Chapter 1: Integrated Communications Marketing and the instruments of the marketing mix
Marketing: The planning and execution of the conception, pricing, promotion and distribution of
ideas, goods and services to create and exchange value and satisfy individual and organizational
A marketeer needs to decide on what tools to use to reach the marketing objectives. The tools they
can choose from are called the instruments of the marketing mix. The marketing mix is divided into
four categories, the four P’s or C’s: 1. Product (Customer need): Things like the features, quality and design.
There are three layers to the product. The core product is the unique benefit you are marketing. This
must then be translated to a tangible product, which means adding the other features to the
product, like the quality and the design. And the augmented product gives the tangible product more
value to the customer, that means things like same day delivery or a good service desk. 2. Price (Cost to customer): Things like the discounts, price and the payment periods.
We call the official price the ‘list price’. Price cuts can attract consumers but can also make you lose
them to your competitor when you raise the price again. That’s why, with good marketing, the price
tool is used as little as possible. 3. Place (Convenience): Things like transport, locations and channels. 4. Promotion (Communication):
- Advertising: Non-personal mass communications using mass media, when the content is clearly paid
for by the brand that is advertised.
- Brand activation: The integration of all available communications means in a creative platform in
order to activate consumers by stimulating interest, initiating trail and securing consumers loyalty.
Essentially this means interacting with the consumer and creating experiences with the product for
them. Like a test drive at a car seller.
- Sales promotion: Sales stimulating campaigns, is a part of brand activation.
- Point-of-purchase communications: Advertising in the store etc.
- Online communications
- Direct marketing communications: Newsletters, telemarketing etc.
- Public relations: Press releases etc. This should generate publicity.
- Trade fairs Communications mix
The promotion part of the marketing mix can be directed to certain known people, then it’s personal
communications, or to many unaddressed people, which is when it’s called mass communications.
The communications mix (as seen under number 4 in the marketing mix) can also be differentiated
Image or theme communications: When the advertiser tries to tell the audience something about the
Action communications: When the advertiser tries to get people to buy their product.
Integration of marketing communications
Integrated Marketing Communications (IMC): Starting from a customer’s point of view and working
backwards to develop and effective communications strategy using all touchpoints with the
customer. That is why it is also called ‘360 degrees communication’. IMC is data driven, using
detailed customer information. These are the stages of IMC development:
A successful IMC is well-integrated, synergetic and interactive.
Integrated communications: More personalized, customer orientated, relationship based and
interactive communications. Integrating marketing communications across cultures
If a company operates in multiple countries/regions it must think about to what extent they should
adapt to the local culture (localize) and to what extent they want to standardize or integrate
(globalize) its marketing communications. Standardization or adaptation
Globalization can cut down on costs and enhance a products quality. It is convenient to exploit one
great creative idea instead of having to come up with multiple for different regions. It also helps
creating a strong global brand identity.
Localization increases self-brand congruity, making it more likely for locals to buy the product. They
are also more likely to buy through a localized campaign because they get the message that the
product satisfies their specific needs.
Glocalization is usually the best option, this means coming up with a good communications idea and
then tailoring it per region. Integration of corporate communications
Corporate communications: The total integrated approach to the communications activity generated
by all functional departments of a company, targeted at all company stakeholders and aimed at
establishing and maintaining the link between strategic objectives, the corporate identity and the
corporate image in line. It consists of three objectives:
1. Defining a corporate identity that is in line with the corporate strategy
2. Reducing the gap between the desired identity and the image of the company
3. Organizing and controlling the implementation of the communications efforts Corporate personality: The values held by personnel within the organization