17

Designing and Managing

Integrated Marketing
Communications

3 idiots
The promotion and marketing of 3
idiots one of the biggest box-office
hits of 2009 in India is a lesson in IMC.

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Scorpio Launch Communication

Broke on 15 August, independence Day

Positive impact of patriotism
73 advertisement spots in different TV channels with sponsorship of
Independence Day events conducted by these channels were
sponsored by them
TV ads used to communicate the international image and emotional
benefits of the brand
PR campaign supported the Indianness of the brand
In order to create excitement and product visibility, a cavalcade of
Scorpios,. Followed by bikers were taken out in Mumbai during peal
office hours in the morning and evening, stopping at key locations

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Scorpio Launch Communication

FM Radio Channels in Mumbai provided live coverage of the

cavalcade in the city and introduced a listener contest for the
subsequent four days
One popular website was tied up for the Web launch
IN order too promote the cause of safe driving, 17 Indian automobiles
journalists drove the Scorpio across 28 states in India travelling a
distance of nearly 15000 kms
The company in association with ESPN TV Sports Channel and Times,
sponsored The Scorpio Speedster competition for identifying the
fastest Indian cricket bowler
All the communication messages in different media had a similar look
and feel in order to maintain consistency

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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.

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Modes of Marketing Communications

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 inserts
Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes

Sales Promotion
Contests, games,
sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity programs

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Table 17.1 Communication Platforms

Events/ Experiences

Public Relations

Sports
Entertainment
Festivals
Art
Causes
Factory tours
Company museums
Street activities

Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
Company magazine

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Table 17.1 Communication Platforms

Personal Selling

Direct Marketing

Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows

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

Sender
Encoding
Message
Decoding
Receiver
Response
Noise
Feedback

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The Communications Process

Selective attention
Selective distortion
Selective retention

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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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Step 1 Identifying the target

audience
Includes assessing the audiences
perceptions of the company, product, and
competitors company/product image

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Step 2 Determine
Communications Objectives

Category need: For eg. Electric Cars

Brand awareness
Brand attitude
Purchase intention For eg. Promotional
offers

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Step 3 Designing the

Communications
Message strategy : Appeals, Themes or Ideas
Four types of reward from a product Rational (Gets clothes
cleaner, Sensory( Utterly Butterly Delicious, Social or ego
satisfaction

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Step 3 Designing the

Communications
Creative strategy :
Informational Appeals elaborates on product or
service attributes or benefits
One-sided vs. two-sided messages (start with other
sides argument and conclude with his or her
strongest argument) . For eg. Dominos documentary
style TV ads
Transformational Appeals : Non product related
benefits or image. It depicts what kind of person
uses a brand or what kind of experience results from
use.
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Informational Appeals

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Transformational Appeal

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Presenting an argument forcefully :

An anti-smoking advertisement from
Cancer Patient Aid Association

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Transformational Appeal
Positive and negative appeals

Fear
Guilt
Shame
Humor
Love
Pride
Joy

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Transformational Appeal

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Transformational Appeal
What kind of
experience results
from use.

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Transformational Appeal
Amaron batteries use of cartoon characters helps to break
through the clutter of competitors
product feature oriented ads

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Mentos Freshener that will

electrify the mind

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Step 3 Designing the

Communications
Creative strategy :
Message format decisions vary with the
type of media, but may include:
Graphics, visuals
Headline, copy or script
Sound effects,
voice qualities
Shape, scent,
texture of package
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Step 3 Designing the

Communications
Message source

Celebrity Characteristics
Expertise (specialized knowledge )
Trustworthiness (How objective and honest the
source is perceived)
Likeability (sources attractiveness)

Principle of Congruity : Communicators can use their good image

to reduce some negative feelings toward a brand but in the process
might lose some esteem with the audience

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 Cadburys New
Safety Package
Endorsement

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Message Source

Accenture Rebranding Campaign

Tiger woods famous number one golfer
New tagline High Performance Delivered
Accenture's message is that it can help client companies become high
performing business leaders
Campaign includes ads in 27 countries, capitalizing on Tiger Woods
international appeal; sponsorships that are aligned with the idea of high
performance, such as the World Golf Championships and the Chicago
Marathon; an interactive Web site that users can personalize to get information
and regular updates relevant to their industry

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Step 3 Designing the

Communications
Global adaptation
1. Product : Is the product restricted in some countries? For eg. Beer,
Wine cannot be advertised in Muslim countries
2. Market Segment : Are there restrictions on advertising the product to
a specific target market? For eg. Norway and Sweden no TV Ads may
be directed at children under 12
3. Style : Can comparative ads be used? Pepsi had a comparative taste
test ad in Japan that was refused by many TV stations and eventually
led to a law suit
4. Local or Global : Can the same advertising be used in all country
markets?

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Step 4
Select Communication Channels
1. Personal channels
2. Nonpersonal channels
3. Integration of channels

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Personal
Communications Channels
Advocate channels : Companys
salespeople contacting buyers in the
target market
Expert channels : Independent experts
making statements to target markets
Social channels : Neighbors, friends,
family members talking to target buyers

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Stimulating
Personal Influence
When the products are expensive, risky or
purchased infrequently
When products suggest something about the
users status or taste

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Nonpersonal
Communication Channels

Media
Sales promotion
Events and experiences
Public relations

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Step 5 Establish the Budget

Affordable
Percentage-of-sales
Competitive parity
Objective-and-task

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Step 6: Deciding on the Marketing

Communications Mix
Advertising
Pervasiveness
Amplified
expressiveness
Impersonality

Sales Promotion
Communication
Incentive
Invitation

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Step 6: Deciding on the Marketing

Communications Mix
Public Relations
and Publicity
High credibility
Ability to catch
buyers off guard
Dramatization

Events and
Experiences
Relevant
Involving
Implicit

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Step 6: Deciding on 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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Step 6: Deciding on the Marketing

Communications Mix
Factors in Setting Communications Mix
Type of product market
Buyer readiness stage
Product life cycle stage

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Step 7: Measure Results

Recognition, recall, attitudes, behavioral
responses

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Step 8: Manage the Integrated Marketing

Communications Process
Provides stronger message consistency and
greater sales impact
Improves firms ability to reach right customers at
right time with right message

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