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Módulo VI 1 Comunicaciones Integradas del Marketing — Transcript · YTtoTranscript

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Módulo VI 1 Comunicaciones Integradas del Marketing

EventuApp - Opinalia · 6,854 words · 34 min read · EN

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Today we want to challenge you. Yes, we challenge you if you want to be the best engineer working in one of the best car factories in the world. We challenge you, who want to be a doctor, to find a vaccine that will change the history of humanity. We also challenge you who dream of

achieving three Michelin stars for Honduras. Yes, we challenge you too, you who long to bring your analytical talent to a multinational company . We challenge you to change this moment and make the most of it. We want you to be a part of this. That's why we will support you and give you everything you

need to achieve your dreams and goals. We have the best , newest, and most innovative programs. We have a solid platform for you to study all our courses, but you know what, we don't just want to say it, we want you to experience it with us. We want to challenge the future together now, you and us

. Good day, young people, it's great to have the opportunity to share with you some interesting content within the world of marketing, from which I understand you have already taken some modules prior to this one that will give you a certain base of content, obviously for the topic that we are going to develop today.

My name, or rather, the topic we are going to start is integrated marketing communications. It's a concept that may seem short, but it has a lot of breadth and covers many of the areas of marketing efforts that a company may need to make. My name is Javier from SID, I am a teacher at

the Faculty of Administrative and Social Sciences and I also teach marketing classes . What objective are we going to pursue with this module? What content would I like you to have at the end of this module, with knowledge and a little more mastery of these topics? First, we need to understand what the

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role of marketing communications is for a company or within marketing actions in general, right? Remember that I imagine we already saw some basic concepts in previous modules, from the ideal marketing mix of companies. Within this marketing mix, there are some efforts focused on communication, and we want to understand what this role is, to learn about

the functioning of marketing communications, that is, what some elements and key players are both internally and externally within the company . Identify the main steps to develop effective communications. In other words, there are key elements that we cannot overlook when we are doing these designs, these key steps and processes to be able to develop these

communications. Remember that within companies, everything that an action entails involves a cost of resources, or rather, a cost in resources, whether it's human resources, time, or financial resources, right? Therefore, all these steps, all these processes must follow a clear logic to avoid precisely those losses of time, that overexertion of human resources and above all

also financial losses. Determine the key elements of the communications mix and how it should be established; that is, what are these elements? As I said, first the processes, and within each of those steps, what are those key elements where we would normally have to do checklists to know if everything is going well and everything is

heading towards what we really have? And finally, mastering the concept of what we mean by an integrated marketing communications program , because yes, there are elements of communication, but then there are some key company objectives, some key objectives that we decision-makers have to consider to say, "Okay, now comes an integrated marketing communications program." And that's what we're going to

try to delve into a bit more today. To begin this part, we need to have certain concepts and review some concepts from previous modules, but integrated with the element of integrated communication or integrated marketing communications programs. I have two concepts here, or rather, two concepts. They both follow the same line of thought. Some use

different words, but they all have the same essence. And we're going to start with this first concept, if you like, this concept from Cotler and Armstrong, who are the main authors we'll often encounter in our marketing strategy and marketing fundamentals books. And they define the Integrated marketing communications, like the careful integration and coordination of multiple

communication channels, is where we're focusing our attention. What do we mean by this? There's a concept out there that we won't delve into much in this module, but I'll leave it here for those who are curious about communications and marketing, especially regarding omnichannel marketing, to read about or look into. It's a very important term for businesses today

. But in this case, we're returning to the careful integration and coordination of multiple communication channels to send a clear, consistent, and compelling message about what we want people to know about the organization and its products. This involves the company and its products. Now, this integration and coordination of multiple channels allows us to

send a clear message, and I'd like to complement it with this other concept: the expansion of... The promotional element of the marketing mix constitutes a strategic communication planning method for building positive and lasting relationships between companies and their stakeholders. In this case, by stakeholders, we mean specifically the company's customers, right? So, normally when

we talk about marketing and its objectives as a science or as an application within companies, one of the main objectives is to create positive and lasting relationships between companies and their customers. Yes. And how is this generated? Well, behind all of this is the marketing mix, which is what we were talking about, and which are concepts that you may have already

seen in another module, but we're going to review them briefly. Back then, I talked about this concept, if you notice, which is the expansion of the promotional element. And here we're going to see what we mean by the marketing mix and what we mean by that promotional element. So, if we go back to the

basic concepts, I know, there are Different theories, different and new theories that have come and gone, like the 7Ps, the 7Ds, the 7Cs, and so on, but we all start from the basic initial theory and the basic initial model of the marketing mix, which tells us about the 4 Ps of marketing. Yes,

I imagine many of you have already heard this . So, the 4 Ps of marketing refer to elements such as the product itself, which includes everything related to the characteristics of the product or service that we as an organization provide, from the basic product, like, as mentioned, we sell coffee, to the extended product, which could be

selling coffee in a combo with a dessert, and we also have some extra items that you can buy along with the coffee, like a glass, a mug, and so on. Then we have place, which refers precisely to those elements, all elements related to distribution strategies, points of sale, geographic coverage, and accessibility for the customer. of my

product, right? I mean, everything we establish along the route, from when my product is created in a factory or when my service is designed and offered by the company, that entire channel it follows until it reaches the end consumer or user—that's the Place aspect. There are many elements considered part of the Place aspect,

like stores, electronic channels, platforms, social media, whatever I'm using in the digital world to get that product to my customer, so they can eventually invoice me and I deliver it. All of that is part of the Place aspect. We have the price, which is obviously related, and that's one of the factors that

depends on the other elements: how big the product is, how easy it is to access, and so on. And so, the price is linked to the monetary value, let's call it, that the customer pays for our product. And we have the last P, I left it for last, not because it's the least

important, but because it's the one we're going to refer to. Today. And we're referring to the P of promotion. So, the previous concept told us that it's an extension of the promotional element of the marketing mix, right? So, in modern marketing, if you look at it, it requires more than developing a good product, and

we're always referring to concepts linked to integrated marketing communications. That is, it's not enough to have a good product, it's not enough to set an attractive price for the product and make it accessible. What do we have here? Product, price, place. Companies must also communicate with potential stakeholders and the general public—communications, promotional extension as such, right?

And for most marketing specialists, it's not so much about what we're going to communicate, right? That is, it's not asking ourselves, "Are we going to communicate this and that?" but rather, we have to know what to say, how to say it, when to say it, to whom, and how often. And I imagine that this starts, well, obviously, if

in one of the other communications modules we talk about that communications plan, or we're going to have the opportunity to identify it, right? That is, when we We create a communication plan, and we define the main elements. The first is defining what we're going to say. This will depend heavily on studies and analyses we conduct about

the target audience or target customer, allowing us to truly understand the needs behind the purchase of this type of product or service that I offer. Therefore, I already know what this person is interested in hearing, and consequently, I can decide what to say in these communications, how to say it—the tone, the medium, and

so on—and when to say it. What are the opportune moments to send a message, or is the timing irrelevant, but how is more important? And obviously, we need to be clear about who we're going to direct our efforts or communications to and how frequently we'll be doing so. These are elements that are typically linked to the

communication plan itself. But returning to the topic of the "P" for promotion as an extension of integrated marketing communications, it's often necessary to understand the role of marketing communications, and then... Let's link it back to that promotional P so we can see what elements are included in that promotional element of the mix, right?

So, what are the roles of marketing communication? Well, one of the main ones is to inform, right? I mean, I need to let this audience know, let these customers know, that I have a new product, or that my existing product is the best in the world and on the market, or I simply need to inform them what

my product is for. And all of that will depend on the stage the brand is in, how well -known it is in the market, and the type of information I want. But that initial role is precisely to transmit information and for that information to reach our customers. To persuade. And when we talk about persuading, what we

want to achieve is to generate in the consumer's mind— not that need, sorry—but rather that they've grasped the information I sent them, and that it's really inciting them to a specific action, that is, to look for my product, to trust my product, to learn about my product, and the day they see my

product, to buy it, right? And those are some of the objectives I want to achieve when we talk about persuasion, right? I mean, changing their minds, so they no longer think badly of my product, or if they didn't know about it, as I said, so they get to know it and, in fact, at some point, they

look for it, right? Another aspect is that they remember my brand, that they remember me as a company, that they associate me with it at some point, which is part of the... excuse me, part of the positioning objectives . So, in the end, we have three elements so far, if you look at them:

informing, achieving an action or a change in thinking, perception in consumers, and lastly, making them remember me as a brand. Then, within this, I can also link my brands with other brands, with an event, with places, experiences. That has to do with the image I want to project for my brand, with being associated with some

kind of element, some kind of experience, some kind of event, and so on. As such, it contributes to brand equity. And here we're obviously talking about the strength of my brand, its positioning . And the most important thing to note is that not all marketing communications are focused on direct sales, let's call it that, that is, on

directly influencing sales. But ultimately, what we hope for is that if people know my product, they'll buy it. If I manage to persuade people that my product is the best, they'll buy it. If my brand is associated with events and people remember me and I have good brand positioning, in the end, everything will come down to this, and that's

practically the main objective of any company, right? That is, to sell and generate revenue linked to its commercial efforts, its business efforts . So, in the end, it is part of what we really want to achieve, obviously by informing, persuading, making people remember me, right? That's part of the role of marketing communications itself.

Now let's go back again; we already know the roles, and now we'll return to... The promotional P. If you recall, we talked about the 4Ps, and within those 4 are Place, Price, and Product. And we said that integrated communications are an extension of the promotional element. What are the elements within this promotional P? Well, first,

advertising. Obviously, I think we all know the concept of advertising. There's a whole world behind it: design, execution, message selection, and so on. And this is one of the key elements within the mix and within the promotional element itself. So, advertising, let's understand it. Okay, let's go through them. Advertising, sales promotion— sales promotion, in effect, is an effort that is

directly linked to generating a reaction related to sales, to purchases, that is, a purchase reaction from the target consumers, right? Events and experiences, which is also part of participating in a trade show, participating in a show, sponsoring a concert, Et cetera. That is, everything related to events and experiences that the client will have and that can

connect my brand to public relations. Excuse me, just a second, please excuse me. Public relations, which is also another strong element for every company today, and it's also an area of study. For example, there are areas of specialization in the management of company public relations, and this means that I also interact with all those stakeholders, whether they are

suppliers, clients, strategic partners, or even competitors, and in many cases, the media, etc. Then we have efforts like direct marketing, which is when we are sending messages, sending communications, making efforts that are directly linked. That is, we're going to send this with a name and surname. Javier from SIT, I'm sending you this

communication. You are very important to my company, etc., etc. Juan Pérez, look, this is interesting for you. Those These are direct marketing efforts. We'll talk a little bit about each of them in a moment. Interactive marketing, which nowadays we also have technologies that allow us to be much more active and interactive, excuse me, within

communication, which, mind you , also has a lot to do with the issue we were talking about earlier of generating a suitable customer experience, and that's where the issue of careful integration of all channels begins, because, well, we'll talk about that later. Then there's word-of-mouth marketing, which has remained just that, word-of-mouth marketing

, because before it was more, it was more, real, that is, if people talked and information was passed on by word of mouth. Today it can be more text-to-text or written-to-written communication because of everything we can share on social media these days. I don't know about you, for example, but if you think

about a purchase, something you've done recently where you feel the need to look for any kind of feedback about that product, about that company, on social media, Within that same context, for example, if you buy on a marketplace, one of the first things you're going to do is check who the seller is and what reviews they have,

if there are any reviews at all, right? If I buy on Amazon, for example, every time I see a product that catches my eye, the first thing I'm going to look at are the recommendations and all the feedback they have there, which is also part of word-of-mouth marketing, right? I mean, a lot of people can negatively impact a

product, and in the end, no matter how much effort I put in as a company, no matter how attractive the ads are, how many promotions I run, and so on, it can still be damaged by word-of- mouth marketing. And the other effort, which is also direct, is personal selling, or sales through direct channels.

So, these are elements of the marketing mix. Let's talk a little bit about each of them. Advertising, as I was saying, you've probably heard a lot about what... Yes, it's advertising. Any paid, non-personal form of presentation and promotion of ideas, goods, or services by an identified sponsor, right? So, when we talk about any

paid, non-personal form, when we talk about advertising, we often have the easy habit of saying, well, advertising is designing a message, using a medium as such, as mentioned here, it can be a print medium, whether newspapers, magazines, or electronic media, I mean, blogs, social media, ads within these, I mean, you go on, for example, Instagram

and you're watching other people's stories and suddenly a story from one of the companies appears in the middle of the stories, placing an advertisement, etc., or you're browsing the internet and a little window pops up with an advertisement, or simply without any ads, or on television or in newspapers, in magazines, you receive

electronic messages. Nowadays, if you stop to analyze it, I'll also leave you with the challenge to do so. Leave your house one day at the time you leave, I imagine at 5 or 6 in the morning because they are We're responsible and we're going to study early. So, from the moment you wake up, it doesn't matter

, I mean, from the moment you wake up, try to count all the messages and all the advertising you 're exposed to during the day. And by advertising, as I say, I mean a TV commercial, a radio ad, a newspaper ad, a social media ad, billboards, posters, anything that's a stimulus, a message I'm sending to the

general public, that's advertising. So, try to count them, do that just so you realize, as human beings today, how exposed we are to these efforts by different companies and organizations to capture our attention. That's advertising, right? We were talking about events and experiences later. So, I might be a brand of vehicle parts. I'm going to be

interested, for example, in being seen as I'm a sponsor of one of the Go-Kart races held here in Tegucigalpa, and I'd also like to be seen at the classic car club or motorcycle races, and anything related to vehicles and engines, etc., right? So, these kinds of elements are part of the marketing efforts

we make as a company, right? Sponsored activities and programs designed to create daily or special brand interactions with consumers, whether it's sporting events, as I mentioned, artistic events, concerts, or anything within the entertainment category with a specific cause. Now, it's not as carefully designed as the advertising we were talking about before , but it is a way to raise

awareness, to get noticed, to be associated with, and for people to get to know my brand . Sales promotion, as I was saying, is very much about getting customers to make a purchase, that is, an incentive. And as the concept states—I'll explain it a bit— Short- term incentives to encourage the trial or purchase

of a product or service. How can I, as a company, use sales promotion? Well, I'm launching a new product and I want people to be willing to try it. And to encourage them to try it, I could use a low-price strategy , but then I'll say, "Well, I ca n't enter the market

thinking I'm..." a cheap product. Instead of killing my price, what we're going to do is sales promotions so that people feel like they need to try it, that is, that they can try it because I've given them discounts, because I've given them a free sample, I've organized a raffle, a prize, coupons, etc.

So, or the fact, for example, also of the part, for example, sorry, of the tastings at the points of those activations as such that they are going to make you participate and look, try the product, grab a number, let's spin this roulette wheel, etc. In other words, any incentive that is short-term. And what do I

mean by this? For a sales promotion to be effective, it obviously needs to provide a stimulus or incentive for the public that says, if I do n't buy it this week or this month, when it's on promotion, I wo n't be able to buy it with these features or at these special prices, or I won't take advantage of

this promotion, so I'd better buy it now. So, I'm going to make people rush to buy my product, to look for my product. That is the objective of sales promotion as such. So, we already have advertising, events, sales promotion, and then we can talk about public relations, which are programs directed internally, as I was saying, to all

stakeholder groups. And these stakeholder groups begin with the company's internal communication. In other words, I have to know how to communicate, and I have to know and expect that all the people who work in an organization know the product, know what to say about the product, that is, know how to defend it, what they

can say, what they cannot say, and so on. Apart from that, there are also communications or efforts directed towards external entities, that is, towards consumers, other companies, the government itself, the media, in order to promote or protect the company's image , which in those cases is also very valid, very necessary, for example,

trying to have good relationships with the media so that they can stop any malicious campaign, any communication that could threaten the company's image, etc., etc. Then comes the use of the telephone, email, internet, networks, etc., which I will use to communicate directly with the consumer or the specific public, especially with customers, or to request a response or dialogue with

customers. And be careful with this, because nowadays this can be a tool that gives you a clear competitive advantage over your competitors, that can make customers buy my product, recommend my product, feel good about my company, or it can be a tool that will work against you. Think about a typical day, or

as I say, I'm in the middle of a purchase process, what do you know, something normal, something quick, something simple. I'm looking on social media and I saw some lights, some LED lights that I'm going to put up by my TV and decorate something, I don't know, they use them a lot, some pretty little lamps to have in my

game room, etc. And you come along and this is posted on one of the social networks and then you find that social network and say, "Ah, I'm going to send him a message." So I go in, I send them a message, a DM over there on Instagram and I send them a message.

Look, if you're interested in that product, can you give me a price? And then, about two hours later, they replied and said, "Thank you for contacting us. For a quote, please write to us on WhatsApp." So , right from the start, I have a problem because I'm creating a slow communication channel and then

transferring it to another where I hope they'll respond quickly. So, oh, okay, well, I'll write. I'm very interested in the product, I'll write. I grab my phone, open WhatsApp, and send them a message saying, "Yes, I'm interested." I tell them I wrote to them on Instagram and so on. And then, about half an hour later, they

reply with something like, "Thank you for contacting us, we'll get back to you in a few minutes." A few more minutes passed, and it was already afternoon when they said, "Um, I'm sorry we've been very busy with clients," etc. How can I help? What happened during that time, from 9 a.m. onwards? Let's say

the first communication was at 3 p.m., when I finally received a response from them. of the company. Surely, if the product or service isn't very specialized, you've probably already found five other suppliers, five other stores, because this caught your attention. And then, in the end, I'm going to go and write to the one who contacted me first. Yes,

the one who responded first, the one who gave me the best service, the one who provided timely answers through any of the communication channels I use. So, it turns out that if the product isn't very specialized or they 're the only ones, that's fine, maybe. If I'm interested, I'll continue the process, but I'll also be left with a bad

taste in my mouth, a mistaken perception, or a negative image of this business. They take a long time to respond, they treated me badly, and so on. So, in the end, this generates precisely those effects, either positive, which is what I want to achieve, or negative, which is what can get out of hand. If I haven't

carefully integrated these elements that are so important today, like this one here, which is the part about online activities and programs designed for customers Regulars participate directly or indirectly, increase awareness, improve the image, or generate sales of products and services. For example, I don't know if you follow any particular pages, well, some of you who are

football fans. So, football teams, for example, if you look, there are some official pages that share things. If I, for example, wrote to them, I sent them a photo of myself—I'm a 100% fan of the best team in the world, and I don't know what else—and I send my photo wearing the jersey. And suddenly, that

night, a photo of me appeared on my team's official page with my post telling them they're the best and all that. That part is also part of interactive marketing: generating that participation, that feeling of belonging, and in the end, it's part of increasing awareness, increasing engagement, that loyalty that consumers will have with my brand

or my company, right? And we come to these last two: word-of-mouth marketing, as I was saying, these are forms of communication. Well, this aspect was previously more commonly known as oral communication, because, and I'm telling you this before, none of you were even born yet, obviously, because you were born with cell phones and the

internet, and so on. But before, indeed, before all that technology existed, if communication was oral, it was, "I'll tell you what they did to me at this company, I'll tell you that I don't know what." Nowadays, there's more written and electronic communication, which affects or can generate, as we were saying, the perception or expectation

I might have about a company or a product. And personal selling encompasses all those efforts, whether it's face-to-face interaction with one or more potential buyers—and when we talk about face-to- face interaction, we mean a call, a video conference, person-to- person, that is, in person— telephone calls like telemarketing, and so on—any action focused

on being able to respond, present products, and above all, what I want in this case is to obtain orders, right? To obtain an order, that is, a sale. So, If we review this, these are the eight key elements of the promotional P that bring the model, or let's call it an integrated communications program, to life. What do I

mean by this? Well, it's not just about advertising my product. For example, I sell styluses for electronic tablets. It's not just about making a nice ad of a dancing stylus, saying, "Look, this stylus is for this," and so on, "Buy it here ." That's advertising. Now I have to know what else to do, that

is, how to visualize all my integrated communication efforts in generating actions, in building some kind of relationship with the customer, using my advertising to announce a sales promotion I'm about to run, using advertising and events and experiences mixed with sales promotion or mixed with interactive marketing, mixed with direct marketing, to generate communication

that truly gives the customer—who is the main target audience of this effort— the opportunity not only to learn about my product, but also to interact with us as a company, to be able to carry out a purchase process. The easiest and fastest way to get quicker answers to your questions and truly identify the

company's interest in addressing a need that led me to seek information or contact the company. This leads us to learn a little about communication process models. And here we're talking about communication models in general. I liked this because different authors and theories mention several models of how communication works in general. Starting with the first, which is the simplest,

if you look closely, there's a cognitive stage. When we talk about cognitive, we're talking about knowledge. What does that mean in this cognitive stage? It means I'm transmitting information, and the receiver, that is, the audience, the customer, is understanding and processing it, generating knowledge. "Oh, I didn't know coffee could be drunk that way, or that it could

also be used to make desserts, and that I can buy it here and that the price is this much." Perfect. That's part of it. One of the first steps within the model or the communications process is generating awareness. In this case, it's about capturing the customer's attention. That is, they've already become aware of me

, they've heard about me, they found me interesting, and so on. But then comes part of these marketing efforts, or rather, the communication itself, where the message must be so good that, besides grabbing their attention by raising awareness, it generates interest. " Wow, that product is so interesting," " That coffee looks delicious," "It seems like something really

good," and so on. And because it generated interest, it created a desire in me to buy that product, to own that product. This stage between interest and desire is known as the affective stage. And the affective stage is when they not only know about my product, but a bond has been formed—an affective bond,

if you will—a bond where they not only know about this, but they are interested in it and want it, they need to have it. This will lead me to a final stage, which is where we want everyone to reach. Consumers, to the behavioral stage, to what? Well, to reach the action of purchasing, going to look for this product.

So, the other three models we have alongside, if you look, almost have the same essence with some directly identified steps , right? So, in the case of the effects hierarchy model, we have that awareness was created and knowledge was generated, awareness that this exists. That is, I may know that a product exists,

but I may not know 100% what it's for , how it works, how to buy it, how much it costs, etc., etc. But it may have generated that awareness in me . Then I also found good information that gives me knowledge and this leads me to a matter of liking. I liked this, I prefer it, that is,

generating liking, preference and conviction, which is also very similar to desire and is the act of saying, yes, I need it, yes it works, yes it will work, yes it will work for this and for that or for the elements that I require. So, this goes to also lead to the final stage, which is the purchase. And so,

normally, these are the different models; you see if they are similar and have many elements, and above all, all the models are focused on these three stages: generating knowledge or information, which is the cognitive stage; generating a bond and, uh, an interest, a desire, a preference, a conviction, which is the affective stage; and the

last one, which is what I expect, is the purchase. Some of these use trial and adoption, that is, the initial purchase, and then I keep that product. And the last one, which obviously talks about the communication model, talks about behavior, and this includes the same thing: a purchase and a repurchase if possible, that is, an

initial purchase, and that's where my margin of trial and error begins. If I bought it, it satisfied my needs, and I liked it, I buy it again. If I bought it, I'm not so convinced, but maybe it's useful for something else, I buy it again. Uh, I bought it, I didn't like it, it doesn't satisfy

my needs, I felt cheated, I I stop buying. That's behavior at the behavioral stage itself . So, getting to the key elements, what do I need to consider when designing integrated marketing communication? Let's understand the acronym SIM. First, the right consumer. First, what? The right consumer is exposed to the right message, in the right place, and

at the right time. What do we mean by this? First, it's about clearly knowing who these people are that I'm communicating with, how they like to be spoken to, at what appropriate time of day, week, etc., in terms of activities. I agree that they should be spoken to. Imagine being in the middle of a

video game, and you're just three shots away from conquering the world, and an advertisement or a screen pops up and interrupts the game. Maybe it won't knock you out, but it interrupts the moment of excitement. That kind of... These are elements we have to be very careful with. I mean, what's the right time? The

right place to communicate with these customers? Secondly, the ad has to capture the consumer's attention , but without distracting from the message's intention . That's a very tricky line. We have to be careful that the person or consumer we're talking to doesn't get too caught up in the image we used, the celebrity we included

to connect with them, or the little drawings we used in the design, and so on, and that they don't get distracted from the message's intention . Maybe what I want is for them to go to my stores and buy a certain product because it's on sale, and by including a jumping clown and all that, they get distracted by other

things and not by the actual intention I have. The ad must be formulated according to the consumer's level of understanding and their behavior regarding the product and the brand. I do n't know if in some cases, for example, I used to laugh... I've always been like that since I I studied marketing, obviously, and I've

been involved in the marketing world. I've always been someone who enjoys it. Back when people watched more broadcast television, now they hardly do, because we spend more time with streaming services, like Netflix and others. But I enjoyed watching the commercials and I'd sometimes laugh, for example, with my wife who would say, "That

ad rubs me the wrong way because it's so vulgar, or they say really nasty things, etc." So all I'd tell her is that we probably weren't the right target audience, and if we were, then the message was really poorly designed. And I'm referring to the language, the type of words, phrases , and expressions we

use. The other thing is that the ad has to correctly position the brand in terms of desirable points and deliverables of differentiation and parity. For any communication I do, one of the first things I have to have done, as I mentioned at the beginning, is an analysis of my consumers and the needs behind

the product to identify what they're looking for. What's really behind this type of service or product is the value proposition. This way, I can generate or build what we call a value proposition, starting from the fact that we've identified key attributes of my products or services that I'm going to highlight so that

people are drawn to them. But these aren't attributes I'm going to highlight arbitrarily; they're attributes that relate to the preferences, tastes, and needs of the group I 'm talking to. The other thing is that they have to motivate the consumer to buy. In other words, we have to incentivize the purchase, which is our main objective, and the

advertisement has to generate strong brand associations with all the accumulated effects of communications. That is, these aren't isolated efforts separate from all the other communication efforts I've made as a company, but rather everything I do as a brand should be seen as a single action, a single message, a single, coherent message, conveying the

brand image I want customers to have. Why? So that they can have an impact when consumers are considering making a purchase. To conclude the process of developing effective communications, the first step is to identify the target audience. This is absolutely essential. I need to be clear about who the people I'm going to address are.

I have to determine the communication objectives. Not all communications are tied to a sales promotion or to moving the product and achieving a direct, immediate sale . They might be communications more focused on raising awareness, positioning my brand—a branding effort, as such. Then I have to design these communications with all the marketing objectives I have for this

target audience. I need to design the communications and, of course, choose the channels. Once I have this, I also need to establish total budgets—that is, how much this campaign will cost. And what we 're seeing here is typically a media plan, so you can look it up and read a bit more. What is a

media plan? It defines the media mix—that is, what the links and channels will be that I'm going to use to reach these customers. And, of course, it involves measuring the results and managing the process. So, managing the process, monitoring it, seeing if we're meeting the objectives—that is, we need to establish measurement indicators. And

once I have indicators, with those indicators, what I hope is to measure whether my program is achieving the objectives we set from the beginning for that target audience. And well, so you have a little more reference, these were the bibliographies we used today so that you can also look for a book if you're interested. All of

this is electronic: the book on marketing management by Cotler and Armstrong. There's also a very interesting article out there , a scientific article, but with quite an update on the theories related to integrated marketing communication. And as I said, my name is Javier from SID. It's been a real pleasure sharing this content with you. It's a short time; it

seems like a long time, but it's very little time to really delve into everything that the world of communication and marketing can offer us. So, if not... We hope to see you soon, one way or another, graduating and achieving your high school and college goals. We also hope to see you soon setting professional and

university goals. Thank you very much, I hope you have a wonderful day, and we remain at your service. Have a great day.