Designing and Managing

Integrated Marketing
Communications
What are
Marketing Communications?

Marketing communications are the means

by which firms attempt to inform, persuade,
and remind consumers, directly or indirectly,
about the products and brands they sell.
Modes of Marketing Communications

 Advertising  Direct marketing

 Sales promotion  Onlineand social
 Events and Media Marketing
experiences  Mobile marketing
 Public relations and  Personal selling
publicity
IMC Builds Brands
Communication Platforms

Advertising Sales Promotion

 Print and broadcast ads  Contests, games, sweepstakes
 Packaging inserts  Premiums
 Motion pictures  Sampling
 Brochures and booklets  Trade shows, exhibits
 Posters  Coupons
 Billboards  Rebates
 POP displays  Entertainment
 Logos  Continuity programs
 Videotapes
Communication Platforms

Events/ Experiences Public Relations

 Sports  Press kits
 Entertainment  Speeches
 Festivals  Seminars
 Arts  Annual reports
 Causes  Charitable donations
 Factory tours  Publications
 Company museums  Community relations
 Street activities
 Lobbying
 Identity media
 Company magazine
Communication Platforms

Personal Selling Direct Marketing

 Sales presentations  Catalogs
 Sales meetings
 Mailings
 Telemarketing
 Incentive programs
 Electronic shopping
 Samples
 TV shopping
 Fairs and trade shows
 Fax mail
 E-mail
 Voice mail
 Blogs
 Websites
Elements in the Communications Process
Field of Experience

Sender’s Receiver’s
field field
The Communications Process

Selective attention

Selective distortion

Selective retention
Model of consumer response

 Learn – Feel – Do (High Involvement high

differentiation)
 Do – Feel – Learn (High Involvement little or no
differentiation)eg PC, air tickets
 Learn – Do – Feel (low Involvement less
differentiation) eg batteries, salt
Response Hierarchy Models
 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 consumers 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
5 Ms

 Mission
 Message
 Media
 Money
 Measurement
2. Communications Objectives

• Establish need for category

• Build Brand awareness
• Build Brand attitude
• Influence brand purchase intention

Category Need Brand Awareness

Brand Attitude Purchase Intention

3. Designing the Communications

 Message strategy- planning theme , appeal or ideas for

positioning of product POP & POD
 Creative strategy- deciding on how to express the message
 Informational appeal/ transformational appeal
 Message source
 Global Adaptation
Creative Strategy

 Informational and transformational appeals

 Positive and negative appeals
 Fear
 Guilt
 Shame
 Humor
 Love
 Pride
 Joy
Message Source

Celebrity Characteristics

Expertise
Trustworthiness
Likeability
Issues Facing Global Adaptations

 Is the product restricted in some countries?

 Are there restrictions on advertising the product to a specific target market?
 Can comparative ads be used?
 Can the same advertising be used in all country markets?
4. Select Communication Channels

 Personal channels
 Nonpersonal channels
 Integration of channels
Personal
Communications Channels

Advocate channels

Expert channels

Social channels
Stimulating
Personal Influence Channels

 Identify influential individuals and devote extra attention to them

 Create opinion leaders
 Use community influentials in testimonial advertising
 Develop advertising with high “conversation value”
 Develop WOM referral channels
 Establish an electronic forum
 Use viral marketing
Nonpersonal
Communication Channels

Media

Sales Promotion

Events and Experiences

Public Relations
5. Establish the Budget

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task
 Market potential – Potential for the product, period
Soap – lux, pears, dove
 Sales Potential – Dove
 Sales Forecast –given
 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
6. Characteristics of
The Marketing Communications Mix

Advertising Sales Promotion

 Pervasiveness  Attention Grabbing
 Amplified  Incentive
expressiveness
 Invitation
 Control
Characteristics of
the Marketing Communications Mix

Public Relations and Events and

Publicity Experiences
 High credibility  Relevant
 Abilityto catch  Involving
buyers off guard  Implicit
 Dramatization
 Characteristics of
the Marketing Communications Mix

Direct and Database Personal Selling

Marketing  Personal interaction
 Customized  Relationship
 Up-to-date  Response
 Interactive

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.

17-30
Factors in Setting
Communications Mix

 Type of product market

 Buyer readiness stage
 Product life cycle stage
Cost Effectiveness by Buyer Readiness Stage
She Fund

 State Street global Advisor

Marketing Debate

 Has TV advertising lost power?

Take a position:
1. TV advertising has faded in importance.
or
2. TV advertising is still the most powerful
advertising medium.
Marketing Discussion

 Pick a brand and go to the Website.

Locate as many forms of
communication as you can find.
 Conduct an informal communications
audit. What do you notice? How
consistent are the different
communications?