Marketing Communication, Advertising and Public Relations
INTRODUCTION
Considering communication as a service exchanged between customers to organisations and customers to customers, hints at greater possibilities of collaboration between these parties in marketing communication efforts. Consumer collaboration is an area of marketing communication that requires further investigation, especially in an ever- fragmenting media landscape, where the credibility of peer-to-peer communication has more authenticity than corporate mass communication, albeit as part of integrated marketing communication.
- INTEGRATED MARKETING COMMUNICATION
- Definition
AAAA | Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated Marketing communications perspective (6th ed.). New York: McGraw-Hill/Irwin.
Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.
IMC is an approach to achieving the objectives of a marketing campaign, through a well-coordinated use of different promotional methods that are intended to reinforce each other. As defined by the American Association of Advertising Agencies, integrated marketing communications … recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact. Don't use plagiarised sources.Get your custom essay just from $11/page
Integrated Marketing Communications (IMC) blends various promotional tools and communications/marketing/advertising services and techniques to maximize profit. IMC is ultimately achieved through concise and consistent messaging that fosters familiarity and consumer affinity. Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency – a proven IMC concept – yield customer satisfaction and loyalty.
Moriarty et al (2012:81), define this concept of integrated marketing
communication as the “practice of unifying all marketing communication
messages and tools including the messages from the marketing mix decisions,
with an intention to disseminate a consistent message promoting the brand’s
strategy”.
The IMC process generally begins with an integrated marketing communications plan that describes the different types of marketing, advertising, and sales tools that will be used during campaigns. These are largely promotional tools, which include everything from search engine optimization (SEO) tactics and banner advertisements to webinars and blogs. Traditional marketing communication elements such as newspapers, billboards, and magazines may also be used to inform and persuade consumers. Marketers must also decide on the appropriate combination of traditional and digital communications for their target audience to build a strong brand-consumer relationship. Regardless of the brand’s promotional mix, it is important that marketers ensure their messaging is consistent and credible across all communication channels. LUMEN
Integrated marketing communications (IMC) pursues this, expanding upon traditional marketing strategies to incorporate broader storytelling across a wider variety (and consistently expanding) series of communication channels between the organization and it’s various stakeholders. From a technical view, this is all about identifying and aligning the vast array of tools in a marketer’s kit (i.e. advertising, blogs, social media, PR, direct selling, etc.). However, another key piece to this puzzle is how the consumer feels about the organization, and how receptive they are to the values and operations of the company.
Integrated marketing communication is the the process of coordinating all this activity across different communication methods. Note that a central theme of this definition is persuasion: persuading people to believe something, to desire something, and/or to do something. Effective marketing communication is goal directed, and it is aligned with an organization’s marketing strategy. It aims to deliver a particular message to a specific audience with a targeted purpose of altering perceptions and/or behavior. Integrated marketing communication (IMC) makes this marketing activity more efficient and effective because it relies on multiple communication methods and customer touch points to deliver a consistent message in more ways and in more compelling ways.
- THE BRAND IN THE POSTMODERN ERA
- Postmodern Era
Preda designates postmodernism as «an extension of sociological inquiry», «new forms of sociological expression», «a form of social analysis» and «a kind of sociological sensibility». This idea originated in the sociological thoughts because many sociologists started to believe that we have begun to move towards a new and peculiar kind of society where the concepts of modernity are becoming confusing and misleading. It means that modern world is something belong to the past whose period is past and a new period is started; which means the time or era which we are living in everything is under transformation, our today’s natural sciences are not considered as modern sciences; rather they are transforming to postmodern sciences. A science which belong to postmodern world, political science or science of postindustrial society. A world that is unable to define itself as it is (Mahboob Hossain and Shariful, 2013).
Postmodernism is largely a reaction to the assumed certainty of scientific, or objective, efforts to explain reality. In essence, it stems from a recognition that reality is not simply mirrored in human understanding of it, but rather, is constructed as
the mind tries to understand its own particular and personal reality. For this reason, postmodernism is highly sceptical of explanations which claim to be valid for all groups, cultures, traditions, or races, and instead focuses on the relative truths of each person. In the post-modern understanding, interpretation is everything; reality only comes into being through our interpretations of what the world means to us individually. Postmodernism relies on concrete experience over abstract principles, knowing always that the outcome of one’s own experience will necessarily be fallible and relative, rather than certain and universal. (PBS.org, 2014, italics added by authors)
PBS.org (2014) “Faith and Reason” web page, glossary of terms, http://www.pbs.org/faithandreason/gengloss/postm-body.html , accessed 5 April.
- Definition
Postmodernism is representation of a kind of criticism of restrictions in Modernism. Among the issues that postmodernism criticized is the emphasis of modernism on development and in arts the emphasis on material of contact media. Postmodernism also criticizes the concept that there is a sole entity of noble and non-false humanity
which is shared by all human beings and is able to grant rationality aptitude. Rationality is a cultural-historical product rather than a blessing. The phenomena of postmodernism may be considered and discussed in two positions; either as a philosophical attitude that put subject to question all the pre assumptions of wisdom belief of modern intellectuals and expose intellectuality crisis with the assistance of a newly found consciousness, or simply as a certain period of time which is covering attitudes and entire discourses which are in agreement or disagreements with this attitude.
No doubt, before a concept of the Postmodernism there was another so-called the Modernism. It came into existence to the modern period combined with industrialisation, market-oriented capitalist economies, new social classes, democracy, and Enlightenment valuest- “reason and progress”. This controversial
philosophy, the philosophy of the Enlightenment, it is possible that “the establishment of objective facts and universal values.”(Heywood, 2012)
The brand era, being the third — and current — era of marketing (preceded by product-centrism and customer-centrism) according to Kotler (2010), is essentially premised upon the modernist marketing philosophy that a brand is the representation of a product or service. A shadow of the real. An imitation or simulation. An identifying mark and, by implication, a contrived copy.
This thinking is characteristic of the postmodern trait of de-differentiation, where the roles of communication touchpoints as well as the marketing mix blur. Neither touchpoint nor discipline are limited to single roles, rather their application has been broadened to extend across multiple functions as required.
- BRAND COMMUNICATION
- Definition
“Brand communication is when that idea or image of a product or service is marketed so that the distinctiveness is identified and recognized by many consumers” Jones & Kim, (2011).
Brand communication itself integrates with brand relationship by creating a positive reinforcement on brand attributes such as brand trust and brand satisfaction for the customers (Runyan & Droge, 2008) (Sahin, Zehir, & Kitapçi, 2011). Furthermore, the objectives of brand communication have revealed that the number of higher recalls of a brand determines the brand awareness among the customer’s satisfaction level (Zehir, Sahin, Kitapci, & Ozsahin, 2011). Moreover as stated by (Sahin, Zehir, & Kitapçi, 2011) brand communication has been categorized into indirect communication and direct communication
Indirect communication consists of TV, radio, print advertisement which only helps in improving brand attributes like brand trust and satisfaction (Hoek, Dunnett, Wright, & Gendall, 2000) (Zehir, Sahin, Kitapci, & Ozsahin, 2011). Direct communication primarily focuses on existing customer and its buying behavior (Low & Lamb, 2000) (Sahin, Zehir, & Kitapçi, 2011).
A simple objective of brand communication is to ensure that the audience is aware to the brand as stated by (Su & Rao, 2010). This will as a result enhance the awareness of the brand so that consumers may purchase their preferable brands that satisfy them at optimum level (Sääksjärvi & Samiee, 2011).
Additionally, if marketers input a high level of brand communication, the expected customers’ brand trust will result in higher equivalently. Previous evidences (Su & Rao, 2010) have established a positive relationship between brand communication and brand trust. Therefore, in the context of South Africa, brand communication tends to lead directly to brand trust.
- Brand Building
Brand building don’t have any proper definition. But according to many marketers, It is the communication and creation of customer value. It includes all those ingredients that customer feel and experience when interacting with your business. In other words, it has a positive impact on brand equity using different promotional strategies and campaigns.
https://www.marketingtutor.net/brand-building-definition-strategies/
Your brand logo, font size, style, color, styling and packaging are important elements to differentiate your brand and build a competitive advantage in the minds of the consumer.
Brand building is the process of generating awareness and promotion of the services of a company through direct advertising campaigns or through sponsorship. Brand building strategies bring consumers closer to the brand and provide value for them so that they can know, feel and experience the brand.
- Importance and role of brand communication in brand building
Brand is the combination of name, logo, colour, design and theme or combination of these elements. These elements help to create brand identity of your products and services and differentiate you from your competitors in the market. Being a visual voice of your company you should be consistent on every media platform. It should convey a strong brand image in the mind of consumers.
Brand communication occurs every time a client or prospect interacts with your brand. Brand communication is effected across a variety of channels which is when customers see your brand (logo), view your product, view brand content (social media, advertising, reviews),meet your brand in person (when contacting your office for example). Every brand should ensure consistency across all communication channels. Brand reputation is actively built every time a customer meets your brand. The best brands create a memorable impact. Brands should aim to inspire and engage their audience. Effective brand communication begins with a strategic clarity. Be clear as to what your brand represents. Send a clear message to your customers. Deliver the right message at the right time to the right people.
Your brand message is most likely to be received if you are an expert, demonstrate expertise with relevant information are well known likeable. Brands must develop reliable ways to reach their customers, and get their message heard.
INTEGRATED COMMUNICATION
Expand your brand with social. Build a consistent brand message with social media.
Brands achieve maximum impact when all channels are highly integrated. In today’s marketplace, communication channels are diversified across a range of offline and online media. Every brand should strive to get social and make proactive use of Facebook, twitter, youtube, pinterest, blogging and more. Social media creates the opportunity for brands to develop a dialogue with customers.
https://roundhouse.cc/us/brand-communications
- BRAND TOUCH POINT
- Brand Touch Point definition
A brand touchpoint is any bit of interaction or communication made between a brand and its customers. Brand touchpoints are normally crafted and constructed by the brand in order to engage their customers, giving them the best brand experience they could possibly have. Think about when you book into an expensive restaurant. You encounter some of the following brand touchpoints: Their website when booking your table. Their brand tone of voice if you call them to book. Their signage when you enter the restaurant. Their menu when selecting your food. Their uniforms when giving your order And so on.
Touch Point Wheel: Integrated marketing communications revolve around touchpoints, which are places where the potential consumer and the organization have an opportunity to communicate or interact. Lumen Candela
But, to put it simply, brand touchpoints are the brand’s opportunity to communicate with their customers on a day-to-day basis. Customers are then able to get closer to the brand, and as a result, continue to use your services.
Therefore, every single form of contact a customer has with your brand needs to be on-point, effective and customer enlightening.
- Planned Brand touch point
- Unplanned Brand touch point
Similarly, Kotler and Armstrong (2010:268) emphasise the importance of employees as a brand touchpoint interfacing with customers. Perhaps customers should be considered as part-time marketers too, from the point of view, that customers may relay their perspectives of an organisation’s offerings to other prospective customers. This blurring of traditional roles between customers and marketers is indicative of postmodernism’s trait of de-differentiation.
- MARKETING COMMUNICATION MIX
- Role of Marketing Communication Mix in IMC
Fill’s (2011) marketing communication mix sprouts from the overarching umbrella term
known as marketing communication and central to this categorisation is the realisation that an organisation has a specific set of disciplines that can be used in various combinations and different degrees of intensity to communicate strategically with targeted audiences (Fill,2011). The marketing communication mix focuses on actual and specific forms of marketing disciplines available to marketers for promoting products and services. These five disciplines are advertising, sales promotion, personal selling, public relations and direct marketing (Fill,2011)
As members of today’s information society, most customers have convenient access to numerous sources of information, and as a result have the potential to be highly knowledgeable about offerings and competitive equivalents (Kotler & Armstrong, 2010:427).
From Safari info
- Marketing Communication Mix Instruments as Brand touchpoints
This thinking is characteristic of the postmodern trait of de-differentiation, where the roles of communication touchpoints as well as the marketing mix blur. Neither touchpoint nor discipline are limited to single roles, rather their application has been broadened to extend across multiple functions as required.
Focussing on the customer’s repertoire of touchpoints is one way of negotiating the choice of contact points used for a brand’s communication efforts in a continuously fragmenting media landscape (Belch & Belch, 2009:26; Schultz & Schultz, 2004:146). It also means not treating every brand exposure as an independent interaction with a customer, but rather integrating brand touchpoints or media choices in ways that correspond to how customers engage with touchpoints or media. However, one must acknowledge that the definition of a brand touchpoint is broader than scheduled communication activities like television or print media placements; a brand touchpoint encompasses any form of brand exposure to a customer or prospect that leads to a brand experience (Duncan & Moriarty, 2006:237).
In a marketing communication context customers are free to determine which source or sources of information provide them with the most relevant value. Customers can tune in and out of an organisation’s marketing communication. Customers are having conversations amongst themselves and brands need to join these conversations (Kotler & Armstrong, 2010:42). Customers are in control of these conversations. By participating and “listening” to the market the organisation is in a position to assess the market’s perspective of it and if necessary adapt their marketing communication approach, affecting both the choice of content and touchpoints selected.
CONCLUSION
SOURCES CONSULTED
Anon. 2012. Brand vs logo: the mystery solved. [O]. Available:
Dr. Pongiannan, K. 2012. Advertising and brand building.
Heywood, A. (2012). Political ideologies: An introduction. Palgrave Macmillan.
Kotler, Philip. 2010. Marketing 3.0: From Customers to the Human Spirit. New Jersey: John Wiley & Sons Inc.
Moriarty, S, Mitchell, N & Wells, W. 2012. Advertising & IMC: Principles and Practice.
9th edition. London: Pearson.
Quinn, C. 2011. Branding, differentiation, corporate identity and positioning defined. [O]. Available:
PBS.org (2014) “Faith and Reason” web page, glossary of terms, http://www.pbs.org/faithandreason/gengloss/postm-body.html , accessed 5 April.
Sahin, A., Zehir, C., & Kitapçi, H. (2011). The Effects Of Brand Experiences, Trust And Satisfaction On Building Brand Loyalty; An Empirical Research On Global Brands. The 7th International Strategic Management Conference.
https://www.canny-creative.com/how-to-define-brand-touchpoints-for-a-winning-customer-experience/
https://thedma.org/integrated-marketing-community/integrated-marketing-definitions/
https://www.ukessays.com/essays/marketing/integrated-marketing-communication-concepts-analysis-marketing-essay.php
https://www.ukessays.com/essays/marketing/integrated-marketing-communication-concepts-analysis-marketing-essay.php
IMC NOTES
Synergy The effect of bringing together marketing communication elements in a mutually supportive and enhancing way so that the resulting whole is greater than the sum of its parts
Public relations (PR) The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
Target audiences Those individuals or groups that are identified as having a direct or indirect effect on business performance, and are selected to receive marketing communications.
Advertising The use of paid mass media, by an identified sponsor, to deliver communications to target audiences.
The American Marketing Association defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Therefore, a brand is a product or service with features that sets it apart from those of competitors. These differences maybe tangible or intangible or they can simply be relating to product performance. One of the reasons why the brand is multi-disciplinary is because it does not just represent one aspect of an organisation. (Dr. Pongiannan, K. 2012.)
defining a brand Quinn (2011) agrees with the latter idea as he refers a brand to the total expression of an entity, which could be a person, product or organisation, that is being transmitted to stakeholders and may create a rational and emotional experience in the mind of the public. It is what an organisation stands for, believes in, behaves like, and how it is perceived by those that conduct business with it or otherwise experience dealings with it (Quinn 2011).
Anon. (2012) asserts that a brand takes time to build, because it’s defined by what others think about an organisation, and such positive or negative impressions accumulate over time. So even management of the new mall will have to work hard to create positive images of the brand on stakeholders and customers minds over time. According to Anon. (2012) a brand is a person’s intuitive feeling about a product, service or company. It is an overall of all the experiences, feelings and information a customer has about a product service or organisation (Anon. 2012). Anon (2012) further argues that a brand is about the perceived emotional and functional benefits versus the real benefits of qualities of a product or service
According to Persson (2010), brand image is one of the main factors that drive consumers to pay a premium price and intend to purchase.
Persson, N. (2010). An exploratory investigation of the elements of B2B brand image and its relationship to price premium. Industrial Marketing Management, 39, 1269-1277.