grip on consumers.
■ Marketers pour $18 billion into Internet
advertising in 2005. While Web advertising
jumped 20% during this time, spending for TV
ads remained flat(smooth).

6.3
 Simple Test for Marketing Communications
Current Communication Desired
Brand Brand
Knowledge Knowledge

1. What is your current brand knowledge? Have you

created a detailed mental map?
2. What is your desired brand knowledge? Have you
defined optimal points- of-parity and points-of-
difference and a brand mantra?
3. How does the communication option help the brand
get from current to desired knowledge with
consumers? Have you clarified the specific effects on
knowledge engendered(creating) by communications? 6.4
Information Processing Model of Communications
for a person to be persuaded by any form of communication (a TV
advertisement, newspaper editorial, or blog posting), the following six
steps must occur:
1. Exposure/Disclosure: A person must see or hear the
communication.
2. Attention/Responsiveness: A person must notice(warning)
the communication.
3. Comprehension: A person must understand(recognize,
realize) the intended message or arguments of the
communication.
4. Yielding: A person must respond favorably to the intended
message or arguments of the communication.
5. Intentions/Meanings: A person must plan to act in the
desired manner of the communication.
6. Behavior/Actions: A person must actually act in the desired manner
6.5
If there is a breakdown or failure in any step along the way, then
successful communication will not result. For example, consider the
potential pitfalls(hazard) in launching a new advertising
campaign:
1. A consumer may not be exposed to an ad because the media
plan missed the mark.
2. A consumer may not notice an ad because of a boring and
uninspired creative strategy.
3. A consumer may not understand an ad because of a lack of
product category knowledge/technical sophistication because
of a lack of awareness and familiarity about the brand itself.
4. A consumer may fail to respond favorably and form a
positive attitude because of irrelevant or unconvincing product
claims.
5. A consumer may fail to form a purchase intention because of a lack of
an immediate perceived need. 6.6
 Marketing Communications Options
A. Advertising
B. Promotions
C. Event marketing and sponsorship
D. Public relations and publicity
E. Personal selling

6.7
 A. Advertising
■ Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
■ A powerful means of creating strong, favorable, and
unique brand associations and eliciting positive
judgments and feelings
■ Controversial because its specific effects are often
difficult to quantify and predict
■ a number of studies using very different approaches
have shown the potential power of advertising on
brand sales. 6.8
 Ideal Ad Campaign
from an advertising standpoint, the ideal ad campaign would ensure that:
1. The right consumer is exposed to the right message at the
right place and at the right time.
2. The creative strategy for the advertising causes the
consumer to notice and attend to the ad but does not distract
from the intended message.
3. The ad properly reflects the consumer’s level of
understanding about the product and the brand.
4. The ad correctly positions the brand in terms of desirable
and deliverable points-of-difference and points-of-parity.
5. The ad motivates consumers to consider purchase of the
brand.
6. The ad creates strong brand associations to all these stored
communication effects so that they can have an effect when
6.9
Category of Advertising
■ Television
■ Radio
■ Print
■ Direct response
■ Interactive: websites, online ads
■ Mobile marketing
■ Place advertising:
■ Billboards; movies, airlines, and lounges; product
placement; and point-of-purchase advertising

6.10
 Category of Advertising
1.Television is a powerful advertising medium because it
allows for sight, sound, and motion and reaches a broad
spectrum of consumers.
-Pros & Cons. From a brand equity perspective, TV
advertising has two particularly important strengths.
First, it can be an effective means of vividly demonstrating
product attributes and persuasively explaining their
corresponding consumer benefits.
Second, TV advertising can be a compelling means for
dramatically portraying user and usage imagery, brand
personality, emotions, and other brand intangibles.
-drawbacks. Consumers can overlook product-related messages and
the brand itself. the large number of ads and nonprogramming
material on television creates clutter that makes it easy for consumers
6.11
2.Radio is a pervasive medium.
-advantage to radio is flexibility—stations are highly targeted,
ads are relatively inexpensive to produce and place, and short
closings allow for quick responses.
- disadvantages of radio are the lack of visual image and
the relatively passive nature of consumer processing that
results.

3.Print media has taken a huge hit in recent years as more and
more consumers choose to collect information and seek
entertainment online.
advantages. Magazines are particularly effective at building
user and usage imagery. Newspapers are more timely and
pervasive, well suited to communicate product information.
6.12
4. Direct Response uses mail, telephone, Internet, and other
contact tools to communicate with or solicit a response from
specific customers and prospects.
-Direct response can take many forms and is not restricted to
solicitations by mail, telephone, or even within traditional
broadcast and print media.

5.Interactive uses online or offline interactive media to

communicate with consumers and to promote products,
brands, services, and public service announcements, corporate
or political groups.

6.Mobile marketing is marketing on or with a mobile device, such as a

smart phone. Mobile marketing can provide customers with time and
location sensitive, personalized information that promotes goods,
services and ideas. In a more theoretical manner. 6.13
7. Place ad is advertising that reaches the consumer while
they are outside the home.
Out of home advertising is focused on marketing to consumers
when they are "on the go" in public places, in transit, waiting
(such as in a medical office), and/or in specific commercial
locations (such as in a retail venue). Some of the option
available include:
i.Billboards and Posters. now employ colorful, digitally
produced graphics, backlighting, sounds, movement, and
unusual—even three-dimensional—images to attract attention.
The medium has improved in terms of effectiveness (and
measurability), technology (some billboards are now
digitized), and provide a good opportunity for companies to
sync their billboard strategies with mobile advertising.
6.14
ii. Product placement is an advertisingadvertising technique used by companiesused by companies to subtly promoteused
by companies to subtly promote their productsused by companies to subtly promote their products through a non-traditional
advertising technique, usually through appearancesused by companies to subtly promote their products through a non-
traditional advertising technique, usually through appearances in filmused by companies to subtly promote their products
through a non-traditional advertising technique, usually through appearances in film, television, orused by companies to
subtly promote their products through a non-traditional advertising technique, usually through appearances in film,
television, or other media.
-Product placements are often initiated through an agreement-Product placements are often initiated through an agreement
between a product manufacturer-Product placements are often initiated through an agreement between a product
manufacturer and the media company in which the media company receives-Product placements are often initiated through
an agreement between a product manufacturer and the media company in which the media company receives
economic benefit.
-A company will often pay-A company will often pay a fee to have their product used, displayed, or significantly featured in
a movie or show.
For example:Coca-ColaFor example:Coca-Cola could pay a given fee to have the titleFor example:Coca-Cola could pay a
given fee to have the title character drinking a Coke, instead of a Pepsi beverage.
iii. point of purchase is the locationhe location or medium at which a product is purchased by an end-userhe location or
medium at which a product is purchased by an end-user. A point of purchasehe location or medium at which a product is
purchased by an end-user. A point of purchase may be a physical location, such as a storehe location or medium at which a
product is purchased by an end-user. A point of purchase may be a physical location, such as a store, booth, or other retail
outlethe location or medium at which a product is purchased by an end-user. A point of purchase may be a physical location,
such as a store, booth, or other retail outlet, or may consist of an electroniche location or medium at which a product is
purchased by an end-user. A point of purchase may be a physical location, such as a store, booth, or other retail outlet, or
may consist of an electronic saleshe location or medium at which a product is purchased by an end-user. A point of purchase
may be a physical location, such as a store, booth, or other retail outlet, or may consist of an electronic sales environmenthe
location or medium at which a product is purchased by an end-user. A point of purchase may be a physical location, such as
a store, booth, or other retail outlet, or may consist of an electronic sales environment such as a telephone-based ordering
servicehe location or medium at which a product is purchased by an end-user. A point of purchase may be a physical
location, such as a store, booth, or other retail outlet, or may consist of an electronic sales environment such as a telephone-
based ordering service or a website.
6.15
 B. Promotions
■ Sales promotions are short-term incentives to
encourage trial or usage of a product or service.

■ Marketers can target sales promotions at either the

trade or end consumers
■ Consumer promotions
■ Consumer promotions are designed to change the choices,
quantity, or timing of consumers’ product purchases.
■ Trade promotions
■ Trade promotions are often financial incentives or
discounts given to retailers, distributors, and other
members of the trade to stock, display, and in other ways
facilitate the sale of a product.
6.16
 C.Event Marketing and Sponsorship
■ Event marketing is the activityhe activity of designing or developing
he activity of designing or developing a themed activity, occasion,
display, or exhibithe activity of designing or developing a themed
activity, occasion, display, or exhibit (such as a sporting eventhe
activity of designing or developing a themed activity, occasion,
display, or exhibit (such as a sporting event, music festival, fair, or
concert) to promotehe activity of designing or developing a themed
activity, occasion, display, or exhibit (such as a sporting event, music
festival, fair, or concert) to promote a producthe activity of designing
or developing a themed activity, occasion, display, or exhibit (such as
a sporting event, music festival, fair, or concert) to promote a product,
cause, or organization.
■ It is public sponsorship of events or activities related to sports, art,
entertainment, or social causes.
■ Event sponsorship provides a different kind of communication
option for marketers. By becoming part of a special and personally
relevant moment in consumers’ lives, sponsors can broaden and
deepen their relationship with their target market.
6.17
 D. Public Relations and Publicity
■ Publicity is the movement of information with the effect of increasing
public awareness of a subject. The subjects of publicity include
people (for example, politicians and performing artists),
goods and services, organizations of all kinds, and works of art or
entertainment.
■ Public relations and publicity relate to a variety of programs and are
designed to promote or protect a company’s image or its individual
products.
■ Buzz Marketing
■ Buzz marketing is a viral marketing technique that attempts to
make each encounter with a consumer appear to be a unique,
spontaneous personal exchange of information instead of a
calculated marketing pitch(area) choreographed (arranged)by a
professional advertiser.
■ It is the interaction of consumers and users of a product or service
which amplifies or alters the original marketing message. This
emotion, energy, excitement, or anticipation about a product or6.18
 E. Personal Selling
■ Personal selling is face-to-face interaction with one or more
prospective purchasers for the purpose of making sales
■ The keys to better selling
■ Rethink training
■ Get everyone involved
■ Inspire from the top
■ Change the motivation
■ Forge electronic links
■ Talk to your customers

6.19
 Integrated Marketing Communications (IMC)
■ IMC is the application of consistent brand is the application
of consistent brand messaging across both traditional and
non-traditional marketing channels is the application of
consistent brand messaging across both traditional and non-
traditional marketing channels and using different
promotional methods to reinforce each other.
■ The “voice” of the brand
■ A means by which it can establish a dialogue and build
relationships with consumers
■ Allow marketers to inform, persuade, provide incentives,
and remind consumers directly or indirectly
■ Can contribute to brand equity by establishing the brand in
memory and linking strong, favorable, and unique
associations to it 6.20
 Developing IMC Programs
■ Mixing communication options
■ Evaluate all possible communication options
available to create knowledge structures according
to effectiveness criteria as well as cost
considerations.
■ Different communication options have different
strengths and can accomplish different objectives.
■ Determine the optimal mix

6.21
 Criteria for IMC Programs
■ Coverage: What proportion of the target
audience is reached by each communication
option employed? How much overlap exists
among options?
■ Cost: What is the per capita expense?

6.22
 IMC Audience Communication Option
Overlap
Communication Communication
Option A Option B

n c
di e
Au
e

Communication Option
C
Note: Circles represent the market segments reached by various communication options.
6.23
Shaded portions represent areas of overlap in communication options.
 Evaluating IMC Programs (cont.)
■ Contribution: The collective effect on brand
equity in terms of
■ enhancing depth and breadth of awareness
■ improving strength, favorability, and uniqueness of
brand associations
■ Commonality: The extent to which information
conveyed by different communication options
share meaning

6.24
 Evaluating IMC Programs (cont.)
■ Complementarity: The extent to which different
associations and linkages are emphasized
across communication options
■ Versatility: The extent to which information
contained in a communication option works
with different types of consumers
■ Different communications history
■ Different market segments

6.25
Marketing Communication Guidelines to
Build Brand Equity
MC-techniques that co. uses to convey messages about products .
Brand equity -brand's value/ consumer perception of brand.
■ Be analytical/logical: Use frameworks of
consumer behavior and managerial decision
making to develop well-reasoned
communication programs.
■ Be curious: Fully understand consumers by
using all forms of research and always be
thinking of how you can create added value
for consumers
■ Be single-minded: Focus message on well- 6.26
Marketing Communication Guidelines (Cont.)
Be integrative: to bring together or incorporate (parts)
into a whole.
Reinforce your message through consistency and
cuing/signaling/promoting/reminding across all
communications.

Be creative(innovative): State your message in a

unique fashion; use alternative promotions and media
to create favorable, strong, and unique brand
associations

6.27
 Marketing Communication Guidelines
(Cont.)
■ Be observant: be watchful/sharp-eyed/perceptive.
Monitor competition, customers, channel members,
and employees through tracking studies.

■ Be realistic/genuine: Understand the complexities

involved in marketing communications.

■ Be patient/tolerant: Take a long-term view of

communication effectiveness to build and manage
brand equity.
■ https://www.youtube.com/watch?v=cAhR8iQekJY
6.28