DESIGNING AND MANAGING

INTEGRATED MARKETING
COMMUNICATIONS

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

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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.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

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Modes of Marketing Communications

Advertising
Sales promotion
Events and
experiences
Public relations and
publicity

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Direct marketing
Interactive
marketing
Word-of-mouth
marketing
Personal selling

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IMC Builds Brands

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Communication Platforms
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes
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Sales Promotion
Contests, games,
sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity programs
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Communication Platforms
Events/
Experiences

Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities

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Public Relations

Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
Company magazine
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Special events
to promote
Scorpio during
its launch
campaign

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Communication Platforms
Personal Selling

Direct Marketing

Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows

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Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
E-mail
Voice mail
Blogs
Websites
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Word-of-Mouth Marketing
Person-to-person
Chat rooms
Blogs

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Elements in the Communications

Process

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Field of Experience

Senders
field

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Receivers
field

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The Communications Process

Selective attention
Selective distortion
Selective retention

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Response Hierarchy Models

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An Ideal Ad Campaign
The right consumer is exposed to the
message at the right time and place
The ad causes consumer to pay attention
The ad reflects consumers level of
understanding and behaviors with product
The ad correctly positions brand in terms of
points-of-difference and points-of-parity
The ad motivates consumers to consider
purchase of the brand
The ad creates strong brand associations
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Steps in Developing Effective

Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Developing Effective
Communications
Identify the Target Audience
Image analysis
Familiarity scale
Never
Heard of

Heard of
Only

Know a
Little Bit

Know a Fair
Amount

Know
Very Well

Favorability scale
Very
Unfavorable

Somewhat
Unfavorable

Indifferent

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Somewhat Very
Favorable favorable

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Familiarity-Favorability Analysis

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

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Communications Objectives
Category Need

Brand Awareness

Brand Attitude

Purchase Intention

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Designing the Communications

Message strategy
Creative strategy
Message source
Global adaptation

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Message Strategy
Four types of reward
Rational/ Sensory/ Social/ Ego
satisfaction
Three types of experiences
results-of-use experience
product-in-use experience
incidental-to-use experience
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Creative Strategy
Informational appeal
Problem solution ads/ Product demonstration
ads/ Product comparison ads/ Testimonials
Transformational appeals
Positive and negative appeals
Fear
Guilt
Shame
Humor
Love
Pride
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2009 Dorling Kindersley (India) Pvt. Ltd.

Joy
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Message Source
Celebrity Characteristics
Expertise
Trustworthiness
Likeability

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Issues Facing Global Adaptations

Is the product restricted in some
countries?
Are there restrictions on advertising the
product to a specific target market?
Can comparative ads be used?
Can the same advertising be used in all
country markets?

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Select Communication Channels

Personal channels
Nonpersonal channels
Integration of channels

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Personal
Communications Channels
Advocate channels
Expert channels
Social channels

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Stimulating
Personal Influence Channels
Identify influential individuals and devote
extra attention to them
Create opinion leaders
Use community influentials in testimonial
advertising
Develop advertising with high conversation
value
Develop WOM referral channels
Establish an electronic forum
Use viral marketing
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Nonpersonal
Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
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Establish the Budget

Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
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Objective-and-Task Method
Establish the market share goal
Determine the percentage that should be reached
Determine the percentage of aware prospects that
should be persuaded to try the brand
Determine the number of advertising impressions
per 1% trial rate
Determine the number of gross rating points that
would have to be purchased
Determine the necessary advertising budget on
the basis of the average cost of buying a GRP
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Characteristics of
The Marketing Communications Mix
Advertising
Pervasiveness
Amplified
expressiveness
Impersonality

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Sales Promotion
Communication
Incentive
Invitation

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Characteristics of
the Marketing Communications Mix
Public Relations
and Publicity
High credibility
Ability to catch
buyers off guard
Dramatization

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Events and
Experiences
Relevant
Involving
Implicit

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Characteristics of
the Marketing Communications Mix
Direct Marketing
Customized
Up-to-date
Interactive

Personal Selling
Personal interaction
Cultivation
Response

Word-of-Mouth Marketing
Credible
Personal
Timely
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Factors in Setting
Communications Mix
Type of product market
Buyer readiness stage
Product life cycle stage

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Cost Effectiveness by Buyer

Readiness Stage

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Current Consumer States for Two

Brands

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