The document discusses integrating marketing communications to build a brand. It describes several components of an integrated marketing communications strategy, including advertising, public relations, direct marketing, sales promotions, and internal communications. It presents the AUTHOR model, which outlines six stages for communications to impact target customers: Awareness, Understanding, Trial, Happiness, Only One, and Referral. It also provides five principles for a successful brand-based communications strategy and eight steps for developing effective communications, including identifying the target audience and determining communication objectives.

1. BAGAIMANA MERK DIBANGUN (2) ( INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND ) Marketing Communication 2010

2. Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations.

3. A Good Brand-based Communications Strategy Advertising Public Relations Event marketing and corporate sponsorships Trade and sales promotions Consumer promotions (point of purchase, coupons, refunds, contests) Direct marketing (catalogues, Internet, mailing, fax, e-mail) Internal employee communications

4. Integrating Marketing Communications to Build Brand Equity

5. Becoming an AUTHOR The AUTHOR model, describes the six stages of impact communications should have on your target customer. It enables you to control of all your communications efforts

6. The Six stages of AUTHOR model: A wareness : create awareness for your brand U nderstanding : Communications efforts should lead your target audience to clearly understand what your brand stands for – that is positioning T rial : Concentrate on generating trial and introducing customers to try your brand H appiness : After a trial of your brand, the customer had a good experience and have a favourable impression of your brand O nly One : The most important stage-getting the customer to think only about your brand in category R eferral or recommendation : The ultimate sign of brand satisfaction is when customer are willing to put their own reputation by referring your brand to a peer

7. Five Principles for Successful Brand-Based Communications Use all communication strategies to help achieve your corporate strategy and brand vision Let your Brand Positioning largely determine the right communications strategy to execute Use an integrated marketing Communications strategy to get maximum return from all investments Execute your communications strategy well across the organization Create internal involvement, education, and metrics to determine the success of communications

8. Developing Effective Communications Steps in Developing Effective Communications

9. Effective Communications Step 1. Identifying the Target Audience Purchase Conviction Preference Liking Knowledge Awareness Step 2. Determining the Communication Objectives Buyer Readiness Stages

10. Determining Communication Objectives Buyer: high involvement + differentiation, using the hierarchy-of-effects model: . Awareness: target unaware; build awareness Knowledge: Target aware Liking: Target know brand; but feelings? Preference: Target like but no preference Conviction: target prefer product but no conviction to buy Purchase: target have conviction but no purchase

11. Message Source Expertise, Trustworthiness, Congruity Step 3. Designing the Message Message Format Layout, Words, & Sounds, Body Language Message Structure Draw Conclusions Argument Type Message Content Rational Appeals Emotional Appeals Moral Appeals

12. Step 4. Select Communications Channel Nonpersonal Communication Channels Personal Communication Channels

13. Select the communication channel Channels Personal Non-personal Advocate Expert Social Media Atmosphere Events Print Broadcast Network Electronic Display

14. Step 5. Establish the Budget Competitive Parity Objective & Task Affordable % Of Sales

15. Establishing the Total Marketing Communications Budget How do companies decide on the promotion budget? AFFORDABLE METHOD: Budget what they think they can afford Ignores promotion as investment Uncertain annual budget, difficult long-range planning

16. Establishing the Total Marketing Communications Budget PERCENTAGE-OF-SALES METHOD: specified % of sales or sales price

17. Establishing the Total Marketing Communications Budget COMPETITIVE-PARITY METHOD Budget set to achieve share-of-voice parity with competitors Competitors’ expenditures represent collective industry wisdom Maintain competitive parity prevents promotion wars

18. Establishing the Total Marketing Communications Budget OBJECTIVE-AND-TASK METHOD: Develop promotion budgets by Define specific objectives Determine tasks Estimate costs = proposed budget

19. Step 6. Decide on Communications Mix Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive

20. Step 7. Measure Results Step 8. Manage the IMC Process

22. Current Consumer States for Two Brands

23. Factors in Developing Integrated Marketing Communications Strategies Product Life-Cycle Stage Type of Product/ Market Push vs. Pull Strategy Buyer/ Readiness Stage

24. Push Versus Pull Strategy Producer Wholesaler Retailer Consumer PUSH STRATEGY Producer Wholesaler Retailer Consumer Product flow Communication effort PULL STRATEGY

25. Measuring Communications Results Management wants to know outcomes & revenues from communications investments Behavior change measures should capture real payoff Communications director must measure its impact on the target audience