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Integrated Marketing

Communications

Nuša Fain

Session 1

Course Introduction

Communication theories

The Changing Role of Marketing Communications

Today’s class

Overview of course content, themes and structure

Course mission and learning objectives

Guidelines for reading materials

Class ethos, approach and need for student-centred learning

Q&A

Communication theories

The Changing Role of Marketing Communications

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Course Content and Themes

Introduction to MC and IMC

The changing role of MC

Communication theories

Planning IMC

The creative brief

Creativity in IMC

Media decisions

Evaluating IMC

Ethics in IMC

Course Structure

7 sessions

Sessions will involve a mix of:

Interactive lectures

Workshops

Guest lectures

Time for coursework

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Course Mission

Interactive and stimulating environment to:

Enhance theory and knowledge of marketing communications

Develop and enhance relevant skills involved in managing

marketing communications

Analytical

Creative

Decision making

Implementation

Evaluation.

Course learning objectives

Knowledge based:

Identify the driving forces, trends and responses that are

(re)shaping marketing communications

Demonstrate critical understanding of theory

Offer practical recommendations for effective marketing

communication campaigns

Critically evaluate the effectiveness of different media

Demonstrate critical awareness of the impact of context on

marketing communications and responses to it

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Course learning objectives

Skills-based:

Assess the suitability of different forms of marketing

communications

Identify managerial decisions needed in managing marketing

communications

Evaluate the validity of objectives

Prepare and deliver professional presentations

Demonstrate managerial and interpersonal skills needed for

planning integrated marketing communications

Reading

Pickton, D. & Broderick, A. (2008), Integrating Marketing

Communications, third edition, Pearson Education Ltd., London.

Fill, C. (2009) Marketing Communications: Interactivity,

Communities and Content, FT Prentice Hall (5th Edition).

Review of quality newspapers and industry magazines, i.e. FT,

Guardian, Economist.

Further articles will be recommended when appropriate.

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Class ethos and approach

Strong commitment to theory and practice

The approach:

Theory driven lectures

Guest lectures

Workshop sessions to support group work and feedback

Course assignment informed by group collaboration

Need for student involvement in control of learning and

collaboration.

Assessment

Course Assignment

100% mark

Available on MyPlace soon

Critical evaluation of outlined problem

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ANY QUESTIONS?

Communication theories

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Learning Objectives

Identify and describe several models of communication.

Demonstrate your critical understanding of models of

communication and your practical consideration of these for

analysing the marketing communications used within certain

industry contexts

Communication

Marketing communication is an attempts organisations/brands

make to create dialogue with key stakeholders

Communication is a process through which individuals SHARE

MEANING

For communications to occur individuals must be able to

INTERPRET the meanings behind messages

Information needs to be TRANSMITED for the process to work

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Why is this important for MC?

Achieving objectives through understanding of the process

Use of communication to INFLUENCE and PERSUADE

3 different contexts of persuasion:

Negotiation

Propaganda

Use of speakers

About Communications TheoryLasswell (1948)

Who sender

What encoded message

How message channel

To Whom receiver

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The Lasswell Analysis

Who/Control Analysis

Who owns the media?

What are their aims? What are their political alliances?

Do they set the editorial policy?

Do their political persuasions influence headlines and content?

How does the editor decide what to put in the paper?

The Lasswell Analysis

What/Message and content research

Involves questions of representation (i.e. How are women

represented in tabloid press? How are older people

represented on television? )

Content research is often a matter of counting representation in

a chosen media and comparing it to some official statistics.

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The Lasswell Analysis

How/Message media and channel analysis

Through what media is the message carried

Which combination of media to choose to carry the message

Whom/the receiver and audience research

Determining what audience needs to be reached

i.e. professional broadcasters use BARB (broadcasters

Audience Research Board) to find out as much as they can

about their audiences.

Transmission of information, ideas, attitudes and emotion

between individuals/groups through the use of symbols

The QUALITY of linkages determines the success of the

communication

Importance of REALMS OF UNDERSTANDING:

source and receiver have a common ground

The more we know, the more likely we are to understand

Importance of context

A linear model of communication(Schramm (1955); Shannon & Weaver (1962)).

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Source/encoding

Source = not just the sender of message, but also part of the

process:

Needs to be convincing, have authority to be persuasive

Needs to understand the target audience

Attractiveness contributes to communication success

Encoding = combination of words/pictures/symbols to represent

the message

Reasons for source/encoding link to break:

Poor recognition of situation

Inclusion of inappropriate information

Inclusion of symbols/words beyond comprehension of receiver

Channels

Channels are:

Personal

Non-personal

Information from personal channels usually more

PERSUASIVE:

Personal contact permits flexibility

Timing and power of message can be adjusted

Message can be adjusted to meet the needs of the customer as

sale progresses

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Decoding/receiver

Transforming and interpreting the message into thought

Influenced by:

Attitudes

Values

Understanding shared between source and receiver

Feedback/response

Essential for successful communication

Determines how message was received and interpreted

Can be measured by:

Sales increase

Level and quality of customer enquiries

Number/frequency of store visits

Ability to recognise/recall and advertisement

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Noise

Always present

Prevents receiver to receive all the information about the

message in full

Influenced by:

Cognitive factors

Physical factors

Influences on communication process

Influences of media:

Restraints in communication due to time delays

New technologies enable dialogue

New media redefine the CONTEXT within which marketing

communications occur

Trends:

Direct and indirect advertising

Interactivity

Mediated environment

Information seekers as drivers

The linear model assumes one-dimensional content, but digital

media enable simultaneous delivery of messages in different

formats

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Media Richness theory

Ability of information to change understanding within a time

interval

Criteria:

Availability of instant feedback

Capacity to transmit multiple cues

Expressions of non-verbal communication

Personal focus of the medium

Richer media reduce ambiguity and allow for more complex

communications

Scale:

Face-to-face – phone – mail – letter – note – memo – special

report – flyers and bulletins

Opinion Leaders

Individuals who are predisposed to receiving information and

reprocessing this information to influence others (Katz and

Lazarfeld, 1955; voting behaviour studies)

Tend ‘to be of the same social class as non-leaders, but may

enjoy a higher social status within a group’ (Rogers, 1962).

Features:

Gregarious

Self confident

Greater exposure to relevant mass media

Therefore more knowledgeable and confident of their role

Critical to successful IMC and should be considered when

planning.

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Opinion Formers

Individuals who are able to exert personal influence because of

their authority, education or status associated with the object of

the communication process’ (Fill, 2009)

E.g. doctors; teachers; DJs; journalists;

Sought for advice due to their formal expertise

Opinion Followers

Majority of consumers.

Messages they receive from mass media are influenced by

opinion leaders and formers

Use a variety of information and process it INDEPENDENTLY

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Mass Media do not have a direct and

all powerful effect on their audiences

The purpose of marketing communication is to encourage

a target audience to respond in some way.

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The Changing Role of Marketing

Communications

Objectives

Identify and critically review the driving forces which have led to

changes in the environment for Marketing Communications.

Consider the impact which these changes have had upon

Marketing Communications.

Demonstrate managerial and interpersonal skills by preparing

for the class assessment.

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The definitions

Marketing communication = “all PROMOTIONAL elements of the

MARKETING MIX which involve communication between an

organisation and its TARGET AUDIENCES on all matters of

MARKETING PERFORMANCE” (Pickton and Broderick, 2005: 4)

Integrated Marketing Communications = the PROCESSES

concerned with the CONSISTENT DEVELOPMENT and

COORDINATED DELIVERY of organisation’s messages with its

TARGET AUDIENCES (Fill, 2009: 928)

Traditional view on marketing

communications

Key component of the Marketing Mix.

Strong tactical use: support implementation of marketing

strategies and objectives.

Focus on specific elements of the marketing communications

mix e.g. advertising, personal selling, sales promotion, PR.

Strategy: Build Sales

Objectives: Increase Repeat Purchases

Tactics: Target an advert towards final consumers to increase

pull along the channel.

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Shift in the communications paradigm

The audience is no longer PASSIVE; they are taking an

ACTIVE role in the creation of content.

Audiences use media to

Discover

Participate

Share

Express themselves (Moore, 2007).

Shift from INTERVENTION-based approach to marketing

communication towards a PERMISSION-based approach.

Need for integration

Source: Mishra and Muralie, 2010

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Key purpose of Integrated Marketing

Communications = build brands and

enhance brand equity

Why branding?

Brand:

Identity that the managers wish to portray

Images of identities audiences perceive

Successful brands create strong, positive and lasting

impressions.

Benefits of branding:

Protects from price competition

Maintains brand leadership

Protects against tactical offensives

Builds brand loyalty/trust

Brand equity = value of the brand.

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The role of IMC in branding

IMC is the means by which products become brands.

Brand development

Brand maintenance.

Development of brands:

Above-the-line techniques

Below-the-line techniques.

Brand equity:

Financial

Marketing

The IMC elements

IMC pillars

Strategic management of brand communications programmes

Stakeholders Content Channels Results

Source: Fill (2009)

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Advantages of IMC

Opportunities to cut communication costs

More effective communications

Competitive advantage through clearer positioning

Coordinated brand development

Increased employee participation

Fosters a customer focus

Provides a benchmark for the development of communication

activities

Disadvantages of IMC

Encourages centralisation and formal procedures

Can require increased management time

Suggests uniformity and single message

Standardisation might negate creative opportunities

Global brands are restricted in terms of local adoption

Requires cultural change from employees

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Planning IMCs