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DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
DESIGNING AND MANAGING INTEGRATED
MARKETING COMMUNICATIONS
A. The Role of Marketing Communications
B. Developing Effective Communications
C. Deciding on the Marketing Communications Mix
D. Managing the Integrated Marketing Communications Process
A. THE ROLE OF MARKETING COMMUNICATIONS
• informs, persuades, and reminds
• is the voice of the brand
• establishes dialogues
• builds relationships
A1. MARKETING COMMUNICATIONS AND BRAND EQUITY
• Advertising
(Promotion of ideas, goods or
services)
• Sales promotion
(To encourage trial or purchase)
• Events and experiences
(Activities and programs to create
interactions)
• Public relations and publicity
(Programs to promote or protect
the image or products)
• Direct marketing
(Use of mail, telephone, fax,
internet to communicate with
customers and prospects)
• Personal selling
(Face to face presentations,
answering, procuring)
A2. THE COMMUNICATIONS PROCESS MODELS
A2a. MACROMODEL OF THE COMMUNICATIONS PROCESS
• Selective attention
(Bombardments of ads to grab
attentions through fear, music, bold
headlines, promises - ads for TV, radio
30% and for magazines, newspapers
50%)
• Selective distortion
(Receivers hear what fits into their
beliefs, add things that are not said
and amplify the messages)
• Selective retention
(People keep only a small part of the
message in long-term – the initial
attitude is positive or negative
matters)
A2b. MICROMODEL OF CONSUMER RESPONSES
• Awareness
(Build awareness if most is unaware)
• Knowledge
(Have brand awareness but not much
knowledge)
• Liking
(Know the brand but dislike)
• Preference
(Like the product but not prefer due to
possibly quality, value, performance
and other features)
• Conviction
(Prefer but not convinced)
• Purchase
(Convinced but no purchase – offer low
price, premium, let them try outs)
B. DEVELOPING EFFECTIVE COMMUNICATIONS
• Identify target audience • Determine objectives • Design communications • Select channels • Establish budget • Decide on media mix • Measure results • Manage integrated marketing
communications
•
•
DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
B1. IDENTIFY THE TARGET AUDIENCE
The process must start with a clear target
audience in mind: potential buyers of the
company's products, current users, deciders, or
influencers; individuals, groups, particular
publics, or the general public. The target
audience is a critical influence on the
communicator's decisions on what to say, how
to say it, when to say it, where to say it, and to
whom to say it.
The first step is to measure the target audience's knowledge of the object, using the familiarity scale:
Never Heard of Heard of Only Know a Little Bit Know a Fair Amount Know Very Well
B2. DETERMINE THE COMMUNICATIONS OBJECTIVES
• Category need
(A new category electric cars)
• Brand Awareness (Recognition is easier than recall.
Multiple-choice tests are generally
easier than fill-in-the-blanks tests) • Brand Attitude
Negatively oriented
(Problem removal, problem avoidance,
incomplete satisfaction, normal
depletion)
Positively oriented
(Sensory satisfaction, intellectual
stimulation, or social approval)
• Brand Purchase Intention
(Promotional offers encourage
consumers to make a mental
commitment to buy a product)
B3. DESIGN THE COMMUNICATIONS
• MESSAGE STRATEGY
• CREATIVE STRATEGY
• INFORMATIONAL APPEALS
• TRANSFORMANITIONAL
APPEALS
• MESSAGE SOURCE
1. Product - Many products are restricted or
forbidden in certain parts of the world.
2. Market Segment
3. Style
4. Local or Global
B4. SELECT THE COMMUNICATIONS CHANNELS
Selecting efficient channels to carry the message becomes more difficult as channels of communication become more fragmented and cluttered. Communications channels may be personal and nonpersonal. Within each are many subchannels.
• PERSONAL COMMUNICATIONS
CHANNELS
Personal communications channels involve two or more persons communicating directly face-to-face, person-to-audience, over the telephone, or through e-mail.
Companies can take several steps to stimulate personal influence channels to work on their behalf:
• Identify influential individuals and
companies and devote extra effort to them
• Create opinion leaders by supplying
certain people with the product on attractive terms
• Work through community influential’s
such as local disk jockeys, class presidents, and presidents of women's organizations
DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
• Use influential or believable people in testimonial advertising
• Develop advertising that has high "conversation value,"
• Develop word-of-mouth referral channels to build business
• Establish an electronic forum. • Use viral marketing
NONPERSONAL COMMUNICATIONS
CHANNELS
Nonpersonal channels are communications directed to more than one person and include media, sales promotions, events, and publicity. Media consist of print media (newspapers and magazines); broadcast media (radio and television); network media (telephone, cable, satellite, wireless); electronic media (audiotape, videotape, videodisk, CD-ROM, Web page); and display media (billboards, signs, posters). Most nonpersonal messages come through paid media. Sales promotions consist of consumer promotions (such as samples, coupons, and premiums); trade promotion (such as advertising and display allowances); and business and sales-force promotion (contests for sales reps). Events and experiences include sports, arts, entertainment, and cause events as well as less formal activities that create novel brand interactions with consumers. Public relations include communications
directed internally to employees of the
company or externally to consumers, other
firms, the government, and media
INTEGRATION OF COMMUNICATIONS
CHANNELS
First, the influence of mass media is mediated
by opinion leaders.
Second, consumption styles are primarily
influenced by a trickle-down or trickle-up effect
from mass media.
B5. ESTABLISH THE TOTAL MARKETING
COMMUNICATIONS BUDGET
How much to spend on promotion.
There are low- and high-spending companies.
• AFFORDABLE METHOD
• PERCENTAGE-OF-SALES METHOD
• COMPETITIVE-PARITY METHOD
• OBJECTIVE-AND-TASK METHOD
1. Establish the market share goal 2. Determine the percentage of the market that should be reached by advertising. 3. Determine the percentage of aware prospects that should be persuaded to try the brand. 4. Determine the number of advertising impressions per 1 percent trial rate. 5. Determine the number of gross rating points that would have to be purchased. 6. Determine the necessary advertising budget on the basis of the average cost of buying a gross rating point.
C. DECIDING ON THE MARKETING
COMMUNICATIONS MIX Companies must allocate the marketing
communications budget over the six major
modes of communication—advertising, sales
promotion, public relations and publicity,
events and experiences, sales force, and direct
marketing. Here is how one company touches
several bases.
C1. CHARACTERISTICS OF THE MARKETING
COMMUNICATIONS MIX
• ADVERTISING
Advertising can be used to build up a long-term
image for a product.
1. Pervasiveness
2. Amplified expressiveness
3. Impersonality
• SALES PROMOTION
Companies use sales promotion tools—
coupons, contests, premiums, and the
like—to draw a stronger and quicker buyer
response.
DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
Sales promotion tools offer three distinctive
benefits:
1. Communication
2. Incentive
3. Invitation
PUBLIC RELATIONS AND PUBLICITY
The appeal of public relations and publicity
is based on three distinctive qualities:
1. High credibility
2. Ability to catch buyers off guard
3. Dramatization
EVENTS AND EXPERIENCES 1. Relevant - A well-chosen event or
experience can be seen as highly relevant as the consumer gets personally involved.
2. Involving - Given their live, real-time quality, consumers can find events and experiences more actively engaging.
3. Implicit - Events are more of an indirect "soft-
sell."
DIRECT MARKETING The many forms of direct marketing—direct mail, telemarketing, Internet marketing—share three distinctive characteristics. Direct marketing is:
1. Customized - The message can be prepared to appeal to the addressed individual. 2. Up-to-date - A message can be prepared very quickly. 3. Interactive - The message can be changed
depending on the person's response.
PERSONAL SELLING
Personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. Personal selling has three distinctive qualities: 1. Personal interaction - Personal selling
involves an immediate and interactive relationship between two or more persons. Each party is able to observe the other's reactions.
2. Cultivation - Personal selling permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationship to a deep personal friendship.
3. Response - Personal selling makes the buyer
feel under some obligation for having listened
to the sales talk.
C2. FACTORS IN SETTING THE MARKETING
COMMUNICATIONS MIX
TYPE OF PRODUCT MARKET 1. Increased stock position - Sales reps can
persuade dealers to take more stock and devote more shelf space to the company's brand.
2. Enthusiasm building - Sales reps can build dealer enthusiasm by dramatizing planned advertising and sales promotion backup.
3. Missionary selling- Sales reps can sign up more dealers. 4. Key account management - Sales reps can
take responsibility for growing business with
the most important accounts.
BUYER-READINES STAGE
PRODUCT LIFE CYCLE STAGE
C3. MEASURING COMMUNICATION RESULTS
Senior managers want to know the outcomes
and revenues resulting from their
communications investments.
After implementing the communications plan,
the communications director must measure its
impact on the target audience.
D. MANAGING THE INTEGRATED
MARKETING COMMUNICATIONS PROCESS
Such a plan evaluates the strategic roles of a
variety of communications disciplines.
D1. COORDINATING MEDIA
Multiple media organized within a tightly defined time frame can in a more powerful
DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
approach is the multiple-vehicle, multiple-stage campaign. crease message reach and impact. D2. IMPLEMENTING IMC
Large companies often employ several
communications specialists to work with their
brand managers. It forces management to think about every way
the customer comes in contact with the
company.