Chap 1 - Introduction to Integrated Marketing Communication
Summary
TLDRThis video script delves into integrated marketing communication (IMC), emphasizing its significance for brand consistency across media. It outlines IMC's role in customer journey consistency, brand building, campaign effectiveness, and reinforcing marketing channels. Examples like Patagonia and Sephora illustrate IMC in action, demonstrating how they uphold brand values and maintain consistent messaging. The script concludes with an assignment for students to apply IMC principles to a local SME, including revising logos and packaging, and creating a public relation campaign video.
Takeaways
- 😀 Integrated Marketing Communication (IMC) is about combining brand messaging to ensure consistency across all media used to reach the target audience.
- 🏆 The importance of IMC lies in maintaining consistency throughout the customer journey, aiding in brand building, enhancing campaign effectiveness, and reinforcing marketing channels.
- 🔍 IMC is a strategic approach that guides communication and tactics across all marketing channels to create a unified brand image.
- 🚀 Consistency in messaging is crucial for a company's marketing efforts, ensuring that the brand's vision and slogan are uniformly communicated across different platforms.
- 🛒 The buyer's journey includes stages of awareness, realization, consideration, and purchase, which are influenced by a company's marketing and IMC strategies.
- 📈 The marketing funnel is a model that illustrates how people become customers, moving from learning about a brand to making a purchase, and IMC plays a key role in this process.
- 🌐 A great example of IMC is a UK-based financial technology company that maintains a consistent color palette and logo design across its website, services, and public relation campaigns.
- 💡 IMC helps with brand building by ensuring consistent and recognizable communication, which is crucial for increasing brand distinctiveness and customer recognition.
- 📊 Research indicates that for effective brand building, 60% of a company's budget should be allocated to marketing, with the remaining 40% focused on sales strategies.
- 🔄 IMC contributes to the flywheel effect, where marketing channels work together to reinforce each other, becoming more powerful as the company grows, provided they are properly integrated.
Q & A
What is the main topic discussed in the video script?
-The main topic discussed in the video script is Integrated Marketing Communications (IMC), including its definition, importance, examples, and the four Cs of IMC.
What does IMC stand for and what is its purpose?
-IMC stands for Integrated Marketing Communications. Its purpose is to unify brand messaging to make it consistent across all media used to reach the target audience.
Why is consistency important in IMC?
-Consistency in IMC is important because it helps in building brand recognition and ensuring that the target audience receives a uniform message throughout their customer journey.
What are the four importances of IMC mentioned in the script?
-The four importances of IMC mentioned are: 1) Need for consistency throughout the customer journey, 2) Helps with brand building, 3) Properly using the right mix of marketing channels to boost campaign effectiveness, and 4) IMC contributes to marketing channels reinforcing each other.
Can you provide an example of a brand that maintains consistency in its IMC as mentioned in the script?
-An example of a brand that maintains consistency in its IMC is Colgate, which uses the slogan 'For stronger, healthier gums' across all its marketing and advertising platforms.
What is the buyer's journey and how does it relate to IMC?
-The buyer's journey includes stages such as awareness, interest, consideration, and purchase. It relates to IMC as marketers need to ensure consistent messaging and branding throughout these stages to influence the buyer's decision-making process.
What is a marketing funnel and how does it work?
-A marketing funnel is a model that illustrates how people become customers, starting from learning about the brand to making a purchase. It works by narrowing down the audience from awareness to interest, consideration, and finally conversion into buyers.
What is the 'flywheel effect' in the context of IMC?
-The 'flywheel effect' in IMC refers to the concept that as a company grows, its marketing channels can make each other more powerful. Properly integrated marketing channels can reinforce each other, leading to increased momentum and effectiveness.
What are the four Cs of IMC discussed in the script?
-The four Cs of IMC discussed are: 1) Coherence - different communications are logically connected, 2) Consistency - messages across platforms support and reinforce each other, 3) Continuity - campaigns are clearly connected to previous ones, and 4) Complementary - elements of the campaign work together effectively.
What is the assignment given at the end of the script?
-The assignment given is for groups to choose a small or medium enterprise (SME) in their community, revise their logo and packaging to comply with the 4Cs of IMC, create a website design layout, and develop a public relation campaign video presentation to communicate their product to customers.
Outlines
📚 Introduction to Integrated Marketing Communication
The paragraph introduces the concept of Integrated Marketing Communication (IMC), emphasizing its importance and providing examples. IMC is defined as a strategic approach to unify brand messaging across all media channels to maintain consistency and effectively reach the target audience. The paragraph discusses the four key importances of IMC: ensuring consistency throughout the customer journey, aiding in brand building, enhancing campaign effectiveness through the right mix of marketing channels, and reinforcing marketing channels to complement each other. An example of a brand with consistent messaging is given, illustrating how a company should maintain a uniform message across different platforms like Facebook and TV commercials.
🌐 The Role of Marketing Channels in IMC
This section delves into the importance of marketing channels in IMC, highlighting how a UK-based financial technology company uses a consistent color palette and logo design across its website and services. The company's public relation campaigns are also discussed, showcasing how the brand's color scheme is maintained in their advertisements and online presence. The paragraph also touches on the concept of the marketing funnel, explaining how it works to convert potential customers from awareness to purchase, and how IMC plays a role in this process.
🏗️ Building Brand Through IMC
The paragraph focuses on how IMC contributes to brand building. It stresses the need for consistent and recognizable communication to establish brand identity. The use of brand codes, such as distinctive assets, is highlighted as a key element in enhancing brand distinctiveness. The discussion also includes the importance of using the right mix of marketing channels to boost campaign effectiveness, with a mention of research suggesting an optimal budget allocation for brand building versus sales strategies. Examples of traditional and modern advertising methods are provided, illustrating the shift from expensive TV ads to more cost-effective social media promotions.
🌱 IMC and Social Responsibility in Branding
This section presents examples of companies that align their communication with their core values, using Patagonia and Sephora as case studies. Patagonia is noted for its stance against misinformation on Facebook, showing how the brand's values can influence its marketing decisions. Sephora, on the other hand, is recognized for its consistent use of brand codes in all communication materials, from logos to store design and packaging. The paragraph emphasizes the impact of these strategies on brand recognition and customer loyalty.
🎓 Assignments and Campaign Strategies in IMC
The final paragraph outlines assignments for students, focusing on practical applications of IMC concepts. Students are tasked with rebranding a local small or medium enterprise by revising its logo and packaging to align with IMC principles. They are also challenged to create a website design and a public relation campaign video to promote the chosen SME, demonstrating how to effectively communicate a brand's message to customers. The paragraph concludes with instructions for documenting the group's work and progress through meeting minutes.
Mindmap
Keywords
💡Integrated Marketing Communication (IMC)
💡Consistency
💡Customer Journey
💡Marketing Channels
💡Brand Building
💡Marketing Funnel
💡Public Relation Campaign
💡Flywheel Effect
💡Coherence
💡Complementary
💡Patagonia
Highlights
Introduction to Integrated Marketing Communication (IMC) is discussed.
Definition of IMC: Combining brand messaging for consistency across media.
IMC is a strategic approach guiding communication across marketing channels.
Importance of IMC: Consistency throughout the customer journey.
IMC aids in brand building through the right mix of marketing channels.
IMC ensures marketing channels reinforce each other.
Example of IMC: Consistent messaging in Colgate's advertising.
Buyer's journey from awareness to purchase is linked to marketing funnel.
Marketing funnel works by narrowing down potential customers to buyers.
Example of a company with consistent marketing: UK-based foreign exchange company.
Importance of color palette in marketing, as seen in the UK company's branding.
IMC helps with brand building through consistent and recognizable communication.
Research suggests allocating 60% of budget to brand building and 40% to sales strategies.
IMC's role in reinforcing marketing channels through the 'flywheel effect'.
Patagonia as an example of a company with consistent values in communication.
Sephora's mastery in codifying communication through brand codes.
The importance of coherence, consistency, continuity, and complementary in IMC.
Assignment: Revising a local SME's logo and packaging for IMC compliance.
Creating a website design and public relation campaign video for an SME.
Meeting minutes should include time, attendance, and description of outputs.
Transcripts
All right goodday everyone so today we
are going to discuss
introduction to integrated marketing
communication
Okay so pleas are the lesson content We
are going to discuss the definition of
IMC or integrated marketing
communication Okay so Why it is
important and We also Uh discuss some
example of good integrated marketing
communication and the for Seas of
IMC Okay so let's proceed
with the definition of IMC or integrated
marketing communication So from the word
itself no integrated you need to say is
the combinations or unifying the brand
messaging to make it consistent so ito
ung word na importante dito sa ating
subject no yung consistency ng mga
messages across all media that the brand
uses to reach its target audience no so
another definition is it is strategic
approach that guides communication and
tactics used across all marketing
channels Okay
so we have four importance of IMC need
for consistency throughout the whole
customers Journey IMC helps with brand
building so properly using right mix of
marketing channels help boost campaign
effec effectiveness and last is IMC
contributes to marketing channels
reinforcing each other so let's discuss
this in detail first is you need for
consistency throughout the whole
customer Journey is very
that a company a marketer should have a
consistent message
okay for example
um from your
commercial Facebook na you are promoting
let's say let's give an example yung
Sain natin
toe specific
tate so ang kanilang slogan is
to be to have a strong
um stronger and healthier gums yan ang
kanilang slogan no so dapat in every
um marketing or advertisement nila
consistent yan from FB from tiktok Kahit
saan man sila nag-aadvertise consistent
yung mga sinasabi nila o yung yung
vision nila vision yung pinaka slogan ng
company nila na yung product nila is to
have stronger tee and healthier gums
okay now
um sa mga
buyers meron journey in order for them
to decide kung ano yung kanilang
bibilihin na brand or
product is
awareness realize they have a problem No
they want to understand more about it
sige balik tayo doun sa example natin
kanina toothpaste yyung Colgate itong
customers na to na-identify niya na
meron siyang cavities Okay o meron
siyang problem sumasakit ngipin nian no
Kasi nabubulok na kasi ang daming
cavities yan Nagkakaroon siya ng
awareness and from that no konser niya
the buyer is looking for in comparing
potential solution to the problem
kailangan mawala yung sakit ng ipin niya
matanggal yung cavities diyan Papasok
yung consideration i-consider siya
minsan mga sa napapanood niya or minsan
from the word of mouth na mga kaibigan
niya ganito ginawa ko nawala yung
cavities ko yan may mga consideration
ginagawa And from that consideration
nagde-decide siya no the buyer purchases
a solution bibili siya ng bagay ng
product no na
makaka-asa niya yan yung buyer Journey
me no So it is also related sa marketing
funnel No it's a model that def fix how
people become customers no from learning
about the brand to making the purchase
Now let's discuss how marketing funnel
work agag sinabing funnel no imbudo na
Tagalog yun So from the word funnel ang
pinaka purpose niya kyb kunyi nagsasalin
ka ng isang liquid doun sa another
container no kailangan mong ibuto para
walang matapon Okay so that's the
purpose para hindi matapon or walang
masayang so sa marketing ganun din yung
ganon nagwo-work yung ano marketing from
awareness no no t's nagkakaroon ng
interest ung kunyari awareness n
nagiging aware na ung mga tao na kunyi
sa face mask no ning aware tao na
kailangan mags ng face mask kasi merong
mga mga viruses na kumakalat nagkakaroon
ng awareness ngayon nagkakaroon interest
show that you're offering a viable
solution to the problem nagkakaroon ng
interest gusto ng marketing fel is
sinasala lahat yun from awareness
interest sa consideration hanggang sa
ma-convert nila yung mga buyer na bumili
ng product nila
no So that's how marketing fanel work
now um ito yung a great example Okay ng
consistent company pagdating sa kanilang
marketing
wise So it is a UK brand UK based
foreign exchange financial technology
company So um from
their
website ' ba kung titingnan niyo yung
color palette ng mga ginagamit is
consistent din sa mga logo nila ganyan
napakaimportante ng color palet sa
marketing they use they use blue
okay ito ito ganyan nila dinesign yung
dahil nga foreign exchange sila from the
website pa lang No you can have yung
calculation conversion ng money from
their money to other denomination '
tapos
um Nandiyan din yung
mga ano nila
um ino-offer nilang services Okay from
sending money receiving money debit
cards and so forth no so itong wise they
have
a public relation campaign so ito
papanoodin natin ung
great example of PR campaigns ng Wi
company so let's
watch kung nakikita niyo blue yung
ginamit nilang low kasi y yung color
nila sa sa logo nila website
nil
vai
All
right so yan yung kanilang market
Public Relation campa Okay sige let's
proceed so Ito naman yung kanilang
pag-advertise
on online no if you are going to search
sa mga
Seo sa mga search engine
um ba nag-search kayo kunyari pagdating
sa marketing may nakikita kong ganung
ads to
ads ads ibig sabihin yung mga ads na yan
yung mga lumalabas sa pinakauna yan yung
mga nagbabayad no nagbabayad sa sa
search engine para yung company nila
Once na nag-search nandon sila sa
pinakaunahan Okay So ibig sabihin itong
um itong wise na to is nagiinvest talaga
sila para atleast kapag may nag-search
kunyari sa wire transfer kailangan na ng
wire transfer Once na nag-search sila
and kaagad lalabas kaagad yung company
nila So that's how they
um That's how they value yung mga ads
like this No Sige proceed
tayo so another importance of IMC It
helps with brand building Okay So um
communicating in cons no and
recognizable way is a big part of brand
building no kailangan consistent and
recognizable para mabu yyung brand
So you want people to join the that's
Ayan Okay
na so it should now Be obvious that you
should strive to deliver the right
message at the right time no but the key
to brand building lies on accompanying
all your communication with brand codes
to increase distinctiveness no usually
yung iba brand codes or yung distinctive
asset is anything that you consistently
use in your
communication Okay so number three
importance of IMC is properly using
right mix of marketing channels so helps
boost campaigning effectiveness so meron
ditong research survey na in order for
your brand to be build Kailangan daw 60%
of your budget is nakalaan doon sa brand
building tapos 40% ng budget mo doon
lang sa uplifting sales yung mga sales
strategy so mas mas naglalaan sila ng
60% budget for
um
marketing Ayan alam yung katulad na
ganito ung mga ads na ganito napakamahal
niya lalo yung mga sa TV sa mga building
yan so nag-spend talaga ng yung mga
malalaking company nag-spend talaga ng
malaking pera In order for them to
advertise yung product nila at mabu yung
brand Okay so Sabi nga nila Um yung iba
ngayon online na No they are using
tiktok para makabenta sila no
pero um iba pa rin talaga kapag
um nakita or
na-advertise yung product mo sa dati Gan
uso traditional tayo na
um mas mas nakikilala yung product kapag
napapanood sa TV ngayon e dahil nga
ngayon because of social media na sa
Facebook sa tiktok aan So hindi na ganon
kamahal magbabayad yung mga company para
mag-promote ng product nila minsan
makausap lang sila ng na ano influencer
yan ang
ginagawa ito yung number four no IMC
contributes to marketing channels
reinforcing each other Okay from your
launching ng inyong campaigns no tapos
mabu yung relationship mo sa mga
customers mo
[Musika]
nag-bra yan ng fans mga customers loyal
customers tapos magiging loyal na sila
So ano yan um Uh flywheel effect ang
tawag no so when you do communication
right marketing channels have the
ability to make each other more powerful
as your company grows so as long as your
marketing channels are properly
integrated you can rely on this flywheel
effect okay that's why it is very
important
talaga
yung mga marketing
communications All right so These are
the example of a good integrated
marketing communication yung patagonia
Are you familiar with
patagonia Sige patagonia incorporation
is American retailing of outdoor
creation clothing Okay so itong company
na ' yung mga ung mga pang treking no
any any clothing mga jacket
any clothing ng mga
outdoor now sa US okay now um itong
Patag niya na
to
has this directly affect its business
and Ah okay merang kanong FB
FB sabi nila yung Patag niya daw
nag-stop all paid adverti advertising on
Facebook platform kasi bakit kasi
against yung may sinabing misinformation
yung Facebook against doon sa
kanilang company
values Okay so knowing Facebook no kag
alam naman natin Facebook
napakalaking Ano yan application tool or
social media Tool para makil yung
product mo and since yung Facebook
merong mis information na sinabi daw na
against doon sa company values nila so
nag-stop sila Okay so There are many ah
there are not no many companies like
patagonia No a brand that reflects core
values in its communication and action
no patagonia consistent constant succeed
in making the point that cares about the
planet and sustainability
yan so wala silang pakialam kahit
Malaking ano pa yang Facebook social
media platform pa yan basta against doun
sa company values nila they do it
so another example
is no itong isang product nila no na
nakalagay vote the has all out actually
um
um the company gets political sumasali
rin sila minan sa political agenda nila
no pagya should former President Donald
trump in administration to support its
environmental cause with this dahil
ngaun nga again sila kay Donald trump so
nilalagyan din nila ng ganyan even yung
clo nila nag n
nagsasabi na vote the asshole out no so
I don't know how this activism affect
yung sales nila but one thing is clear
no dito pagon is consistent and
believable in what they stand for
Okay sige ibig sabihin consistent
another example se familiar with sephora
so sephora is a French multinational
retailer of personal care and beauty
products
Okay so siora is well known as a master
CL in codifying Communication Why Okay
First of all it has a carefully selected
palet of brand codes carefully noo Uh
ito yung design ng kanilang
logo Okay so si Pora utilize the curve s
ito s some people refer it as a flame
pag Titingnan mo parang hindi naman siya
s ' parang Flame lang no'
black and white Stripe tapos yung color
red as contracting element ito meron
pang red nag-cast d sa nila simple lang
siya yet effective When You Look at the
brand
communication simple lang yung logo niya
pero it has a big impact no sa
brand Okay so This is one of the example
of
sephora
ano codifying communication sa FB nila
ibig sabihin even yung mga posters nila
No they still ah Nandun pa rin ung code
nila yung logo nila no yung may white
black tapos black no consistent sila
pagdating creating
their
um posters
yan now Ito naman ung kanilang Store
design no consistent pa rin no na pa rin
yung red andyan pa rin yung white saka
black na code na yan no even yung
kanilang packaging no integrated sabi
even a small simple paper bag paper bag
nila no can be a tool that can integrate
with your communication strategy an
That's how they present
their
marketing
alran
yung ginawa nilang PR
Okay Public Relation campaign para um
i-build up pa yung brand nila so let's
watch
this
s
[Musika]
h
All
right Imagine yung commercial ginamit
nila yung toes building sa
Dubai so nadti sila though walang sounds
Gan lang pero at least yung product
nakikilala No they spend millions of
money Just to advertise their product
don sa tallest building sa UAE sa Dubai
no So kung nakita niyo consistent pa rin
yung sephora sa kanilang mga
um ipinapakita nandiyan pa rin ung white
tsaka black na code yan
Okay let's proceed sa next topic fores
of integrated marketing communications
So from coherence when say coherence are
the different communication logically
connected to consistency do all your
messages across the platform support and
reinforce each other to continuity is
your campaign clearly connected to prev
campaign Okay andung complementary how
do all the elements of campaign work
together to disc
coherence are logically connected so
consistency multiple message support and
reinforce are not contradictory no kung
consistent pa rin sila hindi
[Musika]
[Musika]
synergis stick or the sum of parts are
greater than the whole Okay so that's
the end of our topic So here is your
seatwork number one Okay choose a small
medium enterprise in your
community to say
um hindi siya kilala hindi pa kilala na
brand or any product o service na
ino-offer within your community now Sa
page one and By the way it is per group
per group to non so page one As a
marketing specialist group Okay So you
already have your groupings so imagine
you are the marketing specialist Okay
build their brand by revising their logo
Okay usually iyung mga small medium
enterprise meron na mga logo yan no now
show yung before and after picture of
their logo ibig sabihin yung before
nilang logo and then your revis logo now
explain sa page one explain every
details How would you Come up with that
design okay so detailed paragraph
Explain niyo bakit Gan Bakit k Bakit Gan
yung pinalit niung logo now Sa second
page revise the packaging as it comply
with the 4c of integrated marketing
communication
no show niyo rin yung before packaging
nila before and after and then same
thing explain connection of your design
to the brand
blog it is per group Okay
um now this is your assignment Okay
um sabi diyan from the sme nach niyo
create a website design I'm not saying
that you are to create a website design
line Okay o kaya layout How are you
going to design yung
um kanilang website Kari na Pili niyo
yung ano water repealing station diyan
sa community niyo Okay so create a
design ng
website design lang kahit layout kunyari
mag ano kayo sa Cana lagyan niyo ng
ganyan lagyan dito yung logo Tapos paano
niyo i-project yung first page
nila
Okay assignment number
one per group pa rin to now this is your
midterm output no so meron na kayong
napiling smee na napili now create a
public relation campaign video
presentation of how you communicate your
product to your
customers Okay so it example yung kanina
pinanood natin yan pinanood natin '
kanina so anything na mabubulabog ang
ang mga tao para makilala yung hindi
naman yung bubulabog kayo na destructive
ah makilala yung product katulad nito
nagpalipad sila ng maraming lobo at ang
Public Relation hindi kailangan yung iba
Syempre kailangan gumastos pero may mga
ways no para mas makatipid kayo
pero still um nandyan pa rin yung yung
makikilala yung
kanilang product o service sa inyong
community so kayong bahala Paano niyo
gagawin y tapos ivideo niyong gagawin
niyong Public
Relation so i-video niy video summary
lang to
Actually video summary pero ang ginawa
talaga
ngan nagpalipad sila ng
lobo tapos magp sila ng lobo sa kanilang
community para
lang yan syempre yung mga makakakita
Anong mangyayari Anong nangyayari pag
tingin nila ah may ganyan palang company
nag-exist yan ganyan So Ganon din
gagawin niyo d sa sme na napili niyo do
sa community niyo Paano makikilala ah
magkakaroon ng campaign so gawa niyo ng
video presentation like
this siguro 2 minutes
Hanggang 2 minutes lang is enough ito
Ilang minutes ba
to 1 minute nga lang to eh 1 to 2
minutes for output now last minutes of
the
meeting So it of the meeting consist ng
time attendance of
course description of your output and
ins in the discussion activity
screenshot or picture of your meeting
okay so this be your minutes mom number
one your meeting doing your assignment
number one so another meeting sa minutes
of the number two is your meeting in
doing your midterm
output Okay so that's the end of our
chapter so See you next meeting if you
have any question Don't hesitate to ask
in our chat box okay God bless
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