Designing and Managing Imc

7/30/2019 Designing and Managing Imc

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RAJAN SHARMA

Designing and Manag ing

In tegrated Marketing

Communicat ions


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Objectives

Learn the major steps in developing aneffective integrated marketing

communications program. Understand the steps involved in

developing an advertising program.

Learn how companies can exploit themarketing potential of sales promotion,public relations, direct marketing, ande-marketing.


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Marketing Communications

Advertising

Sales

Promotion

Public relations Direct

marketing

Personal selling

Communications Platforms


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Developing Effective MarketingCommunications

Identify target audience

Determine objectives ofcommunication

Design the message

Select communicationchannels

Establish the budget

Select the marketingcommunications mix

Measure results

Manage the IMCprocess

Steps in Marketing Communications

Program Development


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Step 1:Identifying the target audience

Includes assessing the audiences

percept ions of the company, product ,and competitors company/productimage

Step 2:Cognitive, affective, and

behavioral objectives may be set

Step 3:AIDA model guides messagedesign


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Message Design

Content

Structure

Format

Source

Message contentdecisions involvethe selection ofappeal, theme,idea, or USP

Types of appeals

Rational appeals

Emo tional appeals

Moral appeals


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Message Design

Content

Structure

Format

Source

One-sided vs.

two-sided

messages

Order of

argument

presentation


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Message Design

Content

Structure

Format

Source

Message formatdecisions vary withthe type of media,but may include:

Graphics , visuals

Headl ine, copy or

scr ip t

Sound effects,

vo ice qual i t ies

Shape, scent,

texture of package


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Message Design

Content

Structure

Format

Source

Message sourcecharacteristics caninfluence attentionand recall

Factors underlyingperceptions of

source credibility: Expert ise

Trustworth iness

Likabi l i ty


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Step 4:Selecting CommunicationChannels

Personal communicat ion channels

Effectiveness derives frompersonalization and feedback

Several methods of stimulating personal

communication channels exist Nonpersonal communicat ion channels

Influence derives from two-step flow-of-communication process


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Devoting extra effort toinfluential individuals orcompanies

Creating opinion leaders

Working through influentialcommunity members

Using influential people intestimonial advertising

Developing advertisingwith high conversationvalue

Use viral marketing

Developing word-of-mouth referral channels

Establishing an electronicforum

Methods of Stimulating Personal

Communication


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Step 5:Establishing the MarketingCommunications Budget

Affordabi l ity m ethod

Percentage-of-sales m ethod

Compet i tive-par i ty method

Object ive-and-task method Step 6:Deciding on the Marketing

Communications Mix


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Communications

Mix Selection

Types o f

promot ional too ls

Select ion facto rs

Advertising

Sales promotion

Public relations

and publicity

Direct marketing

Personal selling


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Communications

Mix Selection

Types o f

promot ional too ls

Select ion facto rs

Consumer vs.

business market

Stage of buyerreadiness

Stage of product

life cycle Market rank


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Step 7:Measure Results

Recogn it ion, recal l , att i tudes, behavioral

responses

Step 8:Manage the Integrated Marketing

Communications Process

Provides stronger message consistency and

greater sales impact

Improves firms ability to reach right

custom ers at r ight t ime wi th r ight message


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Developing and Managing theAdvertising Campaign

The Five Ms ofAdvertising

Mission

Money

Message

Media

Measurement

Objectives can be

classified by aim:

Inform

Persuade

Remind

Reinforce


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Factors consideredwhen budget-setting:

Stage of product l i fecycle

Market share and

consumer base

Compet it ion and

clutter

Advert is ing frequency

Product

subst i tutabi l i ty


Mission

Money

Message

Media

Measurement


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Factors considered

when choosing the

advertising message: Message generat ion

Message evaluation

and select ion

Message execu tion

Social responsib i l ity

review


Mission

Money

Message

Media

Measurement


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Developing mediastrategy involves:

Deciding on reach,frequency , and impact

Select ing media and

vehicles

Determ ining media

t iming

Deciding on

geographical media

al locat ion


Mission

Money

Message

Media

Measurement


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Newspapers

Television

Direct mail

Radio Magazines

Outdoor

Yellow pages

Newsletters

Brochures Telephone

Internet

Major Media Types


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Deciding on Media Categories

Target audiences media habits, nature of

the product and message, cos t Media Timing Decisions

Macroschedul ing vs. m icroschedu l ing

Cont inu i ty , concentrat ion, f ligh t ing, andpuls ing schedul ing opt ions

Deciding on Geographical Allocation


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Evaluating

advertising

effectiveness Communicat ion-

effect research

Sales-effectresearch


Miss ion

Money

Message

Media

Measurement


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Sales Promotion

Sales p romot ionsare short-term

incentives designed to stimulate

purchase among consumers or trade Purpose of sales promotion

Attract new tr iers or brand sw itchers

Reward loyal custom ers

Inc rease repu rchase rates


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Sales Promotion

Establish objectives

Select consumer-

promotion tools

Select trade-promotiontools

Select business- and

sales force promotion

tools

Develop the program

Pretest the program

Steps in Sales Promotion

Program Development

Implement and evaluate the program


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Sales Promotion

Samples

Coupons

Cash refunds (rebates)

Premiums

Prizes (contests,sweepstakes, games)

Patronage awards

Free trials

Product warranties

Tie-in promotions

Cross-promotions

Point-of-purchasedisplays anddemonstrations

Major Consumer-Promotion Tools


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Public Relations

Publ ic relat ionsactivities promote orprotect the image of a firm or product

Public relations functions: Press relat ions

Product publ ic ity

Corporate commun icat ions

Lobby ing

Counsel ing


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Public Relations

Marketing Public Relations (MPR)

Plays an impo rtant ro le in

New product launchesRepositioning of mature brand

Building interest in product category

Influencing specific target groups

Defending products with public problems

Building the corporate image

Three Major MPR Decisions


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Public Relations

Publications

Events

Sponsorships

News

Speeches

Public-service

activities

Identity media

Major Public Relations Tools


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Direct Marketing

Direct market inguses consumer-direct

channels to reach and deliver offerings

to consumers without intermediaries. Direct marketing is growing and offers

consumers key benefits.

Firms are recognizing the importance

of integrated direct marketing efforts.


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Direct Marketing

Face-to-face selling

Direct mail

Catalog marketing

Telemarketing

Direct-response

TV marketing

Kiosk marketing

E-marketing

Major Direct Marketing Tools


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Direct Marketing

Steps in Developing a Direct-Mail

Campaign:

Step 1: Set ob ject ives

Step 2: Ident i fy target markets

Step 3: Define the offer

Step 4: Test the elements

Step 5: Measure resu lts

Documents

Designing and Managing Imc