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  • Chapter # 19: Managing Integrated Marketing Communications

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    This document discusses the steps in developing effective integrated marketing communications. It outlines 8 steps: 1) identifying the target audience, 2) determining communication objectives, 3) designing the message, 4) selecting communication channels, 5) establishing a budget, 6) deciding on a media mix, 7) measuring results, and 8) managing integrated marketing communications. Key aspects of message design include content, structure, format, and source. Different communication channels include personal channels like face-to-face interactions as well as non-personal media channels. The media mix decision involves selecting advertising, sales promotion, public relations, personal selling, and direct marketing.

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    Mkt Mgt # 19 Marketing Communication

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    This document discusses the steps in developing effective integrated marketing communications. It outlines 8 steps: 1) identifying the target audience, 2) determining communication objectives, 3) designing the message, 4) selecting communication channels, 5) establishing a budget, 6) deciding on a media mix, 7) measuring results, and 8) managing integrated marketing communications. Key aspects of message design include content, structure, format, and source. Different communication channels include personal channels like face-to-face interactions as well as non-personal media channels. The media mix decision involves selecting advertising, sales promotion, public relations, personal selling, and direct marketing.

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    © All Rights Reserved
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    12 views18 pages

    Chapter # 19: Managing Integrated Marketing Communications

    Uploaded by

    sabyasachibosu
    This document discusses the steps in developing effective integrated marketing communications. It outlines 8 steps: 1) identifying the target audience, 2) determining communication objectives, 3) designing the message, 4) selecting communication channels, 5) establishing a budget, 6) deciding on a media mix, 7) measuring results, and 8) managing integrated marketing communications. Key aspects of message design include content, structure, format, and source. Different communication channels include personal channels like face-to-face interactions as well as non-personal media channels. The media mix decision involves selecting advertising, sales promotion, public relations, personal selling, and direct marketing.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    of 18

    1

    Chapter # 19
    Managing integrated
    marketing communications
    2
    The marketing communications mix
    Advertising - Any paid form of non-personal
    presentation by an identified sponsor.
    Personal Selling - Personal presentations by a firms
    sales force.
    Sales Promotion - Short-term incentives to encourage
    sales
    Public Relations & publicity A variety of programs
    designed to promote or protect a companys image or
    its individual products.
    Direct Marketing Direct communications with
    individuals to obtain an immediate response.
    3
    Response
    Feedback


    Media
    Sender
    Encoding
    Message
    Decoding
    Receiver
    Noise
    The Communication Process
    4
    Steps in developing effective
    communication
    Step 1 Identifying the target audience
    Step 2 Determining the communication objectives
    Step 3 Design message
    Step 4 Selecting channels
    Step 5 Establish budget
    Step 6 Decide on media mix
    Step 7 Measure result
    Step 8 Managing integrated Marketing communication
    5
    Step 1. Identifying the target
    audience
    Audience may be current buyer or potential buyer
    decider or influencer .
    Audience may be individuals, groups, special
    publics or the general publics.
    The target buyer audience will heavily affect the
    communicators decisions on
    what to say
    how to say
    when to say
    where to say
    who to say
    6
    Step 2. Determining the
    communication objectives
    The target audience may be at any of six buyer
    readiness stages, the stages consumer normally pass
    through on their way to make any purchase.
    Awareness
    Knowledge
    Liking
    Preference
    Conviction
    Purchase
    7
    Step 3. Design message
    AIDA model (To develop effective message)
    A = Gain Attention
    I = Hold Interest
    D = Arouse Desire
    A = Elicit Action
    Formulating message will require solving four problems
    What to say (message content)
    How to say logically (message structure)
    How to say symbolically (message format)
    Who should say it (message source)
    8
    Step 3. Design message (cont..)
    Message Content Mgt search for an appeal, theme,
    idea or USP.
    Rational appeals quality,value, economy or
    performance
    Emotional appeals
    negative emotional appeal - fear, shame etc.
    positive emotional appeal love, pride, joy
    Moral appeals directed to audiences sense of
    what is right and proper- clean environment, aid to
    disadvantages.
    9
    Message Structure communicator must decide
    how to handle three message structure decision

    Draw conclusions or leave it to consumer--
    Conclusion draw might cause negative reaction if
    communicator is seen as untrustworthy or the issue
    is seen as too simple or highly personnel.
    - Drawing too explicit a conclusion can also limit
    appeal or acceptance.
    Argument type one side or two sides
    Argument order to present strong argument first
    or last
    Step 3. Design message (cont..)
    10
    Step 3. Design message (cont..)
    Message format
    In a print ad,decide to headline, copy, color.
    In a radio message decide to choose words,
    voice,vocalization
    If the massage is to carried on television or in
    person words & sounds,body language
    11
    Step 3. Design message (cont..)
    Message source
    Source should be attractive & popular
    Spokes person should be credibility
    Credibility Expertise, trustworthiness, Liability
    Expertise specialized knowledge
    Trustworthiness objective and honest the
    source is perceived to be.
    Likability sources attractiveness
    12
    Step 4 Selecting channels
    Personal communication channels
    Personal communication channel - Face
    to- face, Over telephone, The mail
    Advocate channel, Expert channel & Social
    channel.
    Buzz marketing

    Non-personal communication channels
    Media print media broadcast media-
    display media online media.
    13
    Step 5 Establish budget
    Affordable method
    Percentage-of-sales method
    Competitive-parity method
    Objective-and-task method
    14
    Step 6 Decide on media mix
    Advertisement
    Public presentation
    Pervasiveness
    Amplified expressiveness
    Impersonality
    15
    Step 6 Decide on media mix
    Sales promotion
    Communication
    Incentive
    Invitation

    16
    Step 6 Decide on media mix
    Public relations & publicity
    High credibility
    Ability to catch buyer off guard
    Dramatization
    17
    Step 6 Decide on media mix
    Personal selling
    Personal confrontation
    Cultivation
    Response
    18
    Step 6 Decide on media mix
    Direct marketing
    Nonpublic
    Customer
    Up to-date
    Interactive

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