Post on 29-Dec-2015
transcript
PowerPoint by Yu Hongyan Business School of Jilin University
Chapter 16
Designing and Designing and Managing Managing Integrated Integrated Marketing Marketing
CommunicationsCommunications
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.
Marketing Communications
AdvertisingDirect
Marketing
Sales Promotion
Public Relations
Personal Selling
Discussion Scenario Research has shown that many people treat
their pets as they would true members of the family.
Suppose you opened a bakery that made only nutritional pet treats, doggy birthday cakes and “cheesecakes”, and made-to-order pet food. How could you use each of the previously mentioned marketing communications platforms in your business?
Developing Effective Marketing Communications
Identify target audience Determine objectives of
communication Design the message Select communication
channels
Establish the budget Select the marketing
communications mix Measure results Manage the IMC process
Steps in Marketing Communications Program Development
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
Developing Effective Marketing Communications
BehavioralCognitive
Affective
Objectives
BeliefsKnowledge
FeelingsEmotions
IntentionsActions
Developing Effective Marketing Communications
Message Design
Content Structure Format Source
Message content decisions involve the selection of appeal, theme, idea, or USP
Types of appeals Rational appeals Emotional appeals Moral appeals
Discussion Scenario
Consider the pet bakery example discussed earlier in this presentation.
What tactics would you use to make rational, emotional and/or moral appeals? Which type of appeal would you favor using and why?
Developing Effective Marketing Communications
Message Design
Content Structure Format Source
One-sided vs. two-sided messages
Order of argument presentation
Developing Effective Marketing Communications
Message Design
Content Structure Format Source
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
Developing Effective Marketing Communications
Message Design
Content Structure Format Source
Message source characteristics can influence attention and recall
Factors underlying perceptions of source credibility: Expertise Trustworthiness Likability
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-com
munication process
Developing Effective Marketing Communications
Devoting extra effort to influential individuals or companies
Creating opinion leaders Working through influential
community members Using influential people in
testimonial advertising
Developing advertising with high “conversation value”
Use viral marketing Developing word-of-mouth
referral channels Establishing an electronic
forum
Methods of Stimulating Personal Communication
Discussion Scenario Once again, think back to the pet bakery
example discussed earlier in this presentation.
What specific methods would you undertake to stimulate personal communication, and how would you go about implementation?
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
Developing Effective Marketing Communications
Figure 16-2: Cost-Effectiveness of Different Promotional Tools at
Different Buyer-Readiness Stages
Developing Effective Marketing Communications
Communications Mix Selection
Types of promotional tools
Selection factors
Advertising Sales promotion Public relations and
publicity Direct marketing Personal selling
Developing Effective Marketing Communications
Communications Mix Selection
Types of promotional tools
Selection factors
Consumer vs. business market
Stage of buyer readiness
Stage of product life cycle
Market rank
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
Developing and Managing the Advertising Campaign
The Five Ms of Advertising
Mission Money Message Media Measurement
Objectives can be classified by aim: Inform Persuade Remind Reinforce
Developing and Managing the Advertising Campaign
Factors considered when budget-setting: Stage of product life
cycle Market share and
consumer base Competition and clutter Advertising frequency Product substitutability
The Five Ms of Advertising
Mission Money Message Media Measurement
Developing and Managing the Advertising Campaign
Factors considered when choosing the advertising message: Message generation Message evaluation
and selection Message execution Social responsibility
review
The Five Ms of Advertising
Mission Money Message Media Measurement
Developing and Managing the Advertising Campaign
Developing media strategy involves: Deciding on reach,
frequency, and impact
Selecting media and vehicles
Determining media timing
Deciding on geographical media allocation
The Five Ms of Advertising
Mission Money Message Media Measurement
Developing and Managing the Advertising Campaign
Radio Outdoor
Yellow Pages
Newspapers
Telephone
Direct Mail
Television
Magazines
Brochures
Internet
Newsletters
MajorMedia Types
Developing and Managing the Advertising Campaign
Does satellite radio threaten the future of radio advertising?
Developing and Managing the Advertising Campaign
Wireless technologies have recently emerged as a new media channel
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 pul
sing scheduling options Deciding on Geographical Allocation
Developing and Managing the Advertising Campaign
Evaluating advertising effectiveness Communication-
effect research Sales-effect research
The Five Ms of Advertising
Mission Money Message Media Measurement
Developing and Managing the Advertising Campaign
Figure 16-4: Formula for Measuring Sales Impact of Advertising
Sales Promotion Sales promotions are short-term incenti
ves designed to stimulate purchase among consumers or trade
Purpose of sales promotion Attract new triers or brand switchers Reward loyal customers Increase repurchase rates
Sales Promotion
Establish objectives Select consumer-
promotion tools Select trade-
promotion tools
Select business- and sales force promotion tools
Develop the program Pretest the program
Steps in Sales Promotion Program Development
Implement and evaluate the program
Sales Promotion
Prizes Coupons
POP Displays & Demonstrations
Cross-Promotions
Patronage Awards
Samples
Product Warranties
Cash Refunds
Free Trials
Premiums
Tie-in Promotions
MajorConsumer
SalesPromotion
Tools
Public Relations
Corporate Communications
Public relations activities promote or protect the image of the firm via:
Counseling Lobbying
Product Publicity Public Relations
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
Public RelationsMajor Public Relations Tools
Public-service ActivitiesPublic-service ActivitiesIdentity MediaIdentity MediaSponsorshipsSponsorshipsPublicationsPublications
SpeechesSpeechesEventsEventsNewsNews
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.
Direct Marketing Channels
TV Marketing
Major Direct Marketing Tools
Kiosk Telemarketing
Catalog
Direct Mail
Online
Face-to-Face