CIF3003
CIF3003 Integrated Marketing Communications
Semester 1, 2024/25
LECTURE 1
Dr Amrul Asraf Mohd Any
Senior Lecturer in Marketing
Department of Management and Marketing
amrul_asraf@um.edu.my
Course Schedule
Day: Thursday
Time: 12:00PM - 3:00PM
Venue: Lecture Hall 2, Block A, Faculty of Business and
Economics
Examination: There is NO final exam for this course, but
two (2) Alternative Assessments instead.
Course Synopsis &
Course Learning Outcomes (CLO)
This course introduces students to concepts and practices of integrated
marketing communications (IMC), analysis of the relevant situations in
developing integrated marketing programmes and the communication
process. Students will be exposed to the different types of marketing
communication tools. Monitoring, evaluation and control sum up the whole
course.
At the end of the course, students are able to:
CLO1: Describe various elements/concepts/tools of integrated marketing
communications (IMC).
CLO2: Explain the communication process based on IMC model/ theory.
CLO3: Build an IMC plan based on principles and practices in IMC.
CLO4: Measure the effectiveness of IMC campaigns using relevant
method/technique.
Main Course Policies (see Course Information for more details)
• By enrolling in this course, you are agreeing to the syllabus and
to abide by all the stipulated course requirements. So, please go
through the Course Pro-forma and Course Information very
carefully.
• Attendance: Your attendance and participation are vital to your
success in this course. However, if you are not able to attend my
class, please inform me through email and provide a valid
medical certificate from your doctor if you are unwell, or an official
letter from the relevant authority if you are involved in any official
events. However, if I find your attendance to be less than 80%
at the end of the 14 weeks of class without valid reasons, I
will deduct 5 marks from your overall final marks.
• Submission of Assignments: Assignments are due on the
dates specified in my Teaching Schedule. Late submission will
not be accepted, so, please plan your work well.
Mapping of CLO to Course Assessment
CLO Assessment Operationalisation (see
Teaching Schedule for
details and due dates)
CLO1: Describe various Discussion and Weeks 4, 6, 8 and 9
elements/concepts/tools Assessment Part 1
of integrated marketing
communications (IMC).
CLO2: Explain the Discussion and Weeks 4, 6, 8 and 9
communication process Assessment Part 2
based on IMC model/
theory.
CLO3: Build an IMC plan Alternative Assessment 1 Week 11 (due)
based on principles and Weeks 12, 13 and 14
practices in IMC. (presentation)
CLO4: Measure the Alternative Assessment 2 Week 14 (due)
effectiveness of IMC
campaigns using relevant
method/ technique.
Grading Breakdown for All Elements of Assessment
Component I: Continuous Assessment
Discussion & Assessment
• Part 1: Solutions to discussion questions on PPT slides 25%
• Part 2: Solutions to discussion questions on PPT slides 25% 60%
• Presentation (individual) 10%
Component II: Alternative Assessment
Alternative Assessment 1 (group)
• Building an IMC Plan 25%
Alternative Assessment 2 (individual) 40%
• Evaluating/measuring the effectiveness of a marketing 15%
campaign
Total 100%
What is IMC?
Integrated marketing communications (IMC)
is the process of unifying a brand’s
messaging to make it consistent across
all media that the brand uses to reach its
target audience. It’s a strategic approach
that guides communication and tactics used
across all marketing channels.
Integrated Advertising, Promotion, and
Marketing Communications
Ninth Edition
Chapter 1
Integrated Marketing
Communications
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Chapter Objectives
How does communication take place?
1.2 What is an integrated marketing communications
programme?
1.3 Which trends are affecting marketing communications?
1.4 What are the components of an integrated marketing
communications programme?
1.5 What is meant by GIMC?
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Chapter Overview
• Advertising and marketing face a shifting landscape
• Traditional media viewership has declined
• Internet and social media usage has risen sharply
• Effective promotions are multifaceted
• Connectivity and interaction with consumers is key
• Advertisers are turning to more innovative approaches
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Figure 1.1: Communication Process
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Figure 1.2: Examples of Communication
Noise
• Talking on the phone during a commercial on television
• Driving while listening to the radio
• Looking at a sexy or a handsome model in a magazine ad and ignoring the
message and brand
• Scanning a newspaper for articles to read
• Talking to a passenger as the car passes billboards or
• Scrolling past internet ads without looking at them
• Becoming annoyed by ads on a social media site
• Ignoring posts on X because they are irrelevant
Clutter remains the most common form of noise
affecting marketing communications!
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Recent Developments
• Communications involves a “dance” between sender and
receiver
• Each transmits and receives verbal and nonverbal cues
interactively and instantly, thanks to instant messaging
(IM) and Voice over Internet Protocol (VoIP) service!
• Companies must react and reply to all messages as
prompt as possible
• Both partners deal with noise and clutter
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Integrated Marketing Communications
• Integrated Marketing Communications is the
coordination and integration of all marketing
communications tools, avenues, and sources in a
company into a seamless programme designed to
maximise the impact on customers and other
stakeholders.
• IMC covers all business-to-business, market channel,
customer-focused, and internally-directed
communications.
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Figure 1.3: Components of Promotion
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Figure 1.4: Steps of a Marketing Plan
• Current situational analysis
• SWOT analysis
• Marketing objectives
• Target market
• Marketing strategies
• Marketing tactics
• Implementation
• Evaluation of performance
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Figure 1.5: Trends Affecting Marketing
Communications
• Emphasis on accountability of expenditures and measurable results
• Mobile marketing
• Integration of media platforms
• Shift in channel power
• Increase in global competition
• Increase in brand parity
• Emphasis on customer engagement
• Focus on convenience
• Cause-related marketing, advertising
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Accountability and Measurable Results
• Company leaders – CEOs, CFOs and CMOs – expect
tangible / measurable outcomes
➢ e.g. Show us the proof that the $50 million ad campaign is
working and will translate into sales!
• Advertising agencies expected to deliver results
• Emerging social media changes communication
• Emerging alternative methods and media
• Less reliance on television and other mass media
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Mobile Marketing
• Includes smartphones, tablets, text messaging
• Can create an emotional experience with the brand
through mobile apps
• Many companies have moved traditional media dollars to
digital media
• Social media, digital channels give consumers access to
information on companies, products, and brands
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Questions to Consider
• What are some of your best or worst mobile marketing
experiences as a consumer?
• In your opinion, which brands do the best job of reaching
you with relevant messages wherever you are?
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Integration of Media Platforms
• Duration spent integrating platforms
– More than 5 hours per day on non-television screens
– As much as 10 hours per day combined with television
• Ways consumers integrate media formats (Ipsos OTX, :
– Content grazing (looking at two or more screens with unrelated
contents – e.g. watching TV and texting a friend)
– Investigative spider-webbing (e.g. watching the Olympics on TV
and checking out medal tally on your smartphone)
– Quantum journey (e.g. checking out a restaurant on PC, obtains
consumer reviews on your tablet, and then uses Waze on your
smartphone to locate the restaurant)
– Social spider-webbing (e.g. posting pictures on Facebook from a
lappy and the texting friends to go check them out)
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Changes in Channel Power
• Retailers
– Control channel
– Control shelf space
– Have purchase data
– Determine products and
brands on shelves
• Consumers
– Internet shifts power to
consumers
– Multiple methods of
making purchases
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Increases in Global Competition
• Information technology
and communication has
changed the marketplace
• Products can be
purchased from anywhere
on the globe
• Customers want both low
prices and high quality
• Manufacturers and
retailers must work
together
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Increases in Brand Parity
• Brands viewed as
providing identical
attributes
• Shoppers select from a
group of brands
• Quality and
characteristics less
important
• Price more important
• Decline in brand loyalty
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Emphasis on Customer Engagement
• Marketers seek to engage
customers with the brand at
every contact point
• Digital and social media
now part of total integrated
marketing approach
• Two-way communication is
key
• Firms strive to develop
emotional commitment
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Focus on Convenience
• Consumers value time in new and important ways
• Emphasis on making purchases quick and simple
• Home delivery systems and store pick-up programs increasing
• Many services now made from a consumer’s smartphone or tablet via
Apps
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Cause-Related Marketing and
Advertising
• More consumers want to buy
products attached to socially
responsible efforts and causes
• This trend greatly increased
during the COVID-19 outbreak
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Figure 1.7: Five Reasons Why Integrated
Marketing Works
1. Unifies strategy and message across channels
2. Streamlines timing
3. Connects with multiple audiences
4. Creates meaningful insights
5. Maximises impact
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Figure 1.8: Overview of IM C
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International Implications
• GIMC: Global Integrated
Marketing
Communications
• Goal: to coordinate global
marketing efforts
• Challenge due to national,
cultural differences
• Standardisation vs.
Adaptation
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Integrated Advertising, Promotion, and
Marketing Communications
Ninth Edition
Chapter 2
Brand Management
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Chapter Objectives
2.1 How does a brand’s image affect consumers, other businesses, and the
company itself?
2.2 What types of brands and brand names do companies use?
2.3 What characteristics do effective logos exhibit?
2.4 How do marketers identify, create, rejuvenate, or change a brand’s image?
2.5 How can a company develop, build, and sustain a brand in order to
enhance brand equity and fend off perceptions of brand parity?
2.6 How do firms manage brands in international markets?
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Chapter Overview
• Managing a brand image and
logo
• Developing and promoting
brands
• Brand equity versus brand
parity
• Importance of packaging and
labels
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Michelin
• Created brand association
with the Michelin Tire Man
• Durability, reliability, safety
key concepts for consumers
• Michelin is also devoted to
safe driving and tire care
• Result: A stable company
with consistent brand image
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Figure 2.1: Elements of Brand Image
Tangible Elements Intangible Elements
• Goods or services sold • Corporate personnel
• Retail outlets where the – Ideals
product is sold – Beliefs
– Conduct
• Advertising
• Environmental policies
• Marketing communications
• Corporate culture
• Name and logo
• Country location
• Packaging and labels
• Media reports
• Employees
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Figure 2.2: Brand Image Benefits to
Consumers
• Provides confidence regarding purchase decisions
• Gives assurance about the purchase when the buyer has
little or no previous experience
• Reduces search time in a purchase decision
• Provides psychological reinforcement and social
acceptance of the purchase
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Figure 2.3: Brand Image Benefits to
Companies
• Extension of positive customer feelings to new products
• Ability to charge a higher price or fee
• Consumer loyalty leading to more frequent purchases
• Positive word-of-mouth endorsements
• Higher level of channel power
• Ability to attract quality employees
• More favourable ratings by financial observers and
analysts
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Figure 2.4: Categories of Brand Names
• Overt names
– Reveal what a company does
• Implied names
– Words or word parts that convey what a
company does
• Conceptual names
– Capture the essence of what a company offers
• Iconoclastic names
– Represent something unique, different and
memorable. Does not necessarily imply a
company’s goods and services
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Questions to Consider
• Can you think of corporate brand names that fall into
each of the categories in Figure 2.4?
• Which ones are your favourites and why?
• Why would you choose these brands over competitors?
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Figure 2.5: Origins of Some Unique
Brand Names
The name started as a joke about the way search engines
search for information. Word googol is one followed by 100
zeros.
Combination of Danish phrase “leg godt,” which means “play
well” and Latin word lego which means “I put together.”
Alternative spelling of “rhebok,” which is an African antelope.
Original name was “sky-peer-to-peer,” which was changed
to “skyper,” then to “skype.”
Created by Adolf Hitler as a car for the masses that could
transport 2 adults and 3 children at speeds up to 62 mph.
Name means “people’s car.”
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Figure 2.6: Types of Brands
• Family brands
• Brand extension
– Flanker brand
• Co-branding
– Ingredient branding
– Cooperative branding
– Complementary branding
• Private brands (US), store brands or
house brands (UK, Malaysia), home
brand (Australia), own brand
(Malaysia)
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Figure 2.8: Four Tests of Quality Brand
Logos and Names
• Recognisable
• Familiar
• Elicits a consensual meaning among those in the firm’s
target market
• Evokes positive feelings
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Brand Logos
• Aid in recall of specific brands
• Aid in recall of advertisements
• Reduce shopping effort
• Reduce search time and evaluation of alternatives
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Figure 2.10: Tips on Creating or
Changing Logos
• The logo is a reflection of the brand
• Creating logos requires knowledge and expertise
• Use professional designers
• Make the logo simple
• Make the logo media transferrable
Click to read:
https://www.logodesignvalley.com/blog/tesla-logo/
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Identifying the Desired Brand Image
• Evaluate current image
– Ask customers
– Ask non-customers
• Can be a strategic
advantage
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Creating the Right Image
• Sends a clear message
• Portrays what the firm sells
• Business-to-business may be
challenging
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Rejuvenating a Brand’s Image
• Brand rejuvenation is the process of refreshing and updating an
existing brand without altering its core identity or values. It is
usually done to keep up with the changing consumer
preferences, trends, or technologies, and to maintain a
competitive edge in the market.
• Brand rejuvenation can involve minor changes such as tweaking
the logo, colour scheme, or font, or more significant changes such
as launching new products, services, or campaigns.
• The goal of brand rejuvenation is to reinforce the brand's image
and reputation, and to reconnect with the existing and
potential customers.
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Figure 2.11: Keys to Successful Image
Rejuvenation
01 02 03 04
Help former Offer Stay true to Build a
customers timeless original, but community
rediscover consumer contemporise
the brand value
• Can you think of companies that have rejuvenated their brands by following these
principles?
• What was the result?
• How about instances in which companies tried to completely change the brand’s
image?
• Was it successful? What do you think would be most difficult about this process?
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POLAROID
New
Old
1) What happened to the ‘loved-by-mums’ brand, TUPPERWARE?
Read: Is the Tupperware party over? Unpacking the brand’s decline – and what could save it
2) What happened to the iconic American apparel company, GAP?
Read: Learning from the Gap Logo Redesign Fail
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Developing and Building Powerful
Brands
• Understand why consumers buy and rebuy a brand
• Where does your brand stand now?
• What are your objectives?
• What are you doing to build your brand and business?
• What are your brand’s strengths? Weaknesses?
• Which opportunities should be pursued first?
• Where are the pitfalls?
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Figure 2.12: Building Powerful Brands
• Invest in the brand
• Create awareness
• Offer authenticity uniqueness
• Build trust
• Deliver an experience
• Offer value
• Utilise social media
• Utilise mobile
• Act responsibly
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Brand Equity Brand Loyalty
• Brand parity can be a • The ultimate objective
problem
• The only brand that
• Brand equity customers purchase
– A set of characteristics • Drivers of brand loyalty:
making the brand
unique – Emotion
– Helps fight the brand – Value
parity problem • It’s all about the consumer
– Brand name is experience
perceived as better
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International Implications
• Adaptation v s standardisation
ersu
– Adaptation is the need to tailor marketing efforts to the
specific characteristics and preferences of each target
market. Standardisation involves the uniform application
of marketing strategies across international markets.
• Standardisation reduces costs
• Shrinking world leads to standardisation
– rapid rate of globalisation has made the world feel smaller,
that we are more connected to people on the other side of
the world than ever before
• Think globally but act locally
– adopting a global mindset while tailoring strategies to meet
the unique needs of local markets.
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Questions to Consider
Think about the GIMC strategy to “Think globally but act
locally.”
• How does this approach apply to branding?
• Why is it important to consider each local market’s unique
features?
• How can it help to support and develop local brands?
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Yourself as A Personal Brand
• You have unique characteristics, personality, image
• What is your personal brand image?
• Personal appearance conveys a lot to an employer
• Consider mannerisms: speaking, gestures, eye contact,
posture
• Social media is key to your personal brand
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