Managing integrated marketing communication BY M. A. Jalil Khan B.A. ( Honors) M.A. (First Class) University of Dhaka MBA (Marketing & Int`l Business) . Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka

1. BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development
SQUARE Hospitals Ltd. Dhaka

2.  Definition of Marketing
 Definition of Marketing Communication mix
 Defining Integrated Marketing Communication
 Basic Elements of Promotional Mix
 Developing & Managing the Advertising campaign
 Classification of Advertising
 Using the internet as an IMC tool
 Sales promotion Versus Publicity
 Publicity vehicles, Public Relation Tools
 IMC Planning model
 The marketing plan & Push Pull strategy

3.  Learn the major steps in developing an effective
and integrated communication program
 Understanding the steps involved in developing
an advertising program
 Learn how companies can exploit the marketing
mix and Marketing communication mix
potential of sales

5.  IMC is a strategic business process used to plan,
develop, execute & evaluatecoordinated,measurable,
persuasive brand communication é consumers,
customers, prospects employees and other relevant
external & internal audiences.
 IMC is the specific mix of advertising, personal
selling, sales promotion, and public relations that a
company uses to pursue its advertising and
marketing objectives.
 The goal of IMC is to generate short-term financial
return & build long-term brand value.

6.  IMC / Promotional mix is nothing but the use of several
different communication types to support marketing goals
including advertising, publicity & Sales promotions
 IMC mix is inclusive of both direct & indirect methods to
brings the brand communication forwards to the target
market & shape the positioning of the brand & the
company
 IMC plays a major role in the process of developing &
sustaining brand identity & equity
 So, the marketing Communications mix consists of five
major modes of Communication: Advertising, Sales
Promotion, Public relation, Direct mail & Personal Selling

9. Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. Marketing
Communications
Audience
Point of
Purchase
Publicity
Public
Relations
Packaging
Direct
Response
Sales
Promotion
Events
Outdoor
Broadcast
Media
Print Media
Direct Mail
Internet/
Interactive
Media
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Traditional Compensation Performance Based Compensation
Traditional Compensation Performance Based Compensation
Media Advertising Multiple Forms of Communication
Mass Media Specialized Media
Manufacturer Dominance Retailer Dominance
General Focus Data Based Marketing
Low Agency Accountability Greater Agency Accountability
Limited Internet Availability Widespread Internet Availability
Media Advertising Multiple Forms of Communication
Mass Media Specialized Media
Manufacturer Dominance Retailer Dominance
General Focus Data Based Marketing
Low Agency Accountability Greater Agency Accountability
From Toward

15.  Advertising - Presentation and promotion of ideas,
goods, or services by an identified sponsor. Examples:
Print ads, radio, television, billboard, direct mail,
brochures and catalogs, signs, in-store displays, posters,
motion pictures, Web pages, banner ads, and emails.
(Always in Paid Form non personal)
 Sales promotion - Media and non-media marketing
communication are employed for a pre-determined,
limited time to increase consumer demand, stimulate
market demand or improve product availability.
Examples: Coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums,
trade shows, trade-ins, and exhibitions.

16.  Public relations - Paid intimate stimulation of supply
for a product, service, or business unit by planting
significant news about it or a favorable presentation of
it in the media. Examples: Newspaper and magazine
articles/reports, TV-Radio presentations, charitable
contributions, speeches, issue advertising & seminars
 Personal selling - A process of helping and persuading
one or more prospects to purchase a good or service
or to act on any idea through the use of an oral
presentation. Examples: Sales presentations, sales
meetings, sales training and incentive programs for
intermediary salespeople, samples, and telemarketing.
Can be face-to-face or via telephone

17.  Direct Marketing is often listed as a the fifth part of
the marketing mix.
 Corporate image - The Image of an organization is a
crucial point in marketing. If the reputation of a
company is bad, consumers are less willing to buy a
product from this company as they would have
been, if the company had a good image.
 Exhibitions - are try-outs. You make your product,
and let potential buyers try the product, this way,
you know directly what people see in your product.
The downside, your competitor can see exactly
what you are doing.
 Sponsorship is sometimes added as an 8th aspect.

18.  To reach large number of target audience in a cost effective
manner
 To provide clients with creative ideas that will enhance
their overall marketing objectives while offering exceptional
services at reasonable prices.
 Promotion has a key role in determining profitability and
market success and is one of the key.
 Promotion is an important marketing force that provides
extra incentive for consumer the trade the sales & other
individual group.
 Usually promotion covers a wide range of area.
 Promotion is used to communicate with the customers
 Define promotion and fit in marketing

19. 1. Build awareness
2. Create interest provide information
3. Stimulate demand
4. Reinforce the brand
5. Differentiate the product
6. To accelerate the value of the product
7. To stabilizes the sales

20. The seller’s 4 Ps. The buyer’s 4 Cs
 Product Customers benefit
 Price Customer Cost
 Place Convenience
 Promotion Communication

21.  Clearly define and understand your target
audience
 Get in the customer state of mind
 Know how does this audience make purchasing
decision
 What methods would be most effective in reaching
this target audience
Consider this group when developing promotions
1. Influencer- A person whose view or advice
influences the buying decisions
2. Buyer-A person who makes the purchase
transaction
3. User- A person who uses the product/ service

22. Create promotion strategies (and associated
budget based on…)
 Your goal and objective
 Costs of marketing activities
 Promotional strategy Options:
Word of mouth
Publicity
Sampling
Discounting
Advertising

23.  Identify target
audience
 Determine objectives
of communication
 Design the message
 Select communication
channels
 Establish the budget
 Select the marketing
communications mix
 Measure results
 Manage the IMC
process
Stages/Steps in Marketing Communications
Program Development

24.  Step 1: Identifying the target audience
 Includes assessing the audience’s perceptions
of the company, product, and competitors’
company/product image
 Step 2: Cognitive, affective, and behavioral
objectives may be set
 Step 3: AIDA model guides message design

25.  AIDA ( Awareness, Interest, Action, Desire)
 Push Pull Strategy
Major Media Types
 Newspapers
 Magazines
 Direct mail
 Television
 Radio
 Internet
 Outdoor Billboard
 Yellow pages
 Newsletters
 Brochures
 Telephone
 Point of Purchase

26.  Deciding on Media Categories
 Target audience’s media habits, nature of
the product and message, cost, Span,
Clutter( Mass, Confuse), Audience
 Media Timing Decisions
 Macro scheduling vs. micro scheduling
 Continuity, concentration, flighting, and
pulsing scheduling options
 Deciding on Geographical Allocation

27. Message Design
 Content
 Structure
 Format
 Source
 Message content
decisions involve the
selection of appeal,
theme, idea, or USP
 Types of appeals
 Rational appeals
 Emotional appeals
 Moral appeals

28. Message Design
 Content
 Structure
 Format
 Source
 One-sided vs. two-
sided messages
 Order of argument
presentation

29. Message Design
 Content
 Structure
 Format
 Source
 Message format
decisions vary with
the type of media,
but may include:
 Graphics, visuals
 Headline, copy or
script
 Sound effects, voice
qualities
 Shape, scent, texture
of package

30. Message Design
 Content
 Structure
 Format
 Source
 Message source
characteristics can
influence attention
and recall
 Factors underlying
perceptions of
source credibility:
 Expertise
 Trustworthiness
 Likability

31. Primary vs. Selective
Demand Advertising
Primary vs. Selective
Demand Advertising
Business-to-Business Advertising
Organizations
National Advertising
Retail/Local Advertising
Professional Advertising
Trade Advertising
National Advertising
Retail/Local Advertising
Business-to-Business Advertising
Professional Advertising
Consumers
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

32.  Sales promotions are short-term incentives
designed to stimulate purchase among
consumers or trade
 Purpose of sales promotion
 Attract new tiers or brand switchers
 Reward loyal customers
 Increase repurchase rates

33.  Establish objectives
 Select consumer-
promotion tools
 Select trade-
promotion tools
 Select business-
and sales force
promotion tools
 Develop the program
 Pretest the program
Stages/Steps in Sales Promotion
Program Development
 Implement and evaluate the program

34. • Consumer-oriented
• [For end-users]
• Trade-oriented
• [For resellers]
Events
Events
Loyalty Programs
Loyalty Programs
Bonus Packs
Bonus Packs
Refunds/Rebates
Refunds/Rebates
Contests/Sweepstakes
Contests/Sweepstakes
Premiums
Premiums/ product quality increase
Samples
Samples
Coupons
Coupons
Coop
Advertising
Coop
Advertising
Trade
Shows
Trade
Shows
Training
Programs
Training
Programs/ Demo
POP Displays
POP Displays
Trade
Allowances
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

35. Introduce New
Products
Get Existing Customers
to Buy More
Attract New Customers
Maintain Sales In Off
Season
Increase Retail
Inventories
Tie In Advertising &
Personal Selling
Enhance Personal
Selling
Combat Competition
Introduce New
Products
Get Existing Customers
to Buy More
Attract New Customers
Maintain Sales In Off
Season
Increase Retail
Inventories
Tie In Advertising &
Personal Selling
Enhance Personal
Selling
Sales
Promotion
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

36.  Marketing Public Relations (MPR)
 Plays an important role in
New product launches
Repositioning of mature brand
Building interest in product category
Influencing specific target groups
Defending products with public
problems
Building the corporate image
 Three Major MPR Decisions

37.  Public relations activities promote or
protect the image of a firm or product
 Public relations functions:
 Press relations
 Product publicity
 Corporate communications
 Special Events (Tree Plantation)
 Community Activities
 lobbying
 Counseling

38.  Publications
 Events
 Sponsorships
 News
 Speeches
 Public-service
activities
 Press release
Major Public Relations Tools

39. Corporate
Advertising
Corporate
Advertising
Cause-related
Marketing
Cause-related
Marketing
Publicity
Vehicles
Community
Activities
Public Affairs
Activities
Special
Publications
Special Event
Sponsorship
Publicity
Vehicles
Community
Activities
Public Affairs
Activities
Special
Publications
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

40.  Direct marketing uses consumer-direct
channels to reach and deliver offerings to
consumers without intermediaries.
 Direct marketing is growing and offers
consumers key benefits.
 Firms are recognizing the importance of
integrated direct marketing efforts.

41.  Steps in Developing a Direct-Mail
Campaign:
 Step 1: Set objectives
 Step 2: Identify target markets
 Step 3: Define the offer
 Step 4: Test the elements
 Step 5: Measure results

42.  Face-to-face selling
 Door –to-Door
 Direct mail
 Catalog marketing
 Telemarketing
 Fax
 Direct-response
TV marketing
 Kiosk marketing
 E-marketing/online
 Internet
Major Direct Marketing Tools

43. Direct
Response
Advertising
Direct
Response
Advertising
Direct
Mail
Cataloging
Telemarketing
Internet
Sales
Shopping
Channels
Direct
Mail
Telemarketing
Catalogs
Shopping
Channels
Direct
Marketing
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

44.  MAN
Prospecting/Research
Pre Approach
Approach
Presentation
Handling Objection
Closing
Follow Up
 IMFACE ( Introduction, Mutual Attraction, Friendship,
Courtship, Engagement)
7 R
Research
Recruitment
Retention
Retention
Reward
Recognition
Repetition

45. Non –paid for communication of information about company or products
/Received as /credible/Relatively inexpensive
 Way to gain Publicity
 Write an articles-writing articles on topics related to your business
expertise is an excellent business Promotion technique
 Contact local/ TV Radio stations and offer to be interviewed.
 Publish a newsletter/Speak at the local functions/ talk show
 Offer or Sponsor a seminar Write news /press release :
 Prepare good press release about new service, expansion, sponsoring,
award, events or containing information on that engaging enough people
interest and send them to the media Volunteer Sponsor a community
project or support a nonprofit org. or charity
 Promote a cause Posting message in forms bulletin is a great way to male
your business know to people.
 Use shared advertise that allow each business to use promotion techniques
that would be too expensive to implement alone .
 Give out freebies as business promotion first 50 customer will get a red rose
or discount price/Use vehicle to promote your business your name phone

46.  Passing of information by verbal means especially recommendation in
an informal, person to person manner rather than by media/advertising
 Some statistics
 A satisfied customer will tell 4 to 5 others about a pleasant brand
 experience
 An unsatisfied customer will tell 7 to 13 others
 It costs 3 to 5 times more replace than to keep a customer
 Earn it
 Provide good experience
 Service oriented
 Be creative
 Ask for referrals
 implement an incentive programs for referrals
 Provide business cards/ brochure

47. Interviews
Interviews
Feature
Articles
Special
Events
Press
Conferences
News
Releases
Feature
Articles
Special
Events
News
Releases Publicity
Vehicles
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

48.  Step 4: Selecting Communication Channels
 Personal communication channels
Effectiveness derives from
personalization and feedback
Several methods of stimulating personal
communication channels exist
 Non personal communication channels
Influence derives from two-step flow-of-
communication process

49.  Devoting extra effort to
influential individuals or
companies
 Creating opinion leaders
 Working through
influential community
members
 Using influential people
in testimonial advertising
 Developing
advertising with high
“conversation value”
 Use viral marketing
 Developing word-of-
mouth referral
channels
 Establishing an
electronic forum
Methods of Stimulating Personal
Communication

50.  Step 5: Establishing the Marketing
Communications Budget
 Affordability method
 Percentage-of-sales method
 Competitive-parity method
 Objective-and-task method
 Step 6: Deciding on the Marketing
Communications Mix

51. Communications Mix
Selection
Types of
promotional tools
 Selection factors
 Advertising
 Sales promotion
 Public relations and
publicity
 Direct marketing
 Personal selling

52. Communications Mix
Selection
 Types of promotional
tools
 Selection factors
 Consumer vs.
business market
 Stage of buyer
readiness
 Stage of product
life cycle
 Market rank

53.  Step 7: Measure Results
 Recognition, recall, attitudes, behavioral
responses
 Step 8: Manage the Integrated Marketing
Communications Process
 Provides stronger message consistency
and greater sales impact
 Improves firms’ ability to reach right
customers at right time with right message

54. The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement
 Objectives can be
classified by aim:
 Inform
 Persuade
 Remind
 Reinforce

55.  Factors considered when
budget-setting:
 Stage of product life
cycle
 Market share and
consumer base
 Competition and
clutter
 Advertising frequency
 Product substitutability
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement

56.  Factors considered
when choosing the
advertising message:
 Message generation
 Message evaluation
and selection
 Message execution
 Social responsibility
review
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement

57.  Developing media
strategy involves:
 Deciding on reach,
frequency & impact
 Selecting media and
vehicles
 Determining media
timing
 Deciding on geographical
media allocation
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement

58.  Evaluating
advertising
effectiveness
 Communication-
effect research
 Sales-effect
research
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement

59. Builds and
Maintains
Customer
Relationships
Obtains Customer
Database
Information
Communicates and
Interacts With
Buyers
Provides
Customer Service
and Support
Educates or
Informs
Customers
A Persuasive
Advertising
Medium
A Sales Tool or an
Actual Sales
Vehicle
Obtains Customer
Database
Information
Communicates and
Interacts With
Buyers
Provides
Customer Service
and Support
Educates or
Informs
Customers
A Persuasive
Advertising
Medium
A Sales Tool or an
Actual Sales
Vehicle
The
Internet
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

60.  Branding is the foundation of marketing and
is inseparable from business strategy.
 It is therefore more than putting a label on
a fancy product. Nowadays, a corporation,
law firm, country, university, museum,
hospital, celebrity, and even you in your
career can be considered as a brand.

61.  "A product is something that is made in a
factory; a brand is something that is bought
by a customer. A product can be copied by a
competitor; a brand is unique. A product
can be quickly outdated; a successful brand
is timeless."
S. King, WPP Group, London

63. 90% under the sea,
which is planning face
10% you can see,
Only tip of the ice
Communication work is like an ice Berge

64. Advertising Publicity
Tentative
Low
Low/Unspecified
Uncontrollable
Great
Lower
Measurable
Schedulable
High/Specific
High
Specifiable
Undetermined
Higher
Little
Factor
Control
Credibility
Reach
Frequency
Cost
Flexibility
Timing
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

65. Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Review of Marketing Plan
Advertising
Sales
Promotion
PR/
Publicity
Personal
Selling
Direct
Marketing
Advertising
Objectives
Sales
Promotion
Objectives
PR/
Publicity
Objectives
Personal
Selling
Objectives
Direct
Marketing
Objectives
Message
Strategy
Sales
Promotion
Strategy
PR/
Publicity
Strategy
Personal
Selling
Strategy
Direct
Marketing
Strategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
Internet/
Interactive
Internet/
Interactive
Objectives
Internet/
Interactive
Strategy

66. 1. A detailed situation analysis
2. Specific marketing objectives
3. A marketing strategy and program
4. A program for implementing the strategy
5. A process for monitoring and evaluating performance
1. A detailed situation analysis
3. A marketing strategy and program
4. A program for implementing the strategy
2. Specific marketing objectives
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

67.  "Push or Pull"?
 Marketing theory distinguishes between two main kinds of promotional
strategy - "push" and "pull".
 Push: A “push” promotional strategy makes use of a company's sales force
and trade promotion activities to create consumer demand for a product.
 The producer promotes the product to wholesalers, the wholesalers
promote it to retailers, and the retailers promote it to consumers.
 A good example of "push" selling is mobile phones, where the major
handset manufacturers such as Nokia promote their products via retailers
such as Car phone Warehouse. Personal selling and trade promotions are
often the most effective promotional tools for companies such as Nokia -
for example offering subsidies on the handsets to encourage retailers to sell
higher volumes.
 A "push" strategy tries to sell directly to the consumer, bypassing other
distribution channels (e.g. selling insurance or holidays directly). With this
type of strategy, consumer promotions and advertising are the most likely
promotional tools.

68.  Pull
 A “pull” selling strategy is one that requires high spending on advertising and
consumer promotion to build up consumer demand for a product.
 If the strategy is successful, consumers will ask their retailers for the product, the
retailers will ask the wholesalers, and the wholesalers will ask the producers.
 A good example of a pull is the heavy advertising and promotion of children's’ toys
– mainly on television. Consider the recent BBC promotional campaign for its new
pre-school program – the Fimbles. Aimed at 2 to 4-year-olds, 130 episodes of
Fimbles have been made and are featured everyday on digital children's channel
CBeebies and BBC.
 As part of the promotional campaign, the BBC has agreed a deal with toy maker
Fisher-Price to market products based on the show, which it hopes will emulate the
popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop,
manufacture and distribute a range of Fimbles products including soft, plastic and
electronic learning toys.
 In 2001, BBC Worldwide (the commercial division of the BBC) achieved sales of
£90m from its children's brands and properties last year. The demand created from
broadcasting of the Fimbles & a major advertising campaign is likely to “pull”
demand from children and encourage retailers to stock Fimbles toys in the stores
for Christmas 2002.

69.  Marketing theory distinguishes between two main kinds
of promotional strategy Push and Pull