Marketing Communication Basics

Part 1
Principle: Back to Basics
Copyright © Pearson Education Limited 2015 2-1

1. What is the difference between marketing communication
and brand communication?
2. How is the marketing mix related to marketing
communication?
3. What is integrated marketing communication?
4. How does marketing communication contribute to the
development of a brand?
5. What current trends affect marketing and brand
communication?
Copyright © Pearson Education Limited 2015
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Involves these tools and functions:
 Advertising
 Public relations
 Sales promotion
 Direct response
 Events and sponsorships
 Point of sale
 Digital media
 And more
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 A complex system of brand messages
 All the various marketing communication
messages and brand experiences that
create and maintain a coherent brand
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Marketing is designed to build brand and
customer relationships that:
 generate sales and profits.
 for nonprofits: volunteers and donations.
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Marketing managers manipulate the marketing
mix, also called the four Ps:
1. Product
2. Place
3. Pricing
4. Promotion
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Urban Decay cosmetics projects a
street-smart attitude in their
packaging and product names.

 Marketing also focuses on managing
customer relationships to benefit all of a
brand’s stakeholders.
 Stakeholders are all individuals and groups
who have a stake in the success of the brand.
 Positive relationships create value for a brand.
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“The challenge is to manage all of the
messages delivered by all aspects of marketing
communication so that they work together to
present the brand in a coherent and consistent
way.”
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Who are the key players?
There are four categories:
1. Marketers
2. Suppliers
3. Vendors
4. Distributors and retailers
5. Marketing partners
How is this information important as a career guide?
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These include:
1. Consumer
2. Business-to-business
3. Institutional
4. Channel
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Product
 Design, performance, and quality are key
elements.
 Communication works to:
◦ build awareness of a brand.
◦ explain how the new product works.
◦ how it differs form competitors.
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Pricing
It is based on:
 What the market will bear.
 The competition.
 The economic well-being of the consumer.
 The relative value of the product.
 The consumer’s ability to gauge that value.
The price sends a message!
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Place (distribution)
 It includes the channels used to make the product
easily accessible to customers.
 The distribution channel also sends a message.
 The Internet raises new distribution questions
related to “clicks or bricks.”
 Marketers may use a “push” or “pull” strategy.
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Puma is a global brand that has left its paw prints in more than 80
countries. Go to www.puma.com to see Puma’s newest designs.
How important is design to this manufacturer? How can you assess
that and other marketing mix decisions from this website?

“Every part of the marketing mix -- not just
marketing communication -- sends a
message.”
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Added value
 Information from the marketing mix and
marketing communication can add value to a
product.
 Added value makes a product more useful or
appealing to a consumer or distribution partners.
 Consider the added value of:
◦ Harley-Davidson Motorcycles
◦ Idaho Potatoes
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 IMC is the practice of coordinating all brand
communication messages and messages
from the marketing mix decisions.
 Integration means every message is focused
and works together.
 This creates synergy: the whole has more
impact than the sum of its parts.
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“IMC is like a musical score that helps the
various instruments play together. The song is
the meaning of the brand.”
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Let’s define “brand:”
A brand is a perception, often imbued with
emotion, which results from experiences with
and information about a company or a line of
products.”
Products carry brands, but so do organizations.
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There are many different
types of tennis shoes, and
the advertising challenge is
to create a distinctive brand
image for the product.
What do you think this ad
says about the Keds brand?

 Meaning-making cues and images are what
marketing communication delivers to brands.
 This perception, called brand meaning, is the one
aspect of a brand that can’t be copied.
 A brand, then, is a basically perception loaded
with emotions and feelings.
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“A brand transforms products into something
more meaningful than the product itself.”
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Successful brands:
 Are distinctive
 Create an association
 Offer a benefit
 Carry a heritage
 Are simple
 Are often based on a distinctive graphic:
a logo, trademark, character or other visual cue
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 Brand position identifies the location a product
or brand occupies in consumers’ minds relative
to competitors.
 Brand promise identifies key selling points for
the product.
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 Brand image is a mental picture or idea about a
brand that contains both associations and
emotions.
 Brand personality humanizes an organization or a
brand. It symbolizes the personal qualities of
people you know.
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Celestial Seasonings uses its distinctive packages to send
messages to consumers about its brand image. In what way
do package like this reinforce the brand personality?

Brand value
The value of branding lies in the power of familiarity
and trust to win and maintain consumer
acceptance.
Brand value comes in two forms:
1. Value to a consumer
2. Value to the corporation
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Brand equity defined
“The intangible value of the
brand based on the
relationships with its
stakeholders as well as its
intellectual property value.”
Brands have a financial
value that can be plotted on
a balance sheet.
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“Brand relationships drive brand value.”
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Leveraging brand equity
 Brand extension
The use of an established brand name with a
related line of products.
 Co-branding
Uses two brand names owned by two separate
companies to create a partnership offering.
 Brand licensing
The brand is rented to another business partner.
 Ingredient branding
The brand name is used in manufacturing,
advertising or other promotion.
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 Relationship-building communication
programs are used to build strong
relationships between loyal customers and
the brands they purchase and repurchase.
 Brand relationship communication aims to
deliver reminders about familiar brands
and build trust.
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Managers are challenged to prove they are
pursuing the most effective marketing
strategies.
Return on investment (ROI)
What did the program cost, and what did it deliver
in sales?
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 Global marketing is growing rapidly.
 A local brand is marketed in a single country.
 A regional brand is one marketed throughout a
global region.
 An international brand is available in many
different countries.
 A global brand is available virtually everywhere
in the world.
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 Here are a few
brands that
represent different
types of
geographical
marketing strategies.
 As a class: See if you
can identify each of
these.
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 Word-of-mouth communication has emerged
because of its inherent persuasiveness.
 You tend to believe what you hear from a friend,
family member, or other important person in
your life.
 Viral marketing refers to information spread
quickly on the Internet through a wide network
of contacts.
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In Chapter 3, we will:
 Explore social responsibility.
 Discuss how brands impact society and the
environment.
 Examine ethics and regulation.
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Golden Arches,
Golden Opportunity
McDonald’s sells more than
fast food; a positive customer experience is its goal.
 It has promoted itself with a dynamic, creative, and
evolving narrative that involves customers.
 It hasn’t forgotten its core of who McDonald’s is.
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Marketing Communication Basics

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