5/20/2021 IGNITOR Student

The Marketing Communications 00…of

Integrated Marketing
Cmnmunications
Decision-Making Process
NOTES
So far we have discussed the importance of tightly integrating all marcom elements such that
a unified message is delivered wherever the customer or prospect comes into contact with the
brand. This section presents a framework that will provide a useful conceptual and schematic
structure for thinking about the types of practical decisions that marketing communicators
make. The framework is presented in Figure 1.1. It is very important at this time that you scan
and achieve a basic understanding of the model components in preparation for the following
discussion, which fleshes out the model's skeleton.
Figure 1.1 conceptualizes the various types of brand-level marcom decisions and the out-
comes desired from those decisions. It will be noted that the model consists of a set of fun-
damental decisions, a set of implementation decisions, and program evaluation. The model
in Figure 1.1 shows that fundamental decisions (targeting, positioning, setting objectives, and
budgeting) influence implementation decisions regarding the mixture of communications ele-
ments and the determination of messages, media, and momentum. The expected outcomes
from these decisions are enhancing brand equity and affecting behavior. Subsequent to the
implementation of the marcom decisions, program evaluation—in the form of measuring the
results from marcom efforts, providing feedback (see dashed arrow in Figure 1.1), and taking
corrective action—is essential to determining whether outcomes match objectives. Corrective
action is required when performance falls below expectations.

.-'—' ..-'—

. H “

m Decisions I Decisions ‘ «. \
' Targeting ° Mixing ' "a
- Fositioriing _ - Creating _ ' "\\
- Setting - Selecting " || ».
- Budgeting - Establishing "\
“_ Momentum '

' Providing__
' Taking _
Action

Enhancing _ , Affecting
Brand Equity _ _ H Behavior

_ . —

Figure 1.1 Making Brand-Level Marcom Decisions and Achieving Desired Outcomes

The objective of marketing communications is to enhance brand equity as a means of mov-

ing customers tofavorable action toward the brand—that is, trying it, repeat purchasing it, and,
ideally, becoming loyal toward the brand. Enhancing equity and affecting behavior depend,
of course, on the suitability of all marketing- mix elements—eg, product quality and price
level—and not just marcom per se. Marcom efforts nonetheless play a pivotal role by in-
forming customers about new brands and their relative advantages and by elevating brand
images.
say…
Material 13

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