‫سنة ثالثة ليسانس تسويق‬

‫مقياس‪:‬‬
‫االتصاالت التسويقية المتكاملة‬
‫‪Integrated marketing communication‬‬

‫‪Pr. MERABET AMINA‬‬

Introduction to Communication
 Definition of Communication
• Communication is the exchange of
information, ideas, or emotions between
individuals or groups through various
channels. It involves several essential
components.
 Key Elements of the Communication Process

•Sender:
Sends the message.
Can be an individual, group, or organization.
•Receiver:
Receives the message.
Can be an individual, group, or machine (e.g., a computer).
•Message:
The collection of information being sent.
•Channel:
The tool or medium through which the message is transmitted.
 Key Elements of the Communication
Process
•Code:
A set of symbols and rules used for conveying the message.
Examples: sounds (linguistic code), written signals (graphic code), visual
•symbols (logos), mechanical signals (Morse code).
•Noise:
Disturbances that distort the message.
Sources: communication channel, sender, receiver, unclear message, or
• inappropriate code.
•Feedback:
The receiver's response to the sender, indicating understanding,
agreement,
•or rejection.
•Redundancy:
Repetition of elements to compensate for lost information caused by
noise.
Models of communication
 Shannon and Weaver’s Model 1948

• Overview: Known as the

'Linear Model,' it
explains communication
as a straightforward,
one-way process.
• Criticism: Lacks
feedback, overemphasis
on noise, limited beyond
technical
communication.
 Lasswell’s Model 1948
• Overview: Focuses
on answering 'Who,
Says What, In Which
Channel, To Whom,
With What Effect.'
• Criticism: Simplistic,
lacks feedback and
assumes passive
audience reception.
 Wiener’s Feedback Model

• Overview: Introduces
feedback, emphasizing
correction mechanisms.
• Criticism: Simplifies
feedback complexity,
neglects cultural and
societal factors.ù
 Definition of Corporate Communication
• Strategic management of internal and external
communications to achieve objectives, build reputation,
and foster relationships.
• The process of sharing information internally and externally
to manage brand perception.
• Target Audiences:
• Customers & Prospects
• Employees
• Stakeholders
• Media
• Regulatory Agencies
• Public
 Importance of Corporate
Communication
• Enhances Reputation: Builds trust with
stakeholders.
• Improves Employee Engagement: Promotes
collaboration.
• Supports Crisis Management: Facilitates clear
messaging.
• Strengthens Customer Relationships: Consistent
messaging.
• Promotes Organizational Growth: Aids decision-
making and innovation.
 Importance of Corporate
Communication
• 1. Enhances Reputation
• 2. Improves Employee Engagement
• 3. Supports Crisis Management
• 4. Strengthens Customer Relationships
• 5. Promotes Organizational Growth
Types of Corporate Communication
1. Interpersonal vs. Mass Communication
2. Internal vs. External Communication
Interpersonal vs. Mass Communication
•Interpersonal Communication

•Definition: Direct, face-to-face or one-on-one

communication between individuals or a small group.
•Audience: Small, specific (e.g., family, friends,
coworkers).
•Channels: Verbal (spoken words), Non-verbal (gestures,
body language), Written (texts, emails).
•Purpose: Personal interaction, relationship-building,
exchanging emotions, and immediate feedback.
•Feedback: Immediate and direct (conversation or
interaction).
•Nature: Informal, personal, dynamic, and interactive.
Interpersonal vs. Mass Communication
•Mass Communication

•Definition: Communication aimed at a large, diverse

audience, often through media channels.
•Audience: Large, anonymous, general (e.g., TV viewers,
internet users, social media followers).
•Channels: Television, radio, print media, social media,
websites, blogs.
•Purpose: Inform, entertain, educate, or persuade a wide
audience, often with a single message.
•Feedback: Indirect, delayed, through audience reactions
(e.g., ratings, comments).
•Nature: Impersonal, formal, one-way (sender to a broad
receiver), less interactive.
 Internal vs. External Communication
• Internal Communication
• Definition: Essential tool for achieving organizational goals,
motivating employees, and fostering a positive work
environment through information exchange within the
organization.

• Types of Communication:
1- Formal Communication
✓ Downward: Information flows from management to employees
(decisions, orders, instructions).
✓ Upward: Information flows from employees to management
(feedback, concerns, suggestions).
✓ Lateral (Horizontal): Information exchange between employees
at the same level (coordination, integration).
2- Informal Communication : Unofficial communication fulfilling
social and psychological needs.
 Internal vs. External Communication
• Internal Communication
• Methods
• Written: Reports, memos, newsletters, suggestion
boxes.
• Oral: Meetings, phone calls, individual interviews.
• Audiovisual/Technological: Internet, intranet, digital
media, video conferences.
• Objective
Inform, motivate, and maintain a good social
climate within the organization.
 Internal vs. External Communication
• External Communication
• External communication refers to the transfer and exchange of information
between an organization and its external audience. It can be classified into
several types based on the target audience:

1. Financial Communication
• Target Audience: Banks, financial institutions, investors.
• Objective: To facilitate access to financial resources.

2. Marketing Communication
• Objective: To inform and persuade consumers about the products or services
offered by the organization, influencing their decision to purchase or use
them.

3. Social Communication
• Focuses on communication related to policies and actions aimed at
understanding the organization’s commitments and initiatives regarding
environmental sustainability, societal welfare, and integration policies.
 Functions of corporate Communication
1. Administrative Function:
Communication plays a key role in distributing responsibilities, improving
work efficiency, and supporting collaboration between employees within
the organization.
2. Social Function:
The organization is a social entity composed of individuals with different
cultures and goals. Communication enhances their interaction,
strengthening social relationships among employees.
3. Motivational, Directive, and Coordinating Function:
Communication helps in motivating employees, changing their direction or
reinforcing desired attitudes. It also coordinates various functions within
the organization to ensure alignment with its objectives.
4. Marketing Function:
Communication is aimed at interacting with the external audience of the
organization. It provides them with information, creates positive
perceptions towards the brand, and encourages them to purchase, while
also helping to build long-term relationships.
 CHAPTER 2: INTEGRATED
MARKETING COMMUNICATIONS
Pr. Merabet Amina
 Marketing communication?
• Is the means by which firms attempt to inform, persuade,
and remind consumers—directly or indirectly—about the
products and brands they sell. In a sense, it represents the
voice of the company and its brands;
• It is a means by which the firm can establish a dialog and
build relationships with consumers.
• It represents the "voice" of the company and helps in:
1. Creating Awareness: Educating consumers about products,
their features, and benefits.
2. Influencing Perceptions: Shaping the brand image and
aligning it with consumer values.
3. Building Relationships: Engaging in dialogue with
customers to foster trust and loyalty.
 The importance of marketing communication in
Effective Marketing
• “marketing as the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational objectives.”AMA
• Exchange: Define exchanges as the core of marketing,
requiring mutual benefit for all parties involved.
• Exchange= Communication
• Marketing communication plays an important role in
the exchange process by informing consumers of an
organization's product and convincing them of its
ability to satisfy their needs or wants.
 Examples of typical marketing
decisions
• Each of the product facets can be the focus of
marketing communication.
 Role of Communication in Product
Policy
• Definition: A product is anything offered to consumers in
exchange for value—this can include:
1. Physical Goods: Tangible items like a soft drink, jeans, or
car.
2. Services: Experiences provided
3. Causes: Charitable or social initiatives
4. Ideas: Concepts that promote behaviors,
5. People: Public figures or candidates promoted for their
views or contributions.
• Why It Matters: By clearly communicating the product
type, marketing helps consumers understand what they are
engaging with and how it meets their needs.
 Role of Communication in Product
Policy

• Attributes: Specific characteristics

that describe a product’s nature (e.g.,
type of chocolate or ingredients).
• Marketing messages can clarify
product composition and quality to
align with
• consumer references.

• Functional Benefits: These benefits address

practical needs, such as reliability, convenience,
or utility.
• Subjective and Emotional Benefits: Marketing
often taps into emotions or experiential
aspects, like satisfaction, pride, or nostalgia.
 Role of Communication in Product
Policy
• Brand Identity:
• Brand Identity: Communicating a consistent identity
strengthens consumer recognition and loyalty.How
Marketing Builds Brand Identity: Marketing messages
consistently emphasize brand values, quality, and unique
selling points.
• Brand Equity
• Why Brand Equity Matters: Strong brand equity increases
customer loyalty and perceived value, allowing brands to
stand out in a crowded market.
• Impact of Consistent Product Messaging: Each product
facet (type, attributes, benefits, identity) contributes to
brand equity when presented consistently.
 Role of Communication in Price Policy
• Definition of Price: Price is the economic cost a
consumer pays in exchange for the product's benefits.
• Pricing Strategy:
– Involves setting levels, policies, and adjustments
(discounts, allowances).
– Flexible in response to competition.
• Role in Marketing: Reinforces the idea that the
product’s value aligns with its price, building consumer
trust in product quality.
• Key Point: High advertising expenditures typically
accompany premium prices, while lower expenditures
support budget-friendly pricing strategies.
Role of Communication in Distrubution
Policy
• Definition of Distribution (Place): The "place" aspect of the
marketing mix refers to how a product is made available for
consumer use.
• Types of Distribution Channels:
– Indirect Channels: Uses intermediaries like wholesalers and
retailers to reach consumers.
– Direct Channels: Direct sales through online platforms,
bypassing intermediaries.
• Marketing Communication’s Role: Provides clear
information on where and how to purchase the product.
• Example:Sporting goods stores communicate brand and
model availability at specific retailers, helping consumers
find the right product.
 IMC Definition
• “is the coordination and integration of all marketing
communications tools, avenues, and sources within a
company into a seamless program that maximizes the impact
on consumer and other end users at a minimal cost.”
Clow and Baack, 2004, p.8

– The strategic integration of multiple means of

communicating with target markets to form a
comprehensive, consistent message.
IMC I=Integration
 Stages of IMC Evolution
1. Tactical Integration (1980s)
2. Strategic Integration (1990s)
3. Organizational Integration (2000s)
4. Connected Inside and Out (2010s)
 1. Tactical Integration (1980s)

• Main Goal: Maximize the impact of communication by applying a consistent approach across
different advertising channels.
• Key Characteristics:
• The focus was on visual and auditory unity in the messages across advertising platforms
(e.g., using the same colors, logos, and slogans) to enhance brand recognition.
• The emphasis was on media efficiency, aiming to maximize exposure of the advertising
messages, without necessarily focusing on customer relevance.
• This integration was company-centered rather than customer-centered. IMC was more
about coordinating marketing efforts internally to increase efficiency, rather than adapting to
customer needs.
• Example: A company that used the same advertising message across TV, magazines, but
without personalization or adaptation to consumer preferences.
 2. Strategic Integration (1990s)

• Main Goal: Integrate communication channels with a customer-focused approach, delivering a

unified message based on customer data and insights.
• Key Characteristics:
• Customer-centered marketing: Companies began to realize the importance of listening to
consumer needs and behaviors, adjusting their communication accordingly.
• Utilized customer data to refine messaging and integrate various communication channels
more cohesively, combining both traditional and digital media.
• IMC became a strategic process, with brands focusing on building customer relationships
through targeted and relevant messaging.
• Example: A campaign using market research results and customer feedback to define
advertising messages, applying a multichannel approach where websites, TV ads, and in-store
promotions were all aligned.
 3. Organizational Integration (2000s

• Main Goal: IMC became a strategic business process, aligning brand messages both internally
and externally across all organizational levels.
• Key Characteristics:
• Internal and external message alignment: Companies ensured that all departments, from
production to sales, shared a coherent brand message, not only for customers but also for
employees and other stakeholders.
• IMC became an essential part of the overall company strategy, integral to long-term brand
management and market success.
• Cross-departmental collaboration: Departments like sales, marketing, PR, and brand
management had to work together to integrate communication across the company.
• Example: A company like Nike, which synchronizes not just its external advertising, but also
its public relations efforts, merchandising, and customer experience to ensure all touchpoints
deliver the same brand message.
 4. Connected Inside and Out (2010s)

• Main Goal: Align both internal and external stakeholders, using technology for continuous adaptation,
interactivity, and a customer-centric approach.
• Key Characteristics:
• Total stakeholder alignment: Integration extended beyond customers, ensuring that all stakeholders
(employees, suppliers, shareholders) were aligned with the brand’s message and values.
• The use of technology enabled real-time adaptation to market changes and customer preferences,
with businesses leveraging data-driven insights for decision-making.
• Focus on interactivity and customer engagement: IMC became more dynamic with initiatives like
interactive marketing (e.g., social media campaigns, chatbots, personalized promotions).
• Omnichannel customer experience: Providing a seamless and consistent experience across all
touchpoints, whether online, in-store, or through mobile apps.
• Example: Starbucks integrates its physical stores with its mobile app, allowing customers to order
ahead, collect loyalty points, and receive personalized promotions, creating a fully integrated brand
experience across all channels.
 Future of IMC: What’s Next?
• Anticipated Stage 5: Continuous innovation through evolving technology, personalizing consumer
engagement, and real-time marketing adaptations.
• Encouragement for future marketers to envision new methods and strategies for even more integrated and
consumer-centered IMC.
 IMC Importance

• Consistency: Ensures that all marketing efforts

send the same message to the target
audience.
• Efficiency: Eliminates duplication and reduces
media wastage.
• Customer-Centric: Aligns communication
across all touchpoints to improve customer
experience.
 IMC Tools Overview

1. Advertising
• Definition: Paid communication from an identifiable source, aiming to persuade the audience to take an
action.
• Characteristics: Widely recognized and cost-effective for mass markets; also helps in creating brand identity.
• Modern Advertising: Now extends beyond paid media to owned and earned media, making it harder to
define traditional advertising methods.
2. Direct Marketing
• Definition: One-on-one communication with customers to generate immediate responses or transactions.
• Evolution: While previously reliant on direct mail, it now includes digital methods like email, social media,
and programmatic ads. Companies use data to target consumers more efficiently.
•
 IMC Tools Overview

4. Public Relations (PR)

• Definition: Managing public perceptions to build and maintain a positive image for the
organization.
• Benefit: High credibility compared to other IMC tools, as PR efforts are typically perceived as
unbiased.
• Tools: community activities, special events, and earned media (e.g., news coverage, social
media mentions).
 IMC Tools Overview
5. Sponsorship
• Definition: Financial support of an event, activity, or person in exchange for publicity and brand association.
• Example: Qantas sponsoring the Australian rugby team, aligning its brand with national pride.
• Risks: Misalignment between sponsor and event can confuse consumers or diminish brand value.
6. Personal Selling
• Definition: Direct interaction between the seller and the buyer to persuade and assist the customer in
making a purchase.
• Advantages: Allows for tailored communication based on customer needs and more immediate feedback,
which can lead to better engagement and sales.
 IMC Tools Overview

7. Events, Exhibitions, and Conferences: The Stage for Engagement

Hosting or participating in events, exhibitions, and conferences allows brands to engage with
their audiences in a dynamic environment. These platforms offer opportunities for live
interaction, product demonstrations, and networking.
•Trade Shows: How to make a lasting impression in a sea of booths and banners.
•Brand Activation Events: Creating memorable experiences that activate brand values in the
minds of consumers.
8. Merchandising, Point of Sale, and Packaging: The Silent Salespeople
Merchandising and point-of-sale displays are the silent salespeople of the retail world. They
draw attention and entice consumers at the critical moment of purchase decision. Similarly,
packaging can be a powerful tool that communicates brand values and differentiates products
on the shelf.
•Visual Merchandising: The principles of effective in-store display designs that capture
interest and convert it into sales.
•Product Packaging: How packaging design can influence consumer perceptions and reinforce
brand identity.
 Integration of IMC Tools

• This integration is essential in today's

marketing landscape as consumer behavior
evolves, and marketers seek greater
coordination across channels to ensure
consistent messaging and greater impact.
Implementation of Integrated Marketing
Communication (IMC)
 IMC Theories
1. AIDA Model
2. Hierarchy of effects model
3. DRIP Model
AIDA Model
Hierarchy of effects model
DRIP Model
 Effective IMC in modern practice

1. Message Consistency: Coordinating messages across departments and partners.

2. Interactivity: Engaging stakeholders and adapting to their feedback.
3. Stakeholder-Centered Focus: Developing a meaningful dialogue with all
stakeholders.
4. Organizational Alignment: Ensuring alignment within and across all business and
marketing functions.
Chapter 3: IMC tools
Advertising

• Advertising plays a vital role in shaping consumer behaviour and

driving business success.
• It bridges the gap between businesses and consumers, enabling
effective communication and fostering economic growth.
• In today's competitive market, businesses need to leverage the
power of advertising to achieve their goals and stand out from the
crowd.
 Definition of Advertising

“Any paid form of non-personal presentation and promotion of ideas, goods, or services by an
identified sponsor.”

Key Elements of Kotler's Definition:

1.Paid Form: Advertising involves a financial transaction for media space or time.
2.Non-Personal: It communicates to a large audience rather than a specific individual.
3.Presentation and Promotion: It seeks to inform, persuade, and remind the target audience.
4.Ideas, Goods, or Services: Advertising can promote not just products, but also concepts or
initiatives.
5.Identified Sponsor: The organization or individual funding the advertisement is disclosed.
 Typology of Advertising
• Advertising is a powerful tool for businesses to reach their target audience
and promote their products or services.
• There are many different types of advertising, each with its own strengths
and weaknesses.
Print Advertising
1 Newspapers 2 Magazines
Printed newspapers have a long history of Magazines are a visually-driven medium,
conveying information and advertising. medium, often featuring high-quality
Traditional advertising formats include text, photography and design. They offer the
text, images, and sometimes coupons. the opportunity for detailed advertising
advertising campaigns.

3 Brochures and Flyers

These printed materials provide in-depth information about
about specific products or services and can be distributed at
distributed at events or through direct mail.
Broadcast Advertising
Television Radio
Television commercials use visuals, sound, Radio advertising is a cost-effective way to
sound, and motion to capture attention target specific demographics. It relies on
attention and deliver a message. This audio, often including music and sound
medium provides reach and impact, but it effects, to create engaging messages.
but it is costly.
Out-of-Home (OOH) Advertising

Billboards Street Furniture

Billboards are large, outdoor advertising This type of advertising uses public spaces
spaces that offer high visibility in busy spaces like bus stops and benches to reach
areas. reach a wide audience. It is less intrusive
intrusive than billboards.
Digital Advertising
1 Search Engine Advertising(SEA)
Paid advertising on search engines like Google and Bing, targeting users who are actively
are actively searching for related products or services.

2 Social Media Marketing

Reaching target audiences through various platforms, including Facebook, Instagram,
Instagram, Twitter, and LinkedIn, by using tailored ad campaigns.

3 Display Advertising
Visual advertisements displayed on websites and apps, utilizing banner ads, pop-ups, and
pop-ups, and other engaging formats to attract attention.

4 Email Marketing
Targeted email campaigns that reach subscribers with product updates, promotions, and
promotions, and other relevant content, often featuring visually appealing designs.
designs.
 Digital Advertising
Search Engine Advertising(SEA)
Paid advertising on search engines like Google and Bing, targeting users
who are actively searching for related products or services.

Social Media Marketing

Reaching target audiences through various platforms, including Facebook,
Facebook, Instagram, Twitter, and LinkedIn, by using tailored ad campaigns.
campaigns.
Display Advertising
Visual advertisements displayed on websites and apps, utilizing banner ads,
banner ads, pop-ups, and other engaging formats to attract attention.
attention.
Email Marketing
Targeted email campaigns that reach subscribers with product updates,
promotions, and other relevant content, often featuring visually appealing
designs.
Public Service Advertising (PSA)
(PSA)
Non-Profit Organisations
PSAs are often created by non-profit organisations to raise
awareness about social issues and promote positive change.
They are typically aired on television, radio, and online.

Government Agencies
Government agencies may use PSAs to educate the public
about important issues, such as public health, safety, or
environmental conservation.

Social Advocacy Groups

Advocacy groups often utilise PSAs to raise awareness for
their causes and encourage action from the public.
The Importance of Advertising for Consumers

1 Convenience 2 Awareness
Advertising provides targeted Advertising educates consumers
information, simplifying decision- about available products and
making by delivering relevant their features. It allows
product information to the right consumers to discover new
audience. It streamlines the options they may not have
process of researching and known about, expanding their
comparing options, ultimately choices and fostering informed
saving time and effort for purchasing decisions.
consumers.

3 Quality Assurance
Investing in advertising demonstrates a brand's
commitment to quality. By promoting their products
through credible advertising channels, brands signal their
confidence in their offerings, reassuring consumers of
their reliability.
 The Importance of Advertising for Businesses
Awareness Brand Image Product Differentiation

Advertising boosts brand Advertising shapes a brand's Advertising highlights

and product visibility in the identity and personality in unique features and
target market. It increases consumers' minds. It allows benefits, setting brands
awareness, ensuring that businesses to communicate apart from competitors. It
potential customers are their values, mission, and helps businesses showcase
familiar with a business and unique selling proposition, what makes their products
its offerings, leading to establishing a distinct brand or services special,
increased sales and image that resonates with attracting consumers who
customer acquisition. their target audience. value those specific
attributes.
Goodwill Cost-Effective Reach
Strengthens brand reputation and Efficiently reaches a large audience, offering
loyalty. good value.
The Impact of Effective Advertising

1 Increased Sales
Effective advertising drives consumer interest and ultimately leads to increased
sales. It converts awareness into action, encouraging customers to purchase
products or services.

2 Enhanced Brand Loyalty

Consistent and impactful advertising builds brand loyalty by fostering positive
associations and strengthening customer relationships. It encourages repeat
purchases and brand advocacy.

3 Improved Market Share

Strong advertising campaigns can significantly improve market share by
attracting new customers and retaining existing ones. It allows businesses to
gain a competitive advantage and achieve market dominance.
The Future of Advertising

Artificial Intelligence Augmented Reality

AI-powered advertising will enable hyper- AR will create immersive advertising
personalized experiences, tailoring messages to experiences, blending digital content
individual preferences and behaviours. with the real world, offering interactive
and engaging interactions.

Virtual Reality Data Analytics

VR will provide fully immersive advertising Data analytics will play a crucial role in
experiences, transporting consumers into virtual optimizing advertising campaigns,
environments where they can interact with providing insights into consumer
products in new ways. behaviour and preferences, and
improving targeting strategies.
Developing an Advertising Campaign

An advertising campaign involves a coordinated series of marketing messages

aimed at a specific target audience. It's designed to achieve specific objectives,
such as increasing brand awareness or driving sales.
 Copy strategy
• A document prepared by advertising agency executives as a guide for their creative
staff in the preparation and execution of an advertisement
Ethical Considerations in
Advertising
Truthfulness and Accuracy
Advertisements should be truthful and accurate. They should
not make false or misleading claims about products or services.

Fairness and Transparency

Advertisements should be fair and transparent. They should not
exploit or deceive consumers. They should clearly identify the
advertiser and the product or service being promoted.

Social Responsibility
Advertisements should be socially responsible. They should not
promote harmful products or services. They should consider the
impact of their messages on society.

Consumer Protection
Advertisements should protect consumers. They should not
target vulnerable groups. They should provide consumers with
clear and understandable information about products or
services.
Sales Promotion
• Sales promotion is a crucial marketing tool that businesses use to
boost sales and attract customers.
• It involves various strategies and tactics that aim to increase demand,
generate excitement, and ultimately drive revenue.
 Definition of Sales Promotion

• A diverse collection of incentive tools, mostly short term, designed to stimulate

quicker &/or grater purchase of particular products/services by consumers or the
trade.

• Where advertising offers a reason to buy, sales promotion offers an incentive to buy.

• It includes tools for consumer promotion, trade promotion & business & sales force
promotion.
Definition of Sales
Promotion

1 Short-Term Incentive 2 Stimulate Demand

Sales promotion offers special
Sales promotion aims to deals and incentives to motivate
encourage immediate customer customers to buy products or
action, typically through a limited- services.
time offer.

3 Increase Sales
The primary goal of sales promotion is to drive sales, often through discounts,
freebies, or other special offers.
Importance of Sales Promotion for
Businesses
Boost Revenue Increase Brand Clear Excess Inventory
Awareness
Sales promotion can lead Sales promotions provide
to immediate increases in Promotions can help raise a way to move slow-
sales, bringing in more brand awareness by selling items and reduce
customers and revenue. generating excitement excess stock.
and attracting new
customers.
Key Tools
1.Sampling – Free product trials to encourage
adoption.
2.Coupons – Discounts to stimulate purchases.
3.Contests & Sweepstakes – Engagement through
skill or chance-based promotions.
4.Refunds & Rebates – Partial price return to
encourage purchases.
5.Loyalty Programs – Rewards for repeat purchases.
6.Event Marketing – Linking brands with events to
enhance experiences.
Designing an Effective Sales Promotion Programme

1 Identify Target Audience

Define the specific customer segment you aim to reach with the promotion.

2 Set Clear Objectives

Determine what you want to achieve with the promotion, such as increased sales or brand awareness

3 Choose Promotion Techniques

Select suitable promotion methods based on your objectives and target audience.

4 Develop Creative Messaging

Craft compelling messages that highlight the benefits of the promotion.

5 Promote Effectively
Utilize various marketing channels to reach your target audience and promote the promotion.

6 Track Results and Adjust

Monitor the performance of the promotion and make necessary adjustments to optimize outcomes.
 Factors to Consider When
Creating a Sales Promotion
Budget Determine the financial resources
available for the promotion.
Target Audience Understand the needs and
preferences of your target customers.
Competition Analyze competitor strategies and
differentiate your promotion.
Timing Choose the most effective time to
launch the promotion based on
market trends.
Promotion Channels Select appropriate channels to reach
your target audience effectively.
Advantages of Sales
Promotion

Increased Sales Brand Awareness

Sales promotion can lead Promotions can attract
to a surge in sales, attention and increase
boosting revenue for brand visibility among
businesses. potential customers.

Customer Loyalty Gather Customer Data

Rewarding customers Promotions can provide
with loyalty programs can opportunities to collect
foster customer retention customer data and
and loyalty. insights.
Limitations of Sales Promotion

Short-Term Effect
Sales promotions often have a temporary impact, and sales may decline after the promotion
ends.

Can Damage Brand Image

Frequent discounting can devalue the brand and make customers less likely to pay full price
later.

Customer Dependency
Customers may become dependent on promotions and less willing to pay full price.

Potential for Fraud

There is a risk of fraudulent activity, such as coupon stacking or misuse of promotional offers.
Customers: Main Objectives and Tools of
Consumer Promotion
Objectives Tools Benefits

• Drive immediate sales • Coupons and discounts • Increased customer engagement

• Increase brand awareness • Loyalty programs • Improved customer satisfaction
• Encourage customer loyalty • Contests and giveaways • Enhanced brand perception
• Generate leads • Sampling and demonstrations
Distribution Channels: Main Objectives and Tools

1 Objectives 2 Tools
Drive sales through specific Trade promotions,
channels, encourage product merchandising support, co-
adoption, and incentivize operative advertising, sales
retailers to promote contests for distributors, and
products. training programs.

3 Benefits
Increased market penetration, improved channel relationships, and
enhanced brand visibility within distribution channels.
Sales Employees: Main
Objectives and Tools

Objectives
Motivate salespeople to achieve sales goals, enhance
product knowledge, and encourage effective customer
interactions.

Tools
Sales incentives, training programs, product
demonstrations, and contests to motivate salespeople
and reward top performers.

Benefits
Increased sales productivity, improved customer service,
and stronger employee engagement and satisfaction.
 Business-to-Business
Promotion: Main Objectives
and Tools
Objectives Tools
Drive lead generation, cultivate Trade Shows and Exhibitions:Showcase offerings directly to business
strong client relationships, build clients.
robust brand awareness, and Professional Discounts
Pricing:Incentivize large-scale orders.
expand market share within
Corporate Gifts:Build goodwill and relationships.
targeted industry sectors.
Free Product Samples or Demos:Encourage trial and evaluation.
Joint Promotions with Partners:Cross-promotional activities.

Benefits
Enhance brand recognition, foster deeper customer loyalty, and
gain a significant competitive advantage in the B2B
marketplace.
Direct Marketing
Defining Direct Marketing
What is it? Key Features

Direct marketing involves communicating directly with target It leverages various media, including mail, phone, email, TV,
audience to generate a measurable response, whether it's a and online platforms, with a strong focus on personalization
purchase, inquiry, or participation. and direct interaction.
Direct Marketing's Role in Integrated Marketing
Communications (IMC)

1 1. Complements Other 2 2. Growing Importance

Tools
Direct marketing works in Direct marketing plays an
synergy with advertising, increasingly vital role in
public relations, personal achieving specific marketing
selling, and promotions to goals across various
create a comprehensive industries and campaigns.
marketing strategy.
 Objectives of Direct Marketing

Stimulate Purchases Build Brand Image

Short-term incentives like Direct marketing campaigns
discounts or coupons are used can enhance brand awareness,
to encourage immediate sales foster customer loyalty, and
or conversions. create positive associations
with your brand.
 Tools and Media in Direct
Marketing

Direct Mail Email Marketing

Personalized messages sent via Cost-effective, highly targeted, and
postal services, offering precise capable of achieving a significant
targeting and ideal for promotions ROI with applications ranging from
like catalogs, discounts, or promotions and newsletters to
invitations. customer follow-ups.

Telemarketing Digital Channels

Sales conducted via phone calls, Leveraging the internet and social
often using a two-step approach to media for dynamic, interactive
qualify leads and then close sales, campaigns, remarketing ads, and
commonly used by charities and B2B coupons linked to retailer loyalty
marketers. cards.
Advantages and Disadvantages of Direct Marketing
Precise Targeting Advantages
Reaching specific audiences with tailored messages reduces wasted outreach and improves campaign effectiveness.

Personalization
Tailored messages for individual customers or segments enhance relevance and engagement.

Flexibility
Direct marketing is quick to deploy and adapt to changes in the market or customer needs.

Measurability
Immediate and accurate feedback on campaign performance allows for optimization and improvement.

Image Issues Disadvantages

Direct marketing can be perceived as intrusive or "junk mail," potentially damaging brand reputation.

High Initial Costs

Investment in databases, production, and distribution can be substantial, particularly for large-scale campaigns.

Oversaturation
Excessive direct marketing campaigns can lead to clutter and reduce individual campaign effectiveness.
Future Trends in Direct Marketing
Increased Digitization
1 Combining databases with AI for hyper-personalization, creating highly targeted and personalized
campaigns.

Focus on Data Privacy

2 Adhering to stricter regulations and building trust with customers by prioritizing
ethical data collection and usage.

Integration with Social Media

3 Leveraging platforms like Facebook and Instagram for
interactive campaigns, extending reach and engagement.
Public Relations
 Public Relations Definition
The management function which evaluates public attitudes, identifies
the policies and procedures of an organization with the public
interest, and executes a program of action (and communication) to
earn public understanding and acceptance.
Traditional vs. Modern PR
Traditional PR Modern PR

Focus on building relationships with publics. Integrated with marketing strategies.

Emphasis on building trust and credibility. Promotes both brand and products.
The Role of PR in Marketing

Building Awareness Generating Trust

Reaching target audiences with Establishing credibility through
key messages. unbiased sources.

Motivating Action
Driving purchasing decisions with compelling stories.
Powerful PR Tools
1 Press Releases 2 Press Conferences
Formal announcements for Large-scale events for major
media consumption. news announcements.

3 Interviews 4 Community
One-on-one or group discussions
Involvement
with spokespeople. Building goodwill through local
activities.
 Benefits of PR

Credibility Cost Efficiency

Perceived as unbiased and Lower costs compared to
trustworthy. advertising.

Lead Generation Image Building

Driving inquiries and customer Enhancing brand reputation and
interest. perception.
Challenges of PR
Reach
Ensuring the message reaches the target audience.

Coordination
Maintaining consistency across marketing channels.

Brand Association
Connecting PR efforts with the brand identity.
Personal Selling
 Defining Personal Selling
• A form of person-to-person communication in which a seller attempts to assist or
persuade prospective buyers to purchase the company’s product or service or to act
on an idea.

• Personal selling involves direct contact between buyer and seller, either face to face
or mediated through platforms such as the telephone or webchat.
• This interaction provides flexibility; the seller can see or hear the potential buyer’s
reactions and modify the message accordingly.

• The personal, individualised communication in personal selling allows the seller to

tailor the message to the customer’s specific needs or situation.
Defining Personal Selling
Direct Interaction Tailored Messages Immediate Feedback Key IMC Component

Personal selling involves a The salesperson adapts Personal selling allows for Personal selling plays a vital
direct, one-on-one their message to the immediate feedback and role in achieving marketing,
communication process individual customer's needs interaction, enabling the sales, and communication
between a salesperson and and interests, creating a salesperson to address objectives within a broader
a potential customer. more personalized concerns and build rapport. integrated marketing
experience. strategy.
Importance of Personal Selling in IMC

1 Detailed Explanations 2 Customized Messaging

Personal selling provides detailed Salespeople can tailor their message to
explanations and demonstrations of individual customer needs, creating a
products or services, enhancing customer more effective and persuasive experience.
understanding.
3 Targeted Prospects 4 Cost Control
Personal selling allows for targeting Sales forces can be adjusted based on
qualified prospects, increasing the market conditions, providing greater cost
likelihood of successful sales conversions. control compared to broad-based
advertising campaigns.
Personal Selling vs. Advertising
Advertising Personal Selling
Advertising focuses on creating awareness Personal selling emphasizes direct interaction
and interest, reaching a broad audience but and persuasion, tailoring solutions to specific
with less personalization. customer needs.
The Selling Process: A Step-by-Step Guide
Evolution of Personal Selling: From Traditional to
Modern
Traditional Approach Modern Approach
The traditional approach was sequential and The modern approach is customer-centric
product-centric, focusing on presenting and relationship-focused, emphasizing
product features and benefits. building trust and understanding customer
needs.
Relationship Marketing in Personal Selling
Trust & Collaboration
Building trust and fostering open communication with customers for mutually
1
beneficial outcomes.

CRM Integration
2 Utilizing CRM tools to track customer interactions, preferences, and
purchasing history for personalized engagement.

Marketing Alignment
3 Strategically aligning personal selling efforts with broader
marketing initiatives for a consistent brand experience.
Roles and Responsibilities of Salespeople

Prospecting
1
Identifying and qualifying potential customers who are a good fit for the product or service.

Needs Assessment
2
Understanding customer needs and wants, uncovering pain points, and identifying potential solutions.

Solution Recommendation
3
Presenting tailored solutions that address customer needs, highlighting the benefits and value
proposition.
Capabilities Demonstration
4 Providing clear and compelling demonstrations of product features and capabilities,
showcasing their value and effectiveness.

Closing the Sale

5 Securing commitment from the customer, completing the transaction, and
ensuring a smooth onboarding process.

Relationship Maintenance
6 Maintaining ongoing communication with customers,
addressing post-sale needs, and fostering long-term loyalty.
 Traits of Effective Salespeople

• Knowledgeable • Relationship-oriented
• Professional • Customer-focused
• Thorough • Responsive
• Results-oriented • Good communicators
• Problem-solving • Reliable
Challenges and Opportunities in
Modern Personal Selling

1 2
Objection Handling Balancing Acquisition & Retention
Effectively addressing customer objections, Finding the right balance between acquiring
providing clear and convincing answers, and new customers and nurturing existing
overcoming potential roadblocks to the sale. relationships for long-term growth.

1 2
Leveraging Technology Building Lasting Relationships
Utilizing CRM tools, data analytics, and digital Fostering trust and collaboration with
marketing strategies to optimize sales efforts customers, creating a sense of partnership, and
and personalize customer interactions. exceeding expectations to build enduring
loyalty.
 Online implementation of IMC
Communications Tool
tools
Online implementation
Advertising Interactive display ads, pay-per-click search advertising, targeted ads in social
networks
Selling
Virtual sales staff, site merchandising, assisted selling (including livechat) and
affiliate marketing
Sales promotion
Incentives such as coupons, rewards, online loyalty schemes
Public relations
Online PR and influencer outreach, blogs, e-newsletters, newsletters, social
Sponsorship networks, links and viral campaigns

Sponsoring an online event, site or service

Direct mail
Opt-in email using e-newsletters and focused ‘solus’ emails

Word of mouth
Social, viral, affiliate marketing, email a friend, links
Digital Marketing Communication

.
Definition & Key Objectives
Definition

Digital marketing communication is the use of digital channels to

promote products and services.
Key Objectives
The 5 S’s
1. Sell: Grow sales through wider reach and better targeting.
o Example: E-commerce platforms and digital ads.
2. Serve: Add value to customers through online services.
o Example: FAQs, live chats, and personalized recommendations.
3. Speak: Initiate two-way communication with your audience.
o Example: Social media engagement, surveys, and emails.
4. Save: Reduce costs by leveraging digital tools.
o Example: Automation of marketing processes and online-only
campaigns.
5. Sizzle: Build your brand and create excitement.
o Example: Memorable campaigns, brand storytelling, and visual appeal.
Digital Marketing Communication Media
Owned Media Paid Media Earned Media
Channels that a brand fully controls Paid advertising to drive traffic or Free publicity generated through
(e.g., websites, blogs). Examples: reach a larger audience. Examples: word-of-mouth or content sharing.
corporate blogs, email newsletters, Pay-per-click (PPC) ads, influencer Examples: social shares, reviews, and
apps. partnerships, social media ads. organic media mentions.
Digital Communication
Channels

SEM SEO
Paid ads appearing on search engine Techniques to improve organic search
results pages. Examples: Google Ads, engine rankings. Key elements:
Bing Ads. keywords, backlinks, quality content.

Social Media Email Marketing

Using social platforms to connect with Sending targeted messages directly to
the audience. Examples: Facebook, users’ inboxes. Examples: welcome
Instagram, LinkedIn campaigns. emails, promotional offers,
newsletters.
Digital Communication Channels
Affiliate Marketing
A partnership where a brand pays a commission to affiliates for driving traffic or sales.
Examples: referral programs, affiliate networks.
Content Marketing
Creating and distributing valuable content to attract and engage the target audience.
Examples: blog posts, videos, infographics.
Mobile Marketing
Promoting products or services through mobile devices. Examples: mobile ads,
SMS marketing, mobile apps.
Influencer Marketing
Collaborating with influential individuals to promote a brand or product. Examples: sponsored
content, brand ambassadorships, influencer collaborations.
Display Advertising
Placing visual ads on websites, apps, or social media platforms. Examples: banner ads,
pop-up ads, native ads.
Benefits of Digital Marketing
Communication
1. Global Reach 2. Cost-Effectiveness
Access to audiences across borders and time High ROI compared to traditional
zones. media.

3. Measurability 4. Targeted Campaigns

Tools like Google Analytics provide detailed
campaign insights. Precise audience segmentation
by demographics, behavior, and
interests.
Strategies for Effective Digital Marketing Communication

Define Target Audience

1 Use analytics to create detailed customer personas.

Choose the Right Channels

2
Analyze where the target audience spends time online.

Create Engaging Content

3
Prioritize quality and relevance. Encourage interaction with (call-to-actions).

Leverage Analytics
4
Use data-driven insights to refine strategies.

Maintain Consistency
5
Ensure branding, tone, and messaging are uniform across
platforms.
Chapter 4: IMC Program
 Introduction
• Success depends on aligning communication
with overall marketing strategy.
• Supports brand building, customer
engagement, and market penetration.
 Introduction
• Developing an effective communication program
requires a systematic approach.
• Setting objectives
• Determining communication budget
• Identifying the target audience
• Crafting the message
• Selecting channels
• Developing creativity
• Measuring effectiveness
 Setting Communication Objectives:
Focus Areas
• Awareness: Inform the audience about the
brand or product.
• Preference: Build liking and preference for the
product.
• Action: Drive purchasing or other desired
consumer behaviors.
Setting Communication SMART
Objectives
 Determining communication budget
• Key factors to consider when setting the communication budget
include:
• Stage in the Product Life Cycle: New products typically require
larger budgets to build awareness, while established brands tend to
have lower budgets.
• Product Differentiation: Less differentiated products (e.g., drinks or
banks) need more advertising to stand out.
• Market Share: Brands with a higher market share require less
advertising to maintain it.
• Message Complexity: More complex messages require more
repetition, leading to a larger communication budget.
• Reach: The ability to effectively reach consumers; harder-to-reach
consumers will require a larger budget.
• Competitive Communication: In competitive markets, brands need
more advertising to stand out. Even non-competitive
communications create clutter and demand more spending.
• Available Resources: The budget is constrained by the company’s
financial resources. A company can’t spend more than what it has.
 Determining communication budget:
Method
1. BudgetObjective-and-Task
• Method: Define objectives, identify tasks, estimate
costs.
• Advantage: Aligned with goals.
• Disadvantage: Requires detailed planning.
2. Percentage of Sales
• Method: Set budget as a percentage of sales.
• Advantage: Simple.
• Disadvantage: Doesn’t account for campaign needs.
3. Competitive-Parity
• Method: Match competitors’ budgets.
• Advantage: Ensures competitiveness.
• Disadvantage: Assumes competitors know best.
 Determining communication budget:
Method
4. Affordable
• Method: Allocate what the company can afford.
• Advantage: Easy to implement.
• Disadvantage: Often underfunds marketing.
5. Flat-Rate
• Method: Allocate the same amount each period.
• Advantage: Simple.
• Disadvantage: Lack of flexibility.

• Choosing the Right MethodBased on company

goals, market, and resources.
 Identifying the Target Audience:
Audience Profiles
• Target Audience Definition: The audience includes potential
buyers, current users, decision-makers, influencers, specific groups,
or the general public.
• Segmentation: Profiling the audience is often based on usage and
loyalty (e.g., new vs. current users, brand loyalty, heavy vs. light
users).
• Target Audience vs. Target Market: The target audience may not
always overlap with the target market. For instance, a cereal
company might target kids (audience), though adults often make
the purchase (market).
• Influence on Communication Strategy: The communication
message and strategy are tailored to the target audience’s behavior,
needs, and influence on the purchase decision.
• By understanding who the audience is (current users, influencers,
decision-makers) and how they interact with the brand, companies
can design effective communication campaigns that resonate with
the right people.
 Crafting the Communication Message
• Marketers aim to create a compelling message that
resonates emotionally and rationally, differentiates the
brand, and is adaptable across media and time. Key
steps include:
1. Core Selling Propositions: Focus on 1-2 key points.
2. Market Research: Identify the best appeal for the
target audience and create a creative brief with key
messages, target audience, communication objectives,
and media channels.
3. Message Exploration: More options increase the
chance of finding an effective message, using internal
teams, agencies, or crowdsourcing.
Crafting the Communication Message:
Creative Brief
1. Communication Goals: What specific actions do we
want the audience to take? (e.g., visit a website, buy
a product)
2. Tone and Style: What kind of tone should the
message have? (e.g., formal, humorous,
inspirational)
3. Deliverables: What are the specific assets needed?
(e.g., print ads, social media posts, TV commercials)
4. Timeline: What is the deadline for the project?
5. Budget: What is the allocated budget for the
campaign?
 Choosing Communication Channels:
Selecting the Message Source
• Credibility of the Source:
• For a message to be effective, the source delivering it must be
credible, and this is based on three factors:
• Expertise: Knowledgeable about the subject.
• Trustworthiness: Perceived honesty and objectivity.
• Likability: Attractiveness of the source, such as their humor or
authenticity.
• Example: Using celebrities (e.g., doctors for pharmaceutical
ads) can add credibility, but real customers or employees
might appear more trustworthy and relatable.
• Congruity Principle: When a person with a positive image
promotes a disliked brand, it may shift consumer
perception, either positively or negatively.
 Choosing Communication Channels:
Key Channels
• Media Allocation: Companies must allocate marketing
communication budgets across various communication tools:
• Major tools: Advertising, online & social media, mobile
communication, direct marketing, events & experiences, word of
mouth, publicity & public relations, personal selling, packaging.
• Media Mix: Communication isn’t limited to advertising. It includes
all touchpoints where consumers interact with the brand. To create
an effective campaign, companies should use a mix of media, such
as:
• Paid Media (e.g., TV ads, print ads, sponsored content).
• Owned Media (e.g., websites, blogs, social media pages).
• Earned Media (e.g., customer reviews, social shares, word-of-mouth).
• Example: BMW’s MINI Cooper launch in the U.S. used a broad media
mix: billboards, online, PR, and grassroots activities, generating strong
brand awareness and a waiting list for the car.
• Goal: Create an integrated marketing communication campaign
that uses these media types to raise awareness, influence
perceptions, and generate sales.
 Choosing Communication Channels:
Developing a Media Plan
• Audience & Cost Considerations:
• When planning media, companies must evaluate factors such as audience size, composition,
and cost per exposure.
• Cost per Thousand (CPM): Determines cost efficiency by measuring the cost to reach 1,000
people.
• Effectiveness & Efficiency:
• Reach (R): Number of different people exposed to the message.
• Frequency (F): Number of times the average person sees the message.
• Impact (I): The quality of the exposure (e.g., high-quality magazines vs. less relevant media).
• Media Timing: Companies need to plan:
• Macroscheduling: Choosing when to advertise based on seasonality and business cycles.
• Microscheduling: Determining when to allocate funds during a specific period to maximize
impact.
• Timing Strategies:
• Continuity: Ads run steadily throughout the period.
• Concentration: Ads concentrated during one period (e.g., holiday promotions).
• Flighting: Ads run in waves, followed by a break (seasonal products).
• Pulsing: A mix of steady advertising with periods of intense activity.
 Developing the Creative Execution :
ADPLAN Framework
• The ADPLAN framework stands for six key dimensions:

1. Attention: Does the ad capture and hold the

audience's attention? A successful ad keeps viewers
engaged.
2. Distinction: Does the ad stand out from others in its
category? It evaluates whether the ad uses unique
themes or creative elements.
3. Positioning: Does the ad correctly position the brand
and clearly communicate its benefits? This checks
whether the ad presents the brand effectively and
provides compelling reasons to believe in its benefits.
 Developing the Creative Execution :
ADPLAN Framework
4. Linkage: Will the audience remember the brand after seeing
the ad? The ad must link the creativity to the brand’s message
clearly.
5. Amplification: What kind of emotional response does the ad
provoke? Positive thoughts are desirable as they can lead to
favorable attitudes and purchasing decisions.
6. Net Equity: How well does the ad align with the brand’s
established identity and values? An ad should reinforce the
brand’s heritage and not damage its reputation..
 Measuring Effectiveness

•Assessing the outcomes of communication

investments, not just inputs.
 Measuring Effectiveness: Supply-Side
Metrics
• Assess media coverage: Impressions, visibility,
and placements.
Measuring Effectiveness: Demand-Side
Metrics
• Recognition & Recall: Did the audience
remember the ad?
• Emotional Response: How did the audience
feel?
• Attitude Changes: Did their views shift toward
the brand?
• Behavioral Responses: Did it lead to
purchases or engagement?
 Measuring Effectiveness: Evaluating
Spend vs. Effectiveness
• Share of Voice: Company’s advertising spend
vs. competitors.
• Market Share: Can predict potential market
share based on ad spend
Measuring Effectiveness: Pretesting &
Posttesting
• Pretesting:
• Predict ad effectiveness before launch.
• Provides useful insights, but may not
guarantee market success.
• Posttesting:
• Measure recall, attitudes, and sales impact
after the campaign.
Measuring Effectiveness: Sales Impact
Measurement
• Historical Approach: Correlate past sales with
advertising spend.
• Experimental Data: Measure direct sales
impact from ads.
 Summary: Key Takeaways
1. Effective Communication: More than just a good
product—requires targeted communication.
2. Communication Mix: Advertising, social media,
events, and more.
3. Measurement: Evaluate reach, recall, attitudes,
and sales impact.
4. Budgeting: Use the objective-and-task method
for effective communication budgeting.