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Integrated Marketing Communications

Introduction to the module: The module and assessment
Lecture 1: Integrated marketing communications and brand equity enhancement (Chapter 1)

MSc. Uyen H. Nguyuen

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Hello and welcome from the

module team!
• Lecturer: MSc. Uyen Hong Nguyen
§ Email: uyennh@uel.edu.vn
§ Phone: +84 90 258 6363
§ Office: B2.406, Mons, Tues, Weds

MSc. Uyen H. Nguyuen

Session Overview

Our aim today is:

• to introduce the module, its teaching approach, reading and assessment

• to clarify what is meant by the term IMC

• to explain the scope, roles and tasks of marketing communications

MSc. Uyen H. Nguyuen

Persuasion in consumer society
• As consumers we are surrounded by persuasion it in our daily lives

• So much so, that we often don’t attend to it, think about it , examine
it. ….Mostly we simply accept it.

• We want to:
• encourage you to attend more closely to the persuasion that surrounds you in
everyday life
• Ensure you can pick apart promotion
• Help you to acquire the knowledge and skills to be able to develop marketing
communications proposals and campaigns

MSc. Uyen H. Nguyuen

 We have designed this module to...
ü Develop transferable integrated marketing
communications skills and your confidence as a
communicators
ü Allow you to be ‘hands on’
ü Be creative and fun
ü Provide you with a solid grounding in a range of
marketing communications issues in an integrated,
consumer, services public sector, and international
context.
ü Have an understanding of the role and relative strengths
possessed by each of the variety of media classes, types
and vehicles available to marketers.

MSc. Uyen H. Nguyuen

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THE MODULE MODULE CONTENT

In this module you will be building Module delivery consists of 10 lectures in 10
on your integrated marketing weeks
communications (IMC) knowledge ▸ Module lectures will cover key integrate
and applying it to create IMC marketing communications principles
solutions and concepts, supported by examples of
THE MODULE & ITS On successful completion of this
current practice
CONTENT & module you will be equipped with ▸ Workshops are designed specifically to
ASSESSMENT develop the skills you need for your
knowledge and skills to respond to a presentation - and offer a chance for us
range of integrated marketing to get to know you better!
communications issues.

MODULE ASSESSMENT
Module assessment consists of
▸ 25% Learning Process (Quiz)
▸ 25% Mid-term Assessment (Group Essay &
Presentation)
▸ 50% Final term Assessment (Multiple
Choices and Writing Exam)

MSc. Uyen H. Nguyuen

MODULE
ASSESSMENT Assessment Type Weighting (%) Topic/task Assessment
submission date
The module assessment comprises three Learning process 25% Varied (including
parts, which are weighted as follow:
assessment quiz, IMC tool TBD
• One group assessment (learning process) (In-class Group Word) analysis)
• One group report & presentation A proposal +
Written Assignment (3,000 25% presentation for a TBD
• One examination
words +/- 10%) marketing
(i.e. min 2,700 words, max 3,300 words) communications
campaign

Final Exam 50% Varied TBD

MSc. Uyen H. Nguyuen

 Module reading
You should already have purchased the core text or get access to:
v Edwina Luck, Nigel Barker, Anne-Marie Sassenberg, Bill Chitty, Terence A. Shimp, J. Craig Andrews (2021)
Integrated Marketing Communications (6/e), Cengage.
Further reading:
v Fill, C. (2019) Marketing Communications: touchpoints, sharing and disruption (8/e), Pearson.
v Egan, J. (2019) Marketing Communications (3/e), SAGE Publishing.

As this is a module about current practice, you are strongly advised to read trade press and
journals in addition to the module texts and further reading
Put these in your favourites folder today and sign-up for free:
• www.ted.com
• www.thedrum.com
• www.advertisingvietnam.com
• www.marketingmagazine.co.uk
MSc. Uyen H. Nguyuen
BEING A “GOOD STUDENT”
• Know exactly what we’re looking for
• Keep up
• Be engaged (not just about attendance)
• Energy and initiative
• Take pride in your work
• Responsibilities to fellow students
• Be respectful to each other and module team
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Week Week commencing Lecture

1 Lecture 1: Introduction to Integrated Marketing Communications and brand equity enhancement

Lecture 2: Analysing the communication process
2 Lecture 2: Analysing the communication process (cont.)
Lecture 3: Persuasion in marketing communications
3 Lecture 3: Persuasion in marketing communications (cont.)
Lecture 4: Establishing objectives and budgeting for IMC campaigns
4 Lecture 4: Establishing objectives and budgeting for IMC campaigns (cont.)
Lecture 5: Developing message strategies
5 Lecture 5: Developing message strategies (cont.)
Lecture 6: Media planning and analysis
6 Lecture 6: Media planning and analysis (cont.)
Lecture 12: Evaluating the Effectiveness of the IMC Program
7 Lecture 7: Broadcast, print and support media
Lecture 8: Digital and social media marketing
Lecture 9: Direct marketing & Sales Promotion
8 Lecture 10: Personal selling and relationship marketing
Lecture 11: Marketing public relations and sponsorship marketing
9 Pitching Presentation
10 Pitching Presentation & revision
FINAL ASSESSMENT SUBMISION
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MSc. Uyen H. Nguyuen
 Chapter 1
Integrated marketing
communications and brand
equity enhancement

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Copyright © 2018 Pearson Education Ltd. All Rights Reserved.
Learning objectives

Introduce Identify Relate

LO1: The concept LO3: The marketing LO4: The concept
of integrated communication of brand equity,
marketing process brand knowledge,
communications brand awareness
and brand image
LO2: The various
elements of the
marketing
communication mix

MSc. Uyen H. Nguyuen

Today’s chapter contents

Integrated Marketing
Communications (IMC) definitions &
its extension

The role of IMC in the Marketing

process & Brand equity
 Why study IMC?
• The heart of successful marketing
• Learning psychological and communication theory and then apply it
to real-life situations
• Demands creativity in
• Defining target markets
• Setting communication objectives
• Devising message strategies

MSc. Uyen H. Nguyuen

 The nature of marketing communications
Marketing Communications
Communication is the process that
Marketing is a mix of related activities conveys thoughts and shared
that transfers the idea of ‘value’ to meaning between individuals, or
customers through the process of between organisations and
exchange. individuals.
Strategy development phase Implementation phase

Marketing Communications
ü Facilitates exchanges by targeting a group of customers.
ü Positions the product away from competitors to offer ‘uniqueness’.
ü Shares a common meaning with the target audience.

MSc. Uyen H. Nguyuen

Marketing communication mix
Advertising

Digital marketing
Marketing public
communications
relations

Marketing
Point-of-purchase
Sponsorship communication mix
communications

Personal selling Direct marketing

Sales promotion

MSc. Uyen H. Nguyuen

The rise of digital marketing
• Traditional advertising media on the decline.
• Digital media channels on the rise.
• Mobile, digital communication and social media
channels.
• Media fragmentation.
• Need to redefine role of traditional media.
Digital advertising in Vietnam - statistics & facts

Statista 2021
 What’s IMC?
The integration of all marketing activities associated with planning,
developing, implementing and evaluating brand communication
programs, makes use of a combination of marketing communication tools
(Chitty et al, 2017)

The practitioner viewpoint: “A campaign that works equally well across

online media, TV, print and outdoor” Tim Bourne, CEO Exposure agency

MSc. Uyen H. Nguyuen

Three components of IMC
Synergy works to ensure
The concept relies on
that all marketing
delivering the marketing
communications are
message to all relevant
coordinated and
stakeholders.
consistent.

A process determines
the types of messages
and media channels that
will best reach the
chosen market segment.

MSc. Uyen H. Nguyuen

 The role of IMC in branding
A strategic process aimed at enhancing brand
equity by:
• providing a consistent message
• targeting a group of consumers
• creating unique mental associations
• optimising long-term value of the brand.
 Key features of IMC
1 Profile the identified target market

2 Use the relevant media channel

3 Achieve communication synergy, i.e. same brand message

4 Positively influence the target market’s behaviour

5 Build customer relationships, e.g. loyalty programs

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 ▸ Traditional ▸ IMC
marketing

The
differences
between
Traditional
marketing
vs IMC
 Traditional marketing versus IMC
A fundamental, strategic change from traditional marketing communications, IMC includes:

• exploring advertising channels outside the traditional mass media outlets

• a more focused communications method that better targets selected
segments
• expectations from advertising agencies of greater diversity of
communication channels, while still creating a consistent message
• ensuring optimal ROI due to higher levels of accountability
• creating a culture of ethical behaviour.

MSc. Uyen H. Nguyuen

 IMC building blocks
IMC is a communication process involving the
planning, creation, integration and
implementation of diverse forms of
marketing communications that are delivered
over time to a brand’s targeted customers
and prospects.
 Ethics in IMC
• What is ethics in IMC? The importance of codes of ethics.
• Agency code of ethics.
o Stand up for what you believe is right
o Honour all agreements
o Don’t break the law
o Respect all people
o Strive for excellence in everything you do
o Give clients your best advice, without fear or favour
o Look after your colleagues
o Compete fairly
o Think before you act
o Be honest

MSc. Uyen H. Nguyuen

New changes in practices (4Ps to SIVA)

Solution Information Value Access

The role of the agency
Three alternative ways to perform the advertising function:

In-house agency Full-service agency Specialised agency

• Employ • Perform research, • Digital marketing

advertising staff provide creative company
and absorb the service, conduct • Content creation
overheads media planning • Direct mail
required to and buying, agency
maintain the undertake a
staff’s operation variety of client
services
 The marketing
communications process
The process consists of the
following:
• fundamental decisions
• implementation
decisions
• program evaluation

MSc. Uyen H. Nguyuen

1. Fundamental marketing communication
decisions that can enhance brand equity

Positioning Targeting

Setting
Budgeting
objectives

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 Positioning and targeting
• A brand’s position is directly related to the target segment.
• The position represents the brand’s meaning and shows off its
uniqueness.
• Targeting offers a cost-effective approach to communications.
• Positioning and targeting encompass demographics, values and
lifestyles.

MSc. Uyen H. Nguyuen

 Setting objectives and budgeting
• Communication decisions reflect the brand’s goals.
• Some goals include:
• introduction, building and defending a brand
• developing awareness, recall and intention to buy the brand.
• Communications decisions should remain cost-effective.
• Financial resources are budgeted to accomplish the desired marketing
communication objectives: Top-down budgeting (TD) vs Bottom-up
budgeting (BU)

MSc. Uyen H. Nguyuen

Fundamental marketing communication
decisions

Position and
target Guiding structure
(What to say and
who to reach)

Objective Budget
(What to (How much to
accomplish) spend)

MSc. Uyen H. Nguyuen

2. Marketing communication implementation
decisions
Evaluate
program

Establish
the brand
Select media
outlets
Create the
messages
Select the mix of
communication
elements

MSc. Uyen H. Nguyuen

 3. Program evaluation
• Measure campaign results against marketing objectives.

• Measure communication outcomes:

• Awareness
• Comprehension
• Attitude
• Attention

• Increasing accountability related to effectiveness.

MSc. Uyen H. Nguyuen

 The concept of brand equity
• IMC should positively affect brand equity.
• A ‘brand’ is a name, term, sign, symbol or design,
or a combination of these elements, intended to
identify and differentiate the goods and services
of one seller to those of competitors.
• Brand equity is the goodwill (equity) that an
established brand has built up over the period of
its existence.
• Brand equity has also been referred to as the
power and value of brands.

MSc. Uyen H. Nguyuen

 Brand equity formulation

Brand awareness Brand image

(familiarity with the brand) (strong and unique
brand associations)

Brand equity
(Two dimensions form brand knowledge.)

MSc. Uyen H. Nguyuen

Two dimensions of brand knowledge

Brand awareness Brand image

• Does a brand name • What types of

come to mind when associations (thoughts
consumers think about and feelings) come to
a particular product consumers’ minds
category? How easily when deciding
is the name evoked? whether to purchase a
particular brand?

MSc. Uyen H. Nguyuen

Customer-based brand equity framework

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 Brand awareness

• Move brands from a state of

unawareness to awareness TOMA

• To recall
Brand recall
• Ultimately move to
top-of-mind awareness
(TOMA) Brand recognition

Unaware of brand

Source: Reprinted with the permission of The Free Press, a Division of Simon & Schuster Adult Publishing Group, from Managing Brand
Equity: Capitalizing on the Value of a rand Name by David A. Aaker, Copyright ã 1991 by David A. Aaker. All rights reserved

MSc. Uyen H. Nguyuen

 Brand image
• The associations (specific thoughts and feelings)
about a particular brand
• Stored in memory
• Recollections of experiences
• Conceptualised as:
• type
• favourability
• strength
• uniqueness.

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 Brand equity goals

Set
Increase Increase
premium
market brand
pricing
share loyalty
strategies

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 Enhancing brand equity
• Favourable brands do not emerge automatically.
• IMC should develop a favourable message and strong, unique
associations.
One example is Coca-Cola’s message of fun, freedom and refreshment.

MSc. Uyen H. Nguyuen

Leveraging brand meaning
• Favourable brands do not emerge
automatically.

• IMC should develop a favourable

message and strong, unique
associations

• By leveraging its positive

associations with others, places,
things and people

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 Extending the brand
• Various marketing techniques allow for the parent brand to be
extended:
• co-branding
• ingredient branding
• products carry multiple brand names
• associations of each brand are likely to be shared
• the names of brands that make up a product can be promoted, leading to
more favourable and stronger associations.

MSc. Uyen H. Nguyuen

Enhancing brand equity

• Co-branding, pop-up stores

 World-class brands
• Some brands have exceptional (global) presence.
• This can be measured globally by researching:
• awareness
• perceived quality
• intention.

MSc. Uyen H. Nguyuen

In summary, so what is the purpose of marketing
communication?

Fill (2013) uses the mnemonic DRIP to remind us that communications can be used to:
• Differentiate
• Remind (or reassure)
• Inform
• Persuade

But it does more that that. It also

• entertains and
• transfers values.

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MSc. Uyen H. Nguyuen