Session 13 :16

Chapter chp 1918- 20

-17-

Designing and Managing Integrated

Marketing Communications

Business Analyst Class

Project Management and Supply Chain Management Class
Ario Setra Setiadi
MMT ITS – Jakarta Class, Friday 18 Dec 2020
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 The Role of Marketing
Communications
• Marketing communications
– The means by which firms attempt to inform,
persuade, and remind consumers about the
products and brands they sell

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 Marketing Communications Mix

• Advertising • Online and social

• Sales promotion media marketing
• Events and • Mobile marketing
experiences • Direct and database
• Public relations and marketing
publicity • Personal selling

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Common Communication
Platforms

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 Figure 19.1
Elements in Communications Process

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 Figure 19.2
Response Hierarchy Models

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Developing Effective
Communications

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 Developing Effective
Communications
• Design the Communications

Message strategy

Creative strategy

Message source

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 Message source
• Messages delivered by attractive or popular
sources can achieve higher attention and
recall

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 Developing Effective
Communications
• Select the communications channels
– Personal communications
– Nonpersonal channels

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 Establish the Marketing
Communications Budget
• Affordable method
• Percentage-of-sales
method
• Competitive-parity
method
• Objective-and-task
method

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Objective-and-Task Method

✓ Establish market share goal

✓ Select % of market reached by advertising
✓ Estimate % of prospects who should try brand
✓ Calculate ad impressions per 1% trial rate
✓ Find gross rating points to be purchased
✓ Calculate budget for cost of gross rating point

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 Selecting the Marketing
Communications Mix
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Online and social media marketing
• Mobile marketing
• Direct and database marketing
• Sales force
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Measuring Communication Results

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 Managing Integrated Marketing
Communications
• Integrated marketing communications (IMC)
– “A planning process designed to assure that
all brand contacts received by a customer or
prospect for a product, service, or
organization are relevant to that person and
consistent over time”

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 Managing Integrated Marketing
Communications
• Coordinating media & implementing IMC

Coverage Contribution

Cost Commonality

Conformability Complementarity

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Developing and Managing
an Advertising Program

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 Developing and Managing
an Advertising Program
• Setting the advertising objectives
• Deciding on the advertising budget
• Developing the advertising campaign
• Choosing media
• Evaluating advertising
effectiveness

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 Setting the
Advertising Objectives

Informative

Persuasive

Reminder

Reinforcement

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Deciding on the Advertising Budget

✓ Stage in the product life cycle

✓ Market share and consumer base
✓ Competition and clutter
✓ Advertising frequency
✓ Product substitutability

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 Developing the Advertising
Campaign
• Creative development and execution
– Advertising medium (television, print, and
radio advertising media)

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 Developing the Advertising
Campaign
• Television ads
✓ Vividly demonstrates product attributes
✓ Persuasively explains consumer benefits
✓ Portrays usage imagery/brand
personality
✓ Product/brand can be overlooked
✓ Creates clutter
✓ Easy to ignore or forget ads
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 Developing the Advertising
Campaign
• Print ads
✓ Provide detailed product information
✓ Flexibility in design and placement
✓ Can be fairly passive
✓ Newspapers popular for local ads
✓ In steady decline
✓ Poor reproduction quality
✓ Short shelf life
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 Developing the Advertising
Campaign
• Radio ads
✓ Occurs in the car and out of home
✓ Main advantage is flexibility
✓ Ads are relatively inexpensive
✓ Can be schedule to air quickly
✓ Effective when run in morning
✓ Can be extremely creative
✓ Can tap into the listener’s imagination
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 Developing the Advertising
Campaign
• Legal and social issues
– Advertisers must not make false claims
– Must not use false demonstrations
– Must not create ads with the capacity to
deceive
– Must avoid bait-and-switch advertising

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 Choosing Media
• Reach, frequency, and impact

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 Choosing Media
• Choosing among major media types

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 Choosing Media
• Selecting media timing and allocation

Continuity

Concentrated

Flighting

Pulsing

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 Evaluating Advertising
Effectiveness
• Communication-effect research
– In-home tests, trailer tests,
theater tests, on-air tests
• Sales-effect research
– Historical approach
– Experimental data

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 Sales Promotion
• A collection of incentive tools, mostly short
term, designed to stimulate quicker or greater
purchase of particular products or services by
consumers or the trade

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 Sales Promotion
• Selecting consumer promotion tools

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 Sales Promotion
• Selecting trade promotion tools
– Forward buying and diverting retailers

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 Sales Promotion
• Selecting business and sales force promotion
tools

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 Sales Promotion
• Developing the program

Incentive
Conditions
size

Total sales
promotion Duration
budget

Distribution
Timing
vehicle

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 Events and Experiences
• Major sponsorship
decisions
– Choosing events
– Designing sponsorship
programs
– Measuring sponsorship
activities

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 Measuring
Sponsorship Programs
• Measure outcomes, not
outputs
• Define/benchmark objectives
on front end
• Measure return for each
objective
• Measure behavior
• Apply assumptions/ratios
used by other departments
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• Measure results of emotional
connections
• Identify group norms
• Include cost savings in ROI
calculations
• Slice the data
• Capture normative data
19-36
 Public Relations
• PR department functions
– Press relations
– Product publicity
– Corporate communications
– Lobbying
– Counseling

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 Public Relations
• Marketing public relations (MPR) tasks

Launching Repositioning
new mature
products products

Building Building
corporate interest in
image product

Defending
Influencing
problem
target groups
products

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Public Relations

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