Using Advertising and Promotion to Build Brands

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Using Advertising and Promotion to
Build Brands
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Chapter Outline

• What are the functional areas of marketing
  communication?
• What is the IMC concept and process?
• Why is integration so important in marketing
  communication?

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Chapter Perspective Changing World
Old World
New World
Two-way Dialogue With Consumers
Talking At Consumers
Talking At Consumers
Focus on Building Long Term Relationships With
Consumers
Focus on Winning New Customers
Focus on Winning New Customers
Marketers Relied Primarily on Advertising and
Promotions
Marketers Relied Primarily on Advertising and
Promotions
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Opening Case AFLAC
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Opening Case AFLAC
Only 14 recognized AFLAC brand

• An IMC program featuring
• The Duck as an anchor of consistent set of one
  look, one voice messages
• The coordinated use of advertising, public
  relations, and sales promotion

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What Is a Brand?
Brand A perception resulting from experiences
with, and information about, a company or line of
products.
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What is Marketing Communication?
Marketing Communication Creating, delivering,
managing, and evaluating brand messages which are
the information and experiences that impact how a
brand is perceived.
Promotion is the Primary Focus
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Think About It
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Coke A Successful User of MC to Build a Brand
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What Are The Functional Areas Of MC?
Functions
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Tales From the Real World
Since IMC is a relatively young field, even some
professionals in the real world are not quite
sure what it entails. Unfortunately, a lot of
people have the mistaken perception that IMC is
simply another term for advertising. When you
complete this course, hopefully youll add value
in your new job by being able to correctly
explain that IMC is much more than advertising
and by using this knowledge to make your
organization more profitable.
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What Are The Functional Areas Of MC?
Advertising
Direct Marketing
Publicity (Public Relations)
Functions
Events Sponsorships
Sales Promotion
Packaging
Personal Selling
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What Is IMC Media?
IMC Media The means by which the various types
of marketing communication messages are sent and
received
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The Media of IMC
Radio
Television
Newspapers
Media
Mail
Magazines
Internet
Outdoor
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IMC Concept and Process
IMC Concept A process for managing the brand
messages that impact customer relationships
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IMC In Action Saturn
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IMC In Action Saturn
Launch a new car brand

• An IMC program featuring
• New Kind of Car Company message
• Focus on satisfied owners as part of a family
• No hassle buying and servicing policies

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Figure 1-1 IMC is an ongoing process

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Why Is Integration So Important?
When brand messages are integrated
When brand messages are integrated
they reinforce each other
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FedEx Has Done a Good Job of Integrating Brand
Messages
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Insight 4 Benefits of IMC

• It Drives Brand Differentiation
• IMC helps make your brand stand out vs.
  competitors
• Brings Greater Accountability
• IMC allows you to track sales and profits based
  on your brands relationships with consumers
• Increases the Level of Trust
• IMC focuses on long-term relationships, not
  one-time sale
• Provides Internal Focus
• IMC focuses on one look, one voice

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Final Note IMC Cuts Through Message Clutter