Integrated Marketing Communication

1. Dr. Khaled Mahmud
Institute of Business Administration
University of Dhaka
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2. What is the Purpose of Communication ?
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3. • Develop brand awareness
• Increase category demand
• Change customer belief or attitude
• Enhance purchase actions
• Encourage repeat purchases
• Build customer traffic
• Enhance firm image
• Increase market share
• Increase sales
• Reinforce purchase decisions
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4. Point of
purchase
Publicity
Public
relations
Direct
marketing
Interactive
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
4

5. Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
5

6. 6
Factors Affecting the
Promotional Mix
Nature of Product
Stage in PLC
Target Market Factors
Type of Buying Decision
Promotion Funds
Push or Pull Strategy
Factors
Affecting
Choice of
Promotional Mix

7. 7
Product Life Cycle and the
Promotional Mix
Light
Advertising,
pre-
introduction
Publicity
Heavy use of
advertising,
PR for
awareness;
sales
promotion
for trial
AD/PR
decrease
Limited
Sales
Promotion,
Personal
Selling for
distribution
Ads decrease.
Sales Promotion,
Personal Selling
Reminder &
Persuasive
Advertising,
PR, Brand
loyalty
Personal
Selling for
distribution
Introduction Growth
Maturity
Decline
Sales
($)
Time

8. Employees
Customers
Corporate mission
Business
partners
Databases
Corporate
culture
Corporate
learning
WHAT NEEDS TO BE INTEGRATED ?
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9. WHY IMC?
• Most of the added value that comes from an effective
brand strategy and accumulates as brand equity is
driven by IMC.
“IMC builds the relationships that build brands”
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10. 10

11. CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?

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13. • Marketing communication is a type of intervention in a
customer’s brand decision process.
• The intervention works only if the planner truly understands
the customer’s relationship to the brand.
• From an IMC perspective, communication that helps
customers and responds to them in a personal way is
much more persuasive than communication that tries to
manipulate them.
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15. • Story of regular life/ known situation – Labaid cardiac
• Address a problem – BkAsh, Din bodoler chesta-
Banglalink
• Use memorable situation/ events – GP – ekti Bangladesh
• Show actions than words – Fevicol/ detergent clean
challenge
• Expert Opinion – wearing doctor coat-horlics/ birth control
- doctor 15

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17. • Zero-based planning determines objectives and strategies
based on current brand or marketplace conditions, starting
from the beginning to make a plan, rather than what has
always been done.
• There are eight steps in this process.
• Step 1: Analyze SWOT
• Step 2: Analyzing targets and relationships
• Step 3: Determining MC objectives
• Step 4: Developing Strategies and Rationales
• Step 5: Budgeting
• Step 6: Timing and Scheduling
• Step 7: Test Marketing MC Mixes
 Step 8: Evaluating Effectiveness 17

18. • Selecting the most relevant MC mix to help achieve
objectives
• Objective: “Increase belief of brand claims by 15%” –
publicity
• Objective: “Increase trial by 25%” – sales promotion
• The hard part of planning:
• Deciding how best to mix the various MC functions for maximum
efficiency and impact
• A major problem “One IMC tool dominates simply out of tradition” –
i.e. Mass media advertising
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19. • Coordinating the timing between marketing, production, and
sales is important.
• Time and coordination go together, and are critical elements
of integration.
• There is no magic formula for timing MC programs
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20. • Everything communicates
• Brand messages:
• All the messages customers and other stakeholders
receive from and about a brand.
• Combination of content elements – words, sounds,
illustrations, actions, symbols, or objects
• How they are applied and arranged is the structure of
the message

21. The IMC Message Typology
Product Planned
Service Unplanned
Brand

22. • The Four Sources of Brand Messages
Planned Messages
Planned messages are the marketing
communication messages delivered by
advertising, sales promotion, personal
sales, merchandising materials, press
releases, events, sponsorships, packaging,
and annual reports, to name a few.

23. Product Messages
The second type of message is the product message;
these include all messages sent by a product’s design,
performance, pricing, and distribution.

24. Service Messages
Service messages come from contact with service
representatives, receptionists, secretaries, delivery people,
and all other representatives of a company. Service messages
are usually personal, real-time interfaces between a company
and a customer- and this is what makes them especially
strong.
Measuring Services
SERVQUAL – Tangibles, Reliability, Responsiveness,
Assurance, Empathy

25. Unplanned Messages
Unplanned messages include brand- or company- related
news stories, gossip, rumors, actions of special interest
groups, comments by the trade and by competitors, findings
by government agencies or research institutions, and word
of mouth.
Employee Messages
Employees are an important communication source, and their views
are highly credible to people they know, as well as to reporters who
interview them, particularly in a crisis situation.

26. News Media
For most companies, the most critical unplanned messages come from
the news media. Such messages often reach a relatively large audience
and are seen as having especially high credibility.
Disasters and Crises
Another type of unplanned message handled by public relations is
generated by company-related disasters. The crisis, disaster, or
emergency is the most unwanted of unplanned messages, but crises
are also a fact of life.

27. IMC planners focus their attention on two types of consistency:
• One-voice, one-look
• Most elementary level of consistency
• Same appearance and feel in all MC functions
• All the media message reinforce one another
• Strategic consistency
• Core values: Corporate mission, culture
• Brand identity and position: Product/service performance
• Brand image and personality: Creative strategy and
executions
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29. A creative idea is “big” when it:
• Attracts the attention of the targeted audiences.
• Is relevant to the brand’s selling proposition.
• Is memorable.
• Is conceptually strong enough to be executed in a number of
ways by a variety of marketing communication functions.
• Can last for years.
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37. A package is more than just a physical container for a
product.
It is the “last ad a customer sees” before making a purchase
decision.
Many package front panels are designed with promotional
flags.
Packaging also provides the link between MC messages and
the product on the shelf.
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43. Online images are primarily dominated by words – although
it is changing as technology improves.
Understanding how viewers will navigate through the site is
part of what complicates online design.
A route that represents a typical viewer’s pattern of
information processing has to be mapped.
Various options can be accessed through hyperlinks.
Another element of Web design is the banner.
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45. 45

46. In IMC, media menu refers to all the communication vehicles
available to the consumer as well as the marketer.
How brands choose to connect with prospects and customers
can influence a brand’s image.
Media is plural referring to all carriers of data and information.
Medium is singular and refers to one media type.
There are four basic types of media:
• Print
• Broadcast
• Interactive
• Out-of-home
46

47. Way to classify media include:
• Level of inclusiveness
• Audience orientation
Most mass media guarantee only the opportunity for a large
audience to be exposed to a brand.
Communication vehicles are specific publications, networks,
channels, stations, and programs that make up a medium.
47

48. Print media include:
• Newspapers
• Magazines
• Mail
• All other forms, which are produced by printing
and are relatively permanent
48

49. Strengths:
• Newspapers are able to reach a mass, local
audience.
• Readers are above average in education and
income.
• Newspapers are tangible, and readers can read and re-
read messages at their own pace.
• Most subscribers have an emotional involvement
with their daily newspaper.
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50. Weaknesses:
• Average life of one day.
• Printed on low-quality porous paper.
• Clutter.
• High cost for ads taking up a half page or more.
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51. Magazines are classified by:
• Frequency of publication
• Type of audience
• How they are distributed
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52. Strengths:
• Audience selectivity
• Tangible
• High quality reproduction
• Strong reader involvement
• More permanent than newspapers
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53. Weaknesses:
• Relatively limited reach of a brand’s target
audience
• Long lead time
• Lack of frequency
• Costly
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54. Broadcast media include radio and television.
Broadcast media differs from print in that people often do
other things while listening or viewing, so messages are
fleeting.
Broadcast commercials are more intrusive than print ads.
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55. Strengths:
• “Theatre of the mind” – high level of involvement
• Selectivity
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56. Weaknesses:
• No visuals
• Messages are fleeting
• Radio is often used as background entertainment
• Difficult to determine what percent of brand
messages are actually heard
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57. Strengths:
• Dynamic – able to carry sound and moving visuals
• Often considered the prestige medium for
marketing communication
• Mass coverage
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58. Weaknesses:
• High production cost
• Clutter
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59. Strengths:
• Frequency
• Reach
• Accessibility
• Attracts people with certain commonalities
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60. Weaknesses:
• “Passing” exposure
• Negative perception
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61. The Internet’s most important characteristics
include:
1) Shifts power from companies to customers.
2) Is accessible to the majority of the population.
3) Provides an extensive range of information.
4) Allows for unsurpassed speed and coverage.
5) Reduces the cost of selling and acquisition.
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62. The Internet offers several communication features:
• Websites
• E-mail
• Forums
• Chat rooms
Communication and searching for information are currently the
dominant uses of the Internet.
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63. Strengths:
• Addressable
• Measurable results
• Highly selective
• Demands attention
63

64. Limitations:
• High cost per
message
• Clutter, junk mail
perception
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65. Strengths:
• Personalized
• Real-time interaction
• Attention-getting
• Measurable results
65

66. Limitations:
• Costly
• Intrusive
66

67. Strengths:
• Addressable
• Can be personalized
• Extremely low cost
• Can be interactive
67

68. Limitations:
• Clutter (spam)
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69. 0%
10%
20%
30%
40%
50%
60%
7-8
am
8-9
am
9-10
am
10-11
am
11am-12pm
12-1
pm
1-2
pm
2-3
pm
3-4
pm
4-5
pm
5-6
pm
6-7
pm
7-8
pm
8-9
pm
9-10
pm
10-11
pm
11pm-12am
12-1
am
Viewership %
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70. Top Channels (National)
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Serial
Number
Channel Name
Televisio
n Rating
Point
1 Channel I 3330p
2 Rtv 3280p
3 Btv 3025p
4 DIPTO TV 3000p
5 Boishakhi TV 2990p
6 Desh TV 2870p
7 Bangla vision 2830p
8 Channel 9 2780p
9 ATN Bangla 2670p
10 Maasranga TV 2660p

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72. Three commonly used scheduling strategies are called:
 Flighting
 Continuous scheduling
 Pulsing
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74. 10 Principles of IMC
• First Principle of IMC: Everything communicates
• Everything in the marketing mix can send a message
• Everything a brand does, and sometimes what it doesn’t do,
can send a message.
• Second Principle of IMC: A brand is a unified version (the
art) and complex system (the science)
• Third Principle of IMC: Brand relationships drive brand
value
• Fourth Principle of IMC: Integration equals integrity.
• Fifth Principle of IMC: People automatically integrates
brand messages and experiences. 74

75. 10 Principles of IMC
• Sixth Principle of IMC: Stakeholders overlap.
• Seventh Principle of IMC: All contact points deliver brand
messages.
• Eighth Principle of IMC: Strategic consistency drives
synergy.
• Ninth Principle of IMC: You can’t be integrated externally if
you r not integrated internally.
• Tenth Principle of IMC: Integration happens when what
your brand says matches what it does and what others say
about it.
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79. • It is media that is designed to be shared, sharing
means that it is easy to comment on, that it is easy to
send, there are no/minimal costs associated with viewing
the media and last but not least it is always available.
• Social media enables people to share information with
friends and colleges using the Internet
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80. • Social Networking is the use of communities to engage
with others: Facebook, MySpace, LinkedIn, Twitter.
Social Networking sites often include social media tools
to facilitate the interaction and conversation
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81. Friendship
• Keeping in
Touch
• Developing
new
relationships
Sharing
• Photos
• Links
• Interests
Community
• Causes
• Beliefs
• Advocacy
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83. Highlighting
photos break
up the visual
spacing of
your timeline
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84. USING PHOTOS TO SPARK ENGAGEMENT
Don’t Forget to put Cover Photo For
Your Fan
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85. USING PHOTOS TO SPARK ENGAGEMENT
More Like and
Comment
indicates high
consumer
engagement
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86. USING PHOTOS TO SPARK ENGAGEMENT
Provide Polls. This give your fans the freedom
on commenting! 86

87. SHARE POST FROM OTHER PAGES
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88. POST QUESTIONS
Comment Rate more than doubles!
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89. POST SHORT UPDATES
Less than 80 character is best 89

90. In Bangladesh, highest
engagement ratio of a post
happen if uploaded around
9 pm!!
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91. • To understand what SEO really means, let's break that
sentence down and look at the parts:
• Quality of traffic. You can attract all the visitors in the
world, but if they're coming to your site because Google
tells them you're a resource for Apple computers when
really you're a farmer selling apples, that is not quality
traffic. Instead you want to attract visitors who are
genuinely interested in products that you offer.
• Quantity of traffic. Once you have the right people
clicking through from those search engine results pages
(SERPs), more traffic is better.
• Organic results. Ads make up a significant portion of
many SERPs. Organic traffic is any traffic that you don't
have to pay for. 91

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93. • SEO depends on many factors and algorithms created by
Search Engines
• 200+ Factors used by Google to Rank a Page.
• 82% of the Search Users click on Organic Links
• SEO increases the Leads and Brand Authority
• SEO takes a Good time and Effort.

95. • PPC can be implemented using these programs
• Google AdWords
• Bing Ads
• 18% users click on Paid Ads
• Very Fast and Effective Marketing

96. POST Method
People: Do you know who your target audience is? What
are their demographics and interests?
Objectives: What do you want to accomplish with your
social media marketing campaign?
Strategy: How will things be different after you launch
your social media marketing campaign?
Technology: What social media channels are you going to
use?
Basic social media marketing (SMM)
strategy

97. Most Prominent Digital Media Platform
Rank Platform Audience (Monthly) - Apx.
1 Facebook 25M
2 YouTube 23M
3 Viber 13M
4 WhatsApp 10M
5 Instagram 8M
6 Twitter 1.5M
7 LinkedIn 1M
Digital Landscape

98. Major Players in Advertising
Rank Platform Percentage (%)
1 Facebook 41
2 YouTube 39
3 Instagram 7
4 LinkedIn 4
5 Twitter 2
6 Other 7
Digital Landscape

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