Marketing Management: Designing and Managing Integrated Marketing Communications

Marketing Management
Fifteenth Edition
Chapter 19
Designing and
Managing
Integrated
Marketing
Communications
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Learning Objectives
19.1 What is the role of marketing
communications?
19.2 What is the marketing
communications mix?
19.3 How do marketing communications
work?
19.4 What are the major steps in
developing effective communications?
19.5 How should the communications
mix be set and evaluated?
19.6 What is an integrated marketing
communications program?
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
Marketing Communications Mix
• Advertising • Online and social media
marketing
• Sales promotion
• Mobile marketing
• Events and experiences
• Direct and database
• Public relations and
marketing
publicity
• Personal selling
Common Communication Platforms
Table 19.1 Examples of the Eight Common Communication Platforms
Public Online and
Relations Social Direct and
Sales Events and and Media Mobile Database Personal
Advertising Promotion Experiences Publicity Marketing Marketing Marketing Selling
Print and Contests, Sports Press kits Web sites Text Catalogs Sales
broadcast games, messages presentations
ads sweepstakes,
lotteries
Packaging– Premiums Entertainment Speeches E-mail Online Mailings Sales
outer and gifts marketing meetings
Packaging Sampling Festivals Seminars Search ads Social media Telemarketing Incentive
inserts marketing programs
Cinema Fairs and Arts Annual Display ads Electronic Samples

trade shows reports shopping
How Does Marketing
Communications Work?
• The communications process
models
– Macromodel of the
communications process
– Micromodel of consumer
responses
Figure 19.1 Elements in
Communications Process
Figure 19.2 Response Hierarchy
Models
Micromodel of Consumer Responses
• With an ideal ad campaign:
‒ The right consumer is exposed to the message at the
right place and time
‒ The ad causes the consumer to pay attention
‒ The ad reflects consumer’s level of understanding of
brand
‒ The ad positions points-of-difference and points-of-parity
‒ The ad motivates consumers to consider purchase
‒ The ad creates strong brand associations
Developing Effective
Communications (1 of 4)
Figure 19.3 Steps in Developing Effective Communications
• Identify the target audience
• Set the communications
objectives
– Establish need for
category
– Build brand awareness
– Build brand attitude
– Influence brand purchase
intention
• Design the Communications
– Message strategy
– Creative strategy
– Message source
Creative Strategy
• Informational appeals
– One-sided vs. two-sided arguments
• Transformational appeals
– Negative/fear vs. positive appeals
Message Source
• Messages delivered by attractive or popular sources
can achieve higher attention and recall
• Select the communications channels
– Personal communications
– Nonpersonal channels
Establish the Marketing
Communications Budget
• Affordable method
• Percentage-of-sales
method
• Competitive-parity method
• Objective-and-task method
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
Selecting the Marketing
Communications Mix
• Advertising
• Sales promotion
• Public relations and publicity
• Online and social media marketing
• Direct and database marketing
• Sales force
Characteristics (1 of 4)
• Advertising
– Pervasiveness
– Amplified expressiveness
– Control
• Sales Promotion
– Ability to be attention-
getting
– Incentive
– Invitation
– Relevant
– Engaging
– Implicit
• Public relations and publicity
– High credibility
– Ability to reach hard-to-find buyers
– Dramatization
• Online and social media marketing
– Rich
– Interactive
– Up to date
– Timely
– Influential
– Pervasive
• Direct and database marketing
– Personal
– Proactive
– Complementary
• Personal selling
– Customized
– Relationship-oriented
– Response-oriented
Setting the Marketing
Communications Mix (1 of 2)
• Type of product market
– Consumer vs. business
marketers
– Advertising/sales promotion
vs. personal selling
• Product life-cycle stage
Setting the Marketing
Communications Mix (2 of 2)
• Buyer-readiness stage
Figure 19.4 Cost-Effectiveness of Three Different Communication Tools at
Different Buyer-Readiness Stages
Measuring Communication Results
Figure 19.5 Current Consumer States for Two Brands
Managing Integrated Marketing
• 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”
Managing Integrated Marketing
• Coordinating media and implementing IMC
– Coverage
– Contribution
– Cost
– Commonality
– Conformability
– Complementarity
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Cinema Fairs and Arts Annual Display ads Electronic Samples

Figure 19.5 Current Consumer States for Two Brands

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