Integrated Advertising, Promotion,

and Marketing Communications

Eighth Edition, Global Edition
Week 1
Chapter 1
Integrated
Marketing
Communications
(IMC)

©
Copyright 2018 Pearson Education Ltd. All Rights Reserved 1
 Chapter Objectives

1. Explain the Communication Process

2. Explain the Integrated Marketing

Communications (IMC)

3. Identify new trends affecting marketing

communications

2
 Communication Process
Communication is defined as transmitting, receiving, and
processing information.
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©
Copyright 2018 Pearson Education Ltd. All Rights Reserved 3
Communication Process in Marketing

Sender: individual or company sends a marketing message

Encoding: sender transforms an idea into an attention-getting

message

Transmission device: media, channels or persons to convey a

message, e.g. television, internet, salesperson

Receiver: consumers or business buyers (target audience)

4
Communication Process in Marketing

Decoding: Receiver interprets the marketing message with

five senses (hearing, seeing, touching, smelling and tasting)
rfarm香
Noise: Anything prevents consumers from seeing the
message. The most common is clutter (hundreds of
marketing messages exposed at(the same time).
fo .

muchusg ,

Feedback: information (e.g. enquiries, store visits) from

receivers used by sender to start the process again

5
 Quick Exercise

The mobile phone is the frausmissou devie in the

above communication process.
6
 Quick Exercise

Decoding is taking place when a consumer sees

the message in the TV commercial.
7
 Quick Exercise

Noi死 can prevent the encoded message from

being decoded
8
 Noise in Marketing Communication

1. Clutter is the most common form of noise; normally

refers to the excessive amount of ad messages
consumers are exposed to 雙向
2. Talking on the phone during a commercial on
⼈ ↓

television
3. Driving while listening to the radio
4. Looking at a sexy model in a magazine ad and
ignoring the message and brand
5. Scanning a newspaper for articles to read
9
 Noise in Marketing Communication

6. Talking to a passenger as the car passes billboards

7. Scrolling past Internet ads without looking at them
[Link]
Becoming annoyed by ads on a social media site
ads

9. Ignoring tweets on Twitter because they are

irrelevant
10. Being offended by the message on a flyer for a
local business G ⿊⼈ ads ⽤⿊默開玩笑
→

10
 Quick Exercise

Clutfer is the most common noise in marketing

communication
11
 Steps of a Marketing Plan
Air -
onin Asiais butwtin America
lEmpreelessany
1. Current situational analysis: examine the firm’s ongoing
market situation
2. SWOT analysis: identify internal strengths and weaknesses
along with external opportunities and threats ppluse -
make mose

3. Marketing objectives: higher sales, market share increase,

@
new competitive position
g 低中⾼

GMseaud
4. Target market: choose most profitable market ⾃⼰ pnductfothevcompanypoducf 「
低中⾼階
5. Marketing strategies: positioning, differentiation, branding
( ⾼ G 低 → prie →
designer/fuacfons
6. Marketing tactics: day-to-day activities necessary to support
marketing strategies
G
rermind Oustomers

7. Implementation: allocate resources and timeline

8. Evaluation of performance: specify performance
measurement methods 12
 Integrated Marketing
Communications (IMC)
1. Coordination and integration of all marketing
communication tools, avenues, and sources within a
company

2. Seamless program to maximize the impact on

consumers at a minimal cost

3. Covers all business-to-business, marketing channel,

customer, and internal communications
G every
aspas ,

13
Benefits of Integrated Marketing
Communication (IMC)
⼀統⼀
Unifies strategy and
message across Streamlines timing
different channels
eud the
G
Different advertBing
7 Same
E Cole dink coke
message
sjoyfal
s
g
. .

Connects with Creates meaningful

multiple audiences insights
GTV ,
IG 、 FB ↓
concapf .

Maximizes impact
Grevenu

14
 Quick Exercise

The benefit of integrated marketing communication is

to unifies strategy and message across different channel .

15
 New Trends Affecting Marketing
Communications
1. Emphasis on accountability and measurable
results
2. Explosion of the digital arena
3. Integration of media platforms
4. Shift in channel power
5. Increase in global competition
6. Increase in brand parity
7. Emphasis on customer engagement

16
1. Emphasis on Accountability and
Measurable Results
nnmy henefiffwntl
calculate isit
"
( 15 s ! )

批成本控制
→ calcula leg. $ 1 →$ 3 ) TowTube ads s Manydetail fr umpany
Company executives expect advertising agencies and
marketing officer to be accountable for their
expenditures
Past : TV → m detail data

Expenditure on promotion e.g. advertising, social media

should produce measurable results in sales, market
share, brand awareness, customer loyalty etc.

17
2. Integration of Digital Media

Digital information in text, graphics, audio, and video

transmitted and viewed on the internet

heig apat f adurtiensf

Smartphones, tablets,f computer and digital TV

integrates with interactive websites, blogs, social
media, video games, text message

Companies shift expenditures from traditional to

digital media which allows interaction

18
 3. Integration of Media Platforms

Consumers interact across multiple media:

n Content grazing to unrelated content
• watching TV while texting a friend on phone
n Investigative spider-webbing to related content
• watching football on TV and searching for one player’s
names on phone
n Social spider-webbing to share content 7 shane tofriouds
-

• watching YouTube on a laptop and texting friends to

watch
n Quantum journey to complete a task
• finding a restaurant opening hours on PC and booking a
table on phone
19
 4. Changes in Channel Power

n Retailers maintain channel power

• control shelf space 放邊 →

• control purchase data sales data C how may podute soldd

。 ha heen
7

hdp poducr
how
to decide • decide which products and brands on shelves
Jwdunts G small brands aud brandsfamous
maylshhulprodune
d n Consumers gain more channel power ouline shopslebay )
,

⼀ GdiBwmt
• obtain information from different sources
,

1• multiple ways to purchase and receive

Past only canby
; in Nike

Mundan :
Ebay mthdilcoaunf
→

20
 5. Increases in Global Competition

n Communication technology made the world

smaller TW THAI

.
_
n Consumers purchase from multiple locations with
fast delivery ( DHL)
n Consumers want high quality with low prices
n Manufacturers and retailers work together across
multiple countries with mutual goals

21
 6. Increase in Brand Parity
牌⼦差距相近

n Brand Parity – consumers believe that most

brands are equal in quality and attributes
Geg Uuiqlo
GU

Consumers select from a group of brands instead

.
,

n
of one brand
n Consumers believe price is more important than
quality and characteristics
n Lower brand loyalty to switch brands

22
 Brand parityisQuick
the situation in which consumers
Exercise
believe all products are basically equal in terms of the
benefits they deliver.

23
7. Emphasis on Customer Engagement
"

Wbeng
putf poces ) menba → dpont

Engage customers at contact points – places

consumers interact with brands

Develop customer’s emotion commitments by

p two-way communication 7
-

to ustomr ' s feedback

lifen ,

p offering incentives
p deliver on promises
24
 Review Questions 1

is a feedback in a marketing channel.

A) New product development

B)
0 A customer complaint
C) A decision to begin international operations
D) Removing a product from the market

25
 Review Questions 2

is NOT an example of communication

noise.

A) Driving while listening to the radio.

B) Scanning the newspaper for articles to read.
C) Scrolling past internet ads without looking at
them.
D) Examining an advertisement in a magazine.
。

26
 Review Questions 3

Janis is working on the positioning, differentiation,

and branding strategies for a new brand of cookies.
This is of the IMC plan.

A) SWOT analysis
B) defining primary marketing objectives
0
C) developing marketing strategies
D) developing marketing tactics

27
 Review Questions 4

is NOT an example of a customer

contact point.

A) The brand's website.

B)
0 A friend who recommends a brand.
C) The brand's Instagram page.
D) The sales clerk at a retail store.

28