Integrated Marketing Communication in Building Brand Equity

Libyan International Medical University Faculty of Business Administration Integrated Marketing Communication Integrated Marketing Communication- - (Brand Equity) (Brand Equity) Dreza (2830) 9 (2830) 9th th of November 2022 By By Ghudai Ghudai Dreza of November 2022

Tables of Content Tables of Content INTRODUCTION INTRODUCTION ELEMENTS OF IMC ELEMENTS OF IMC INFORMATION PROCESS MODEL OF INFORMATION PROCESS MODEL OF COMMUNICATION COMMUNICATION DIFFERENCE BETWEEN DIGIRAL DIFFERENCE BETWEEN DIGIRAL AND TRADITIONAL MARKETING AND TRADITIONAL MARKETING BENEFITS OF IMC BENEFITS OF IMC REFERENCES AND REFERENCES AND CONCLUSION CONCLUSION

Introduction Introduction Integrated marketing communication is the process of Integrated marketing communication is the process of unifying a brands messaging system to make it consistent unifying a brands messaging system to make it consistent with all the used media platforms, that either the with all the used media platforms, that either the business or brand uses to reach out for their targeted business or brand uses to reach out for their targeted audience. audience.

Elements of IMC Elements of IMC IMC has five distinct elements that are used with accordance to IMC has five distinct elements that are used with accordance to marketing communication: marketing communication: - Public Relations Public Relations - Social Media Social Media - Audience Analytic Audience Analytic - Business Development Principles Business Development Principles - Advertising Advertising

How can marketing contribute to a brands How can marketing contribute to a brands equity? equity? Identity (Building Brand Awareness) Identity (Building Brand Awareness) - - Meaning (Communicating what the brand is about and what it Meaning (Communicating what the brand is about and what it stands for) stands for) - Response (Changing how the customer thinks and feels about the Response (Changing how the customer thinks and feels about the brand) brand) - Relationship (Building stronger and deeper bonds with the Relationship (Building stronger and deeper bonds with the customer, that is purely based on trust and loyalty) customer, that is purely based on trust and loyalty)

Information Processing Model of Information Processing Model of Communication Communication Thi This s model model assumes that the receiver assumes that the receiver- - in a persuasive persuasive communicating communicating situation advertising advertising- - is an is an information information processor or problem solver. problem solver. in a situation such as processor or such as

Information Processing Model of Information Processing Model of Communication Communication - Exposure Exposure is the process of strategically extending your brands message to the is the process of strategically extending your brands message to the consumer. And advertising is a vital part in this psychologically systemised process. consumer. And advertising is a vital part in this psychologically systemised process. Attention Attention is being able to understand, as well as, notice the behaviour taken by the is being able to understand, as well as, notice the behaviour taken by the brands managers, to reach out for the consumer. brands managers, to reach out for the consumer. Comprehension Comprehension is when a consumer develops an understanding for things or objects is when a consumer develops an understanding for things or objects that are associated with the brand itself. that are associated with the brand itself. Yiel Yield means the consumer gives d means the consumer gives- -in to the brands intended message, hence they in to the brands intended message, hence they become favourable towards it. become favourable towards it. Intentions Intentions are to plan an act for the desired manner of the communication. are to plan an act for the desired manner of the communication. Behaviour Behaviour the consumer start to act upon the communicating behaviour exerted e.g. the consumer start to act upon the communicating behaviour exerted e.g. going to buy these new Nike trainers. going to buy these new Nike trainers. - - - - -

Whats The Difference Between Digital What s The Difference Between Digital and Traditional Marketing? and Traditional Marketing? The difference between digital marketing and traditional The difference between digital marketing and traditional marketing, is that one uses traditional platforms and marketing, is that one uses traditional platforms and channels which are sometimes displayed as a one channels which are sometimes displayed as a one- -way process. Whereas, the other use s digital media channels to process. Whereas, the other use s digital media channels to reach out for their targeted audience. And which also reach out for their targeted audience. And which also associates with a two associates with a two- -way process. way way process.

Examples of Traditional Marketing Examples of Traditional Marketing Platforms Platforms Radio Advertisements Radio Advertisements - - TV Advertisements TV Advertisements - Billboards Billboards - Printed Media (Newspapers, Magazines, Leaflets (Flyers) etc ) Printed Media (Newspapers, Magazines, Leaflets (Flyers) etc ) - Mail Advertisements Mail Advertisements

Examples of Digital Marketing Platforms Examples of Digital Marketing Platforms - Social Media Advertisements Social Media Advertisements - Website Advertisements Website Advertisements - Email Advertisements Email Advertisements - SEO (Search Engine Optimisation) SEO (Search Engine Optimisation) - Affiliated Marketing Affiliated Marketing

Benefits of IMC Benefits of IMC There are numerous benefits to Integrated Marketing Communication, and There are numerous benefits to Integrated Marketing Communication, and some of those are the following: some of those are the following: - Brand Reinforcement Brand Reinforcement - Competitive Advantage Competitive Advantage - Cost Effectiveness Cost Effectiveness - Expanding Reach for Targeted Audiences Expanding Reach for Targeted Audiences

CONCLUSION CONCLUSION Companies, as well as, Brands choose to use IMC (Integrated Companies, as well as, Brands choose to use IMC (Integrated Marketing Communication) for purposes of reaching out to wider, Marketing Communication) for purposes of reaching out to wider, and much focused targeted audiences. and much focused targeted audiences.

References References 1. Chaudhry Follow Banker and Teacher, J. (n.d.). Chapter 6 ((integrating marketing communications to build brand equity)) Retrieved November 20, 2022, from https://www.slideshare.net/ajc4040405/chapter-6-integrating-marketing-communications-to-build-brand- equity 2. Hendricks, B. (2022, April 1). benefits-of-integrated-marketing-communication. Study.com | Take Online Courses. Earn College Credit. Research Schools, Degrees & Careers. Retrieved November 20, 2022, from https://study.com/academy/lesson/benefits-of-integrated-marketing-communication.html 3. HARRIS, A. I. N. S. L. E. Y. (2015, August 15). The Top 10 Business Rivalries in history - fast company. Top-10-business-rivalries. Retrieved November 20, 2022, from https://www.fastcompany.com/3048493/the-top-10-business-rivalries-in-history 4. Bailey, J. (n.d.). Digital Marketing vs. traditional marketing Explained. What is the difference between Traditional Marketing and Digital Marketingthul. Retrieved November 20, 2022, from https://99designs.com/blog/marketing-advertising/digital-marketing-vs-traditional-marketing/

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