List the first 3 E-commerce
companies that come to mind.
•
•
•
Describe the advertisements used by
each.
Can you identify each company’s
logo, tagline or any other prominent
identification marks?
What makes a good E-commerce
advertisement?
Discussion Slide
1-2
Integrated
Marketing Communications
• Highly competitive global marketplace.
• Need to invest marketing dollars
wisely.
• Firms are demanding accountability.
• Change in roles of account executives,
creatives and brand managers.
• Chapter One topics:
• Communication processes
• Integrated marketing communications
• Global integrated marketing communications
1-3
Communication Process
1-4
STOP
•
•
•
•
INTEGRATED LEARNING EXPERIENCE
Reebok (http://www.reebok.com)
New Balance (http://www.newbalance.com)
Asics (http://www.asicstiger.com)
Skechers (http://www.skechers.com)
1-5
Barriers to Communication
Between Individuals
•
•
•
•
•
Age
Gender
Culture
Social status
Personality
Between Companies
•
Poor selling techniques
Unfocused advertising
Poor media choices (Ad of prothom
•
Failure to find correct contact persons
•
•
alo at feature page)
Within Companies
•
•
•
•
•
Poor downward flow (orders, procedures)
Poor lateral flow (communication between departments)
Poor upward flow (employees afraid of management)
Poor machinery (computers, telephone systems, intranet
systems)
Information not stored for future use or poor retrieval system
1-6
Discussion Slide
•
To how many ads were you exposed during
the last 24 hours from the following media?






Television
Radio
Magazines
Newspapers
Billboards
Internet Web sites
•
How many ads can you recall from each of
the above media? (Class work)
• We need to Avoid clutter……
1-7
Integrated Marketing Communications
is the coordination and integration of all
marketing communication tools,
avenues and sources within a company
into a seamless program which
maximizes the impact on consumers
and other end-users at a minimal cost.
The IMC includes:
a) business-to-business,
b) channel customer
c) external communications and internal communications.
1-8
•
•
•
•
•
•
Situation analysis.
Marketing objectives.
Marketing budget.
Marketing strategy.
Marketing tactics.
Evaluation
1-9
•
•
•
•
•
•
•
•
•
•
•
•
Company logo
Product brand name and company name
Business cards
Letterhead
Carry home bags (paper or plastic)
Wrapping paper
Coupons
Promotional giveaways (coffee mugs,
pens, pencils, calendars)
Design of booth for trade shows
Advertisements (billboards, space used
on cars and busses, television, radio,
magazines and newspapers)
Toll free sample number
Company database
•
•
•
•
•
•
•
•
•
•
•
Cooperative advertising with other
businesses
Personal selling
Characteristics of target market
buyers
Characteristics of business buyers
Sales incentives provided to sales
force (contests, prizes, bonuses and
commissions)
Internal messages
Company magazines and
newspapers
Statements to shareholders
Speeches by company leaders
Public relations releases
Sponsorship programs
1-10
[American Productivity & Quality Center]
Stage 1: Identify, coordinate and manage all
forms of external communications.
 Stage 2: Extend the scope of communication
to include everyone in the organization.
 Stage 3: Apply information technologies to
the IMC program.
 Stage 4: Treat the IMC as an investment and
not a departmental function.

1-11
Factors Affecting the Value of IMC Programs
•
•
•
•
•
•
•
Development of information technology.
Changes in channel power.
Increase in competition (global competitors)
Maturing markets.
Brand parity
Integration of information by consumers
Decline in effectiveness of mass media
advertising.
1-12
Changes in
Channel Power
Greater use of the Internet
to buy and
sell products drastic
decline in mass media
Master card for Single
mother
1-13
Viewer Activities During TV Commercials
Positive Responses:
Get amused by the ads (26%)
Sit and watch commercials (19%)
•
•
Negative Responses:
•
•
•
•
•
•
•
Get annoyed at the number of ads (52%)
Get up and do something else (45%)
Switch channels (39%)
Talk to others in the room (34%)
Turn down the sound on TV (19%)
Read (11%)
Use the computer (5%)
Source: Jennifer Lach, “Commercial Overload,” American Demographics,
(September 1999), Vol.. 21, No. 9, p. 20.
1-14
•
•
Goal is to build an IMC campaign.
From each chapter, concepts learned will be
applied to your IMC Campaign.
• Select your IMC team.
• Choose a good or service for IMC project:
• Covid Commerce and Communication
1-15
•
People - They are target of marketing
What are people from a marketing perspective?
– They have a mind, a body, a spirit
– Complex System of Organs
– Marketing Organ Systems- Brain, Eyes, Ears and
Heart
– People also have beliefs, emotions feelings,
thoughts (past) and thinking (present)
Knowledge
•
•
•
Emotion
Mental = Brain (Thoughts)
Emotional = Heart (Feelings)
Intuitive = Gut (Beliefs)
The Brain Looks at Product and Services
Through This Lens. That’s why Marketer's
Need to Know This
People
• People are not just the consumers
but are the entire value chain
partners. They ensure smooth
process flow only under strict winwin model. The focus is on
customer consciousness to assess
common customer insights for
ensuring customer care.
Positioning
• From segmentation to
clicking the consumers
mind the heart and the
spirit to enhance the
market share through the
branding process
Packaging
• The focus is on the presentation that is how the product
carries itself
Promotion
• Successful and effective communication is the intent of
the organization and is the focal point of promotion.
Public
Relations
• This is an addition marketing mix dimension considered
for IMC strategy to ensure customer connectivity
Marketing and IMC Process Model
Opportunity
analysis
Competitive
analysis
Identifying
markets
Market
segmentation
Target
marketing
Marketing
Macromarketing
analysis
Selecting a
target market
Positioning
through
marketing
strategies
Product
Decisions
decisions
Pricing
Decisions
decisions
Channel-ofChanneldistribution
ofdistribution
Decisions
decisions
Services
Decisions
Promotional
Decisions
Promotional
• Advertising
decisions
• Direct
• Advertising
marketing
• Direct
• Interactive
marketing
marketing
• Interactive
• Sales
marketing
promotion
• Sales
• Publicity
promotion
and public
• Publicity
relations
and public
• Personal
relations
selling
• Personal
• Packaging
selling
• Social
alternates
Societal
Decisions
Source: Belch & Belch (2007)
Media
Management
Promotion
to final
buyer
Internet/
Interactive
Promotion
to trade
Resellers
Purchase
Ultimate
consumer
• Consumers
Ultimate
consumer
• Businesses
•• Consumers
Stake
• holders
Businesses
• Value chain
partners

10 measure of IMC success
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Customer Care
Mind Share
Heart Share
Market Share
Spirit Share
Price Elasticity
Corporate Image
Brand Equity
CSR measure
Category Clustering
Purpose of Communication
•
•
•
•
•
•
•
•
•
•
Develop brand awareness
Increase category demand
Change customer belief or attitude
Enhance purchase actions
Encourage repeat purchases
Build customer traffic
Enhance firm image
Increase market share
Increase sales
Reinforce purchase decisions
Creative Elements And The Hierarchy Of
Effects Model
ATTENTION
INTEREST
DESIRE
ACTION
headlines,
visuals
subheads,
lead
paragraph
body copy, boxes,
supporting
visuals
closing paragraph,
logo/slogan,
tagline, addresses,
contact number, etc
The Loyalty Pyramid Model
Committed
buyer
Like the brand-considers it a
friend
Satisfied buyer with switching costs
Satisfied/habitual buyer who has no reason to
change
Switchers/price sensitive - indifferent-no brand
loyalty
General Guideline of Marketing
Communication
Be Analytical
 Be Curious
 Be Single Minded
 Be Integrative
 Be Creative
 Be Observant
 Be Patient
 Be Realistic

= ROI
Tasks of Communication mix

Advertising :The Awareness Builder.

Public Relations: the Credibility Builder

Sales Promotion: Intensifying Consideration

Direct Response And Personal Sales: The Personal
Connection

Events, Sponsorship, And Customer Service:
Experimental Contact

Social Communication: social interaction at informal
and formal level through media
Factors Affecting Communication Mix
Nature of Product
Stage in PLC
Target Market Factors
Factors
Type of Buying Decision
Affecting
Choice of
Promotion Funds
Communication Mix
Push or Pull Strategy
Sales ($)
PLC and Communication Mix
Maturity
Introduction
Growth
Decline
Time
Light
Advertising,
preintroduction
Publicity
Heavy use of
advertising,
PR for
awareness;
sales
promotion
for trial
Advertising,
PR, Brand
loyalty
Personal
Selling for
distribution
Ads decrease.
Sales
Promotion,
Personal Selling
Reminder &
Persuasive
AD/PR
decrease
Limited
Sales
Promotion,
Personal
Selling for
distribution
In the late 1800s, both Emile Durkheim and Ferdinand
Tönnies conceptualized the idea of social networks in
their theories and research of SOCIAL GROUPS.
 Tönnies argued that social groups can exist as
personal and direct social ties linking individuals who
share values and belief resulting in community or
impersonal, formal, and active social links resulting
in society.
 Durkheim gave a non-individualistic explanation of
social facts arguing that social phenomena arise when
interacting individuals constitute a reality that can no
longer portray properties of individual actors but
displays combined property of the group or cluster.




Jacob L Moreno is credited with developing the
first Sociogram in the 1930s resulting in birth of
the concept INTERPERSONAL RELATIONSHIPS.
A Sociogram is a graphic representation of social
links that a person has. It is a graph drawing that
plots the structure of interpersonal relations in a
group situation.
A Sociogram can be drawn on the basis of many
different criteria: Social relations, channels of
influence, lines of communication etc.

Creation of Social
Clusters
 Those points on a
sociogram who have
many choices are called
Stars.
 Those with few or no
choices are called
isolates.
 However, even isolates
could form sociograms
In general, social networks are self organizing,
emergent, and complex
 Globally coherent pattern appears from the local
interaction of the elements that make up the
system.
 These patterns become more apparent as
network size increases.

 However, a global network analysis of, of all
interpersonal relationships in the world is not feasible
and is likely to contain so much information as to be
uninformative.

Concept of Social Media
 It is a discipline and a methodology for developing
a reputation and brand within social media
communities, and cultivating influence among
potential customers, fans, and supporters

Social Media IS NOT
A fad
A replacement for traditional advertising
The first step
The magic bullet
FREE
All about YOU
Social Media IS
A big deal
Going where your customers already are or where they want to
be
Applicable to most companies in some way or another
Time-consuming
All about THEM
• Global
Population
7.395 Billion
3.419 Billion
• Internet
Users
2.307 Billion
• Unique
Mobile
Users
2.307 Billion
• Active
Social
Media Users
• Active
Mobile
Social Users
1.968 Billion
Table 1: Major Social Network Platforms
Platform
Global
Rank
Major Age
Group
Bangladesh
Rank
Major Age
Group
Purpose of Use
Facebook
1st
16-44
1st
16-54
Social communication
Google+
3rd
16-54
9th
25-54
Crowd creation
Whatsapp
10th
16-34
4th
25-34
Personal communication
LinkedIn
5th
16-54
6th
25-54
Professional communication
Twitter
4th
16-44
7th
16-34
Social messaging
Blogg
8th
16-34
10th
16-24
Collaboration
Instagram
7th
16-34
11th
25-34
Photo & video sharing
Viber
9th
16-44
2nd
16-54
Audio communication
YouTube
2nd
16-54
3rd
16-44
Content sharing
Skype
11th
16-54
8th
25-54
Conference communication
Web Page
6th
16-54
5th
25-54
Institutional communication





Global Penetration of internet 2012: 5%
Global penetration of internet 2016: 46%
Mobile phone in households of Bangladesh:
95%
Bangladesh growth of smart phones 2013-16:
35%
100+% smart phone usage Bangladesh: 2021

What role should it play in your marketing?
 Provide an identity to who we are and the products or





services that we offer.
Create relationships using social media with people who
might not otherwise know about our products or service or
what our companies represent.
Share personality with them.
Associate with peers, that may be serving the same target
market.
Communicate and provide the interaction that consumers
look for.
Provides contents which can be used during
communication strategy

How can it relate to the overall marketing mix?
 Social media carries a lot of value, we can learn to do it




right?
Must integrate it with other vehicles of marketing.
While social media will create awareness, in the beginning
it will not sell worth million.
There are no written "right" or "wrong" rules when it
comes to social media, only you can determine what will
work for a specific company.
Be consistent, if one does not plan on being consistent
don't do it at all - it's a waste of everyone's time.

How is it used at present?









Considered as the Big Data
Build product and brand awareness
Develop and nurture relationships
Maintain and enhance reputation
Increase traffic to a website
Create buzz about a company, product, or person
Learn what customers, fans, and supporters want
Generate leads
Connect people to offline events

Comments on use of Social Network (Big)
data
 While one can get a general sense of what is being
said about a marketing variable using real time
psychographic analytics on the social media
posts, or by extracting data from a customer
database, a focused marketing goal cannot be
clearly addressed using data harvesting methods.

Comments on use of Social Network (Big)
data (Continued)
 It is evident that together, Big Data and
traditional marketing research data represent a
formidable data base in the hands of those who
know how and when to exploit both to their full
potential.
Integrated marketing communications
…the whole is greater than the sum of the parts
Show Successful Communications