Marketingcommunications – De Pelsmacker, Geuens, Van den Bergh (6th Edition)
Chapter 1: Integrated Communications
Marketing is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create and exchange value, and satisfy individual and
organisational objectives.
The instruments of the marketing mix are divided into four categories à 4 P’s/C’s
Product Price Place Promotion
Costumer need Cost to the customer Convenience Communication
Benefits List price Channels Advertising
Features Discounts Logistics Public relations
Options Credit terms Inventory Sponsorship
Quality Payment periods Transport Brand activation
Design Incentives Assortments Direct marketing
Branding locations Point-of-purchase
Packaging Exhibitions and trade fairs
Services Personal selling
warranties Online communication
The product tool consists of three layers:
1. Core product: the unique benefit that is being marketed.
2. Tangible product: product features, a certain level of quality, the available options, design
and packaging are important instruments by which a core benefit can be made tangible.
3. Augmented product: gives the tangible product more value and more customer appeal à
service layer on top of the tangible product.
The list price is the official price of a product. However, discounts and incentives of all kinds can be
used to make the product more attractive.
Marketing communications is a process through which organisations and audiences engage with one
another. Marketing communications can inform and persuade audiences, they can differentiate the
offering form one company or brand from those of others, and they can reinforce the relationship
between an organisation and its audiences.
§ Advertising is non-personal mass communications using mass media (such as TV, radio,
newspapers, magazines, billboards, banners on websites, pre-roll ads in online videos etc.). the
content of which is determined and paid for by a clearly identified sender.
§ Brand activation is the integration of all available communications means in a creative platform
in order to activate consumers by stimulating interest, initiating trial and eventually securing
consumer loyalty (example: offering car buyers to do a test drive).
§ Sales promotion, as a part of brand activation, are sales-stimulating campaigns, such as price
cuts, coupons, loyalty programmes, competitions, free samples, etc.
§ Point-of-purchase communications are communications at the point of purchase or point of
sales (i.e. the shop). It concludes several communications tools such as displays, advertising
within the shop, merchandising, article presentations, store layout etc.
§ Online communications offer new ways to communicate interactively with customers and
stakeholders via the Internet and mobile devices. Online banners, pre-roll video ads, and
advertising on social media are examples.
§ Direct marketing communications are a personal and direct way to communicate with
customers and potential clients or prospects (ways: direct mailings, personalised brochures and
leaflets (with feedback potential), telemarketing actions, direct response advertising).
,§ Sponsorship implies that the sponsor provides funds, goods, services and/or know-how. The
sponsored organisation will help the sponsor with communications objectives such as building
brand awareness or reinforcing brand or corporate image.
§ Public relations consist of all the communications a company instigates with its audiences or
stakeholders. Press releases and conferences, some of the major public relations tools, should
generate publicity (positive/negative publicity).
Exhibitions and trade fairs are, particularly in business-to-business and industrial markets, of great
importance for contacting prospects, users and purchasers.
Marketing communications try to influence or persuade the (potential) consumer by conveying a
message.
§ Personal communications: the message may be directed to certain known and individually
addressed persons (online communications, brand activation* direct marketing).
§ Mass communications: the message transfer may be also be directed to a number of
receivers who cannot be identified, using mass media to reach a broad audience (advertising,
online communications, sales promotion*, public relations, sponsorship, point-of-
purchase*).
Personal communications Mass communications
Reach of big audience
Speed Slow Fast
Costs/ reached person High Low
Influence on individual
Attention value High Low
Selective perception Relatively lower High
Comprehension High Moderate-low
Feedback
Direction Two-way One-way
Speed of feedback High Low
Measuring effectiveness Accurate difficult
In image or theme communications (above-the-line communications à more than 15% fee) the
advertiser tries to tell the target group something about the brand or products and services offered. -
à Goal: improve relations with target groups, increase customer satisfaction or reinforce brand
awareness and brand preference. This might eventually lead to a positive influence on the (buying)
behaviour of the target group.
Action communications (below-the-line communications à less than 15% fee) seek to influence the
buying behaviour of target groups and to persuade the consumer to purchase the product.
à Goal: stimulate purchases.
Integrated marketing communications (IMC) is a concept of
marketing communication planning that recognizes the added
value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines e.g. general
advertising, direct response, sales promotion, and public
relations, and combines these disciplines to provide clarity,
consistency and maximum communication impact.
,à For IMC are two principles important: synergy and consistency. All marketing instruments have to
work in the same direction, and not conflict with each other. They also have to be designed in such a
way that the effects of the tools are mutually reinforcing
, Traditional communications
strategies are based on mass
media delivering generalised
transaction-oriented messages.
Integrated communications are
much more personalised,
customer-oriented, relationship-
based and interactive.
Culture is the collective
programming of the mind which
distinguishes the members of one
group or category of people from
those of another.
The self-reference criterion
refers to our unconscious
tendency to refer everything to
our own cultural values.
Once a company decides to go international, one of the most important strategic decisions to be
made is to what extent a global or cross-culturally integrated marketing strategy in the foreign
market(s) must be followed.
§ Standardisation/globalisation: can be defined as a campaign that is run in different
countries, using the same concept, setting, theme, appeal and message, with the possible
exception of translations.
§ Localisation/adaption: this is a local approach, that implies that elements of the
communications strategy are adapted to local circumstances.
Often the best way to approach international markets is not to adhere to one of the extreme
strategies of globalisation or localisation, but to opt for a global commitment to a local vision
à think global, but act local = glocalisation
Corporate communications is 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. Corporate communications have three main objectives:
1. To establish joint strategic starting points of the organisation that will have to be translated
into consistent communications; in other words, to define a corporate identity that is in line
with corporate strategy.
2. To reduce the gap between the desired identity and the image of the company that exists
with its target groups.
3. To organise and control the implementation of all the communications efforts of a company,
in line with the two above-mentioned principles.
Corporate communications: the set of meanings by which a company allows itself to be known and
through which it allows people to describe, remember and relate to it. It is the way the company
chooses to present itself to its relevant target audiences by means of symbolism, communications
and behaviour.
