e-FAC: Sept 2023(P1)

GSRM7354 Marketing Communications &

Branding Strategy

Marketing Communications & Planning

Prepared by
Dr Kumaran
011-2838 1180 (WhatsApp Only)
kumaran@unitar.my
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 Twitter
• Used by millions
• Is it just a fad?
• Can the company generate profit?
• Goal – create customer experience
• Used by small businesses
• What is the future?

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 Integrated
Marketing Communications

Chapter Objectives

1. How does communication take place?

2. What is an integrated marketing communications
program?
3. Are there any new trends affecting marketing
communications?
4. How does an integrated marketing communications
program create value?
5. What are the components/step of an integrated
marketing communications program/plan? S13
6. What does the term GIMC mean?

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 Integrated
Marketing Communications

Chapter Overview

Highly competitive global marketplace

Wide variety of media available
Clear communications needed
Customers bombarded with communications
Integrated advertising and communications

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IMC (4:45)

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FIGURE 1 .1
Communication Process

Transmission
Sender Encoding Decoding Receiver
Device

Feedback

=Noise

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COMMUNICATION PROCESS (7:34)

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FIGURE 1.2
Examples of Communication Noise


Talking on the phone during a commercial on television.

Driving while listening to the radio.

Looking at sexy model in a magazine ad and ignoring the
message and brand.

Scanning a newspaper for articles to read.

Talking to a passenger as the car passes billboards.

Scrolling past Internet ads without looking at them.

Annoyed by ads appearing on a social media site.

Ignoring tweets on Twitter because they are not relevant.

Offended by the message on a flyer for a local business.

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 Chick-fil-A
Social Media
 Integrates online with offline
 Facebook – 500 profile mentions
 Official Chick-fil-A Facebook page
 Fan helps administer the page
 Allows fans to interact
 Announces specials, provides
coupons
 Promotions on Twitter
 “Eat Mor Chikin” offline advertising
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Integrated Marketing
Communications is the coordination and integration of all
marketing communication tools, avenues and sources within a company
into a seamless program which maximizes the impact on consumers and
other end-users at a minimal cost. The IMC includes all business-to-
business, channel, customer, external communications and internal
communications.

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What do Ad agencies do? (3:23)
SOSTTAC + 4Ps+5Ms

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FIGURE 1.3
The Components of Promotion

Product Price Promotion Distribution

Advertising Sales Promotions Personal Selling

Direct
Database Sponsorship E-Active Social Alternative Public
Response
Marketing Marketing Marketing Media Marketing Relations
Marketing

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 FIGURE 1.4
Steps of a Marketing Plan - SOSTAC model by P.R. Smith (1993)
 Current situational analysis (S)
 SWOT analysis
 Marketing objectives (O)
 Marketing strategies (S)
 Marketing tactics (T)
 Target market (T1) – Segmentation & Positioning
 Implementation (A)
 Evaluation of performance (Control)
 +Resources (Man, Money[Budget/Funds], Materials,
Machinery, Methods, Minutes [Timeframe], Media, Metropolis &
Municipality)

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IMC PLAN (16:49)

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 Emerging Trends
Marketing Communications

 Emphasis on accountability and measurable results

 Changes in tasks performed by key individuals
 Explosion in the use of alternative media

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 Accountability
and
Measurable Results
 Economic pressures
 Want results from marketing budgets
 Effort led by CEOs, CFOs, and CMOs
 Advertising agencies expected to deliver results
 Emerging social media changes communication
 Emerging alternative methods and media
 Less reliance on mass TV ads

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 Changes in Tasks Performed
 Account executive – represents advertising agency
and interface with clients
 Brand or product manager – oversees specific brands
or line of products
 Creatives – design ads and promotional materials
 Account planners – voice of the consumer within the
agency

Partnership among individuals to achieve results.

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Emergence of Alternative Media
 Emergence of
– Interactive Web sites, blogs, and social networks
– Smartphones
 Companies shifting expenditures from
traditional to new, alternative media
 Younger consumers
– Less likely to watch TV
– Engaged in technology-based interactions
 Challenge
– Finding ways to reach consumers

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FIGURE 1.7
Reasons for Integrating Communications

 Advances in information technology

 Changes in channel power
 Increase in global competition
 Increase in brand parity
 Emphasis on customer engagement
 Increase in micro-marketing

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 Advances in Information Technology

 Instant communications
 Consumers have access to unlimited information
 Consumer communication has increased

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 Changes in Channel Power
 Retailers
– Control channel
– Control shelf space
– Have purchase data
– Determine products and brands on shelves
 Consumers
– Internet shifts power to consumers
– Multiple methods of making purchases

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FIGURE 1.8
Online Retail Spending

180.0

160.0
156
147.6
Online Retail Spending (Billions)

140.0
128.1
120.0
108.1
100.0
83.6
80.0

60.0

40.0
31

20.0

0.0
2001 2005 2006 2007 2008 2009

Source: Adapted from Cate T. Corcoran, “Delivering the Goods: E-Tailing Sales to Rise But Gains Seen Slowing,” Women’s Wear Daily, 197, no.
94 (May 5, 2009), p. 1; “Online Retail Spending, 2001-2007, and Projections, 2008,” The 2009 Statistical Abstract: Online Retail Sales (
www.census.,gov/compendia/statab/cats/wholesale_retail_trade/online_retail_sales, accessed November 23, 2009).

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Increases in Global Competition

 Information technology and communication has

changed marketplace
 Products can be purchased from multiple locations
 Customers want both low prices and high quality
 Manufacturers and retailers must work together

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FIGURE 1.9
Market Share of Top Global
Mobile Phone Brands
Others, 18.8%

Vivo, 8.9%
Samsung, 22.7%

Xiaomi, 13.1%

Apple, 11.8%

Huawei, 14.7%

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 Increase in Brand Parity
 Brands viewed as being equivalent
 Consumers select from group of brands
 Quality and characteristics less important
 Price more important
 Decline in brand loyalty

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 Emphasis on Customer
Engagement
 Marketers seek to engage customers
 Contact points important
 Digital media now part of IMC
 Two-way communication
 Strive to develop emotional commitment

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 Increase in Micro-Marketing
 Identify appropriate media
 Decrease in mass media advertising effectiveness
 VCR, TiVo impact
 Shift to micro-marketing
 Focus on individuals and micro-segments
 Agencies now assist with IMC efforts

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FIGURE 1 . 10
Overview of IMC Lecture

Regulation Evaluation
& Ethics

Database, Sales Public

Direct Response, Promotions Relations &
& Personal Selling Sponsorships

Traditional E-Active Alternative

Media Marketing Channels

Advertising Advertising Design Advertising Design

Management Theory & Appeals Messages & Frameworks

Corporate Image Buyer

Brand Management Behaviors IMC Planning Process

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 International Implications

 Goal – to coordinate marketing efforts

 Greater challenge due to national and
cultural differences
 Standardization versus Adaptation
 “Think globally, but act locally”

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 For Review
 Why is marketing communications important?
 What is the scope of marketing communications?
 What are some fundamental marketing
communications concepts?
 How has marketing communications changed?
 What are the tasks necessary for successful
marketing communications?

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Fin
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