Mata kuliah
Tahun
: O0274 - INTEGRATED MARKETING COMMUNICATION
: 2009/2010
IMC - STRATEGIC PLANNING
Pertemuan 15 & 16
IMC—STRATEGIC PLANNING
 The Nature of Marketing Communication
 Learning Objectives
 Understand that marketing communications seeks to change
ideas
 Be able to distinguish between intended and unintended
communications
 Recognize centrifugal and centripetal marketing
organizations
 Be aware of current levels of expenditure on communications
mix
 Know how the communications tools available from internal
and external programme can be used to create a
consistent image of the business.
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The Nature of Marketing Communication
Communication is concerned with :






Sending and Receiving Knowledge
Ideas
Facts
Figures
Goals
Emotions and Values
Subject to discuss
 Marketers need to take in managing communications
 Examines the key organisational role for marketers
 Discuss how that role now needs to change quite fundamentally as we
move into 21st century.
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Intentional and Unintentional Communication
Intentional Communication aimed at communicating
specific lifestyle values to other identified people on
a specific occasion
The way a person dresses may be important for a
specific occasion such as wedding party, which
require a carefully constructed style of dress to
communicate a particular self-image
Unintentional Communication when the style and
dress will be observed by others and will send
unintended message to other people about style,
tidiness, convention and social role
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Intentional and Unintentional Communication
Impact of Intended and Unintended Communication on
Person To Person Communications
Send of Message
A
Receive of Message
Intended
Self-image
Intended
Message
If A and B are inconsistent,
credibility is reduced.
If A and B are consistent,
credibility is increased
Unintended
Personal
Attributes
Unintended
Self-image
Other people receive
the unintended message B
B
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Centrifugal and Centripetal Communication
 In such business, all of unintentional message
sent to the market will contradict the message
intended to achieve its market objectives, this
is characteristic of Centrifugal Marketing
 The more effective kind of organization, in
which all activities are focused towards
achieving specific marketing objectives with
specific customer, termed Centripetal
Marketing.
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Centrifugal and Centripetal Communication
Impact of Intended and Unintended Communication on
Business Communications
Company
Sending Message
Intended
Creative
Strategy
Unintended
Corporate
Attributes
Sales Rep
Packaging
Delivery
After Sales
Product
Customer Receiving Message
Intended Message
A
Unintended
Message
B
Unintended attributes
can be any aspect of
the selling company
which negative the
intended creative
strategy
If A and B are inconsistent,
credibility is reduced.
If A and B are consistent,
credibility is increased
Potential customer receive
the unintended message B
= lost of potential market
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Session 1. The Nature of Marketing Communication
The Scope of Marketing Communications
The Scope of Marketing Communications therefore encompasses
 Both The Internal Information and Decision Making System
 The Messages and Images Put Across by The Business to Its Present
 Potential Customers and Others Stakeholders
The Marketing Communications Mix consists of the following
Communications Tools
 Sales Force (Personal Selling)—advertising—sales promotion—direct
marketing—public relations—sponsorship—exhibitions—corporate
sales promotion and merchandising—Word of Mouth—Internet
identity—packaging—point of and New Media.
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The Scope of Marketing Communications
$3,000 9%
$9,000 26%
Sales Promotions
PR and Exhibitions
Advertising
$12,400 37%
$1,400 4%
Personal Selling
Direct Marketing
$8,250 24%
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Internal Programmes and Communication Tools (1)
Internal Programmes with which the marketer must be involved
Internal Programmes
Intended and Unintended Communications Tools
Corporate identity
and image
Corporate identity design manual and policy, eg logo,
design signature, signage, van livery, uniforms, letterhead,
compliment slips, personal cards, gifts, annual report,
design specifications for packaging and promotional
literature
Internal Marketing
Communications
This is a system for telling staff what is happening in the
business in order to reinforce motivation, eg new campaign
about to break, news letter, training awards, news from
international subsidiaries. Staff are also important sources
of world of mouth communication, 24 hours a day
Sales force training and
development
Dealer/ Distribution
Network
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Brochures, sales manuals, technical manuals, sales
conference
Conferences, training, manuals, brochures, dealer
agreement
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Internal Programmes and Communication Tools (2)
Internal Programmes with which the marketer must be involved
Internal Programmes
Intended and Unintended Communications Tools
Retailer merchandising plans
Display and shelf-facing in own outlets, point-of-sales
materials, annual market analysis
First-contact-customer service
Training telephonists and reception staff, brochures, name
badges, security clearance
After-sales service
Training, manuals, brochures, point-of-sales literature
Production quality
assurance
Product/ service design to reach the required quality level
for the market, training, quality assurance procedures and
manuals, motivation of staff to achieve target quality
Managing global/
international brands
Contact with world staff, setting common standards, aftersales service, training, sales conferences
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Internal Programmes and Communication Tools (3)
External Programmes with which the marketer must be involved
External Programmes
Marketing Mix : Promotion
Marketing Mix : Place
Intended and Unintended Communications Tools
Communications mix should also plan the integration of
all message produced by ingredients of the marketing mix
Distribution is in itself a major method of communication
with the market, through gaining effective shelf-facings
and merchandising for product
Marketing Mix : Price
Message about quality and status
Marketing Mix : Product
Quality must be consistent with advertising, sales and
packaging message. This plays a significant role in
stimulating repeat purchase
More marketing budget is invented in personal selling
than in any other communications tools. The sales force
both sells and listens (the voice, eyes and ears of the
business) and its effectiveness depends on the quality of
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individual sales rep, training and level of preparation
Marketing Mix : People
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Internal Programmes and Communication Tools (4)
External Programmes with which the marketer must be involved
External Programmes
Intended and Unintended Communications Tools
Marketing Mix : Processes
In service-based businesses, production often take place
at the same time as customers use the service, so the
method and technology of production conveys messages
to the customers and others. A cash machine which says
“out of order” or chews up a bank card is negative and
unintended communications
Marketing Mix : Physical
evidence
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The overall visual presentation of the business is a major
communications tool. Van livery and cleanliness of
transport is a mobile message with high but
immeasurable market cover. Shop signs and window
display should be treated as reminder advertising.
Product packaging is the 3 D advert of the shelf.
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Internal Programmes and Communication Tools (5)
External Programmes with which the marketer must be involved
External Programmes
Market Research
Public Relations
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Intended and Unintended Communications Tools
Most market research is not about discovering new
markets, but about what the established customers are
thinking. Many large businesses also use routine market
research monitor the image which customers have of
them. Unfortunately, instead of this prompting these
businesses to develop cohesive communication
strategies, it appears to drive them to more advertising
spend
PR is only occasionally under marketing control and is
difficult to cost within a marketing budget. Some PR
cover, such as sponsorship of sports and cultural events,
can be measured and coasted
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Case Study
Leaky Communications ?
For example, UK water companies have generally much higher water
wastage through, leaks in the main supply pipes than water suppliers in
other European countries. This contributes significantly to the annual
summer water shortages and consumers tend to point the finger of blame
at the water companies for paying too much out in dividends to
shareholders and investing too little in improving the quality of the main
piping. The water companies respond by advertising, but this has little
effect in changing consumer attitudes because of the high inconsistency
between the water companies’ intended and unintended communication.
This reduces the credibility of all communications from these companies,
who then have to spend even more on advertising, and carry more
administration costs from customers querying their water bills.
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BE A WINNER ALWAYS!!
 THE WINNER WILL NOT GIVE UP!
 EVOKE YOURSELF!
 MINDMAP YOUR THINKING!
 BE A LEARNER AND YOU WILL SEE….!
GOODLUCK!!
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