15 Designing and Managing Integrating Marketing Communications

Chapter Questions
What is the role of marketing communications? What are the major steps in developing effective communications? What is the communications mix and how should it be set? What is an integrated marketing communications program and how is it managed?
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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.

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Marketing Communications Mix

Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling

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Communication Platforms
Advertising Print and broadcast ads Packaging (outer/inserts) Motion pictures Brochures and booklets Posters and leaflets Directories Billboards Display signs, POP displays Audiovisual material Symbols and Logos Videotapes Sales Promotion Contests, games, sweepstakes, lotteries Premiums and gifts Sampling Fairs and trade shows Exhibits Demonstrations Coupons Rebates Low-interest financing Entertainment Continuity programs 15-5

Communication Platforms - contd.

Events/ Experiences Sports Entertainment Festivals Art Causes Factory tours Company museums Street activities Public Relations/Publicity Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying Identity media Company magazine

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Communication Platforms - contd.

Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Word-of-Mouth Person-to-person Chat rooms Blogs Direct & Interactive Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail Websites Blogs
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Communications Macromodel

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The Communications Process

Selective attention Selective distortion Selective retention

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Communications Micromodel

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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 consumer to consider purchase of the brand The ad creates strong brand associations

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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
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Communications Objectives
Category need Brand awareness Brand attitude Purchase intention

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Designing the Communications

What to say? - Message strategy How to say it? - Creative strategy Who should say it? - Message source

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Message Strategy
Management searches for appeals, themes, or ideas that tie into the brand positioning and help establish point-ofparity or points-ofdifference.

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Creative Strategy
Specific communication that has either informational appeal or transformational appeal

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Positive and Negative Appeals

Fear Guilt Shame Humour Love Pride Joy

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Message Source
Celebrity Characteristics Expertise Trustworthiness Liability

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Select Communication Channels

Personal channels
(face-to-face, person-toaudience, telephone, e-mail)

Non-personal channels
(media, sales promotions, events & experiences, PR)

Integration of channels

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Personal Communications Channels

Advocate channels Expert channels Social channels

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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.

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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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Deciding on the Marketing Communication Mix:

Characteristics of the Mix
Advertising Pervasiveness Amplified expressiveness Impersonality
Events & Experiences Relevant Involving Implicit Sales Promotion Communication Incentive Invitation PR & Publicity High credibility Ability to catch buyers off guard Dramatization
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Characteristics of the Mix contd.

Direct & Interactive Marketing Customized Up-to-date Interactive Word of Mouth Marketing Credible Personal Timely
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Personal Selling Personal interaction Cultivation Response

Factors in Setting Communications Mix

Type of product market Buyer readiness stage Product life cycle stage

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Measuring Communication Results

Current Consumer States for 2 Brands

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