Designing and Managing Integrated Marketing Communications

--AMIT SEKHAR

Role of Marketing Communications

Persuade

Inform

Remind

Marketing Communications Mix

Advertising

Public Relations and Publicity Sales Force

Direct and Interactive Marketing

Word-of-Mouth

Events and Experiences

Sales Promotion

Communication Platforms

Advertising Sales PromotionEvents and Experiences

Print and broadcast ads

Packaging

Cinema

Brochures

Posters

Billboards

Display signs

Point of purchase displays

Contests, games, sweepstakes, lotteries

Premiums and gifts

Sampling

Fairs and trade shows

Coupons

Rebates

Trade-in allowances

Tie-ins

Sports

Entertainment

Festivals

Arts

Causes

Factory tours

Company museums

Street activities

Communication PlatformsPublic Relations and Publicity

Direct and Interactive Marketing

Personal Selling

Press kits

Speeches

Seminars

Annual reports

Charitable donations

Publications

Lobbying

Company magazine

Catalogs

Mailings

Telemarketing

Electronic shopping

TV shopping

Email

Company blogs

Web sites

Sales presentations

Samples

Incentive programs

Fairs / trade shows

Word-of-Mouth

Person-to-person

Chat rooms/Blogs

Communications Process Models

Macromodel Micromodel

Sender Receiver Consumers’ Response

Elements in the Communications Process

Response Hierarchy Models

Fragility of Communication Process

Awareness

Knowledge

Conviction

Purchase

Preference

Liking

50%

50%

50%

50%

50%

50%

Probability

.5 X .5 X .5 X .5 X .5 X .5 = 1.56%

Identify target audience

Determine objectives

Design communications

Select channelsEstablish budgetDecide on media

mix

Measure results Manage IMC

Steps in Developing Effective Communications

Developing Effective Communications

Identify target audience

Determine objectives

Design communications

Select channelsEstablish budget

The Basics

Identify the Target Audience

Potential Buyers

Current Users

Deciders or Influencers

Determine Objectives

Category Needs

Brand Awareness

Brand Purchase Intention

Positive

Negative

Brand Attitude

Design Communications

How to say it? (Creative Strategy)

What to say?(Message Strategy)

Who should say it? (Message source)

Select Channels

Personal Communications

NonPersonal (Mass) Communications

Establish Budget

Affordable Method

Percentage-of-Sales

Competitive-Parity

Objective-and-Task

Marketing Communications Mix

Characteristics

Factors

Measuring

Marketing Communications Mix

Advertising Pervasive, Amplified, Control

Sales Promotion Attention-getting, Incentive, Invitation

Public Relations High Credibility, Reach, Dramatization

Events & Experiences Relevant, Engaging, Implicit

Direct & Interactive Customized, Up-to-date, Interactive

Word-of-Mouth Influential, Personal, Timely

Sales Force Personal interaction, Cultivation, Response

Factors in Setting the Mix

Product Life-Cycle Stage

Buyer-Readiness Stage

Type of Product Market

Cost-Effectiveness / Buyer-Readiness

Measuring Communication Results

Attitudes

FrequencyReach

Awareness

Consumer States for Two Brands

Integrated Marketing Communications

Advertising

Direct Response

Sales Force

Events and Experiences

ClarityConsistencyMaximum Impact

Integrated Marketing Communications

A planning process designed to assure that allbrand contacts received by a customer orprospect for a product, service or organizationare relevant to that person and consistent overtime.

Coordination and Implementation

Stage 1

Stage 2

Stage 3

Promotions Direct Sales