The document discusses integrated brand communications, emphasizing the importance of understanding customer needs and market orientation for effective marketing. It outlines various theories related to communication, including cognitive, identity, and institutional theories, and provides frameworks for designing marketing messages and choosing media channels. The aim is to create a cohesive and consistent brand communication strategy that resonates with target audiences and drives consumer decision-making processes.

1. INTEGRATED
BRAND
COMMUNICATIONS
MSBM
DR. MIRIAM MUGWATI

2. Market orientation
• This theory maintains that to be successful, businesses
should determine customers’ needs and wants, and satisfy
them more effectively than their competitors.

3. Communication
• Process by which one person or organization conveys
meaning from one person to another or from one
organization to another. (Kayode, 2014)
• A social process of exchanging information and
establishing understanding between two or more parties

4. Marketing Communication
• Sharing of information, concepts and meanings about
products, services and the organization that sells them, by
the source and the receiver.
• Is targeted interaction with customers and prospects using
one or more media such as direct mail, newspapers,
magazines, television, radio, billboards, telemarketing and the
Internet.

5. Guideing questions for marketing
communications
• Who are we?
• What do we do?
• Why do we do it?
• What do we stand for?
• What is our brand voice?
• How does our product improve people’s lives?

6. Purpose of communication in marketing (DRIP)
• Dfferentiate a brand from similar or competing products in
order to attract more consumers to the former
• Reinforce experiences by reminding customers about
benefits of the past
• Inform potential customers about an organisation’s offering
(brand)
• Persuade customers on the desirability of the brand

7. Cognitive theory
• Cognitive theory reveals what consumers think during the process as they research a
product through many channels and prepare to buy it.
• It is a natural fit for marketers and advertisers who want to understand what drives
consumers to purchase a brand or product.
• Marketers who have a deep understanding of consumer motivations and experience
can build ad campaigns and products that meet real consumer needs by solving their
problems.

8. Identity Theory
• Identity theory is focused on how people define themselves
and where they place themselves in the environment.
• Identity theorists are interested in the choices, aspirations,
concerns, and needs of individuals. Identity theory has
practical applications for the construction of consumer
profiles and is the foundation for market segmentation.

9. Identity theory
• People tend to not be very good at analyzing their
behaviors or revealing the reasons behind their
motivation.
• It means that presenting research questions to
participants within an identity framework tends to elicit
more nuanced, honest and thoughtful responses.

10. Institutional Theory
• Theory is closely tied to “company culture.”
• It suggests that the actions of businesses and the
outcomes of these actions are influenced by the
knowledge systems, beliefs, and rules that characterize the
context of the organization.

11. Institutional theory
• The words and actions we choose should directly reflect
the image we want to portray of our business.
• Marketers have the power to shape a brand with their
content.
• Always review your words while reflecting on the image
you’re trying to create to be sure the two align

12. COMMUNICATION PROCESS
• Communication is a process of using word, sound or
visual cues to supply information to one or more people.
• It is information that is shared with the intent that the
receiver understands the message that the business
intended to send
• Shannon-Weaver Model

14. Components of the communications process:
Source
• Organisation or individual (sales person, spokesperson)
that has information to share
• The source is the sender
• Important for marketers to choose the right source.

15. Components of the communications process:
Message
• This is the encoded information to be shared and it is the
physical form that can be experienced, heard, seen, felt
and understood by the receiver.
• A set of symbols that the source transmits.

16. Components of the communications process:
• Encoding: When the source translates the idea, the information or
the emotion into a message form
• Transmission: process through which the message-carrying
symbols are sent, usually using a channel to the receiver.
• Decoding: involves the receipt and translation, or interpretation
of the information by the receiver.

17. Harold. D. Lasswell’s mass communication
model
• ‘Who, said what, in which channel, to whom, with what effect?’
Lasswell(1948).

18. Two step flow of communication model (1948)
• Lazarsfeld, Berelson, and Gaudet (1948) two step flow of
communication model.
• Has it’s roots in sociology.
• Communication from the mass media first reaches "opinion leaders"
who filter the information they gather to their associates, with
whom they are influential.
• Opinion leaders in addition to the message, also pass on their own
interpretation of the message

20. Consumer processing model
• A consumer processes message or stimuli received transforms them
into information in the brain and stores in memory
• Steps of the consumer processing model
• Exposure
• Attention
• Interpretation
• Memory

21. Consumer processing model steps
• Exposure: occurs when a stimulus or message comes
within the range of the individual’s sensory receptor
nerves.
• Attention: occurs when the stimulus activates one or
more sensory receptors nerves and the resulting
sensations go to the brain for processing.

22. Consumer processing model steps
• Interpretation: assignment of meaning to sensations. A process
whereby stimuli or messages are placed into existing categories of
meaning.
• Memory: stimuli or messages are transformed into information and
transferred through a short-term active component into long term
active storage component.
• Memory plays a critical role in guiding the perception process while
perception consists of exposure, attention and interpretation.

23. Memory and marketing communications
• Only about seven bits of information can be stored in our short-term
memory at any given time. T
• he human brain has to rehearse information to keep it in short-term
memory.
• When a bit of information has been sufficiently rehearsed, the bit of
information is moved to long-term memory, where it can be retrieved
without continuous rehearsal.

24. Memory and communication
• Bits of information that are not rehearsed continuously
to enable them to stay in short-term memory, or not
rehearsed sufficiently to move to long-term memory, are
forgotten.

25. Memory and brand communications
• To make use of bits of information in long-term
memory, those bits of information have to be moved
back to the working memory so they can be retrieved.
• Most of the time, this sort of information processing
occurs without our explicit conscious effort.

26. Memory and brand communication
• It is only when information is inordinately complex or
foreign to our typical experiences that we need to exert
effort to memorize bits of information.
• Because these processes are so automatic, participants in
market research may not readily tap into their often
unconscious thoughts and emotions.

27. Integrated marketing communications: defined
• The notion and the practice of aligning symbols, messages, procedures and
behaviours in order for an organization to communicate with clarity,
consistency and continuity within and across formal organizational
boundaries. (Christensen et al., 2008).
• IMC ensures organisations devise and implement unified and integrated
communications programmes.
• Clarity, consistency and continuity help an organization stand out and be
distinctive brands in a cluttered market place.

28. IMC Defined
• Duncan (2002): ‘ cross-functional process for creating and
nourishing profitable relationships with customers and other
stakeholders by strategically controlling or influencing all
messages sent to these groups and encouraging data-driven,
purposeful dialogue with them ’ .
• All parts of a company and vendors working on a particular
brand to work together to ‘ plan and merge all messages a
company sends to its target audiences ’ .

29. IMC Defined
• Strategically controlling or influencing all messages means that every
contact with the market must be consistent.
• All corporate messages, positioning and images, and identity are
coordinated across all [marketing communications] venues.
• PR materials say the same thing as direct mail campaign, and advertising
has the same ‘look and feel’ as the Web site.”
• Marketer should recognise all contact points at which the customer may
encounter the company, its products, and its brands The company must
strive to deliver a consistent and positive message at all contact points.

30. Integrated marketing communications
• Situations under wich integrated communications are pursued:
• Managing corporate identity projects
• Corporate branding programmes
• Facilitating data driven and dialogue-based product customization
• Dialogical forums with stakeholders

31. Steps in Developing Effective Integrated
Communications Programme
• Identify the target audience
• Determine the response sought
• Choose a message;
• Choose the media through which to send the message;
• Select the message source; and
• collect feedback.

32. Identifying the Target Audience
• The audience may be potential buyers or current users, those who make the
buying decision or those who influence it.
• The audience may be individuals, groups, special publics, or the general
public.
• The target audience will affect the communicator’s decisions on what will be
said, how it will be said, when it will be said, where it will be said, and who
will say it.

33. Determining the Desired Response
• In most cases, the final response is purchase.
• But purchase is the result of a long process of consumer decision making.
Stages of the consumer decision making process
• Problem or need recognition
• Information search
• Evaluation of alternatives
• Purchase
• Post-purchase behavior

34. Determining the desired response
• Marketing communicators must analyse the stages of the
consumer decision making process and determine the desired
response using the Hierarchy of Effects Model (HOEM)
• HOEM discusses the impact of communication on customers’ decision-making
on purchasing certain products and brands.
• The theory covers a series of stages that advertisers should follow, from gaining
customers’ awareness to the final purchase behavior.

36. Models
Stages AIDA HOEM Innovation
model
Information
processing
model of
communication
(McGuire
Cognitive stage Attention
Awareness
Awareness
Presentation
Attention
Knowledge Comprehension
Affective stage
Interest Liking interest Yielding
Preference
Evaluation Retention
Desire Conviction
Behavioural
stage
Action Purchase
Trial
Behaviour
Adoption

37. Desired response and HOEM
• HOEM shows the process by which communication works;
• Consumer passes through a series of steps in sequential order
from initial awareness of a product or service to actual purchase.
• HOEM assumes that communication may not lead to immediate
behavioral response or purchase; rather, a series of effects must
occur, with each step fulfilled before the consumer can move to
the next

38. Determining the desired response
• The marketing communicator needs to know where the target
audience is now and to what stage it needs to be moved.
• The marketing communicator’s target market may be totally
unaware of the product, know only its name, or know little
about it. The communicator must first build awareness and
knowledge.

39. Designing a message
• AIDA framework summarises the objectives that a message should achieve
• Attention, Interest, Desire, Action.
• Message should get attention, hold interest, arouse desire, and obtain action).
In practice, few messages take the consumer all the way from awareness to
purchase, but the AIDA framework suggests the qualities of a good message.
• In designing the message, the marketing communicator must solve three
problems: what to say (message content), how to say it logically (message
structure), and how to say it symbolically (message format).

40. Designing a message: Content
• The communicator must identify an appeal or theme that will produce the desired
response.
Three types of appeals: rational, emotional, and moral.
Rational appeals
• Relate to the audience’s self-interest. They show that the product will produce the
desired benefits.
• Rational appeal messages may show a product’s quality, economy, value, or
performance. E.g. Mercedes offers cars that are “engineered like no other car in
the world,” stressing engineering design, performance, and safety.

41. Designing a message: Content
Types of appeals
Emotional appeal
• Attempt to stir up either negative or positive emotions that can motivate purchase.
• Communicators can use such positive emotional appeals as love, pride, joy, and
humour.
• Advocates for humorous messages claim that they attract more attention and create
more liking and belief in the sponsor
• Communicators can also use negative emotional appeals such as fear, guilt, and shame,
which get people to do things they should (brush their teeth, buy new tires), or to stop
doing things they shouldn’t (smoke, drink too much, eat fatty foods)

42. Designing a message: Content
Types of appeals
Moral appeals
• Directed to the audience’s sense of what is “right” and “proper.”
• Mainly related to social marketing
• Used to urge people to support such social causes as a cleaner environment and aid
to the needy, or combat such social problems as drug abuse, discrimination, sexual
harassment, and spousal abuse.
• E.g. Delta Beverages “Let’s get MAD’, JOKO’s ‘Stop the silence”

43. Message structure
• Three ways to use to structure the message.
1. Draw a conclusion or leave it to the audience.
• Drawing a conclusion may be effective; however, the communicator may be
better off asking questions and letting buyers draw their own conclusions.
2. Present a one-sided argument—mentioning only the product’s strengths—or
a two-sided argument—touting the product’s strengths while also admitting
its shortcomings. E.g. Tastes awful. But it works

44. Message structure
Three ways to use to structure the message
3. The third message structure issue is whether to present the strongest
arguments first or last. Presenting them first gets strong attention, but
may lead to an anti-climactic ending.

45. Message Format
Looks at following aspects:
• Print-Headline, Copy, Illustration, Colour.
• TV- Novelty and contrast; Eye-catching pictures,
Distinctive formats, Message size and position; Shape,
Movement.
• Radio-words, sounds, and voices.

46. Choosing media
There are two types of communication media
• Personal communication media: Channels through which two or more
people communicate directly with each other, including face to face, person
to audience, over the telephone, or through the mail or e-mail. E.g. WOM
(friends, family members etc), salespeople, opinion leaders, product experts
• Non-personal communication: Media that carry messages without
personal contact or feedback, including major media, atmospheres, and
events e.g. (radio, television); and display media (billboards, signs, posters)

47. Selecting the message source
• In either personal or non-personal communication, the message’s impact on the
target audience is affected by how the audience views the communicator.
• Messages delivered by highly credible and attractive sources are more persuasive.
• Celebrity endorsers—use of the following should be well thought out:well-known
athletes, actors, and even cartoon characters.
• E.g. use of dentists to endorse toothpaste e.g. Sensodyne
• Models to endorse fashion and facuil products.

48. Collecting feedback
• Involves asking the target audience whether they remember the
message, how many times they saw it, what points they recall, how
they felt about the message, and their past and present attitudes
toward the product and company.
• The communicator also wants to measure behaviour resulting
from the message—how many people bought a product, talked to
others about it, or visited the store.