Designing and Managing Integrated Marketing Communications 17 Marketing Management A South Asian Perspective, 13 th ed

Designing and Managing Integrated Marketing

Communications

17

Marketing ManagementA South Asian Perspective, 13th ed

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-2

Dove’s Campaign for Real Beauty








What are Marketing Communications?

Marketing communications are the means by which firms attempt to

inform, persuade, and remind consumers, directly or indirectly, about

the products and brands they sell.


Modes of Marketing Communications

• Advertising• Sales promotion• Events and

experiences• Public relations and

publicity

• Direct marketing• Interactive

marketing• Word-of-mouth

marketing• Personal selling


Figure 17.1 IMC Builds Brands


Table 17.1 Communication Platforms

Advertising• Print and broadcast ads• Packaging inserts• Motion pictures• Brochures and booklets• Posters• Billboards• POP displays• Logos• Videotapes

Sales Promotion• Contests, games,

sweepstakes• Premiums• Sampling• Trade shows, exhibits• Coupons• Rebates• Entertainment• Continuity programs



Events/ Experiences

• Sports• Entertainment• Festivals• Arts• Causes• Factory tours• Company museums• Street activities

Public Relations• Press conferences• Speeches• Seminars• Annual reports• Charitable donations• Publications• Community relations• Identity media• Company magazine


Special events to promote

Scorpio during its launch campaign



Personal Selling• Sales presentations• Sales meetings• Incentive programs• Samples• Fairs and trade shows

Direct & Interactive Marketing

• Catalogs• Mailings• Telemarketing• Electronic shopping• TV shopping• Fax mail• E-mail• Voice mail• Blogs• Websites


Word-of-Mouth Marketing

• Person-to-person• Chat rooms• Blogs


Figure17.2 Elements in the Communications Process


The Communications Process

Selective attention

Selective distortion

Selective retention


Figure 17.3 Response Hierarchy Models


AIDS prevention campaign in West Bengal was a unique integrated

mass media campaign


What is Advertising?

Advertising is any paid form of nonpersonal presentation and

promotion of ideas, goods, or services by an identified sponsor.


Figure 18.1 The Five M’s of Advertising


Advertising Objectives

Informative

advertising

Reminder

advertising

Reinforcement

advertising

Persuasive

advertising


Factors to Consider in Setting an Advertising Budget

Stage in the product life cycle

Market share and consumer base

Competition and clutter

Advertising frequency

Product substitutability


Developing the Advertising Campaign

• Message generation and evaluation

• Creative development and execution

• Legal and social issues


Television

Advantages• Reaches broad

spectrum of consumers• Low cost per exposure• Ability to demonstrate

product use• Ability to portray image

and brand personality

Disadvantages• Brief • Clutter• High cost of production• High cost of placement• Lack of attention by

viewers


Print Ads

Advantages• Detailed product

information• Ability to

communicate user imagery

• Flexibility• Ability to segment

Disadvantages• Passive medium• Clutter• Unable to

demonstrate product use


Print Ad Components

Headline

Picture

Copy

MEDIA CHARACTERISTICS

• REACH

• FREQUENCY

• IMPACT



Choosing Among Major Media Types

• Target audience and media habits

• Product characteristics

• Message characteristics

• Cost


Major Media Types

• Newspapers• Television• Direct mail• Radio• Magazines

• Outdoor• Yellow Pages• Newsletters• Brochures• Telephone• Internet


Place Advertising

• Billboards

• Public spaces

• Product placement

• Point-of-purchase


Media Schedule Patterns

• Continuity• Concentration• Flighting• Pulsing


Evaluating Advertising Effectiveness

• Communication-Effect Research

• Consumer feedback method

• Portfolio tests

• Laboratory tests

• Sales-Effect Research


What is Sales Promotion?

Sales promotions consist of a collection of incentive tools, mostly short term, designed to stimulate

quicker or greater purchase of particular products or services by

consumers or the trade.

WHY SALES PROMOTION?

• More accepted by top management

• More no of brands

• More competition

• More price oriented customers

• Ad efficiency has gone down

• Trade demand



Sales Promotion Tactics

Consumer-directed• Samples• Coupons• Cash refund offers• Price offs• Premiums• Prizes• Patronage rewards• Free trials• Tie-in promotions

Trade-directed• Price offs• Allowances• Free goods• Sales contests• Trade shows• Specialty

advertising


Using Sales Promotions

Establish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results

OBJECTIVES

• Encouraging purchase of larger sized units

• Building trial among non users

• Attracting switchers

• Persuade retailers to carry new items and higher levels of stock


SELECT TOOLS

• Type of market

• Competitions

• Sales promotions objectives

• Costs


DEVELOP PROGRAM

• Size of the incentive

• Conditions of participation

• Duration of promotion

• Distribution vehicle

• Timing

• Budget


PRETEST ,IMPLEMENT,CONTROL AND EVALUATE

• Lead time-time necessary to prepare the program prior to launch.

• Sell in time-launch till 95% of products is sold.

• Sales data ,Consumer surveys ,Experiments


Documents

Designing and Managing Integrated Marketing Communications 17 Marketing Management A South Asian Perspective, 13 th ed