Integrated Marketing and Communication Short Notes

 Role of Marketing Communications:
 Building brand awareness: Communicating the existence and value

proposition of a brand to potential customers.
 Generating interest: Capturing the attention of target audiences and
creating curiosity about products or services.
 Driving sales: Persuading consumers to make a purchase or take a
desired action.
 Building brand loyalty: Maintaining a positive relationship with existing
customers and encouraging repeat purchases.
 Enhancing brand reputation: Establishing trust and credibility through
consistent and authentic communication.
 How Marketing Communications Work:
 Marketing communications work by utilizing various channels and
tactics to deliver a cohesive message to the target audience. This can
include advertising, public relations, direct marketing, digital
marketing, social media, and more. The goal is to create a unified
brand image and message that resonates with consumers and
influences their behavior.
Integrated Marketing Communications (IMC) Program:
IMC is a strategic approach to marketing communications that ensures all

elements of a brand’s communication are cohesive, consistent, and work
together synergistically.
It involves integrating various communication channels and tactics to deliver

a unified message to the target audience.
Example: Coca-Cola’s “Share a Coke” campaign integrated traditional

advertising, social media, experiential marketing, and personalized
packaging to create a cohesive brand experience and drive engagement.
Modes of Communication
Marketing communications utilize various modes or channels to reach and
engage with the target audience. Here are some common modes of
marketing communications along with examples:
1. **Advertising**:
- Advertising involves paid messages disseminated through various media
channels such as television, radio, print publications, billboards, and digital
platforms.
- Example: Nike’s “Just Do It” campaign, which includes TV commercials,

print ads, and digital marketing efforts to promote its athletic products.
2. **Public Relations (PR)**:
- PR focuses on managing the reputation of a company or brand through

media relations, press releases, events, and influencer partnerships.
- Example: Apple’s product launches generate extensive media coverage

and buzz, contributing to its brand image and reputation.
3. **Digital Marketing**:
- Digital marketing encompasses various online channels and tactics such

as search engine optimization (SEO), social media marketing, email
marketing, and content marketing.
- Example: Red Bull’s social media strategy involves creating engaging

content, sponsoring extreme sports events, and leveraging user-generated
content to connect with its audience and promote its energy drinks.
4. **Direct Marketing**:
- Direct marketing involves communicating directly with consumers

through channels like email, direct mail, telemarketing, and SMS marketing.
- Example: Amazon uses email marketing to recommend products based on

customers’ browsing and purchase history, driving sales and enhancing
customer loyalty.
5. **Sales Promotion**:
- Sales promotion includes short-term incentives or promotions to stimulate

immediate sales, such as discounts, coupons, contests, and loyalty
programs.
- Example: McDonald’s “Monopoly” promotion offers customers the chance
to win prizes by collecting game pieces with their purchases, driving sales
and increasing customer engagement.
6. **Personal Selling**:
- Personal selling involves one-on-one interactions between sales

representatives and potential customers to persuade them to make a
purchase.
- Example: Car dealerships employ sales representatives to provide

personalized assistance, demonstrate features, and negotiate deals with
customers.
7. **Event Marketing**:
- Event marketing involves sponsoring or hosting events to promote a

brand, product, or cause and engage with target audiences in person.
- Example: Red Bull sponsors extreme sports events like the Red Bull Air
Race, where it showcases its brand and connects with adrenaline-seeking
consumers.
8. **Content Marketing**:
- Content marketing focuses on creating and distributing valuable, relevant

content to attract and engage a target audience.
- Example: HubSpot’s blog provides informative articles, guides, and

resources on marketing, sales, and customer service topics, positioning the
company as a thought leader and attracting potential customers.
Communication Objectives
Communications objectives for each of the categories you mentioned:
Category Need:
Objective: To create awareness and recognition of the need for products or
services within a specific category.
Example: A health insurance company aims to educate young adults about

the importance of having health coverage by highlighting statistics on
medical expenses, the benefits of preventive care, and the financial risks of
being uninsured.
Brand Awareness:
Objective: To increase recognition and recall of the brand among the target
audience.
Example: A new beverage company sets a communication objective to

achieve 80% aided brand awareness among urban millennials within six
months through a combination of outdoor advertising, influencer
partnerships, and sampling events.
Brand Attitude:
Objective: To shape perceptions and attitudes towards the brand, products,

or services.
Example: An eco-friendly fashion brand aims to improve brand perception

among environmentally conscious consumers by highlighting its sustainable
sourcing practices, ethical manufacturing, and commitment to reducing
carbon footprint through social media campaigns and educational content.
Purchase Intention:
Objective: To influence and increase the likelihood of consumers to consider

purchasing the brand’s products or services.
Example: A luxury skincare brand sets a communication objective to drive

purchase intention among affluent consumers by showcasing the premium
quality, exclusive ingredients, and proven results of its skincare products
through targeted digital advertising, influencer endorsements, and
personalized email marketing campaigns.
Designing Communication
Designing communications involves crafting messages and strategies that
effectively convey the intended message to the target audience. Here’s an
explanation of three key components:
Message Strategy:
The message strategy outlines what the communication aims to convey and
how it will be communicated. It involves determining the primary message,
supporting points, tone, and style.
Example: A message strategy for a new smartphone might focus on

highlighting its advanced camera features, sleek design, and user-friendly
interface. The tone could be modern and aspirational, emphasizing how the
phone enhances users’ lives.
Creative Strategy:
The creative strategy is the approach used to bring the message strategy to
life visually and conceptually. It involves determining the overall look, feel,
and style of the communication, including imagery, design elements, and
storytelling techniques.
Example: For a campaign promoting eco-friendly clothing, the creative

strategy might incorporate nature-inspired visuals, sustainable materials,
and storytelling that emphasizes the brand’s commitment to environmental
stewardship. This could include using recycled paper for print materials and
organic cotton for clothing tags.
Message Source:
The message source refers to the person, character, or entity delivering the
communication. It can influence the credibility, relatability, and
persuasiveness of the message.
Example: In a celebrity endorsement campaign for a skincare brand, the

message source might be a well-known actress known for her flawless skin.
Her endorsement lends credibility and aspirational appeal to the brand’s
message, making it more persuasive to the target audience.
Establishing Budget for Communication
Establishing the budget for marketing communications involves determining

the amount of financial resources that will be allocated to various
promotional activities. Here are four common budgeting methods:
Affordable Method:
The affordable method involves setting the marketing communication budget

based on what the company can afford to spend. This approach is often used
by small businesses or startups with limited financial resources.
Example: A local bakery decides to allocate $5,000 for its marketing

communications activities for the upcoming quarter, based on its available
funds after covering other operational expenses.
Percentage-of-Sales Method:
The percentage-of-sales method involves allocating a certain percentage of

past or projected sales revenue to the marketing communication budget.
This approach assumes that the level of promotional spending should be
directly proportional to sales.
Example: A software company decides to allocate 10% of its projected

annual sales revenue of $1 million ($100,000) to its marketing
communications budget for the upcoming year.
Competitive Parity Method:
The competitive parity method involves setting the marketing

communication budget based on what competitors are spending on similar
promotional activities. The idea is to match or maintain a similar level of
spending to stay competitive within the industry.
Example: A new smartphone manufacturer decides to allocate a marketing
communication budget that is equal to the average spending of its key
competitors on advertising and promotional campaigns.
Objective-and-Task Method:
The objective-and-task method involves determining the marketing

communication objectives and identifying the specific tasks and activities
required to achieve those objectives. The budget is then set based on the
estimated costs of executing these tasks.
Example: A consumer electronics company aims to increase awareness of its

new product line among millennials. The company identifies the tasks
needed to achieve this objective, such as developing digital advertising
campaigns, sponsoring events, and launching social media promotions. The
bu

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 Role of Marketing Communications:

 Building brand awareness: Communicating the existence and value

Integrated Marketing Communications (IMC) Program:

IMC is a strategic approach to marketing communications that ensures all

It involves integrating various communication channels and tactics to deliver

Example: Coca-Cola’s “Share a Coke” campaign integrated traditional

- Example: Nike’s “Just Do It” campaign, which includes TV commercials,

2. **Public Relations (PR)**:

- PR focuses on managing the reputation of a company or brand through

- Example: Apple’s product launches generate extensive media coverage

- Digital marketing encompasses various online channels and tactics such

- Example: Red Bull’s social media strategy involves creating engaging

- Direct marketing involves communicating directly with consumers

- Example: Amazon uses email marketing to recommend products based on

- Sales promotion includes short-term incentives or promotions to stimulate

- Personal selling involves one-on-one interactions between sales

- Example: Car dealerships employ sales representatives to provide

- Event marketing involves sponsoring or hosting events to promote a

- Content marketing focuses on creating and distributing valuable, relevant

- Example: HubSpot’s blog provides informative articles, guides, and

Example: A health insurance company aims to educate young adults about

Example: A new beverage company sets a communication objective to

Objective: To shape perceptions and attitudes towards the brand, products,

Example: An eco-friendly fashion brand aims to improve brand perception

Objective: To influence and increase the likelihood of consumers to consider

Example: A luxury skincare brand sets a communication objective to drive

Example: A message strategy for a new smartphone might focus on

Example: For a campaign promoting eco-friendly clothing, the creative

Example: In a celebrity endorsement campaign for a skincare brand, the

Establishing Budget for Communication

Establishing the budget for marketing communications involves determining

The affordable method involves setting the marketing communication budget

Example: A local bakery decides to allocate $5,000 for its marketing

The percentage-of-sales method involves allocating a certain percentage of

Example: A software company decides to allocate 10% of its projected

Competitive Parity Method:

The competitive parity method involves setting the marketing

The objective-and-task method involves determining the marketing

Example: A consumer electronics company aims to increase awareness of its

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2. Public Relations (PR):