Designing and ManagingIntegrated Marketing

Communications

Major steps in developing effective communications

This includes...1.Identifying the target audience2.Determining the objectives3.Designing the communications4.Selecting the channels5.Establishing the budget

1.Identify the target audience

check if -the target is new to the category -the target is loyal to the brand-if the target is heavy or light

user

2.Determine the communication objectives

-Category Need-Brand awareness-Brand attitude-Brand Purchase Intention

3.Design the Communications

-what to say-Message strategy-how to say it-Creative strategy-who should say it-Message source

-Message strategy-What to say

-Creative strategy-how should say it

-Message source-who should say it

4.Select the communications channel

Selecting an efficient means to carry the messages becomes more difficult as channels of communication become more fragmented and cluttered.It comprises Personal Communication channels,

Mass Communication channels,

Integration of Communication channels

5.Establish the total budget

Common methods include-1.Affordable method2.Percentage of sales method3.Competitive parity method4.Objective and task method

-Affordable Method

It completely ignores the role of promotion as an investment and the immediate impact of promotion on sales volume.This leads to an uncertain annual budget.

-Percentage of sales method

Advantages:Communication expenditures will vary with what the company can affordDisadvantages:It leads to a budget set by the availability of funds rather than by market oppurtunities

-Competitive parity method

Some companies set their communication budget to achieve share-of-voice parity with competitors

-Objective and task method

It calls upon marketers to develop communication budgets by defining specific objectives,determining the tasks that must be performed to achieve these objectives and estimating the costs of performing them.

These objectives include:1.Establish the market share goal2.Determine the percentage of the market that should be reached by advertising3.Determine the percentage of aware prospects that should be persuaded to try the brand4.Determine the number of advertising impressions per 1 percent trial rate5.Determine the number of gross rating points that would have to be purchased6.Determine the necessary advertising budget on that basis of the average cost of buying a gross rating point

Finally,Developing effective communications include

1.Identifying target audience2.Determining objectives3.Designing communications4.Selecting channels5.Establishing budget

Created by

Harika Ganta,IIITDM Kancheepuramduring an internship by

Prof.Sameer Mathur,IIM Lucknow

www.IIMInternship.com