Marketing Communications
Chapter 1: Integrated Communications
p. 1-30 in the book.
Instruments of the communications mix
à Advertising
à Brand activation (promotions, in-store, experience)
à Direct marketing communications
à Public relations
à Sponsorship
à Exhibitions and trade fairs
Advertising
• One-to-many (mass)
• Monologue (except online)
• Paid
• Often long term
• Via intermediary eEects
Restroom advertising
We don’t know who saw the advertisement and who we reached.
Online advertising
• Websites
• Advertising on websites
• E-mail
• Social media advertising
• Mobile advertising
à Mass and personal communication
Brand activation
Sales promotions
• Sales stimulation
• Incentive-based
• Image destroying?
- Type of promotion
- Type of reward
Point-of-purchase communication
There is full attention because it is the only thing you can focus on at that moment. Right
place, right time. It is very eEective and inexpensive.
,Experience marketing
- The art of creating an experience where the result is an emotional connection to a
person, brand, product or idea.
- Creating connection through a designed emotive experience.
- Examples: test drive with car, flagship stores, BBQ week with brands in supermarkets.
Direct marketing
• Direct mailing
• Telemarketing
• Catalogue selling
• Increasingly online
à personal
à measurable
Public relations
• Press releases, events, conferences, etc.
• Mainly corporate communications tool
• Build and maintain goodwill and reputation
• Generate positive publicity
• Many stakeholders
Public relations vs. Advertising
Public relations Advertising
All about the brand All about product or service
Controlled by media Controlled by brand
Earned Paid
Credible Less trusted
Not expensive Expensive
Written Visual
Informing Persuasive
Sponsorship
• Cash or kind as investment
• Return, especially sales
• Strong image carry-over eEects
• Match-up between sponsor and sponsored organization
Personal vs. Mass communications
3 diEerent elements: reach of big audience, influence on individual and feedback.
,Image vs. Action communications
Integration of marketing communications
• Combine and use MC instruments consistently
• Synergetic eEect between tools and instruments (1+1=3)
• Seamless, homogeneous communications
• 360° communications or multiple touchpoint perspective
Creating synergies in MC
• Sales team has easier job when brand is well-known through advertising or
sponsorship
• In-store or point-of-purchase communications that are consistent with
advertising are more eEective
• A promotional campaign that is supported by advertising is more succesful
• PR, sponsorship and advertising can have synergetic eEects on company and
brand image
• Websites are more frequently visited when announced in or supported by oEline
campaigns
, • Social media campaigns are more eEective when accompanied by oEline
advertising or brand activation campaigns
Integrated marketing communications (IMC)
• Succesful MC depend on a well-integrated, synergetic and interactive
marketing view.
• Consumer of customer point of view
• Tactical coordination of marketing communications
• Build consistent and synergetic marketing communications programs, using
multiple touchpoints with customers
Integrating MC across cultures
• Companies increasingly operate internationally
• DiEerent demographic, economic, geographic, technological, political, legal and
cultural conditions
• Translation from message strategy into creative strategy becomes challenging
Major question for companies to consider:
Should you localize (adapt) or globalize (standardize or integrate) your marketing
communications across diEerent cultures?
Integration of corporate communications
Strategy gets translated into identity and your identity will translate into your image.
Strategy: mission, vision of a company.
Identity: watch out for identity gap!
à can be solved by internal corporate communication
Image: how the outside world sees us, a good/bad reputation. Watch out for image gap!
à can be solved by external corporate communication
Chapter 1: Integrated Communications
p. 1-30 in the book.
Instruments of the communications mix
à Advertising
à Brand activation (promotions, in-store, experience)
à Direct marketing communications
à Public relations
à Sponsorship
à Exhibitions and trade fairs
Advertising
• One-to-many (mass)
• Monologue (except online)
• Paid
• Often long term
• Via intermediary eEects
Restroom advertising
We don’t know who saw the advertisement and who we reached.
Online advertising
• Websites
• Advertising on websites
• Social media advertising
• Mobile advertising
à Mass and personal communication
Brand activation
Sales promotions
• Sales stimulation
• Incentive-based
• Image destroying?
- Type of promotion
- Type of reward
Point-of-purchase communication
There is full attention because it is the only thing you can focus on at that moment. Right
place, right time. It is very eEective and inexpensive.
,Experience marketing
- The art of creating an experience where the result is an emotional connection to a
person, brand, product or idea.
- Creating connection through a designed emotive experience.
- Examples: test drive with car, flagship stores, BBQ week with brands in supermarkets.
Direct marketing
• Direct mailing
• Telemarketing
• Catalogue selling
• Increasingly online
à personal
à measurable
Public relations
• Press releases, events, conferences, etc.
• Mainly corporate communications tool
• Build and maintain goodwill and reputation
• Generate positive publicity
• Many stakeholders
Public relations vs. Advertising
Public relations Advertising
All about the brand All about product or service
Controlled by media Controlled by brand
Earned Paid
Credible Less trusted
Not expensive Expensive
Written Visual
Informing Persuasive
Sponsorship
• Cash or kind as investment
• Return, especially sales
• Strong image carry-over eEects
• Match-up between sponsor and sponsored organization
Personal vs. Mass communications
3 diEerent elements: reach of big audience, influence on individual and feedback.
,Image vs. Action communications
Integration of marketing communications
• Combine and use MC instruments consistently
• Synergetic eEect between tools and instruments (1+1=3)
• Seamless, homogeneous communications
• 360° communications or multiple touchpoint perspective
Creating synergies in MC
• Sales team has easier job when brand is well-known through advertising or
sponsorship
• In-store or point-of-purchase communications that are consistent with
advertising are more eEective
• A promotional campaign that is supported by advertising is more succesful
• PR, sponsorship and advertising can have synergetic eEects on company and
brand image
• Websites are more frequently visited when announced in or supported by oEline
campaigns
, • Social media campaigns are more eEective when accompanied by oEline
advertising or brand activation campaigns
Integrated marketing communications (IMC)
• Succesful MC depend on a well-integrated, synergetic and interactive
marketing view.
• Consumer of customer point of view
• Tactical coordination of marketing communications
• Build consistent and synergetic marketing communications programs, using
multiple touchpoints with customers
Integrating MC across cultures
• Companies increasingly operate internationally
• DiEerent demographic, economic, geographic, technological, political, legal and
cultural conditions
• Translation from message strategy into creative strategy becomes challenging
Major question for companies to consider:
Should you localize (adapt) or globalize (standardize or integrate) your marketing
communications across diEerent cultures?
Integration of corporate communications
Strategy gets translated into identity and your identity will translate into your image.
Strategy: mission, vision of a company.
Identity: watch out for identity gap!
à can be solved by internal corporate communication
Image: how the outside world sees us, a good/bad reputation. Watch out for image gap!
à can be solved by external corporate communication
