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Introduction to
PROMOTIONAL MANAGEMENT &
INTEGRATED MARKETING COMMUNICATION
FULL COURSE
Spring 2024
______________________________________________________________________
LESSON 1
Overview of Integrated Marketing Communications (IMC)
Integrated Marketing Communication is a holistic and strategic approach that combines various marketing
tools and channels to create and deliver a unified and consistent brand message
...
Among other topics,
this course explores fundamental concepts and practices of promotional management within the
framework of integrated marketing communication
...
As media
landscapes evolved, businesses recognized the need to coordinate their marketing activities to maintain a
consistent brand image
...
Consumer
insights drive the development of communication strategies and help create relevant and engaging
content
...
Coca-Cola's consistent use of red and white colors across its branding creates instant
recognition
...

Brand Consistency
Maintaining consistency across all touchpoints reinforces the brand message and builds trust
...
IMC aims to maintain a uniform brand image across all touchpoints, including advertising,
public relations, social media, and customer interactions
...
IMC focuses on developing a clear and compelling brand message that resonates with the
target audience
...

Adaptability
Marketers need to be adaptable and adjust their IMC strategies based on changes in market conditions,
consumer behavior, and other external factors
...

Cross-Functional Collaboration
IMC requires collaboration among different departments within an organization, such as marketing, sales,
public relations, and customer service
...
In larger organizations, different departments may operate
in silos, hindering seamless communication
...

Cultural and Linguistic Challenges
In a global context, understanding and adapting to diverse cultures and languages is critical for effective
IMC campaigns
...
Adapting communication styles and messages to suit diverse cultural backgrounds enhances
the effectiveness of the campaign
...
IMC embraces technological advancements to reach consumers through various platforms
and channels, optimizing communication strategies
...
Brands that successfully integrate the emerging
trends into their communication strategies are better positioned to connect with their target audiences and
stay competitive in the ever-changing market
...
Cultural sensitivity is crucial when expanding globally, ensuring that messaging
resonates positively in diverse cultural contexts
...
As businesses expand globally,
there's a growing emphasis on tailoring messages to local cultures and preferences
...
Companies are focusing on
coordinating marketing campaigns across borders to maintain a cohesive brand image
...


2

Sustainability and Social Responsibility
Brands should consider sustainability and social responsibility into their messaging to resonate with
socially conscious consumers
...

IMC strategies are incorporating sustainability and social responsibility as integral components of brand
messaging
...

Augmented Reality (AR) and Virtual Reality (VR)
AR and VR offer immersive brand experiences that companies can leverage for more engaging and
memorable communication
...
These technologies allow brands to engage customers in unique and memorable ways,
providing an opportunity to stand out in a crowded market
...
Consumers increasingly expect personalized experiences, driving the need for
customized communication strategies
...
Marketers can gain valuable insights into consumer behavior, preferences, and trends,
allowing for more personalized IMC campaigns
...
Personalized communication enhances customer satisfaction
and loyalty, leading to better long-term relationships
...
This ensures that content is relevant to
individual consumers, enhancing overall engagement
...
Predictive
analytics helps optimize IMC strategies by identifying the most effective channels, messaging, and timing
for campaigns
...
Automated content creation
and optimization improve efficiency, ensuring that content is relevant, engaging, and tailored to the target
audience
...
Automated tools
can schedule posts, analyze audience engagement, and optimize social media campaigns for better
performance
...
Includes
conversational voice search patterns, longer keywords, location-specific information, mobile-friendly
content, and fast-loading websites
...
This includes optimizing websites, emails, and
advertisements for mobile devices to reach audiences on the go
...
Dynamic pricing ensures competitiveness and maximizes revenue by adjusting prices
based on real-time factors
...
AI-powered chatbots and virtual assistants are
improving customer service, providing instant responses, and enhancing the overall customer experience
...
Marketers
can focus on strategic initiatives, while AI handles repetitive processes
...
Marketers can create personalized IMC contents tailored to specific customer segments,
improving engagement and conversion rates
...


Advertising
Advertising involves paid promotional messages through various media channels
...
For example,
Apple's campaign featuring personified Mac and PC characters effectively conveyed the brand's
superiority in a fun and memorable way
...
Advertising creatives
that evoke emotions and connect with the audience on a deeper level is highly effective
...


Public Relations (PR)
PR focuses on building and maintaining a positive image for a company by obtaining favorable media
publicity
...
Dove's PR efforts, for instance, centered around
promoting real beauty and challenging societal beauty standards, garnering positive publicity and
consumer loyalty
...

Amazon uses data-driven direct marketing to recommend products based on a customer's browsing and
purchasing history
...
Avon's success is attributed to its direct selling approach, where representatives build personal
relationships with customers
...


Digital Marketing
Digital marketing includes online channels like social media, content marketing, mobile marketing, and
search engine optimization
...
Companies should regularly engage
with the audience, respond to comments, and participate in relevant conversations, and leverage mobile
channels for targeted advertising and communication
...
Wendy's gained attention by using
witty and humorous responses on Twitter, creating a unique and memorable brand personality
...
This could include discounts,
coupons, or limited-time offers
...
Effective strategies of
sales promotion also include aligning incentives with seasonal trends, holidays, or other relevant events,
and collaborating with complementary brands for cross-promotions to expand reach and appeal
...


User-generated Content
Any form of content, such as text, images, videos, reviews, or testimonials, that is created and shared by
consumers rather than the brand itself
...
Examples
include, blog posts, articles, videos, infographics, and other educational or entertaining materials
...
It leverages the
influencers' credibility and reach to connect with their audience effectively
...


Guerilla Marketing
Guerilla marketing is a creative strategy that aims to promote a product, service, or brand through lowcost, unconventional methods
...


6

LESSON 3
______________________________________________________________________
IMC Agency Functions
An IMC agency specializes in creating and implementing cohesive and unified communication strategies
across various channels and platforms
...

The specific structure can vary depending on the agency's size, focus, and services offered
...


Account Management
Account managers act as a bridge between the agency and the clients
...


Strategy and Planning
This department focuses on market research, competitor analysis, and developing overall communication
strategies
...


Creative Department
The creative team is responsible for generating ideas and creating visually appealing and engaging
content
...


Media Planning and Buying
Media planners identify the most effective channels for reaching the target audience, while media buyers
negotiate and purchase advertising space or time
...


Public Relations (PR)
PR professionals manage the public image and reputation of clients
...


Digital Marketing
This department focuses on online channels such as social media, search engine optimization (SEO),
content marketing, email marketing, and other digital platforms
...


7

Social Media Management
Specialized in managing and growing a client's presence on various social media platforms
...


Analytics and Data Analysis
This department gathers and analyzes data to measure the effectiveness of marketing campaigns
...


Event Management
For agencies that offer event marketing services, this department plans and executes events to promote
the client's brand
...


Setting IMC Budget
Setting a budget for Integrated Marketing Communication (IMC) involves allocating funds to various
communication channels and activities to achieve the overall marketing objectives
...
Many companies adopt a flexible approach and may adjust
their budgeting methods based on changing circumstances and performance evaluations
...
It is a straightforward approach where
a fixed percentage (e
...
, 5% of sales) is allocated to the marketing budget
...
However, it may not consider the
need for increased marketing efforts during expansion or challenging economic conditions
...
The
costs associated with these tasks are then estimated to form the budget
...
It requires thorough planning and
understanding of marketing tasks and their costs
...
The idea is to match or
stay in line with what competitors are spending
...
It assumes competitors have set appropriate budgets, and
may not consider individual company needs and goals
...
It aligns with financial constraints, ensures budget is within the
company's means
...

Return on Investment Approach
The budget is determined by the expected return on investment
...
It emphasizes the importance of
measurable results, aligns budget with expected returns
...

Hybrid Approaches
Companies may use a combination of the above methods, blending different budget-setting approaches
to create a more customized and flexible budgeting strategy
...
It can be complex and requires
careful consideration of multiple factors
...
The primary goal of
marketing research is to provide businesses with valuable insights that can inform decision-making and
strategy development
...
Such insights can help in developing effective strategies for IMC and each of the marketing
mix
...
Research helps
businesses identify and segment their target markets, allowing for more targeted and personalized
marketing efforts
...
After the
campaign is completed, a post-test or post-measure is conducted to measure changes in their AAU
...
By analyzing the competitive landscape, businesses can identify strengths and
weaknesses in comparison to competitors
...

Brand Positioning: Research can help businesses assess their brand's current positioning in the market
and understand how it is perceived by consumers
...

Developing Effective Messages: Research can be used to develop effective IMC campaign and to
evaluate its effectiveness
...

Brand Health Study or Reputation Study: Ongoing research is conducted every year to measure
perception and reputation of the brand or organization
...

Overall Campaign Evaluation: Research is done to measure the outcome and effectiveness of the
overall campaign
...
This allows for the optimization of marketing efforts and budget allocation to
channels that deliver the best results
...

Understanding these risks enables proactive planning and mitigation strategies, reducing the likelihood of
negative impacts on the business
...

Custom Research Services: Services that tailor their research to the client’s specific needs
...

Field Services: Collect data in the field
...

Tabulation Houses: Perform statistical analyses and turn raw data into information that managers
can use
...

PEST Analysis: Analyses political, economic, social, and technological factors
...

Pricing Strategies: Helps in determining appropriate price, impact of sales promotions, etc
...

Promotion Strategies: Assists in determining and testing optimal promotion strategies
...

Physical Environment: Measures the effectiveness of stores, facilities, interior design, etc
...

Corporate Research: Measures the effectiveness of corporate reputation, mergers and acquisitions,
strategic partnerships, corporate planning and profitability
...

Secondary research: The researcher utilizes and reanalyzes second-hand existing data known as
secondary information collected by other researchers and organizations
...
Examples of Quantitative Research include, Surveys, experiments, physiological
research, etc
...
It is
based on unstructured interviews and direct or indirect observation of behavior or activities
...
Examples of Qualitative Research include, focus
groups, in-depth-interviews, ethnographic research, etc
...
Applied
Research focuses on helping managers resolve specific problems and make decisions
...
Data are typically qualitative
...
Data are typically quantitative
...

The primary goal of neuromarketing research is to gain insights into consumer behavior and decisionmaking processes by measuring and analyzing neural activity, physiological responses, and other nonconscious reactions
...
As technology advances and methodologies evolve,
neuromarketing continues to contribute to a deeper understanding of the neural underpinnings of
consumer decision-making
...
It is used to understand and
refine visual attention on specific elements in advertisements or products
...
It measures
emotional excitement, level of interest, cognitive effort, etc
...
It measures attention
level vs
...

Memory Encoding Analysis
It evaluates how well information is stored in memory, indicating the potential impact of advertising on
long-term recall
...
It measures intensity of attention and
emotional arousal to stimuli
...

Voice Pitch Analysis
Voice frequency measuring device is used to detect changes in voice pitch
...


12

Facial Electromyography Test
A device is used to measure changes in facial muscle contractions
...
It examines how consumers react to advertisements, products, or user interfaces
...
Lab tests and field tests with wireless shielded cap
...

Magnetoencephalography (MEG) or Functional Magnetic Resonance Imaging (fMRI)
It measures brain’s magnetic fields generated by visual or auditory stimuli while subjects are asked to
engage in a cognitive task
...


Applications of Neuromarketing
Product Design and Packaging
It reveals which sensory elements trigger positive emotional responses in consumers
...

Campaign Evaluation
Assesses the effectiveness of IMC campaigns, identifying which elements resonate with target audience
and which aspects need improvement
...
It enables marketers to set
prices that align with consumer expectations and willingness to pay
...
It helps in
understanding how brands are perceived and how to enhance brand loyalty
...
It helps in designing shopping
environments that encourage longer visits and increased purchases
...

Safeguarding consumer data are critical ethical considerations
...
Marketers should
prioritize transparency and obtain informed consent
...
Clear ethical standards will help ensure responsible and transparent use of
neuromarketing techniques
...
It includes data from primary and secondary research and Ai research,
internal and external environment, data from SWOT and PEST, data mining, web analytics, social media
analysis, business intelligence, sales data, customer records, refund data, and profit patterns
...

In some companies, there are separate Management Information System and Marketing Information
System
...

Some companies use Marketing Decision Support System (MDSS) to simulate the market outcomes of a
marketing decision and to select the optimal action
...


The IMC Plan
A systematic plan requires cohesive coordination of a variety of communication elements
...
It assesses the internal and external
factors and changes that may affect the organization and its marketing efforts
...

Internal Analysis
Organizational Overview
•

Understanding the organization's mission, vision, core values, resources, and overall
performance
...


Brand Analysis
•

Assessing the current brand image, positioning, and perception in the market
...


External Analysis
Market Analysis
•

Examining the characteristics, size, growth, and trends of the target market and the overall
industry
...


Customer Analysis
•

Understanding customer needs, preferences, purchasing behaviors, and perceptions of your
brand
...
PEST, PESTLE or PRESTCOM Model
...


•

Political, Regulatory, Economic, Social, Technological, and Competitive environments
...


SWOT ANALYSIS
•

Organizes the internal and external data obtained through research and modeling
...


•

Identifies opportunity that matches the strengths of the organization
...


•

Identifies threats that may prey on the weaknesses of the organization
...


Brand Consumption Analysis
It measures your brand’s purchase patterns based on demographics, and compare with purchase
patterns in the broad product category
...
all models’ purchase
patterns
...
g
...

Geographic Analysis
It measures your brand’s purchase patterns based on geographic locations, and compare with purchase
patterns in the broad product category
...
all models’ purchase
patterns in New York
...
g
...

Seasonal Analysis
It measures your brand’s purchase patterns in each month of the year, and compare with purchase
patterns in the broad product category
...
all models’ purchase
patterns during the month of December
...
g
...

Resource Analysis
It analyzes the available resources of the organization and how to use them to achieve a sustainable
competitive advantage
...

Communication Analysis
Review of Current Communication Efforts: It evaluates existing advertising, public relations, and other
IMC activities
...


16

Media Analysis
Media Landscape: Understanding the media channels available and their effectiveness in reaching the
target audience
...

Cultural and Social Analysis
It analyzes cultural factors that may impact consumer behavior
...

Risk Analysis
Identifying Potential Risks: Challenges or obstacles that may arise during the implementation of the IMC
plan
...
g
...

Contingency Planning: Developing strategies to mitigate risks and respond to unforeseen circumstances
...
It describes how a company will use the plan to achieve its IMC objectives and
strategies effectively and efficiently within the competitive market environment
...

Executive Summary


Summary of the overall IMC Plan highlighting the main objectives, strategies, tactics, and
resource requirements
...


Introduction


Provides context, background, and a general overview of the IMC Plan
...




Elements of an IMC plan

Situation Analysis


PEST or PESTLE or PRESTCOM Analysis, SWOT Analysis



Brand Consumption Analysis, Geographic Analysis, Seasonal Analysis, Risk Analysis



Resource Analysis, Communication Audit, Media Analysis, Cultural and Social Analysis

Target Audiences


Identify and define the primary target audience
...




Characteristics of the target customers, and their needs and purchasing patterns in terms of
demographics and geographic segments compared to the broad product category
...


IMC Goals and Objectives


Goals are broad primary outcomes whereas, objectives are measurable steps taken to achieve a
goal
...




Clearly state the overall goals of the IMC plan
...


18



Examples of Goals: Increase brand awareness, Increase revenue, Realize a larger market share,
Increase customer loyalty
...
It can be based on superior product quality, innovation, service quality, etc
...




Develop strategies for each of the IMC mix
...


Action Plan and Implementation


Outline specific tasks, responsibilities, and timelines for each element of the IMC plan
...




Implement the plan across various channels and media
...




Identify significant risks associated with the plan (Risk Assessment)
...


Corporate Social Responsibility (CSR)


Integrate CSR initiatives into the IMC plan to demonstrate a commitment to social and
environmental values
...




CSR refers to a company's commitment to making a positive impact on society and the
environment beyond just generating profits
...


Budget and Resources


Allocate financial resources for each element of the IMC plan
...


19

Measurement and Evaluation


Define key performance indicators (KPIs) to measure the success of the IMC plan
...




Implement tools and methods for tracking and evaluating the performance of each
communication channel and tool
...




Conduct variance analysis to examine the difference between the desired outcome and the actual
outcome for all IMC activities
...




If necessary, objectives, strategies, and plan of action may need to be amended for future
campaigns
...


20

LESSON 7
______________________________________________________________________
Content Development for IMC

Developing a Campaign Brief
•

The Campaign Brief is derived from the IMC Plan
...
are
given a Campaign Brief
...


•

The Campaign Brief creates actionable steps for executing a specific campaign
...


•

Campaign Goals: For example, increasing brand awareness or changing consumer perceptions
...


•

Campaign Idea or Key Message: What is the core message? For example,
Dove’s campaign for real beauty
...
E
...
, serious, light-hearted, funny, respectful, formal, casual, enthusiastic, etc
...


•

IMC Channels & Tools: Describe the various IMC channels and tools that will be utilized
...


•

Mandatories: Specific requirements or elements that must be included in the campaign
...


•

Budget: Specify the budget allocated for the campaign
...


•

Roles and Responsibilities: Clarify the responsibilities of each team member or department
involved in the campaign
...
Describe the methods for tracking and evaluating results
...
Short and punchy copy
...
Catchy tagline
...
Compliment copy with VO
...




Feature target demographic
...
Create a storyline, if possible
...
Create Signature Character, if possible
...
g
...




Limited or exclusive offer
...
Call to action
...
Time your ad
...
Brand’s name, logo, product
...
Body copy
...
Call to action and contact info
...
Horizontal navigation
...
Bottom navigation
...
Scrolling/sliding navigation
...
Tab menu
...




Elements of a Website - Content should be current, concise, and useful
...

Dynamic design - Consistent use of logo, unique and variable fonts, use of curves, white space or
negative space, dynamic page transition, responsive design
...
User-friendly information access
...

Text-to-speech software and closed-caption
...

Compatibility – Browser, operating system, and mobile devices compatibility
...


PR Contents – News Release
•

Press releases to the media
...
Public service announcements
(PSAs)
...


•

Objectives of a Press Release - To announce events, issues, or promotional info, to get media
coverage
...
to build links from media
...


•

Who writes the press releases - Public relations staff and marketing communication staff
...


22

Digital Content - Social Media
•

Allows consumers to interact and engage with the company
...


Search Engine Marketing (SEM)
•

Search engine optimization (SEO) for search results and pay-per-click (PPC) advertising
...

AI is Also Known As
•

Natural Language Processing (NLP)
...
Generative Deep Learning

•

Generative Modeling
...
Machine Learning
...


•

Content Personalization: Deeper analysis of user data enables enhanced content personalization
...


•

Automation: AI allows automation of repetitive tasks such as email campaigns, social media
posting, and 24/7 customer support
...


•

Efficiency: AI enhances efficiency and productivity of marketing campaigns
...


•

Quality: The output quality may be inadequate due to poor training data
...


Future of AI
•

Integration with VR, AR, MR, allowing consumers to try products in virtual environments
...


•

Predictive Marketing: AI will become better at predicting customer behavior

•

Hyper-personalization: AI will further personalize the marketing experience of consumers
...


24

Types of AI Contents
Text-Based Content Generation
•

Creation of reports, product descriptions, news releases, blogging contents, social media posts
...


•

Less Commonly Used Apps: PI by Inflection AI, Genie, Jasper, Chatsonic, BERT, Perplexity AI,
Rytr
...
ai
...


•

Image Generation Apps: Stable Diffusion, Dall-E, Midjourney, Google Imagen, Dream by
WOMBO, Image Creator by Microsoft, Firefly, Pictory,

•

Video Generation Apps: DaVinci Resolve, HitFilm Express, Haiper, Sora by OpenAI, Lumiere by
Google, Synthesys, Colossyan, Synthesia, Deepbrain AI, InVideo, DeepDream, Lumen5,
RunwayML, Wondershare Filmora, CapCut, LightCut, PowerDirector, Veed AI, Leonardo
...


AI Video Avatar Creators
•

Heygen, diD, Murf
...


Audio Content Generation
•

Creation of music, voiceovers, dubbing, podcast, etc
...
AI, AudioGen, Stable Audio, Microsoft
Azure, Responsive Voice, Voicepods, Speechelo
...


Graphic Design
•

Creation of logos, business cards, and other branding materials for businesses
...
ai, Fronty,
Alpaca, Nvidia Canvas, Jasper, CorelDRAW, Affinity, Canva
...


•

Examples of Apps: SummarizeBot, Quillbot, Genei, Paraphraser
...
org, Scholarcy,
Resoomer, Jasper, Smodin, Frase
...


25

Translation and Language Tools
•

Generates language translation across multiple languages
...
com, TextCortex
...


•

Examples of Apps: Surfer SEO, MarketMuse, Page Speed Insights, Nitro Pack, Semrush, Frase,
Ahrefs
...


•

Examples of Apps: Buffer, PromoRepublic, SocialBee, Tailwind, Peppertype
...


Email and Copywriting Apps
•

Optimizes email and other contents for marketing purposes
...
Ai, Anyword, Storylab Ai, Closers Copy, SmartWriter
Ai, Smart Copy, Lavender, Rivet, Phrasea, Yoodail, Jarvis, Wordtune
...


•

Examples of Apps: Tableau, Google Data Studio, Wondershare Mockitt, Chartify, ChartAi,
GraphMaker, Highcharts GPT, Polymera, Astrato
...


•

Examples of Apps: Unity, Scenario, Promethean, Ludo
...
Ai, Hotpot
...


26

LESSON 9
______________________________________________________________________
Media Planning & Research in IMC
What is Media Planning?
•

Selection of optimal media mix for IMC campaigns to reach the target audience
...


Types of Media
Paid Media (PEO Model)
•

Paid Advertising on various types of media such as television, radio, newspapers, magazines,
outdoor ads, sponsored ads on web, social media, and mobile media
...


•

Publicity is earned when media and consumers talk about your brand or organization in a positive
way
...
Providing newsworthy
content to reporters, bloggers, and freelance journalists in the form of news releases, press
conferences, and other journalistic materials
...


•

Websites, blogs, newsletters, magazines, brochures, ebooks, online communities or groups, etc
...


•

E
...
, how to use the product for maximum benefits, buying guides, what’s new, do-it-yourself
videos, etc
...


27

•

Revolves around shared content on the Internet, social media, and mobile media
...
g
...


PESOC Model
•

Paid media, Earned media, Owned media, Shared media, Converged media
...


•

For instance, a social media post (Shared Media) might promote a company blog article (Owned
Media), which could be used by journalists (Earned Media) and amplified through paid advertising
(Paid Media)
...
Owned media 10%
...
40% to short-term efforts
Spending Trends Method
...
Plan of Action for the IMC campaign using an
optimal media mix
...


•

Components of a Media Plan
...

Marketing Problem - Define the Marketing Problem
...

Perception of Products - How the target audience perceives your products, if there is effective
differentiation, and how they can be improved
...

Analysis of Competitors - Summary of direct and indirect competitors and their brand positioning
or differentiation, pricing, and media strategies
...

PEST or PRESTCOM Analysis – Political, economic, social, technological and other environment
that may have an impact on the media plan
...

SWOT Analysis – Analysis of company strengths and weaknesses (internal environment), and
opportunities and threats in the market (external environment)
...


28

Defining the Media Objectives
...
For example, to attract non-users of the brand
...

Media Mix – Select an optimal mix of different types of media to achieve efficiency and
effectiveness
...

Geographic Coverage – Determine if the campaign will be local, regional, national, international,
or a combination of these
...

Scheduling – Select the specific time when campaign will be carried out to coincide with peak
consumer exposure times such as Prime Time, Drive Time, or a major sports event on television
such as Super Bowl game
...

Creative Aspects and Mood – Determine various creative aspects and mood of the messages
based on what is appropriate for a specific media
...

Budget
...
There should be an optimal level of desired
response from the target audience
...


•

Determine Media Mix – Select the media based on the media data
...


•

Media Buying
...


•

Follow up on Payments – Ensure payments after confirming that the purchased schedule
matches the planned schedule
...


•

Sponsored Content - Some media contain the statement “Sponsored Content” or “Paid
Advertisement” to avert any ethical issues
...
Measure
consumer responses to the campaign
...
Post-analysis of media
exposure compared to desired results
...


Measurement at Preparation Stage
Message Testing
Also known as Concept Testing or Copy Testing
...
Messages may be refined and retested
...

Emotional Response to Messages
The audience is asked if they like the message
...

Association of Brand to a Persona
The audience is asked to describe the brand as if it were a person
...

Changes in Purchasing Behavior
The audience is asked if the message will change their purchasing behavior
...
Size of audiences exposed to campaign messages
...
Media monitoring services can be used for tracking
...

Frequency of impressions
Number of times someone sees the content during a period of time such as one week or one month
...

Comparative share of voice
Compare media coverage of your brand to those of competitors
...

Types of audience interaction
Positive and constructive, negative or antagonistic, or neutral
...
Changes in audiences’ information-seeking behavior after they
are exposed to the campaign
...
Tracking system on website is used for measurement
...
Long-term social and cultural changes
...
Changes in customer
satisfaction and retention
...

Sales & Revenue Analysis
Compares post-campaign sales data with pre-campaign sales data to assess campaign impact
...
Cost for an advertiser for every thousand impressions (number of
people)
...
Cost for an advertiser per click to a website or webpage or ad
...
Percentage of people who click an ad or a link
...
Percentage of onsite conversions that turned into paying customers and
repeat customers
...
Total number of web pages visited regardless of whether one person visits the page
multiple times
...
Total number of visitors to a website
...

Average visit duration
...

Bounce rate
...

Exit rate
...

Audience or viewer retention
...


Research Methods Used
Surveys – Quantitative surveys of audiences
Focus groups – Qualitative group discussion
Content Analysis – Systematic analysis of sample of content
...

Sentiment Analysis - Data mining or analysis of content using AI software that analyzes Internet and
social media contents for words that are positive or negative toward the brand
...

Geo-location Analysis - Software can be used to compare how social media users in different cities and
countries react to your campaign
...


Marketing Mix Modeling
•

A model is developed based on advanced statistical analysis
...


•

For example, analysis can show that 20% of sales can be attributed to the impact of the IMC and
80% to other marketing mix such as pricing and sales promotion strategies
...
One of the purposes of IMC is creating persuasive
messages to influence consumer behavior
...
Persuasive messaging creates a positive brand
awareness and perception
...
Motivates consumers to take a specific action, such as visiting a website,
signing up for a service, or making a purchase
...
Fosters trust and connection with the consumers, leading
to long-term brand loyalty
...
Maslow’s Hierarchy of Needs &
Persuasion
...
Until their basic needs are
fulfilled, people usually do not pay attention to messages that address higher level needs
...


Theories of Persuasion
Cognitive Dissonance Theory
•

Humans prefer consistency in their attitudes, perceptions, and behaviors

•

When we have inconsistent thoughts or cognitive dissonance, we try to eliminate them
...


•

Marketers try to reduce or eliminate this cognitive dissonance
...
Research findings
...

Influencing factors

Source Credibility and Persuasion
•

Real or perceived competence (e
...
, expert testimony)
...
Positive or negative influence of authority

•

Selective perception of the audience
...
g
...
g
...


Application of effective persuasion
•

Research on target audience

•

Audience or market segmentation

•

Tailor messages for maximum impact

•

Persuade through reasoning, motivate through emotions
...


•

Utilize both verbal and nonverbal communication
...


•

Examples: Use of expert spokesperson, fear appeal, statistics, etc
...
Some
techniques have overlapping concepts and strategies
...


Slice of Life Strategy
•

Messages show the common problems people encounter
...


•

Specific Techniques of Persuasion

Informative
•

Information is presented to the audience in a straightforward manner
...


Fantasy and Adventure
•

Designed to take the audience beyond the real world to a make-believe experience
...
They can be experts, models, or common people
...
By appearing in an ad, celebrities implicitly
or explicitly endorse a product or service
...
Politicians use the same technique when they say, "The public wants…”

Expert endorsements or scientific evidence
•

Scientists, doctors, and other professionals often appear in ads, lending their credibility to the
product, service, or idea being sold
...
)

Glittering generalities
•

The use of virtue words such as peace, hope, freedom, patriotism, motherhood, fatherhood, and
love
...


Poisoning the well
•

Name calling or labeling technique associates a person or idea to a negative word or symbol (liar,
creep, nutcase, rotten, etc
...
Comparatives (more, better than,
improved, increased, fewer calories)
...
Weasel words such as -- may, might, can, could,
some, many, often, virtually, as many as, or up to
...
They are set up so that the “correct”
answer is obvious
...


The association principle or emotional transfer
•

A product or service is associated with something already liked by the audience (kids, animals,
pleasure, nature, success, etc
...


Snob appeal or status appeal
•

Luxury product advertising often implies that using the product will elevate one’s social status
...
When we laugh, we feel good
...


Fear appeal
•

Ads use fear and anxiety to sell products that claim to prevent or fix the problem
...


35

Irritation strategy
•

Some ads create brand-name recognition by being annoying or obnoxious
...
Politicians often imply that the
opponent will destroy the tradition or heritage with his/her policies or actions
...
Selecting only
favorable evidence to lead the audience to the desired conclusion
...


New innovation and novelty
•

Using the charm of new innovations or new ideas to create a positive feeling toward the product
or the claim
...


36

LESSON 12
______________________________________________________________________
Influence of Consumer Behavior on IMC

Definition of consumer behavior


The study of how individuals, groups, and organizations select, buy, and use products, services,
ideas, or experiences to satisfy their needs or wants
...


Impact of consumer behavior on IMC


Understanding consumer psychology and behavior is crucial for developing effective IMC
campaigns
...




By understanding the factors influencing consumer behavior, marketers can develop more
effective IMC strategies
...


•

Research - Search for information for solution
...


•

Trial –Consumers may try the product for free or buy it on a limited scale
...


•

Post-Purchase Evaluation – Repurchase, advocacy, or rejection
...
g
...


•

Longer Decision Time - Or they may take weeks or months before buying (e
...
, buying a car)
...
Sometimes marketing creates consumers’ needs
...

External Search - Obtaining product information from advertisements, internet, social media, friends, store
visits, trials, etc
...

Ongoing Search - Casual search on an ongoing basis to stay up to date about the market
...




Marketing for high involvement products should target consumers’ external search
...



Low to High - Very low to very high based on the type of products
...
g
...




Enduring Involvement - Consumer has a lasting interest in the product category even if he or she
will not need to make a purchase in the near future (e,g
...




Factors influencing consumer Involvement: Self-image & Social factors
...
) will have low involvement
...
High involvement for
high risks (financial risk, physical risk, functional risk, social risk, psychological risk)
...
Significant differences between brands (e
...
, laptop, smartphone,
house, etc
...
Less brand differences
...

Variety-Seeking Buying – Low involvement
...
g
...

Habitual Buying - Low involvement
...
Less brand differences (e
...
, salt, eggs)
...

Awareness Set – Develops a mental list of possible product options to choose from
...

Choice Set – Final options from which the product is chosen
...


Pre-purchase Evaluation Criteria
•

Price, discounts, credit terms

•

Brand name consideration

•

Product features, styles, comfort, taste

•

Product quality, reliability, durability

•

Customer or technical support

•

Compatibility, upgradable

•

Depreciation, appreciation, risk level

•

Status symbol, perceived image

•

Social acceptability and responsibility

Reducing Post-purchase Dissonance
What is Post-Purchase Dissonance? Feelings of doubt whether the customer has made the right decision
about a major purchase such as a car or a computer
...




Allow consumers to try or test the product before buying
...




Provide reassurance through advertising, public relations, and consumer community
...


Brand Equity
•

Creates brand equity, differentiation, loyalty, and trust, ultimately contributing to increased market
share and profitability
...

•

A strong brand image impacts IMC effectiveness
...


•

For example, a brand known for its eco-friendliness would focus on sustainable practices in its
IMC campaign
...


•

Coca-Cola: Consistent brand messaging across various IMC channels
...


Elements of Branding
Visual Elements - Brand name, logo, color, design, tagline, packaging, structures
...
E
...
, McDonald’s Golden Arch
...

Brand Positioning - Identifies a Unique Value Proposition or Unique Selling Proposition (USP)
...
Example: Apple’s "Think Different" UVP focuses on innovation, design, and simplicity
...


40

Positive Customer Experience
•

The customer's interaction with a brand at every touchpoint contributes to their perception of the
brand
...


Digital Presence
•

Develop an informative and user-friendly company website
...


•

Create consistent messaging and visuals across platforms and actively engage with followers
...


•

Brands need to monitor online conversations, reviews, and comments, and respond promptly to
maintain a positive reputation
...


Consistency
•

Maintaining a consistent brand identity across all channels and touchpoints
...


Types of Branding
•

National brand (distributed nationally)

•

International brand (distributed and known internationally)

•

Store brand (e
...
Walmart)

•

Generic (no brand name)

Corporate Branding
•

Establishes the overall identity and reputation of a company
...


41

•

Creates a strong, recognizable image that resonates with customers, employees, investors, and
the general public
...


Product Branding
•

Creates a distinct identity and perception for a specific product or product line
...


•

Apple’s iPhone example: Each new iPhone release is accompanied by a distinct branding
campaign that highlights its innovative features, design, and interface
...


•

Creates a consistent personal image across various IMC channels and tools to attract
opportunities and build credibility
...


Cause Branding or Social Branding
•

Aligning a company or brand with a particular social or environmental cause to demonstrate
corporate social responsibility
...


•

Dove's example: Real Beauty campaign challenged beauty stereotypes and promoted body
positivity
...


•

Intel & Window

•

McDonalds and Coke

Brand Extension or Stretching
•

A company with a well-developed image uses the same brand name in different product
categories
...


•

Brand Architecture

Branded House
•

Uses a single master brand to sell various products in the marketplace
...


42

Hybrid
•

Combines both approaches
...
E
...
,
Amazon

Endorsed Brands
•

Independent brands but they are endorsed by another brand
...
)

•

Develop a brand communication strategy through IMC

43

LESSON 14
______________________________________________________________________
Leveraging the 7Ps for IMC

This lecture provides an overview of various ways the 7ps framework influences the development of
effective IMC campaigns
...


Product Strategies & IMC
•

Understanding the product's features, benefits, and unique selling proposition (USP) is essential
for crafting compelling IMC strategies and messages
...


Pricing Strategies & IMC
•

IMC strategies must align with pricing strategies to avoid conflicting messages
...


Place Strategies & IMC
•

Place refers to the distribution channels through which products are sold
...


•

Communicating availability, convenience, and accessibility is crucial in IMC efforts related to
place
...


•

Consistency in messaging, tone, and visuals across all promotional channels enhances brand
identity and recall
...


•

Brand ambassadors, customer service staff, and others contribute to IMC efforts, as they
influence the overall brand experience
...


•

IMC ensures that processes are aligned with brand promises and promotions to deliver a
seamless experience
...


Physical Evidence & IMC
•

Physical evidence includes tangible elements that contribute to the brand experience, such as
packaging, store layout, and signage
...


•

Consistency in physical evidence reinforces brand identity and helps differentiate the brand from
competitors
...

The Role of New Product Development
•

Increases market share

•

Appeals to a different market segment

•

Maintains reputation as a leading-edge company

•

Spreads risk by diversifying into new markets

•

Adds value with new innovations

Product Life Cycle Management
•

Helpful in determining strategies for various marketing mix elements in different stages of the
product life cycle
...


Product Portfolio
•

Product Line – A number of similar or related products (pens, pencils)

•

Product Mix - Assortment of different products (computers, TVs, cell phones)
...
E
...
Consumer vehicle unit, commercial
vehicle unit, electric vehicle unit, autonomous vehicle unit
...


Psychological Price Barriers
•

Determine through research what price the customers will not exceed (maximum budget)
...


Odd/Even Pricing
•

Some customers are more likely to buy when the price is odd-numbered
...
$4
...


•

Some customers view even-numbered price as an indicator of highly-valued product
...

Factors affecting elasticity:
•

Availability of substitute products

•

Habit forming products

•

Customer loyalty

•

Level of price change

•

Essential vs
...


•

Quality—Use of lower-cost or higher-cost materials or ingredients
...


•

Upselling – Upgrading to higher-priced product or service (e
...
plane tickets)

•

Add-on Price – Extended warranty, flight insurance, etc
...
g
...


The Role of Distribution Channels
•

The channels include intermediaries such as wholesalers, agents, dealers, and retailers
...


•

Maintaining an effective relationship allows companies to respond to changing market conditions
in a timely manner
...
g
...

Competition - Number of competitors in the location
...

High Sales Volume - Busy locations or shopping malls are good for high sales volume
...

Clusters - Similar businesses often set up in the same location or in the same floor of a Mall
...

Place of origin - Place of origin for the products are often important consideration (e
...
, child labor,
unsafe working environment, environmental pollution)
...

Electronic Distribution Issues
Issues of security and piracy for digital products such as software, mobile apps, ebooks, gaming
apps, songs
...

Effective Communication - Good communication with suppliers is crucial for timely restocking
...


People Strategies
•

Staff Training: To ensure staff are knowledgeable, helpful, and capable of delivering excellent
service
...


•

Target Customers Understanding: Insights about the target audience help to tailor products,
services, and IMC
...


Process Strategies
•

Streamlining Operations: Eliminating inefficiencies in processes to improve the overall customer
experience (e
...
, minimizing customer wait times and frustration)

•

Automation: Implementing automation where possible to reduce manual tasks, freeing up time for
employees to focus on higher-value activities
...


•

Feedback: Seeking feedback from customers and employees, allows for continuous improvement
of processes
...


•

Store Ambiance: Physical spaces and layout reflect the brand and create a positive atmosphere
for customers
...


48

LESSON 15
______________________________________________________________________
Strategic Risk & Crisis Communication
This lesson offers a comprehensive overview of developing a strategic plan to effectively manage crises
or high-risk situations
...
g
...

National Risk Communication
e
...
, natural disasters, wars, geopolitical tensions
...
g
...


•

Lack of trust increases perception of risk
...


•

Involvement of children increases perception of risk
...


•

Unethical organization increases perception of risk
...


•

Use multiple channels of communication (internal and external including news media and social
media)
...


•

Information and instructions must be clear, accurate, and concise
...


Strategic Communication During A Crisis
ROC Method – Rapid, Open, Consistent
•

Rapid communication to the stakeholders, community, and the media
...


•

Updates - Regular updates about the situation to reduce anxiety, fear, and uncertainty
...
Respond to inquiries promptly
...


•

Consistent communication – To avoid confusion and misinformation, all communication across
various channels and platforms should be handled by the assigned team
...


When Company Reputation is Questioned
Three possible strategies:
•

Apologize – Take responsibility for the crisis situation and apologize
...
No scapegoating
...


•

Denial of agency – The organization did not do what caused the crisis
...


•

Organizations must be adaptable and flexible in their communication approach, willing to adjust
strategies and tactics as the situation unfolds
...


•

This feedback should inform future crisis communication strategies and help build resilience
against future crises
...


•

Wells Fargo fired 5,300 employees and changed policies for opening accounts
...


Equifax Data Breach Example
•

Massive data breach crisis
...


•

Widespread public outrage and long-term damage to its reputation
...


•

The company withdrew the product and reintroduced it with temper-resistant packaging
...


•

Carried out a massive IMC campaign
...


Carnival Cruise Line Example
•

A ship overturned killing 32 people
...


•

The company publicly apologized and invested $650 million for upgrades
...
Today it is one of the leading Cruise Lines in the world
...


•

Acknowledged the problem, issuing public apologies, and providing transparent updates on the
recall process
...


52

LESSON 16
______________________________________________________________________
Ethical & Social Responsibility in Marketing
This concluding lesson offers an overview of key concepts of ethics and social responsibility in marketing,
encompassing ethical guidelines and principles
...
Unethical practices damage reputation and
customers’ trust
...


Ethical Decision-Making
Focusing on what is morally right
...
Weighing the alternatives
...


Corporate Social Responsibility
Ethical behavior of a company toward society
...


Ethical Guidelines in Marketing
•

Be truthful, transparent, and accurate
...
Act responsibly
toward children
...


•

Marketing Defects: Result from flaws in the way a product is marketed
...
g
...


•

Deception in Product: Is the product designed and manufactured as it is marketed?
Is the customer warned about the product’s limitations or uses that are not recommended?

•

Security of Customer Information: Be transparent and secure the data
...
Address vulnerabilities and warnings
...


•

Fair Information Practice: Consumers should be alerted before any personal information is
collected from them
...
Ensure that data are accurate
...


•

Deceptive Marketing: Do not deceive consumers with false or misleading information or claims
...


•

Deception in Price: The total price of the product must be fairly presented to the customer
...
If something is advertised as “free” it should meet legal
guidelines for the definition of free
...


53

•

Deception in Promotion: Claims made to consumers must be true and must be substantiated
...
For products marketed to children, extra care should be taken to
accurately represent the product
...
)
perform as promised on expectations set
...
Ensure that there is no permanent damage to the environment
...


•

Federal Communication Commission: Focuses on communication that is transmitted through the
media
...


•

Patent and Trademark Office: Enforces patent and trademarks rights and protection
...


•

Food and Drug Administration: Regulates communication, packaging, and labeling for food and
drug products
...

•
•
•

Advertising Review Council
Better Business Bureau
Action for Children’s Advertising

General Ethical Principles
•
•
•
•
•
•
•
•

Principles of autonomy and respect: Respect the rights, opinions, and decisions of others as long
as they are not harmful
...

Principle of Beneficence: One has an obligation to eliminate existing harm and confer
benefit to others
...

Principle of patience: Not rushing to judgment
Principle of forgiveness: For faults and errors
Principle of preservation: Personal or professional relations
...


54

•
•
•
•

Golden Mean: Seeking balance and middle ground between extreme positions
...

Golden Rule: Do unto others as you would have them do unto you
...


55



---