Unit 2 Lecture 9

Lecture 9
Integrated Marketing Communication

BURGER KING: Anything but Traditional
Integrated Marketing Communications
Burger King’s often wacky campaigns might strike some observers as

impetuous or even reckless. But they unite around the long-held positioning
that Burger King is “Home of the Whopper,” the iconic “flame-grilled, 100%
beef” creation that keeps loyal customers coming back.
Learning Objectives
1 Define the five promotion mix tools for communicating
customer value.
2 Discuss the changing communications landscape and the
need for integrated marketing communications.
3 Outline the communication process and the steps in
developing effective marketing communications.
4 Explain the methods for setting the promotion budget and
factors that affect the design of the promotion mix.
Learning Objective 1
Define the five promotion mix tools for communicating customer value.
The Promotional Mix
The promotion mix is the specific blend of promotion tools that the
company uses to persuasively communicate customer value and
build customer relationships.
The Promotional Mix
Advertising is any paid form of non-personal presentation and

promotion of ideas, goods, or services by an identified sponsor.
• Broadcast
• Print
• Online
• Mobile
• Outdoor
The Promotional Mix
Sales promotion is a short-term incentive to

encourage the purchase or sale of a product or
service.
• Discounts
• Coupons
• Displays
• Demonstrations
The Promotional Mix
Personal selling is the personal interaction by the firm’s sales

force for the purpose of engaging customers, making sales,
and building customer relationships.
The Promotional Mix
Public relations involves building good relations with the

company’s various publics by obtaining favorable publicity,
building up a good corporate image, and handling or heading
off unfavorable rumors, stories, and events.
The Promotional Mix
Direct and digital marketing involves engaging directly with

carefully targeted individual consumers and customer
communities to both obtain an immediate response and build
lasting customer relationships.
Discuss the changing communications landscape and the need

for integrated marketing communications.
The New Marketing Communications Model
• Consumers are changing.
• Marketing strategies are changing.
• Advances in digital technology.
The new marketing communications model:

Marketers are shifting ever-larger portions of
their marketing budgets away from old-media
mainstays to online, social, and mobile
media. Adidas now uses only digital channels
to engage its younger consumers.
•Content marketing: As the lines are rapidly blurring between traditional
advertising and new digital content, many marketers now view themselves
more broadly as content marketing managers who create, inspire, share,
and curate marketing content—both their own and that created by
consumers and others.
Integrated marketing communications (IMC) involves carefully integrating and

coordinating the company’s many communications channels to deliver a clear,
consistent, and compelling message about the organization and its products.
Figure 14.1 Integrated Marketing Communications

Outline the communication process and the steps in developing

effective marketing communications.
A View of the
Communication Process
Steps in Developing
Effective Marketing Communication
• Identify the target audience

• Determine the communication objectives
• Design the message
• Choose the media to send the message
• Select message source and collect feedback
Steps in Developing
Identifying the Target Audience
• What will be said
• How it will be said
• When it will be said
• Where it will be said
• Who will say it
Steps in Developing
Designing a Message
AI DA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action
Steps in Developing
Message Content – “What to Say”

Rational appeal relates to the audience’s self-interest.
Emotional appeal is an attempt to stir up positive or negative
emotions to motivate a purchase.
Moral appeal is directed to an audience’s sense of what is right
and proper.
Steps in Developing
Designing a Message
Message content is “what to say.”
Message structure and format is “how to say it.”
Message format: To attract attention, advertisers

can use novelty and contrast, eye-catching
images and headlines, and distinctive formats,
as shown in this Reese’s ad.
Steps in Developing
Choosing Communication Channels and Media
Personal communication involves two or more people communicating
directly with each other.
• Face-to-face
• Phone
• Mail or email
• Texting or internet chat
Steps in Developing
Opinion leaders are people whose opinions are sought by
others.
Buzz marketing involves cultivating opinion leaders and
getting them to spread information about a product or service
to others in their communities.
Steps in Developing
Non-personal communication channels are media that carry messages
without personal contact or feedback, including major media, atmospheres,
and events.
Steps in Developing
Selecting the Message Source

The message’s impact depends on how the target audience views the
communicator.
• Celebrities
– Athletes
– Entertainers
• Professionals
– Health-care providers
Steps in Developing
Collecting Feedback
Collecting feedback involves the communicator understanding
the effect on the target audience by measuring behavior
resulting from the content.
Explain the methods for setting the promotion budget

and factors that affect the design of the promotion mix.
Setting the
Total Promotion Budget and Mix
Setting the Promotional Budget
• The affordable method sets the promotion budget at the level
management thinks the company can afford.
• The percentage-of-sales method sets the promotion budget at a certain
percentage of current or forecasted sales or as a percentage of the unit
sales price.
Setting the
Total Promotion Budget and Mix
Setting the Promotional Budget
• The competitive-parity method sets the promotion budget to match
competitors’ outlays.
• The objective-and-task method develops the promotion budget by
specific promotion objectives and the costs of tasks needed to achieve
these objectives.
Shaping the Overall Promotional Mix
The concept of integrated marketing communications

suggests that the company must blend the promotion tools
carefully into a coordinated promotion mix.
The Nature of Each Promotional Tool

Advertising can reach masses of geographically dispersed buyers
at a low cost per exposure, and it enables the seller to repeat a
message many times.
Personal selling is the most effective method at certain stages of
the buying process, particularly in building buyers’ preferences,
convictions, actions, and developing customer relationships.
The Nature of Each Promotional Tool

Sales promotion includes coupons, contests, cents-off deals, and
premiums that attract consumer attention and offer strong
incentives to purchase.
Public relations is a very believable form of promotion that
includes news stories, features, sponsorships, and events.
Direct and digital marketing is an immediate, customized, and
interactive promotional tool that includes direct mail, catalogs,
telephone marketing, online, mobile, and social media.
Figure 14.3 Push versus Pull Promotion Strategy

Integrating The Promotional Mix
The company must take steps to see that each promotion mix
element is smoothly integrated.
The various promotion elements should work together to carry the

firm’s unique brand messages and selling points.
References
KOTLER, P. and ARMSTRONG, G. (2018) Principles of Marketing, 17th edition. London:

Prentice Hall.

Unit 2 Lecture 9

Uploaded by

Copyright:

Available Formats

Unit 2 Lecture 9

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Unit 2 Lecture 9

Uploaded by

Copyright:

Available Formats

Lecture 9

Integrated Marketing Communication

Burger King’s often wacky campaigns might strike some observers as

Advertising is any paid form of non-personal presentation and

Sales promotion is a short-term incentive to

Personal selling is the personal interaction by the firm’s sales

Public relations involves building good relations with the

Direct and digital marketing involves engaging directly with

Discuss the changing communications landscape and the need

The new marketing communications model:

Integrated marketing communications (IMC) involves carefully integrating and

Figure 14.1 Integrated Marketing Communications

Outline the communication process and the steps in developing

• Identify the target audience

Message Content – “What to Say”

Message format: To attract attention, advertisers

Selecting the Message Source

Explain the methods for setting the promotion budget

The concept of integrated marketing communications

The Nature of Each Promotional Tool

The Nature of Each Promotional Tool

Figure 14.3 Push versus Pull Promotion Strategy

Integrating The Promotional Mix

The various promotion elements should work together to carry the

KOTLER, P. and ARMSTRONG, G. (2018) Principles of Marketing, 17th edition. London:

You might also like