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WEEK 3 – The Integrated Marketing Communications reach through its marketing efforts. It is where
the communication will go through.
The IMC Plan
• Enticing the consumer with what they want or
Integration – It is something with which the marketing what they need- to have a have communication
communications industry at large is increasingly with consumers, a business needs to produce
concerned and which they are actively trying to achieve an appealing or attractive but effective product
(albeit with mixed success). to caught the attention of the consumers.

MARKETING COMMUNICATIONS Needs to consider:

• Publics- Term favored by the public relations
all the promotional elements of the marketing mix profession, referring to the many target
which involve the communications between an audiences that communications may be focused
organization and its target audiences on all matters that towards.
affect marketing performance. • Segment- Group of individuals who are
expected to respond in a similar way to an
It is important to recognize that we are talking about organization's marketing activity.
marketing communications not just market • Decision Making Unit- recognizes that there can
communications. Marketing involves more parties than be a number of people or players who will
just those directly influence the buying decision.
defined.
Communication Process
by market - It includes a series of actions or steps taken in
members. For order to communicate properly.
marketing to
be successful many people must be involved in the
communication process both within the organization
and outside it.
Sender- basically the originator or source of the
ADVERTISING, MARKETING MIX, PROMOTIONS is only a message. (e.g., Consultants, agents, and sales person)
part of Marketing Communication.
Message- the actual information and impression that
marketing communications must cover not only the sender tends to send.
promotions of goods and services but also corporate
promotions as well. This is because images and Media- the channel of communication, how the
impressions of the organization have profound effects communication will be carried.
on the success or otherwise of individual goods and Receiver- this is the target audiences, people who will
services. receive the message.
Communicating with Consumer Communication Channels
• Identifying target audiences- is fundamental to - This is the chosen mode of communication on
good marketing communications. It is common how the message will deliver. It can be verbal or
practice in marketing to emphasize the non- verbal.
importance of the target market but this has to
be taken further in marketing communications. • Oral- it includes face to face interactions with
• Target market can be considered as customers, consumers.
and consumers- Target market is the overall • Written text - is suitable for conveying complex
group of people that the business is trying to information; the receiver can read at his own
pace and re-read fragments.
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• Audio-Visual – is specially to arouse interest 1. Subjectivity – each individual has a unique

and to treat more emotionally charged subjects. worldview to which the new information is
added.
• Digital Media- combine with advantages of text,
2. Categorization – it is the process of chunking
images, and sound, but as some with familiarity
whereby the individual organizes information
with computer applications.
into chunks of related items.
How do consumers perceive communications? 3. Selectivity – function on how much is going on
around the individual. It is on how the individual
Perception – The process of synthesizing information to is selective on the current task.
makes sense of the world. People’s perceptions of the 4. Expectations – lead individuals to interpret later
same stimuli can vary. information in a specific way.
As there is so much going on around us in our select 5. Past Experience – interpret current experience
what is immediate or interesting depending on our level in the light of what we already know.
of involvement. ELEMENTS OF IMC STRATEGY
Level of Involvement – it reflects on how you are Advertising
personally interested or the importance in consuming
the product and how much information you needed to ➢ it is a paid form of non personal communication
make a decision. that reaches a larger group of audience but the
downside of this is there is a lack of scope for an
- There are gaps in each individual’s view of the immediate feedback from the consumers.
worldview. ➢ this aim to ensure the consistency of there
- Worldview is the own individuals set of beliefs messages and the complementary use of media.
that can influence in our decision making. ➢ Elements of the IMC work together towards
- Gaps is where the new information will be filled creating, delivering, managing, and evaluating
in. brand message.
The function of marketing communications is to ensure Types of Advertising:
that the product occupies the right place in the
consumer’s worldview. • Online Advertising – the internet
Ex. Google gains 60% of their revenue from the
In relation with positioning in the market where the ads.
product should be placed into the right market to target
• Television Advertisement – mass
its audience.
communication to spread information and
Examples: awareness among the public.
• Print Advertisement – printed on newspapers,
- If the product is high quality, high priced magazines, brochures and many other forms of
[product it should be placed with other printed media. However, it is currently
premium products but if the product is cheap, decreasing in popularity because of new ways.
serviceable version then it needs to be mapped
next to other everyday products. Sales Promotion
- It can be seen on grocery stores where every
Marketing activities that serve extra value or
product is mapped to each other depending on
incentives to sales force, distributors or even
their effect and style of communication.
customers to stimulate sales.
Factors that affect the Cognitive Map
Types of sales promotions:

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• Consumer oriented sales – discounts, coupons PLANNING AND MEASURING IMC SUCCESS
and give aways.
➢ Measuring the amount of communication that
• Trade oriented sales – focused on marketing
takes place between the consumer and the
intermediaries for stimulating sales that include
product and the reaction of the cosumer.
distributors, wholesalers and retailers.
Example of promotional tools: Media focused measurement
Sales contest – to motivate sales team to
➢ Response rate
perform.
➢ Number of inquiries
Trade shows- event held to bring members of a
➢ Number of qualified leads from respondents
particular industry to display, demo and discuss
➢ Customer accumulation costs
their lates products and services.
➢ Increase in average sales price
Merchandise Allowances- manufacturers offer
payments or a quantity of their merchandise to IMC Success Process
buyers for in store promotions of their
products. Step 1: Situational or Contextual Analysis

Personal Selling ➢ Includes conducting a situational or contextual

analysis.
➢ It is the original form of marketing ➢ SWOT analysis
➢ Person to person selling ➢ Internal and External environmental analysis
➢ Can be tweaked or customized according to the
customer Step 2: Target Markets
➢ Building a long term relationship ➢ Decide your target market
Types of personal selling: ➢ Map on demographic and psychographic level

order takers – customer approach the salesmen Step 3: communication objectives

directly. ➢ The objectives that the company has to
Order getters – reach out to new prospects. communicate to the public and its target
audience.
Order creators – persuade the customers to promote
business proposal. Step 4: Budget

Direct Marketing ➢ Fix the budget for the company.

➢ It can vary from company to company.
➢ Directly communicating with your target ➢ It can depend on the percentage of sales, profit,
audience/customer to generate response, and partly on competitiveness.
transaction or any purchase.
Step 5: Marketing Mix Strategy
Public Relations
➢ The 4Ps (product, price place, and promotion)
➢ Refers to evaluating public attitudes, identifying
policies and procedures of the company with Step 6: Evaluating the Program
the public interest and executing a program of ➢ Assessing the program
action to earn public understanding and ➢ Specific social media metric can do this to
acceptance towards the brand. analyze the online traffic.

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SETTING AND ALLOCATING IMC BUDGET ● Objective and Task Method

Setting the Budget seeks to arrive at a budget decision based on what

marketing communications activities need to achieve.
• Setting budgets is an emotive topic. Finance is a
limited resource. Any money spent on ● Percentage of Sales Method
marketing has to come out of a finite pot and there are
cash flow implications in that revenues follow links marketing communications expenditure directly to
expenditure. levels of sales.

MEASURING SUCCESS USING METRICS

• Traditionally two processes are involved in budget
setting: top-down and bottom-up. Defining Metrics

● A critical component of IMC plans is the key

performance indicators (KPIs) and metrics that will be
used to evaluate the effectiveness of the IMC campaign.
They are qualitative and quantitative measures of
success.

Social Media | Owned Media | Earned Media Metrics

➢ Reach
➢ Engagement
➢ Email Marketing Metrics
➢ Paid Media Metrics
➢ Online Website Metrics

The following metrics are broader that can help

measure the overall effectiveness of various campaigns:

➢ Cost Per Win

➢ Cost Per Lead
➢ Conversion Rate
Five Approaches to Budgeting Planning Cycle
● Arbitrary Method The sequence of decisions and activities involved in
as the term suggests, the budget is set by way of a putting together a marketing communications plan.
judgment that seems right at the time.

● Affordable Method

budgets are determined not on what needs to be done

but on what the organization believes it can afford at
the time.

● Competitive Parity Method

tries to equate budget allocation with those of

competitors.

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PLANNING PROCESS

Whatever else the planning process seeks to do, it aims

to result in plans which are, in essence, decisions about
what we want to achieve and how we are going to
achieve them.

Plans should be actionable!

IMC PLAN

Document that summarises the main issues and details ● Situational analysis: Research and analysis
of marketing communications activities, including
relevant background information and marketing ● Determine marketing communications targets:
communications decisions. Audiences

PLANNING IMC CAMPAIGN ● Setting budget allocations, making resources

available: Budgets
Three levels can be identified using the military analogy
● Setting objectives: Objectives
Level 1- the overall war
● Strategic decision-making: Strategy ●
Level 2- battles within the war
Operational decision-making: Tactics
Level 3- skirmishes. ● Campaign management: Implementation and action
begins with an overview of the activity. This is ● Campaign evaluation: Control.
particularly important for integrated planning as the
priorities in the planning process must be identified as
should the key tasks across the programme

Marketing communications is a conversation between a

brand and its audience

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IMPLEMENTATION – least cost (economic).

CREATIVE

MEDIA

PRODUCTION

The management of media – its analysis, planning,

implementation and control – is fundamental to
successful integrated marketing communications. The
media are the carriers of messages to the target
audience. The correct selection of media requires a
sound understanding of the media and a sound
appreciation of target audiences. Unless both are
identified correctly, bridges cannot be built between
the brand and the consumer, the organisation and its
Don’t ask the centipede to work out with which foot he
target audiences. Good media implementation is central
should start to walk, he wouldn’t be able to move.
to the role of marketing communications.
Creativity is the heart and soul of marketing
----
communications.
Marketers often get involved in elements of the
marketing communications production process.
Production issues impact directly on the development
and design of specific marketing communications.

Media play a central role in the marketing marketer to possess a basic knowledge of the print
communications process by facilitating the movement production process. The planning of production is
of messages between senders and receivers. extremely important for the successful implementation
of print media, and the planning process together with
Principal aims of marketing communications media
the reproduction stages have been detailed.
In using marketing communications media, the principal
aims can be identified as: EVALUATION

● to contribute to the achievement of overall marketing Marketing communications

communication objectives;
campaign
● to faithfully (without distortion) transmit messages;
The performance and integration of all promotional
● to reach specified target audiences and to do so with marketing communication activities into a programme
designed to achieve interrelated goals.
– most effect (effective),
There are five benefits in evaluating the marketing
– least waste (efficient), communications campaign. These include:

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1 Improved decision-making – based on the best achieve a greater goal possibly over an extended time
available information that can be afforded. period in many countries.

2 Risk reduction – based on a greater understanding of The need for integration and the scale of that
the market and intended campaign. integration becomes greater as the size and number of
campaigns increase. It is necessary to determine just
3 An improved campaign – based on evaluating as many
how important it is that all messages and images should
elements of the marketing communications plan as
be consistent or whether they can remain completely
possible.
detached and, if so, what is the impact that this is likely
4 Cost savings – based on better effectiveness and to have on total effort. A military analogy may be drawn
efficiency. to help appreciate the concept. Military analogies are
often used in marketing and business and even some of
5 Accumulated wisdom – based on the idea that our terminology has been stolen from military
learning about one campaign can help you with application; ‘strategy’ and ‘tactics’
another.

AIDA model

Marketing communications concept that models the

stages through which marketing communications
should move a potential customer: Awareness, Interest,
Desire and Action. It is one of a number of hierarchy-of-
effects models.
REGULATION AND LEGAL CONTROLS
Sales effect is often sought in the evaluation of
marketing communications.

Pre-testing

Evaluation of marketing communications elements

before their use at the start of a campaign.

Post-testing

The evaluation of marketing communications at the end

of a campaign.

While it is argued that marketing communications

should be integrated, the extent of integration can vary Marketing communications throughout Europe and
enormously. Marketing communications activities can elsewhere are subject to constraints. Some are specified
vary from very small, ‘one-off’, discrete pieces of in law and others are self-imposed by the marketing
promotion (such as the mailing of an invitation to communications industry itself.
attend the opening of a new art gallery), to the
Regulation of marketing communications is a
development of a larger campaign which involves many
fundamental part of marketing communications
promotional tools, and even to the development and
practice. No one should operate in the industry without
co-ordination of multiple campaigns intended to

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some awareness and understanding of the details

although it is, ultimately, a complex field.

Regulations fall, broadly, into two categories: legal

regulation and self-regulation. The extent to which any
one country relies on one or the other or a balance
between the two varies significantly.

Marketing ethics

The systematic consideration of marketing and

marketing morality related to 4P issues (product, price, Misleading advertising
place, promotion).
The use of misleading, exaggerated or confusing claims
ETHICS in advertising is a key issue in marketing communication
‘Ethics’ most often refers to a domain of inquiry, a ethics. Positioning a product using these claims not only
discipline, in which matters of right and wrong, good can be ethically unsound but creates customer
and evil, virtue and vice, are systematically examined. confusion, negative publicity and can result in legal
and/or regulatory censure. For example in the use of
‘Morality’, by contrast is most often used to refer not to health claims, under UK food law, brand owners are not
a discipline but to patterns of thought and action that allowed to talk about any positive effects consumption
are actually operative in everyday life. In this sense, of their product might have on a disease. They can,
morality is what the discipline of ethics is about. And so however, highlight positive effects on indicators of a
business morality is what business ethics is about. disease (Marketing Business 2003). Brands must be able
(Goodpaster 1992, p. 111) to back up a health proposition with hard evidence.
Ethics are issues of what is right and wrong. Marketing
ethics examines systematically marketing and marketing
morality, related to 4P-issues such as product safety and
liability, advertising truthfulness and honesty, fairness in
pricing, power within the channels of distribution,
privacy in Internet and database marketing, and
forthrightness in selling (Smith and Quelch 1993). As Corporate social responsibility (CSR) and sustainability
Christy (1999) writes in the context of marketing are ethical choices that a company will make about the
communications, concerns expressed by society include way it will go about is business. CSR programmes
misleading or false advertising; shocking, tasteless or demonstrate actions that appear to further some social
indecent material in marketing communications; high good, beyond the interests of the firm and that which is
pressure sales techniques, particularly when applied to required by law. CSR investment may entail embodying
vulnerable groups; telesales calls that seem to intrude the product with socially responsible attributes, such as
on personal privacy; PR communications that seem to pesticide-free or non-animaltested ingredients. It may
distract or obfuscate, rather than inform; payment of also involve the use of signals, such as the union label in
bribes to win business. clothing, that convey to the consumer that the company
is concerned about certain social issues. This results in
the belief that, by using these products, consumers are
indirectly supporting a cause and rewarding firms that
devote resources to CSR (Gauzente and Ranchhod
2001).

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REFERENCES: The MOA globe stolen "Red Notice Trailer". 2022. From
https://youtu.be/V5QJ677c598
Mora, V., Summers P., et al. (2020). An Open guide to
IMC. Retreieved from Metrics – An Open Guide to IMC What Love Can Hear" Coca-Cola Philippines
(pressbooks.pub) Commercial. 2016. From https://youtu.be/7VfZjqJk2yc

Percy, L. (2008). Strategic Integrated Marketing

Communication. Retrieved from
https://soniapsebastiao.weebly.com/uploads/2/0/3/9/2
0393123/ebook_strategi_imc.pdf

Prickton D. & Broderick, A. (2005). Integrated Marketing

Communications 2nd edition. Retrieved from
https://www.academia.edu/31173887/Integrated_Mar
keting_Communications_2nd_edition

Shoemaker H. & Vos M. (2011). Integrated

Communication, Concern, internal, and marketing
communication. Retrieved from
https://books.google.com.ph/books?hl=en&lr=&id=0yQ
XEAAAQBAJ&oi=fnd&pg=PA2&dq=related:5YZ0jBAwzrsJ
:scholar.google.com/&ots=OWH35lmLI4&sig=Zw5gHNu
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Visio Learning. Integrated Marketing Communication:

Steps, Planning Process and Components of IMC.
Retrieved from
https://www.visiolearning.co.uk/integrated-marketing-
communication/

Advertisement Examples:

Jollibee, Sarap Kasama ang Pamilya. 2021. From

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KFC: That's how we do it. 2019. From

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hare

Make It Great! TVC - Pizza Hut x SB19. 2022. From

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McDonald's "Dada". 2002. From

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