Chapter 8
Integrated Marketing Communication
Integrated Marketing Communication
• IMC ensures that all communication channels work together to deliver a
consistent message to the audience. This is especially important in today’s
fast-paced digital world.
• The communication process has three objectives:
1. Inform
2. Persuade – get it now before it’s too late
3. Remind
The Communication Process
• Communication is a two-way process. It involves a sender (e.g., a business)
delivering a message to a receiver (e.g., a customer), who then provides
feedback.
• The process includes:
• 1. Encoding the message (how it's crafted).
• 2. Transmitting it via a channel (TV, social media, in-person).
• 3. Decoding it (how the audience understands it).
• 4. Feedback (response from the audience).
Figure 8.1 page 232
• 1. Encoding the message (how it's crafted).
• Must attract and hold attention
• Convey an understandable message
• Convince the audience of the message
• Enable a reaction (where is the product available)
• Transmitting it via a channel (TV, social media,
in-person).
• Two basic communication channels:
1. In-person (salesperson directly communicates)
2. Non-personal (mass media …)
Noise
Noise means that a message has been distorted because of disturbances.
Three types of disturbances can occur:
1. Internal disturbances occur when consumers disagree with the
message. An advertisement promoting a certain restaurant can cause,
for example, an internal disturbance for customers who previously had
a bad service experience with this restaurant.
2. External disturbances happen when a physical disturbance prevents
consumers from receiving the message correctly. Example: fast-forward
advertisements that create an external disturbance if they choose not to view
them.
3. Competitive disturbances occur when, for example, two competing
services are advertised on the same page of a website - both competitors will
lose some exposure to their target audience.
[Link]
What is integrated marketing
communication?
• Integrated Marketing Communications (IMC) is a cohesive
strategy that aligns and harmonises a brand's messages across
all marketing media.
• Through IMC- be it advertising, social media, personal selling
or direct marketing - the core message of the brand is
consistently communicated to the market, strengthening its
relationship with the target market and reinforcing its identity.
Why IMC Matters
IMC creates a unified brand experience across all channels:
1. Consistency:
Customers should receive the same core message whether they see an ad on
TV or a post on Instagram.
2. Stronger Branding:
A consistent message builds brand identity.
3. Efficiency:
Channels support each other and improve overall effectiveness.
4. Customer Journey Alignment:
IMC ensures messaging aligns from awareness to purchase.
Marketing Communication Planning Steps
1. Determining the marketing communication opportunity or
threat
2. Determining the communication objectives
3. Organising the marketing communication effort
4. Identifying the target audience
5. Determining the communication message
6. Selecting the correct communications mix
7. Calculating the budget required
8. Implementing the communications plan
9. Measuring the results (the control process).
5. Determining the communication
message
Advertising
Advertising is a non-personal, paid promotion of products, services, or
ideas, which is persuasive, by an identified sponsor.
Advertising is the most visible part of marketing and is perceived as the one
marketing communication instrument that will always deliver the message
to the consumer.
Key concepts:
1. Non-personal, which means that advertising is mass media.
2. Ideas, products and services, which implies that advertising can be
used to promote an idea or a service or a conventional product.
3. Identifiable sponsor. Advertising is used as a means of promotion by a
person, business or organisation.
4. Paid for. There is always a sponsor in advertising that is prepared to
pay to promote their product, service or idea.
Types of ads
• Product advertising
• Institutional advertising
• Pioneer advertising
• Comparative advertising
• Competitive advertising
• Defensive advertising
• Reminder advertising
• Reinforcement advertising
(Handout)
Think-Pair-Share: In pairs, identify a recent ad you liked and discuss why
it worked.
Personal Selling
Personal selling is face-to-face interaction with customers to promote a
product or service.
Used when:
• The product is expensive or complex (e.g., a new car).
• Customised explanations are needed.
Advantage: Flexible communication
Salespeople types:
• Order Getters (find new clients)
• Order Takers (repeat sales)
• Support Personnel (assist with technical info)
Steps in personal selling process
• Attaining knowledge.
• Prospecting.
• The pre-approach to selling
• Making the approach
• Presentation.
• Handling objections
• Closing the sale.
• Follow-up.
• Stay in close contact
Sales Promotion
• Sales promotions are short-term incentives to encourage immediate
purchases.
Examples in SA:
- Buy 1 Get 1 Free
- Loyalty points
- Free samples
Types:
- Consumer Promotions: Discounts, contests
- Trade Promotions: For wholesalers/retailers
- Sales Force Promotions: Internal staff contests
Direct Marketing
Direct marketing involves sending personalised messages directly to
consumers to generate a response.
• Channels include:
- Telemarketing (e.g., FNB loan offers)
- Email (e.g., Takealot specials)
- Direct Mail (e.g., Woolies catalogues)
- E-commerce (e.g., Superbalist app notifications)
Public Relations & Sponsorships
• Public relations (PR) manages a company's reputation with the
public, media, and stakeholders.
• PR Tools:
• - Press releases
• - Events (e.g., Nedbank Golf Challenge)
• - Crisis management (e.g., Tiger Brands listeriosis response)
• Sponsorships are used to build goodwill and visibility (e.g., MTN
sponsoring Premier Soccer League).
How do sponsorships benefit both the company and the public?
