Chapter 16

Designing and Managing

Integrated Marketing
Communications
PowerPoint by Karen E. James
Louisiana State University - Shreveport

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 0 in Chapter 16
 Objectives

 Learn the major steps in developing an

effective integrated marketing
communications program.
 Understand the steps involved in
developing an advertising program.
 Learn how companies can exploit the
marketing potential of sales promotion,
public relations, direct marketing, and
e-marketing.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 16
 Marketing Communications

Communications Platforms
 Advertising  Public relations
 Sales  Direct
Promotion marketing
 Personal selling

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 16
 Developing Effective Marketing
Communications
Steps in Marketing Communications
Program Development

 Identify target audience  Establish the budget

 Determine objectives of  Select the marketing
communication communications mix
 Design the message  Measure results
 Select communication  Manage the IMC
channels process
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 16
 Developing Effective Marketing
Communications
 Step 1: Identifying the target audience
– Includes assessing the audience’s
perceptions of the company, product,
and competitors’ company/product image
 Step 2: Cognitive, affective, and
behavioral objectives may be set
 Step 3: AIDA model guides message
design

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 16
 Developing Effective Marketing
Communications

Message Design  Message content

decisions involve
the selection of
 Content appeal, theme,
idea, or USP
 Structure  Types of appeals
 Format – Rational appeals
– Emotional appeals
 Source – Moral appeals

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 16
 Developing Effective Marketing
Communications

Message Design  One-sided vs.

two-sided
messages
 Content
 Order of
 Structure
argument
 Format presentation
 Source

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 16
 Developing Effective Marketing
Communications

Message Design  Message format

decisions vary with
the type of media,
 Content but may include:
– Graphics, visuals
 Structure – Headline, copy or
script
 Format – Sound effects,
voice qualities
 Source – Shape, scent,
texture of package
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 16
 Developing Effective Marketing
Communications

Message Design  Message source

characteristics can
influence attention
 Content and recall
 Factors underlying
 Structure perceptions of
 Format source credibility:
– Expertise
 Source – Trustworthiness
– Likability
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 16
 Developing Effective Marketing
Communications
 Step 4: Selecting Communication
Channels
– Personal communication channels
 Effectiveness derives from
personalization and feedback
 Several methods of stimulating personal
communication channels exist
– Nonpersonal communication channels
 Influence derives from two-step flow-of-
communication process
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 16
 Developing Effective Marketing
Communications
Methods of Stimulating Personal
Communication
 Devoting extra effort to  Developing advertising
influential individuals or with high “conversation
companies value”
 Creating opinion leaders  Use viral marketing
 Working through influential  Developing word-of-
community members mouth referral channels
 Using influential people in  Establishing an electronic
testimonial advertising forum

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 16
 Developing Effective Marketing
Communications
 Step 5: Establishing the Marketing
Communications Budget
– Affordability method
– Percentage-of-sales method
– Competitive-parity method
– Objective-and-task method
 Step 6: Deciding on the Marketing
Communications Mix
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 16
 Developing Effective Marketing
Communications

Communications  Advertising
Mix Selection  Sales promotion
 Public relations
Types of and publicity
promotional tools  Direct marketing

Selection factors  Personal selling

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 16
 Developing Effective Marketing
Communications

Communications  Consumer vs.

business market
Mix Selection
 Stage of buyer
readiness
 Types of
 Stage of product
promotional tools
life cycle
 Selection factors  Market rank

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 16
 Developing Effective Marketing
Communications
 Step 7: Measure Results
– Recognition, recall, attitudes, behavioral
responses
 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

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 16
 Developing and Managing the
Advertising Campaign
The Five Ms of  Objectives can be
Advertising classified by aim:
– Inform
 Mission
– Persuade
 Money
– Remind
 Message
– Reinforce
 Media
 Measurement
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 16
 Developing and Managing the
Advertising Campaign
The Five Ms of  Factors considered
Advertising when budget-setting:
– Stage of product life
cycle
 Mission
– Market share and
 Money consumer base
– Competition and
 Message clutter
 Media – Advertising frequency
– Product
 Measurement substitutability
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 16
 Developing and Managing the
Advertising Campaign
The Five Ms of  Factors considered
Advertising when choosing the
advertising message:
 Mission – Message generation
 Money – Message evaluation
and selection
 Message – Message execution
 Media – Social responsibility
review
 Measurement
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 16
 Developing and Managing the
Advertising Campaign
The Five Ms of  Developing media
Advertising strategy involves:
– Deciding on reach,
frequency, and impact
 Mission
– Selecting media and
 Money vehicles
– Determining media
 Message timing
 Media – Deciding on
geographical media
 Measurement allocation
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 16
 Developing and Managing the
Advertising Campaign

Major Media Types

 Newspapers  Outdoor
 Television  Yellow pages
 Direct mail  Newsletters
 Radio  Brochures
 Magazines  Telephone
 Internet
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 16
 Developing and Managing the
Advertising Campaign
 Deciding on Media Categories
– Target audience’s media habits, nature of
the product and message, cost
 Media Timing Decisions
– Macroscheduling vs. microscheduling
– Continuity, concentration, flighting, and
pulsing scheduling options
 Deciding on Geographical Allocation

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 16
 Developing and Managing the
Advertising Campaign
The Five Ms of  Evaluating
Advertising advertising
effectiveness
 Mission
– Communication-
 Money effect research
 Message – Sales-effect
 Media research
 Measurement
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 21 in Chapter 16
 Sales Promotion

 Sales promotions are short-term

incentives designed to stimulate
purchase among consumers or trade
 Purpose of sales promotion
– Attract new triers or brand switchers
– Reward loyal customers
– Increase repurchase rates

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 22 in Chapter 16
 Sales Promotion

Steps in Sales Promotion

Program Development
 Establish objectives  Select business- and
 Select consumer- sales force promotion
promotion tools tools

 Select trade-promotion  Develop the program

tools  Pretest the program
 Implement and evaluate the program

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 23 in Chapter 16
 Sales Promotion

Major Consumer-Promotion Tools

 Samples  Free trials
 Coupons  Product warranties
 Cash refunds (rebates)  Tie-in promotions
 Premiums  Cross-promotions
 Prizes (contests,  Point-of-purchase
sweepstakes, games) displays and
 Patronage awards demonstrations

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 24 in Chapter 16
 Public Relations

 Public relations activities promote or

protect the image of a firm or product
 Public relations functions:
– Press relations
– Product publicity
– Corporate communications
– Lobbying
– Counseling

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 25 in Chapter 16
 Public Relations

 Marketing Public Relations (MPR)

– Plays an important role in
 New product launches
 Repositioning of mature brand
 Building interest in product category
 Influencing specific target groups
 Defending products with public problems
 Building the corporate image

 Three Major MPR Decisions

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 26 in Chapter 16
 Public Relations

Major Public Relations Tools

 Publications  Speeches
 Events  Public-service
 Sponsorships activities
 News  Identity media

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 27 in Chapter 16
 Direct Marketing

 Direct marketing uses consumer-direct

channels to reach and deliver offerings
to consumers without intermediaries.
 Direct marketing is growing and offers
consumers key benefits.
 Firms are recognizing the importance
of integrated direct marketing efforts.

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 28 in Chapter 16
 Direct Marketing

Major Direct Marketing Tools

 Face-to-face selling  Direct-response
 Direct mail TV marketing
 Catalog marketing  Kiosk marketing
 Telemarketing  E-marketing

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 29 in Chapter 16
 Direct Marketing

 Steps in Developing a Direct-Mail

Campaign:
– Step 1: Set objectives
– Step 2: Identify target markets
– Step 3: Define the offer
– Step 4: Test the elements
– Step 5: Measure results

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 30 in Chapter 16