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Integrated Marketing Communication

Internal Evaluation

10 marks Group presentations10 marks Assignment

10 marks Test

10 marks Attendance

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Marketing Communication

Lecture 1

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Todays Communication Paradox

More = Less

MORE COMMUNICATION OPTIONS

Internet, email, voicemail, telephone, fax,

pagers, cell phones, and the next generation

of devices (phones with digital cameras, etc)

Leave us LESS TIME and ATTENTION to

attend to the truly important information;

and therefore, hinder communication !

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The Communication Process

y An information sourcey Encodingy From source

y A message channel

y Who or what media conveys messagey Decodingy Interpretation by receiver

y Receivery Consumer action taken by receivers

y

Feedbacky Effectiveness of messagey Noisey Uncontrollable and unpredictable influences

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Marketing Communication Flow

Marketing Communication

External Internal

Target Audience

Customer

Channel -

Members

Companies

Govt.- agenciesPrivate-

agencies

Company

Department

Employees

Stock -holders

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AIDA model

Cognitive Stage

A - Attention (Awareness): attract

the attention of the customer.

Affective Stage I - Interest: raise customerinterest by demonstratingfeatures, advantages, and

benefits.

Affective Stage D - Desire: convince customersthat they want and desire theproduct or service and that it will

satisfy their needs.Behavioral stage A - Action: lead customers

towards taking action and/orpurchasing.

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Hierarchy of effects Model

Stages

Cognitive Stage Awareness

Knowledge

Affective Stage Liking

Preference

Conviction

Behavioral Stage Purchase

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Other ModelsStages Innovation Adoption

modelInformationProcessing Model

Cognitive Awareness Presentation

Attention

Comprehension

Affective Interest

Evaluation

Yielding

Retention

Behavioral Trial

Adoption

Behavior

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FCB Model

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Developing Effective Communication

Step 1: Identifying the Target Audience

Affects decisions related to what, how, when, and

where message will be said,

as well as who will say it

Step 2: Determining Communication

Objectives

Six buyer readiness stages

Awareness---Knowledge---Initial Interest---Preference---

Conviction----Purchase

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Developing Effective Communication

Step 3: Designing a Message

AIDA framework guides message design

Message content contains appeals or themes designed

to produce desired results

Rational appeals

Emotional appeals

Love, pride, joy, humor, fear, guilt, shame

Moral appeals

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Developing Effective Communication

Step 4: Choosing Media

Personal communication channels

Includes face-to-face, phone, mail, and Internet chat

communications Word-of-mouth influence is often critical

Buzz marketing cultivates opinion leaders

Non personal communication channels

Includes media, atmosphere, and events

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Developing Effective Communication

Step 5: Selecting the Message Source

Highly credible sources are more persuasive

A poor spokesperson can tarnish a brand

Step 6: Collecting Feedback

Recognition, recall, and behavioral measures are

assessed

May suggest changes in product/promotion

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Integrated Marketing Communication tools (IMC)

IMC consists of:The Marketing Communications Mix. Advertising (above and below the line). Sales Promotion.

Personal Selling. Public Relations (and publicity). Direct Marketing. Trade Fairs and Exhibitions. Sponsorship. Packaging. Merchandising (and point-of-sale). E-Marketing (and Internet promotions). Brands.

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IMC process ModelBrand Messages

Communicated by advertising, sales

promotion, direct mktg.

customer service etc.

Customers & Brand Experience

Strong Brand Relationships

Increased sales, Customers

& Equity

Weak Brand

Relationships Lose

customers

Evaluating &

planning

One way & two

way media

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Marketing communications that work

Only promise what you can deliver

Ensure staff buy into the message and believe in it

Focus on differential advantages what you do best

Focus on what the stakeholder actually wants

not what you want Recognise what the marketing function needs to do

in the current market climate

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Thank you