Chapter 14

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Chapter 14

Integrated Marketing Communication Strategy

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Marketing Communication Mix or Promotion Mix

Product’s Design

Product’s Price

Product’s

Package

Stores that Sell the Product

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The Changing Communications Environment

Two Factors are Changing the Face of Today’s

Marketing Communications:

Improvements in Information Technology

Has Led to Segmented MarketingMore Narrowcasting

Marketers Have ShiftedAway From Mass

MarketingLess Broadcasting

M

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The Need for Integrated Marketing Communications

With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and

Compelling Message About the Organization and Its Product or

Service.

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Integrated Marketing Communications (Fig. 14.1)

Personal selling

Public relations

Direct marketing

Sales promotion

Advertising

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Preselling Selling

Post-Consumption Consuming

Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages:

A View of the Communications Process

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Elements in the Communication Process (Fig. 14.2)

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Sellers Need to Know What Audiences

They Wish to Reach and Response

Desired.

Sellers Must be Good at Encoding MessagesThat Target Audience

Can Decode.

Key Factors in Good Communication

Sellers Must Send Messages Through Media that Reach Target Audiences

Sellers Must DevelopFeedback Channels to

Assess Audience’sResponse to

Messages.

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Step 1. Identifying the Target Audience

Step 2. Determining the Communication ObjectivesBuyer Readiness Stages

PurchaseConviction

PreferenceLiking

KnowledgeAwareness

Steps in Developing Effective Communication

This ad for the Toyota Celicamay be able to cover the firstthree stages of the buyer-readiness s tages : awareness,knowledge, and liking.

There is no mention ofcompetitors , so it does notseem to establish preference.

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Step 3. Designing a Message

Message ContentRational Appeals

Emotional AppealsMoral Appeals

Message StructureDraw ConclusionsArgument TypeArgument Order

Message FormatHeadline, Illustration,

Copy, & ColorBody Language

Steps in Developing Effective Communication

Designing aMessage

ContentThe pictures and the slogan make this whattype of appeal?

FormatThis layout, almost like a yearbook or photoalbum, reinforces the sentimental aspect of this advertisement.

Click or press spacebar to return.

Is this ad making an emotional,rational, or moral appeal, or is itcombining them? How muchdo the personified cowscontribute to this ad?

Is the ad structured to let the audience make a decision?

Is this an effective ad?

The same company puts lifelikestatues of cows, with this slogan,into mall food courts. Whatmakes that practice effective?

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Nonpersonal CommunicationChannels

Step 4. Choosing Media

Personal CommunicationChannels

Step 5. Selecting the Message Source

Step 6. Collecting Feedback

Steps in Developing Effective Communication

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Affordable Based on What the

Company Can Afford

Objective-and-Task Based on Determining

Objectives & Tasks, Then Estimating Costs

Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales

Competitive-ParityBased on the Competitor’s

Promotion Budget

One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on

Promotion.

Setting the Total Promotion Budget

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Advertising

Personal SellingSales

PromotionPublic

Relations Direct

Marketing

Reach Many Buyers, Repeat Message Many Times, Impersonal,

ExpensivePersonal Interaction, Relationship Building, Most Expensive Promo

ToolWide Assortment of Tools,

Rewards Quick Response, Efforts Short-Lived

Very Believable, Dramatize a Company or Product,

UnderutilizedNonpublic, Immediate, Customized, Interactive

Setting the Promotion Mix

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Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.

Strategy Selected Depends

on:Type of Product-Market &Product

Life-Cycle Stage

Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.

Promotion Mix Strategies

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Discussion ConnectionsHow do the integrated marketing communications and promotion mix concepts relate to one another?Describe the promotion mix of a company like Kellogg, Coca-Cola, Campbell, or some other consumer goods producer. What pull promotion elements does the company

use? What push elements? Are the company’s communications well

integrated?

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Analyze trends – internal and external – that can affect your company’s ability to do business. Audit the pockets of communications spending through the organization. Identify all contact points for the company and its brands. Team up in communications planning.

Integrating the Promotion Mix

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Integrating the Promotion Mix

Create compatible themes, tones, and quality across all communications media. Create performance measures that are shared by all communications elements. Appoint a director responsible for the company’s persuasive communications efforts.

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Socially Responsible Marketing Communication

Advertising and Sales Promotion Companies must avoid false and deceptive

advertising. Sellers must avoid bait-and-switch advertising. Trade promotion activities are also closely

regulated.Personal Selling Salespeople must follow the rules of “fair

competition”. Three-day cooling-off rule Salespeople must not disparage competitors.

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Review of Concept Connections

Name and define the tools of the marketing communication mix.Discuss the process and advantages of integrated marketing communication.Outline the steps in developing effective marketing communications.Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.