Week 1 - IMC-Digital Environment PDF

Introduction
to IMC
Hanu 2022
Main Topic 1. Communication Process Framework
2. IMC and Key tools of IMC
3. 4Ps 4Cs 4Es
Part 1: Communication
Process Framework
Communication Process Framework
Communication source
- Source / sender: From marketer to consumer:
- Marketing communicator
- The person or company attempting to deliver a message
Communication objectives (Product lifecycle - PLC)
- Product/brand introduction: Inform.
- Growth: Persuade, compare, beliefs / attitude change
- Maturity: Remind
- Decline: Defend.
Promotion through PLC
Communication objectives (From marketer to other stakeholders)
- Shaping corporate / brand image.

- Informing about corporate practices, law-compliant practices, sustainable
business / marketing practices, corporate social responsibility, philanthropy,
etc.
- Crisis management, beliefs / attitude change
Message encoding: cues that the sender utilizes in dispatching the message and
which can be correctly decoded / interpreted my the receiver
•Verbal: words and sounds
•Nonverbal: gestures, facial, expression, posture)
•Images, symbols, and videos.

Communication process framework
Message channels
Media
•Nonhuman transmission devices:
- Traditional: TV, radio, newspapers, magazines, billboards
- Digital: emails, world wide web, webpages, blogs, social media.
•Human transmission devices
- Personal: face-to-face, company managers, employees, (press) conferences,
consumers (through word of mouth, blogs, social media, etc).
Receivers
Stakeholders
•Any person, institute, or organisation who / which is involved, affected, or have

interests in the sender’s marketing activities.
–Customers / consumers, suppliers, government, non-government organisations,

political and social activists, environmentalists, community groups, etc.
Decoding
Decoding—takes place when the receiver employs any set of his or her senses
(hearing, seeing, feeling, etc.) in the attempt to capture the message and interpret
it – make meaning of the message.
•Weight loss pills endorsed by a health professional. How do you decode this
endorsement?
Communication outcomes: Are the communications and marketing objectives
achieved?
•Brand awareness, attitude change, desired consumer behaviour (like and buy the
product), projected sales / revenues / profit achieved.
Feedback:
information the sender obtains from the receiver regarding the receiver’s
perception or interpretation of a message.
•Direct: product reviews, messages / emails, complaints, questions.
•Indirect: sales, consumer attitude towards the brand, store visits, website hits.
Noise
anything that distorts or disrupts a message
–Consumers or activists criticising the company / brand.
–Messages from competitors.
–Clutter: consumers are exposed to hundreds of marketing messages per day and
most are tuned out (see Figure 1.2)
Examples of communication noise
Talking on the phone during a commercial on television .
•Driving while listening to the radio.
•Looking at a sexy model in a magazine ad and ignoring the message and brand.
•Scanning a newspaper for articles to read.
•Talking to a passenger as the car passes billboards
•Scrolling past internet ads without looking at them .
•Becoming annoyed by ads appearing on a social media site
•Ignoring tweets on Twitter because they are not relevant
•Being offended by the message on a flyer for a local business

Communications for the 21st century
Part 2: Definition of IMC
Integrated Marketing Communications
“A planning process designed to assure that
all brand contacts received by a customer
or prospect for a product, service or
organisation are relevant to that person and
consistent over time.” (American Marketing
Association www.ama.org)
The goal of IMC is to generate short-term

financial returns and build long-term brand
value.
What is IMC?
•“is a strategic business process used to plan, develop, execute and evaluate
coordinated, measurable, persuasive brand communication programs over time
with consumers, customers, prospects, employees, associates and other targeted
relevant external and internal audiences.” (Don Schultz of Northwestern University)
oOngoing strategic business process (not just tactical integration of various communication activites)
oNumber of relevant audience

Accountability and measurement in the outcomes
What is IMC?
“An approach to achieving the
objectives of a marketing
campaign through a
well-coordinated use of different
promotion methods intended to
reinforce each other”
What is IMC?
Kotler (2003) now defined IMC as ‘a way of looking at the whole marketing
process from the viewpoint of the customer’.
The customer Journey
What is IMC?
Duncan (2002) saw IMC as a

‘process for managing
customer relationships that
drive brand value’.
Benefits and Risks of IMC
BENEFITS
•Improved results
•Improved brand image
•Cost effective
•Increased Morale
•Improved efficiency
•Diversity
•Maintained Focus
RISKS
•Reluctance
•Restricted Ideas
•Lack of resources
•Unclear Leadership
Marketing has changed in the digital world
Tools in IMC
Tools of Marketing Communication
Paid-Earned-Shared-Owned (PESO) model
The PESO model is relevant
today because it ensures that
marketing and communications
professionals consider all of the
different types of media channels
currently available and how to
optimize the intersection of those
channels to achieve strategic
objectives.
Choosing the best communication tools
•Based on what you intend to achieve with your communication and what kind
of media consumption habits your target audience displays, pick the right type
of communication tools to reach out to your audience.
•Within each type of communication tool, drill down to the actual media vehicles
that will carry your message most effectively.
•Media mix decisions also depend on your budgets and the estimated ROI you
hope to achieve from each media vehicle. Create exact budgets for each media
vehicle to guide media buying decisions.
Whatever promotion tools you choose, they need to work in tandem and
complement each other.
Part 3: 4Cs 4Es
From 4Ps to 4Cs
•Forget Product.
Study Consumer/Client wants and needs. You can no longer sell whatever you
make. You can only sell something that someone specifically wants to buy.
•With the recognition that all consumers are different and, hence, have different needs and wants –
even of the same product or service – there is the need to ensure that we are able to communicate
with them as individuals rather than as a homogeneous unit. The increasing concern is the desire
to communicate with ever smaller segments of the global market.
•In an ideal world, reach a position where we can communicate with them individually. This desire
manifests itself in the increasing drive towards direct marketing techniques, the most rapidly
growing sector of the marketing communications industry.
From 4Ps to 4Cs
•Forget Price.
oUnderstand the consumer’s Cost to satisfy that want or need.
•The time cost
•The effort cost
Status-conscious – These consumers want first-rate products or services and are willing to pay
for the cost of the item(s). They look at these products/services and corresponding costs as a way
to define and maintain their status.
Convenience-conscious – These consumers will pay for the cost of the product(s) or services(s)
if they find them convenient. They are willing to pay extra as long as their purchase means
convenience.
Budget- conscious – These consumers buy products or services that fit their budget. They are
the people who want more value for their money. Thus, they are always on the lookout for
lower-cost product(s) or service(s).
From 4Ps to 4Cs
•Forget Place.
oThink Convenience to buy.

How they want to pay , the transaction , how they want to reveive the product
The whole process should be easy, simple and fast
They may seeking convenient solution else where
40% of the user abandon website if it’s not load within 3s
From 4Ps to 4Cs
•Forget Promotions.
oThe focus must be Communications
•You do not “promote” your business; rather, you communicate value to your
customers/consumers.
•Meaningful content to engage them.
You do not just make your target audience aware of your business; you build rapport and
relationship with them, interactive communication.
•Communication more personal, Search engine or social media to connect with your
customers/consumers
From 4Ps to 4Cs
The New 4C’s: better, faster, stronger
Businesses should focus on
building excitement and intimacy
in their relationships with their
customers through both
company- and customer-led
engagement.
We can achieve these more
meaningful relationships with
(a) communication,
(b) creation,
(c) care, and
(d) community.
4Es
The 4Ps, which includes PRODUCT,
PLACE, PROMOTION, PRICE, is
created by McCarthy in 1960s
But where is the rest of the customer
acquisition funnel? What about brand
bonding and loyalty? Today’s world has
easier flows of information and more
informed customers. We must adapt
our marketing strategies. We need a
more user centered approach.
4Es
Experiential marketing focuses on creating extraordinary experiences for customers
which can evoke their emotional connection with the brand.
Marketing 1.0 to Marketing 4.0
From ‘Segmentation and Targeting’ to ‘Customer Community Confirmation’

From ‘Brand Positioning and Differentiation’ to ‘Brand Characters and Codes’
From ‘Selling the 4P’s’to ‘Commercializing the 4C’s’
THANK YOU!

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Introduction

- Shaping corporate / brand image.

•Verbal: words and sounds

•Nonverbal: gestures, facial, expression, posture)

•Images, symbols, and videos.

•Any person, institute, or organisation who / which is involved, affected, or have

–Customers / consumers, suppliers, government, non-government organisations,

•Direct: product reviews, messages / emails, complaints, questions.

anything that distorts or disrupts a message

–Consumers or activists criticising the company / brand.

–Messages from competitors.

•Driving while listening to the radio.

•Scanning a newspaper for articles to read.

•Talking to a passenger as the car passes billboards

•Scrolling past internet ads without looking at them .

•Becoming annoyed by ads appearing on a social media site

•Ignoring tweets on Twitter because they are not relevant

•Being offended by the message on a flyer for a local business

The goal of IMC is to generate short-term

oNumber of relevant audience

Duncan (2002) saw IMC as a

oThink Convenience to buy.

From ‘Segmentation and Targeting’ to ‘Customer Community Confirmation’

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