Integrated Marketing

Communication Strategy
 Objectives
15-
2
Know the tools of the marketing
communications mix.
Understand the process and advantages of
integrated marketing communications.
Learn the steps in developing effective
marketing communications program.
Understand methods for setting promotional
budgets and the factors that affect the design
of the promotion mix.
Push and Pull
 15-
3

Definition
The Marketing
Communications Mix
 The specific mix of
advertising, personal
selling, sales promotion,
and public relations a
company uses to pursue
its advertising and
marketing objectives.
The
The Tools
Tools of
of Marketing
Marketing
Communications
Communications Mix
Mix 15-
4 Any Paid Form of Nonpersonal
Any Paid Form of Nonpersonal
Advertising
Advertising Presentation
Presentationby
byan
anIdentified
Identified
Sponsor.
Sponsor.

Personal
Personal Selling
Selling Personal Presentations by
a Firm’s Sales Force.

Sales Promotion Short-term Incentives to

Encourage Sales.

Building Good Relations with

Public Relations Various Publics by Obtaining
Favorable Unpaid Publicity.

Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
 15-
5

Integrated Marketing Communications

The Marketing Communications

Environment is Changing:
 Mass markets have fragmented, causing marketers
to shift away from
mass marketing
 Media fragmentation
is increasing
 Improvements in
information technology
are facilitating segmentation
The Changing Communications
Environment 15-
6

Marketers Have Shifted

Away From Mass
Marketing
Less Broadcasting

Market Fragmentation Led to

Two Factors

Media Fragmentation
are Changing the Face of Today’s
Marketing Communications:

Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting
 15-
7

Integrated Marketing Communications

The Need for Integrated

Marketing Communications
 Conflictingmessages from different
sources or promotional approaches
can confuse company or brand
images
Integrated
Integrated Marketing
Marketing Communications*
Communications*
Company Carefully
15-
Integrates and
Coordinates Its Many
8
Communication
Channels to Deliver a Clear, Consistent,
Compelling Message.
Packaging
Packaging Advertising
Advertising

Event
Event Personal
Personal
Marketing
Marketing Selling
Message Selling

Direct
Direct Sales
Sales
Marketing
Marketing Promotion
Promotion
Public
Public
Relations
Relations
 A View of the Communications Process
15-
9
Marketers View Communications as the
Management of the Customer Relationship Over
Time Through the Following Stages:

Preselling
Preselling Selling
Selling

Post-
Post- Consuming
Consumption
Consumption Consuming
 Figure 15-2:
Elements in the
15-
10

Communication Process
 Key Factors in Good15-
Communication
11

Sellers
Sellers Need
Need to
to Sellers
Sellers Must
Must Develop
Develop
Know
Know What
What Audiences
Audiences Feedback
Feedback Channels
Channels toto
They
They Wish
Wish to
to Reach
Reach Assess
and Assess Audience’s
Audience’s
and Response
Response Response
Response to
to
Desired.
Desired. Messages.
Messages.

Sellers
Sellers Must
Must be
be Good
Good Sellers
Sellers Must
Must Send
Send
at
at Encoding
Encoding Messages
Messages Messages
Messages Through
Through
That
That Target
Target Audience
Audience Media
Media that
that Reach
Reach
Can
Can Decode.
Decode. Target
Target Audiences
Audiences
 Steps in Developing
Communication15-
Program*
12

1.   Identifying the Target Audience

2.   Determining the Response Sought
3.   Designing a Message
4.   Choosing Media
5.   Selecting the Message Source
6. Collecting Feedback
 Steps in Developing Effective
Communication
15-
13

Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives

Buyer Readiness Stages
Awareness
Knowledge
This ad for the Toyota Celica
may be able to cover the first
three stages of the buyer-
readiness stages: awareness,
knowledge, and liking.
Liking
There is no mention of

Preference
competitors, so it does not
seem to establish preference.

Conviction
Purchase
Purchase
 Steps in Developing Effective
Communication
15-
14

Step 3. Designing a Message

Is this ad making an emotional,
rational, or moral appeal, or is it
Is this an effective ad?
combining them? How much
do the personified cows
contribute to this ad?
The same company puts lifelike
statues of cows, with this slogan,
Is the ad structured to let the into mall food courts. What
audience make a decision? makes that practice effective?

Message Content
Rational Appeals
Emotional Appeals Message Structure
Moral Appeals Draw Conclusions
Designing a
Message
Argument Type Message Format
Content
The pictures and the
slogan make this what
Argument Order Headline, Illustration,
type of appeal?

Format
This layout, almost like
a yearbook or photo
Copy, & Color
Body Language
album, reinforces the
sentimental aspect
of this advertisement.

Click or press spacebar to return.

Designing the Message - Content
Rational Appeals
 appeal to audience self-interest
Emotional Appeals
 fear, guilt, shame, humor, joy, love, pride
Moral Appeals
 what is right or proper
 Designing the Message - Structure
 Conclusion Drawing
 negative when communicator is viewed
as untrustworthy, if seen as explaining
the obvious, if issue is too personal
 One vs. Two-sided Message
 one-better with favorably predisposed,
two better with well-educated, those
exposed to counter propaganda
 Order of Presentation
 primacy effect, recency effect
 Message Format

Color, Sound, Appearance, Text,

Illustration
Media Channels
 Personal (word-of-mouth; sales person)
 Impersonal (media, atmospheres, events)
Steps
Steps in
in Developing
Developing Effective
Effective
Communication
Communication15-
18

Step
Step 4.
4. Choosing
Choosing Media
Media

Personal Communication
Channels
Nonpersonal Communication
Channels

Step
Step 5.
5. Selecting
Selecting the
the Message
Message Source
Source

Step
Step 6.
6. Collecting
Collecting Feedback
Feedback
Selecting the Message Source
Message Source
credibility important
 expertise

 trustworthiness

 likability
 Collecting the Feedback
Feedback
 awareness?
 trial?
 satisfaction?
Setting
Setting the
the Total
Total Promotion
Promotion Budget
Budget
15-
21

Affordable Percentage-
Method of-Sales
Method

Competitive- Objective-
Parity and-Task
Method Method
 15-
22

Setting the Promotional Budget and Mix

Setting the Overall Promotion Mix

 Determined by the nature of each promotional tool
and the selected promotion mix strategy
Setting
Setting the
the Promotion
Promotion Mix
Mix
Nature of Each Promotion
15- Tool
23
Advertising
Advertising
Reaches
ReachesMany
ManyBuyers,
Buyers,Expressive
Expressive
Impersonal
Impersonal
Personal
Personal Selling
Selling
Personal
PersonalInteraction,
Interaction,Builds
BuildsRelationships
Relationships
Costly
Costly
Sales
Sales Promotion
Promotion
Provides
ProvidesStrong
StrongIncentives
Incentivesto
toBuy
Buy
Short-Lived
Short-Lived
Public
Public Relations
Relations
Believable,
Believable, Effective,
Effective,Economical
Economical
Underused
Underusedby byMany
ManyCompanies
Companies
Direct
Direct Marketing
Marketing
Nonpublic,
Nonpublic,Immediate,
Immediate,Customized,
Customized,
Interactive
Interactive
Factors
Factors in
in Developing
Developing Promotion
Promotion
Mix
Mix Strategies
Strategies
15-
24
•Push Strategy - “Pushing” the Product
Through Distribution Channels to Final
Consumers.
• Pull Strategy - Producer Directs It’s
Marketing Activities Toward Final Consumers
to Induce Them to Buy the Product.

Type of Product
Product/ Life-Cycle
Market Buyer/ Stage
Readiness
Stage
 Figure 15-4:
Push vs. Pull
15-
25

Promotion Strategy
 15-
26

Setting the Promotional Budget and Mix

Checklist: Integrating the Promotion Mix

 Analyze trends (internal and external)
 Audit communications spending
 Identify all points of contact
 Team up in communications planning
 Make all communication elements
compatible
 Create performance measures
 Appoint an IMC manager