+ All Categories
Home > Documents > 2. Integrated Marketing Communication

2. Integrated Marketing Communication

Date post: 05-Apr-2018
Category:

Documents
Upload: avinash-singh
View: 214 times
Download: 0 times
Download Report this document
Share this document with a friend

of 29

Download
Transcript

  • 7/31/2019 2. Integrated Marketing Communication

    1/29

    Designing and Managing

    Integrated MarketingCommunications

  • 7/31/2019 2. Integrated Marketing Communication

    2/29

    What is the role of marketing communications?

    How do marketing communications work?

    What are the major steps in developing effective

    communications?

    What is the communications mix and how should it

    be set?

    What is an integrated marketing communicationsprogram?

  • 7/31/2019 2. Integrated Marketing Communication

    3/29

    WHAT ARE MARKETING COMMUNICATIONS?

    Marketing communications are themeans by which firms attempt to

    inform, persuade, and remindconsumers, directly or indirectly, about

    the products and brands they sell.

  • 7/31/2019 2. Integrated Marketing Communication

    4/29

    MODES OF MARKETING COMMUNICATIONS

    Advertising

    Sales promotion

    Events and

    experiences

    Public relations and

    publicity

    Direct marketing

    Interactive marketing

    Word-of-mouth

    marketing

    Personal selling

  • 7/31/2019 2. Integrated Marketing Communication

    5/29

    IMC BUILDS BRANDS

  • 7/31/2019 2. Integrated Marketing Communication

    6/29

    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

  • 7/31/2019 2. Integrated Marketing Communication

    7/29

    COMMUNICATION PLATFORMS

    Events/Experiences

    Sports

    Entertainment Festivals

    Arts

    Causes

    Factory tours Company museums

    Street activities

    Public Relations Press kits

    Speeches

    Seminars

    Annual reports Charitable donations

    Publications

    Community relations

    Lobbying Identity media

    Company magazine

  • 7/31/2019 2. Integrated Marketing Communication

    8/29

    COMMUNICATION PLATFORMS

    Personal Selling Sales presentations

    Sales meetings

    Incentive programs

    Samples

    Fairs and trade shows

    Direct Marketing Catalogs

    Mailings

    Telemarketing

    Electronic shopping TV shopping

    Fax mail

    E-mail

    Voice mail Blogs

    Websites

  • 7/31/2019 2. Integrated Marketing Communication

    9/29

    WORD-OF-MOUTH MARKETING

    Person-to-person

    Chat rooms

    Blogs

  • 7/31/2019 2. Integrated Marketing Communication

    10/29

    ELEMENTS IN THE COMMUNICATIONS PROCESS

  • 7/31/2019 2. Integrated Marketing Communication

    11/29

    FIELD OF EXPERIENCE

    Receivers

    field

    Senders

    field

  • 7/31/2019 2. Integrated Marketing Communication

    12/29

    THE COMMUNICATIONS PROCESS

    Selective attention

    Selective distortion

    Selective retention

  • 7/31/2019 2. Integrated Marketing Communication

    13/29

    AN IDEAL AD CAMPAIGN

    The right consumer is exposed to themessage 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 consumers to considerpurchase of the brand

    The ad creates strong brand associations

  • 7/31/2019 2. Integrated Marketing Communication

    14/29

    Copyright 2009 Dorling

    Kindersley (India) Pvt. Ltd.

    17-14FIGURE 17.4 STEPS IN DEVELOPING EFFECTIVE

    COMMUNICATIONS

    Identify target audience

    Determine objectives

    Design communications

    Select channels

    Establish budgetDecide on media mix

    Measure results/ manage IMC

  • 7/31/2019 2. Integrated Marketing Communication

    15/29

    COMMUNICATIONS OBJECTIVES

    Category Need Brand Awareness

    Liking,

    Preference,

    Conviction

    Purchase Intention

  • 7/31/2019 2. Integrated Marketing Communication

    16/29

    DESIGNING THE COMMUNICATIONS

    Message strategy

    Creative strategy

    Message sourceGlobal adaptation

  • 7/31/2019 2. Integrated Marketing Communication

    17/29

    CREATIVE STRATEGY

    Informational and transformational appeals

    Positive and negative appeals

    Fear

    Guilt Shame

    Humor

    Love

    Pride

    Joy

  • 7/31/2019 2. Integrated Marketing Communication

    18/29

    MESSAGE SOURCE

    Celebrity CharacteristicsExpertise

    Trustworthiness

    Likeability

  • 7/31/2019 2. Integrated Marketing Communication

    19/29

    ISSUES FACING GLOBAL ADAPTATIONS

    Is the product restricted in some countries?

    Are there restrictions on advertising the

    product to a specific target market?

    Can comparative ads be used?

    Can the same advertising be used in all

    country markets?

  • 7/31/2019 2. Integrated Marketing Communication

    20/29

    SELECT COMMUNICATION CHANNELS

    Personal channels

    Nonpersonal channels

    Integration of channels

  • 7/31/2019 2. Integrated Marketing Communication

    21/29

    PERSONAL

    COMMUNICATIONS CHANNELS

    Advocate channels

    Expert channels

    Social channels

  • 7/31/2019 2. Integrated Marketing Communication

    22/29

    NONPERSONAL

    COMMUNICATION CHANNELS

    Media

    Sales Promotion

    Events and Experiences

    Public Relations

  • 7/31/2019 2. Integrated Marketing Communication

    23/29

    ESTABLISH THE BUDGET

    Affordable

    Percentage-of-Sales

    Competitive Parity

    Objective-and-Task

  • 7/31/2019 2. Integrated Marketing Communication

    24/29

    OBJECTIVE-AND-TASK METHOD

    Establish the market share goal Determine the percentage that should be reached

    Determine the percentage of aware prospects that

    should be persuaded to try the brand Determine the number of advertising impressions

    per 1% trial rate

    Determine the number of gross rating points that

    would have to be purchased

    Determine the necessary advertising budget on

    the basis of the average cost of buying a GRP

  • 7/31/2019 2. Integrated Marketing Communication

    25/29

    CHARACTERISTICS OF

    THE MARKETING COMMUNICATIONS MIX

    Advertising

    Pervasiveness

    Amplified

    expressiveness

    Impersonality

    Sales Promotion

    Communication

    Incentive

    Invitation

  • 7/31/2019 2. Integrated Marketing Communication

    26/29

    CHARACTERISTICS OF

    THE MARKETING COMMUNICATIONS MIX

    Public Relationsand Publicity

    High credibility

    Ability to catchbuyers offguard

    Dramatization

    Events andExperiences

    Relevant

    Involving

    Implicit

  • 7/31/2019 2. Integrated Marketing Communication

    27/29

    CHARACTERISTICS OF

    THE MARKETING COMMUNICATIONS MIX

    DirectMarketing

    Customized

    Up-to-date Interactive

    Personal Selling

    Personal interaction

    Cultivation

    Response

    Word-of-MouthMarketing

    Credible

    Personal

    Timely

  • 7/31/2019 2. Integrated Marketing Communication

    28/29

    FACTORS IN SETTING

    COMMUNICATIONS MIX

    Type of product market

    Buyer readiness stage

    Product life cycle stage

    http://ge.ecomagination.com/

  • 7/31/2019 2. Integrated Marketing Communication

    29/29

    COST EFFECTIVENESS BY BUYER READINESS STAGE


Recommended
Integrated Marketing Communication

Integrated Marketing Communication

Documents

Integrated Marketing Communication Final

Integrated Marketing Communication Final

Documents

The Relationship between Integrated Marketing ... · The Relationship between Integrated Marketing Communication, ... THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION,

The Relationship between Integrated Marketing ... · The Relationship between Integrated Marketing Communication, ... THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION,

Documents

ITC Integrated Marketing Communication

ITC Integrated Marketing Communication

Documents

Integrated marketing communication campaign

Integrated marketing communication campaign

Documents

Managing Brand Equity in an Integrated Marketing ... · Integrated Marketing Communication (IMC) Integrated marketing communication (IMC) is the process of integrating various communication

Managing Brand Equity in an Integrated Marketing ... · Integrated Marketing Communication (IMC) Integrated marketing communication (IMC) is the process of integrating various communication

Documents

26611509 Integrated Marketing Communication

26611509 Integrated Marketing Communication

Documents

Integrated Marketing Communication. What is Marketing.

Integrated Marketing Communication. What is Marketing.

Documents

Integrated Marketing Communication........

Integrated Marketing Communication........

Documents

Integrated Marketing Communication Strategy

Integrated Marketing Communication Strategy

Documents

Integrated marketing-communication

Integrated marketing-communication

Documents

Integrated Marketing communication Tools

Integrated Marketing communication Tools

Marketing

19043097 Integrated Marketing Communication

19043097 Integrated Marketing Communication

Documents

Marketing Integrated Communication Process

Marketing Integrated Communication Process

Documents

23673804 Integrated Marketing Communication

23673804 Integrated Marketing Communication

Documents

Integrated Marketing Communication-Foodles

Integrated Marketing Communication-Foodles

Documents

Integrated marketing communication

Integrated marketing communication

Education

INTEGRATED MARKETING COMMUNICATION DALAM UPAYA … fileintegrated marketing communication. dalam upaya peningkatan brand awarness (studi kasus . pada integrated marketing . communication.

INTEGRATED MARKETING COMMUNICATION DALAM UPAYA … fileintegrated marketing communication. dalam upaya peningkatan brand awarness (studi kasus . pada integrated marketing . communication.

Documents