16 Designing and Integrating Marketing Communications

16
Designing and
Integrating Marketing
Communications
Chapter Questions
 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
communications program?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 16-2
Marketing Communications
Modes of Marketing Communications
 Advertising  Direct marketing

 Sales promotion  Interactive
 Events and marketing
experiences  Word-of-mouth
 Public relations and marketing
publicity  Personal selling
Table 16.1 Communication
Platforms
Advertising Sales Promotion
 Print and broadcast ads  Contests, games,
 Packaging inserts sweepstakes
 Motion pictures  Premiums
 Brochures and booklets  Sampling
 Posters  Trade shows, exhibits
 Billboards  Coupons
 POP displays  Rebates
 Logos  Entertainment
 Videotapes  Continuity programs
Platforms (Contd)
Events/ Experiences Public Relations
 Sports  Press kits
 Entertainment  Speeches
 Festivals  Seminars
 Art  Annual reports
 Causes  Charitable donations
 Factory tours  Publications
 Company museums  Community relations
 Street activities  Lobbying
 Identity media
Platforms (Contd)
Personal Selling Direct Marketing
 Sales presentations  Catalogs
 Sales meetings  Mailings
 Incentive programs  Telemarketing
 Samples  Electronic shopping
 Fairs and trade shows  TV shopping
 Fax mail
 E-mail
 Voice mail
 Websites
Figure 16.1 Elements in the
Communications Process
Figure 16.2 Micromodels of
Communications
Sources: E. K. Strong, The

Psychology of Selling
(New York: McGraw-Hill,
1925), p. 9; Robert J.
Lavidge and Gary A. Steiner,
“A Model for Predictive
Measurements of Advertising
Effectiveness,” Journal
of Marketing (October 1961),
p. 61; Everett M.
Rogers, Diffusion of
Innovation (New York: Free
Press, 1962), pp. 79–86;
dvarious sources.
An Ideal Ad Campaign
 The right consumer is exposed to the
message at the right time and place
 The ad causes consumer to pay attention
 The ad reflects consumer’s 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 consumer to consider
purchase of the brand
 The ad creates strong brand associations
Steps in Developing Effective
Communications
 Identify target audience
 Determine objectives
 Design communications
 Select channels
 Establish budget
 Decide on media mix
 Measure results/manage IMC
Communications Objectives
 Category need
 Brand awareness
 Brand attitude
 Purchase intention
Designing the Communications
 Message strategy
 Creative strategy
 Message source
Message Strategy
Creative Strategy
 Informational and transformational appeals
Creative Strategy (Contd)
 Positive and Negative Appeals
Message Source
The three most often identified sources of

credibility are:
 expertise,
 trustworthiness,
 and likability.
Select Communication Channels
Personal
Nonpersonal
Establish the Budget
 Affordable
 Percentage-of-sales
 Competitive parity
 Objective-and-task
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.
Characteristics of the Mix
Advertising Sales Promotion

 Pervasiveness  Ability to draw
 Amplified attention
expressiveness  Incentive
 Control  Invitation
Characteristics of the Mix (Contd)
Public Relations and Events and

Publicity Experiences
 High credibility  Relevant
 Ability to reach  Engaging
hard-to-find buyers  Implicit
 Dramatization
Characteristics of the Mix (Contd)
Direct Marketing Personal Selling

 Customized  Personal interaction
 Up-to-date  Cultivation
 Interactive  Response
Word-of-Mouth Marketing
 Influential
 Personal
 Timely
Factors in Setting
Communications Mix
 Type of product market
 Buyer-readiness stage
 Product life-cycle stage
Figure 16.4 Cost-Effectiveness
of Different Communication Tools
Figure 16.5 Current Consumer
States for Two Brands
For Review
 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
communications program?

16 Designing and Integrating Marketing Communications

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16

 What is the role of marketing

 Advertising  Direct marketing

Sources: E. K. Strong, The

 Positive and Negative Appeals

The three most often identified sources of

Advertising Sales Promotion

Public Relations and Events and

 Ability to reach  Engaging

hard-to-find buyers  Implicit

Direct Marketing Personal Selling

 What is the role of marketing

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