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Designing and Managing Integrated Marketing
Communications
What is the role of marketing
communications?
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
communications program?
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Designing and Managing Integrated Marketing
Communications
Marketing communications are the
means by which firms attempt toinform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell
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Communication Platforms
Advertising
Print/broadcast ads
Packaging inserts
Motion pictures Brochures/booklets
Posters
Billboards
POP displays
Logos
Sales Promotion
Contests, games,sweepstakes
Premiums
Sampling
Trade shows/exhibits
Coupons
Rebates Entertainment
Continuity programs
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Communication Platforms
A continuity programis a companys sales
offer where a buyer/consumer is agreeing to
receive merchandise or services automatically
at regular intervals (often monthly), without
advance notice, until they cancel.
Ex: wine clubs, book clubs
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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
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What makes up a Press Kit?
Common elements include: a pocket folder; a copy of the most recent
media release; a one-page fact sheet, summary or timeline; relevant bio
or background information about the company, organization, individual or
cause; and a business card from the point of contact. Other elements
might include drawings, renderings or photos. Again details driven by
purpose: new product launch; issue-oriented event; relationship-building
initiative.
Design look should be consistent with look, feel, colors of your client
company, nonprofit or association. And you probably want to create
design which is easily read and easily transferable so the kit elements canbe posted and made available for easy downloading from the client's Web
site.
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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
Voice mail
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Steps in Developing Effective Communications
Identify target audience
Determine objectives
Design communications Select channels
Establish budget
Decide on media mix Manage IMC
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Communications Objectives
Category need (a new category product requiringeducation of consumers)
Brand awareness
Brand attitude (will tell what people think about aproduct or service, whether the product answers a consumer
need)
Purchase intention
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Design the Communications
Creative strategy
Informational appeal
Transformational appeal
Message strategy
Message source
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Communication Designs
An informational appeal elaborates on product or service
attributes or benefits. Examples in advertising are problem-
solution ads (Excedrin stops headache pain quickly), product
demonstration ads (Thompson Water Seal can withstand
intense rain, snow, and heat), product comparison ads(Verizon offers better on-line Internet access Comcast) and
testimonials from unknown or celebrity endorses (NBA
phenomenon LeBron James pitching Coca-Cola and Nike).
Informational appeals assume very rational processing of thecommunication on the part of the consumer. Logic and reason
rule.
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Communications Designs
A transformational appeal elaborates on a non-product-related benefit or image. It might depict whatkind of person uses a brand (Ron Jon advertises toactive, youthful surfers and skaters) or what kind of
experience results from the brand (Disneyland istouted as the happiest place on earth).
Transformational appeals often attempt to stir up
emotions that will motivate purchase.
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What is a message strategy?
The message strategy is like a foundation for all your
marketing. It needs to be strong or your marketing
efforts will fall apart. Your message strategy consistsof a positioning statement and three support points.
They address key target market problems by stating a
benefit. (For example, why the target market should
care about your product, service or company.)
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What is a message strategy continued.
Your positioning statement becomes the central idea ortheme for all your marketing activities.
Once you've developed a positioning statement, you need
to bolster it with three supporting claims.
Supporting points provide a structure for productdemonstrations. While the positioning statementarticulates a high-level, abstract benefit, the claims made in
the supporting statements should be readily demonstrable;that is, in just a few steps, you should be able to show howthe product delivers concrete benefits.
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What is Message Sourcing?
Message source is one critical constituent that
determines the success of advertising. The message
source should be selected with due concern tocommunicate the intended advertising message. The
message source is based on different source
attributes such as credibility and attractiveness
within which aspects of knowledgeability,trustworthiness, similarity, likeability and favorability
are embedded.
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Stimulating Personal
Communications Channels
Identify influentials (targeting influencers is seen as ameans of amplifying marketing messages)
Create opinion leaders Use influentials in communications
Develop ads with high conversation value
Use viral marketing (the use of pre-existing socialnetworks and other technologies to produce increases inbrand awareness)
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Select Communication Channels
Personal communication channels (For example,face to face, phone, emails)
Nonpersonal communication channels (Forexample, a TV commercial broadcast on a prime time showmay be seen by millions of households at a given time. )
Integration of communication channels (Onlineand Offline marketing)
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Nonpersonal Communication Channels
Media
Sales promotion Events and experiences
Public relations
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Establish the Budget
Affordable
Percentage-of-sales Competitive parity
Objective-and-task
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What is Percentage-of-Sales?
Advertising expense budgeting method based
on allocating a fixed percentage (say 5
percent) of the anticipated sales revenue to
advertising.
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What is Competitive Parity?
A term used to describe a method of
allocating a budget for promotional activities
that depends on what competitors are
spending for similar activities. Also called
defensive budgeting.
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What is Objective and Task?
Refers to an advertising expense budgeting
method based on the (1) results to be
achieved, (2) strategies and tactics required to
achieve those results, and (3) costs associated
with those strategies and tactics.
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Characteristics of Communications
Public Relations and
Publicity
High credibility
Ability to catch buyersoff-guard
Dramatization
Events and Experiences
Relevant
Involving
Implicit
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Factors in Setting Communications Mix
Type of product market
Consumer readiness to make a purchase Stage in the product life cycle
Market rank
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Type of product market
Communications mix allocations vary between
consumer and business markets. Consumer
markets tend to spend comparatively more on
sales promotion and advertising; business
marketers tend to spend comparatively more
on personal selling.
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Buyer Readiness Stage
There are 5 stages in the buyers readiness:
Awareness Comprehension
Conviction
Order
Reorder