Chapter

19
Designing and
Managing Integrated
Marketing
Communications

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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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 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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 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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 How Does Marketing
Communications Work?
• The communications
process models
– Macromodel of the
communications
process
– Micromodel of the
communications
process

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 MACROMODEL
Elements in Communications Process

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 A VIEW OF THE COMMUNICATIONS
PROCESS

The Communications Process

1. Sender
2. Encoding
3. Message
4. Media
5. Decoding
6. Receiver
7. Response
8. Feedback
9. Noise

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 A VIEW OF THE COMMUNICATIONS
PROCESS

The Communications Process

Sender is the party sending the message to

another party
Encoding is the process of putting thought
into symbolic form
Message is the set of symbols the sender
transmits

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 A VIEW OF THE COMMUNICATIONS
PROCESS

The Communications Process

Media is the communications channels through

which the message moves from sender to
receiver
Decoding is the process by which the receiver
assigns meaning to the symbols
Receiver is the party receiving the message sent by
another party

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 A VIEW OF THE COMMUNICATIONS
PROCESS

The Communications Process

Response is the reaction of the receiver after being

exposed to the message
Feedback is the part of the receiver’s response
communicated back to the sender
Noise is the unplanned static or distortion during the
communication process, which results in the
receiver’s getting a different message than the
one the sender sent

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MICROMODEL

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Step 1: Identify your Audience from Behavioral Data
Never start without proper market research. Ensure that your
audience is defined correctly.
You should always know what kind of audience you want to target
based on what you are marketing.
Here, behavioral data will give us insights about what the
prospects do, what their preferences are relating to what we are
offering.
Demographic data tells us more about their age, gender,
education, geography, and so on.
Segmenting your audience based on these data points will help
you know which section of your audience is more likely to opt for
your produc
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• 2.Determine Your Communication Objectives
• Before starting with your marketing efforts, it is necessary to define the objectives
for your marketing campaigns.
• It involves all that you wish to achieve through your marketing efforts and what
your brand wants to communicate to your target audience.
• Following are some of the objectives that you could set for yourself:
• Developing awareness about your brand in the market.
• Improve your brand image.
• Improve the sales of your product.
• Reinforce your customer’s decision to go with your brand.

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

3.Designing a Message

AIDA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

Designing a Message

Message content is an appeal or theme that

will produce the desired response
• Rational appeal
• Emotional appeal
• Moral appeal

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

Designing a Message

Rational appeal relates to the audience’s

self-interest
Emotional appeal is an attempt to stir up
positive or negative emotions to motivate
a purchase
Moral appeal is directed at the audience’s
sense of right and proper

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

2.Choosing
Media
• Personal communication
• Non-personal communication

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

4.Choosing Media

Personal communication is effective because it

allows personal addressing and feedback

Control of personal communication

• Company
• Independent experts
• Word of mouth

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION
Choosing Media
Personal Communication

Company
• Salespeople
Independent experts
• Consumer advocates
• Buying guides
Word of mouth
• Friends
• Neighbors
• Family
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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

Choosing Media
Personal Communication

Opinion leaders are people within a

reference group who, because of special
skills, knowledge, personality, or other
characteristics, exerts social influence on
others.

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

Choosing Media
Personal Communication

Buzz marketing involves cultivating

opinion leaders and getting them to
spread information about a product or
service to others in their communities

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

Non-Personal Communication Channels

Non-personal communication is media that

carry messages without personal contact
or feedback— including major media,
atmospheres, and events—that affect the
buyer directly

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

Non-Personal Communication Channels

Major media include print, broadcast,

display, and online media

Atmospheres are designed environments

that create or reinforce the buyer’s
leanings toward buying a product

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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

Non-Personal Communication Channels

Events are staged occurrences that

communicate messages to target
audiences
• Press conferences
• Grand openings
• Exhibits
• Public tours
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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

5.Selecting the Message Source

The message’s impact on the target audience

is affected by how the audience views the
communicator
• Celebrities
• Athletes
• Entertainers
• Professionals
• Health care providers
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 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION

6.Collecting Feedback

Involves the communicator understanding

the effect on the target audience by
measuring behavior resulting from the
behavior

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The final step always is evaluation and measurement. Here, we can
make use of various metrics, such as:
•Traffic to your website.
•Change in sales numbers.
•Social media metrics, such as an increase in the engagement of
your social media page, or increase in the follower count.
Evaluating the performance of your strategies will help you to
understand the effectiveness of your strategy.
It will also help you figure out any improvement, if necessary, to be
made to your strategy in the next iteration since IMC is cyclical.
After following all these steps properly, IMC will be well-defined for
your organization. And as a brand, you can conduct your marketing
activities more efficiently.
You will be able to connect with your target audience with ease as
well, providing them the best experience as well.
Today, customer service is key, and customers do not hesitate to
take on a brand on a public forum as well. Hence a proper IMC will
enable a company to avoid such incidents if any.

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