1. Using Advertising and Promotion to Build Brands
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Using Advertising and Promotion to Build Brands
Chapter 1
Using Advertising and Promotion to Build Brands
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

2. What are the functional areas of marketing communication?
Chapter Outline
What are the functional areas of marketing communication?
What is the IMC concept and process?
Why is integration so important in marketing communication?

3. Chapter Perspective: Changing World
Old World
New World
“Talking At” Consumers
“Talking At” Consumers
Two-way Dialogue With Consumers
Two-way Dialogue With Consumers
Focus on Winning New Customers
Focus on Winning New Customers
Focus on Building Long Term Relationships With Consumers
Focus on Building Long Term Relationships With Consumers
Marketers Relied Primarily on Advertising and Promotions
Marketers Relied Primarily on Advertising and Promotions
Marketers Use and Coordinate Many Different Forms of Communication With Consumers

4. Opening Case: AFLAC

5. Opening Case: AFLAC Challenge: Answer: Results:
Only 14% recognized AFLAC brand
Only 14% recognized AFLAC brand
An IMC program featuring:
“The Duck” as an anchor of consistent set of “one look, one voice” messages
The coordinated use of advertising, public relations, and sales promotion
An IMC program featuring:
“The Duck” as an anchor of consistent set of “one look, one voice” messages
The coordinated use of advertising, public relations, and sales promotion
90% of targeted consumers are now aware of AFLAC
30% increase in sales

6. Brands Can Become Very Familiar to Consumers
What Is a Brand?
Brand: A perception resulting from experiences with, and information about, a company or line of products.
Brands Can Become Very Familiar to Consumers

7. What is Marketing Communication?
Marketing Communication: Creating, delivering, managing, and evaluating brand messages which are the information and experiences that impact how a brand is perceived.
Product
Price
Place
Promotion
Marketing
Promotion is the Primary Focus

8. How would you explain “IMC” to someone?
Think About It
IMC
How would you explain “IMC” to someone?

9. Coke: A Successful User of MC to Build a Brand

10. What Are The Functional Areas Of MC?
Advertising
Functions

11. Tales From the Real World
Since IMC is a relatively young field, even some professionals in the real world are not quite sure what it entails. Unfortunately, a lot of people have the mistaken perception that IMC is simply another term for advertising.
When you complete this course, hopefully you’ll add value in your new job by being able to correctly explain that IMC is much more than advertising and by using this knowledge to make your organization more profitable.

12. What Are The Functional Areas Of MC?
Advertising
Advertising
Direct Marketing
Direct Marketing
Customer Service
Publicity (Public Relations)
Publicity (Public Relations)
Functions
Events & Sponsorships
Events & Sponsorships
Sales Promotion
Sales Promotion
Packaging
Personal Selling
Packaging
Personal Selling

13. What Is IMC Media?
IMC Media: The means by which the various types of marketing communication messages are sent and received

14. The Media of IMC Television Television Radio Radio Telephone
Newspapers
Newspapers
Media
Mail
Mail
Magazines
Magazines
Internet
Outdoor
Internet
Outdoor

15. IMC Concept and Process
IMC Concept: A process for managing the brand messages that impact customer relationships

16. IMC In Action: Saturn

17. IMC In Action: Saturn Challenge: Answer: Results:
Launch a new car brand
Launch a new car brand
An IMC program featuring:
“New Kind of Car Company” message
Focus on satisfied owners as part of a family
No hassle buying and servicing policies
An IMC program featuring:
“New Kind of Car Company” message
Focus on satisfied owners as part of a family
No hassle buying and servicing policies
Saturn has successfully developed a unique brand image
Saturn owners feel part of the Saturn family

18. Figure 1-1: IMC is an ongoing process

19. Why Is Integration So Important?
Synergy =
When brand messages are integrated…
When brand messages are integrated…
…they reinforce each other…
…they reinforce each other…
… and create a synergy effect like: 2 + 2 = 5

20. Results Depend on Interaction of the two (or more) variables Example:
“2 + 2 = 5” Statement
Not True…Interaction
Results Depend on Interaction of the two (or more) variables
Example:
$10 Billboard = $20 Sales
$10 TV Ad = $30 Sales
But…
$20 TV/Billboard = $60 Sales

21. FedEx Has Done a Good Job of Integrating Brand Messages

22. Insight: 4 Benefits of IMC
It Drives Brand Differentiation
IMC helps make your brand stand out vs. competitors
Brings Greater Accountability
IMC allows you to track sales and profits based on your brand’s relationships with consumers
Increases the Level of Trust
IMC focuses on long-term relationships, not one-time sale
Provides Internal Focus
IMC focuses on “one look, one voice”

23. Final Note: IMC Cuts Through Message Clutter
IMC Strategy

24. Questions - 1 What is Advertising, Primary Use?
Marketing Communication Mix?
IMC Definition? Key Elements?
Why is Keeping Customers an Ongoing Process?
Sales Transactions or relationships? Why?
How Does Integration Create Efficiency?