15Designing and Managing

Integrating Marketing Communications

Chapter Questions

What is the role of marketing communications?What are the major steps in developing effective communications?What is the communications mix and how should it be set?What is an integrated marketing communications program and how is it managed?

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Marketing CommunicationsMarketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

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AdvertisingSales promotionEvents and experiencesPublic relations and publicityDirect marketingInteractive marketingWord-of-mouth marketingPersonal selling

Marketing Communications Mix

Communication PlatformsAdvertising

Print and broadcast adsPackaging (outer/inserts)Motion picturesBrochures and bookletsPosters and leafletsDirectoriesBillboardsDisplay signs, POP displaysAudiovisual materialSymbols and LogosVideotapes

Sales PromotionContests, games, sweepstakes, lotteriesPremiums and giftsSamplingFairs and trade showsExhibitsDemonstrationsCouponsRebatesLow-interest financingEntertainmentContinuity programs15-5

Communication Platforms - contd.Events/ Experiences

SportsEntertainmentFestivalsArtCausesFactory toursCompany museumsStreet activities

Public Relations/PublicityPress kitsSpeechesSeminarsAnnual reportsCharitable donationsPublicationsCommunity relationsLobbyingIdentity mediaCompany magazine

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Communication Platforms - contd.Personal Selling

Sales presentationsSales meetingsIncentive programsSamplesFairs and trade shows

Direct & Interactive MarketingCatalogsMailingsTelemarketingElectronic shoppingTV shoppingFax mailE-mailVoice mailWebsitesBlogs

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Word-of-MouthPerson-to-personChat roomsBlogs

Communications Macromodel

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The Communications Process

Selective attentionSelective distortionSelective retention

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Communications Micromodel

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An Ideal Ad CampaignThe right consumer is exposed to the message at the right time and placeThe ad causes consumer to pay attentionThe ad reflects consumer’s level of understanding and behaviors with productThe ad correctly positions brand in terms of points-of-difference and points-of-parityThe ad motivates consumer to consider purchase of the brandThe ad creates strong brand associations

Steps in Developing Effective CommunicationsIdentify target audience

Determine objectives

Design communications

Select channels

Establish budget

Decide on media mix

Measure results/ manage IMC15-12

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Communications Objectives

Category needBrand awarenessBrand attitudePurchase intention

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Designing the Communications

What to say? - Message strategyHow to say it? - Creative strategyWho should say it? - Message source

Message Strategy

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Management searches for appeals, themes, or ideas that tie into the brand positioning and help establish point-of-parity or points-of-difference.

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Creative Strategy

Specific communication that has either informational appeal or transformational appeal

Positive and Negative Appeals

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FearGuiltShameHumourLovePrideJoy

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Message Source

Celebrity Characteristics

ExpertiseTrustworthinessLiability

Select Communication Channels

Personal channels(face-to-face, person-to-

audience, telephone, e-mail)

Non-personal channels(media, sales promotions, events & experiences, PR)

Integration of channels

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PersonalCommunications Channels

Advocate channels

Expert channels

Social channels

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Nonpersonal Communication Channels

Media

Sales Promotion

Events and Experiences

Public Relations

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Establish the Budget

AffordablePercentage-of-salesCompetitive parityObjective-and-task

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Objective-and-Task Method

Establish the market share goal.Determine the percentage that should be reached.Determine the percentage of aware prospects that should be persuaded to try the brand.Determine the number of advertising impressions per 1% trial rate.Determine the number of gross rating points that would have to be purchased.Determine the necessary advertising budget on the basis of the average cost of buying a GRP.

Issues Facing Global Adaptations

Is the product restricted in some countries?Are there restrictions on advertising the product to a specific target market?Can comparative ads be used?Can the same advertising be used in all country markets?

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Deciding on the Marketing Communication Mix:Characteristics of the MixAdvertising

PervasivenessAmplified expressivenessImpersonality

Sales PromotionCommunicationIncentiveInvitation

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PR & PublicityHigh credibilityAbility to catch buyers off guardDramatization

Events & ExperiencesRelevantInvolvingImplicit

Characteristics of the Mix – contd.

Direct & Interactive MarketingCustomizedUp-to-dateInteractive

Word of Mouth MarketingCrediblePersonalTimely

Personal SellingPersonal interactionCultivationResponse

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Factors in Setting Communications Mix

Type of product marketBuyer readiness stageProduct life cycle stage

Measuring Communication ResultsCurrent Consumer States for 2 Brands

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