Marketing Management, 12/e

A South Asian Perspective

17
Designing and Managing
Integrated 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?
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Marketing Communications

The means by which firms attempt to

inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.

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 Table 17.1 Communication Platforms
Advertising Sales Promotion
 Print and broadcast ads  Contests, games, sweepstakes

 Packaging inserts – – Pepsi, RadioMirchi

 Premiums – ICICI free Vacation
chyavanprash, baygon
 Motion pictures - bournvita  Sampling – F & L soap
 Trade shows, exhibits - GIHED
 Brochures and booklets
 Coupons – Domino’s, McD
 Posters – Coaching Insti
 Billboards – BSNL, Vodafone  Rebates – SBI Home Loan
 Entertainment - Vacation 2010,
 POP displays – Nivea,
Cadburrys Garba 2009
 Continuity programs – Jet
 Logos – Nike
Privilage
 Videotapes
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 Table 17.1 Communication Platforms
Events/ Experiences Public Relations
 Sports – IPL, FIFA world Cup  Press kits - Biocon
 Entertainment - AIRTEL  Speeches – Times (Education)
 Festivals – Diwlai  Seminars - Angel
Celebration  Annual reports - Reliance
 Arts - AM  Charitable donations – Adani’s
 Causes - CRY, Thelesemia, Hospital at Mundra
Diabetic Day  Publications – MO’s daily
 Factory tours - Pantaloon Market Digest
 Company museums – Sail,  Community relations -
IBM  Lobbying - FICCI

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 Table 17.1 Communication Platforms
Personal Selling Direct Marketing
 Sales presentations – Cadila  Catalogs - Amway
Pharma  Mailings – Westside
 Sales meetings – Rabipur  Telemarketing - Pride
Club  Electronic shopping - Bazzi
 Incentive programs – Divya-
 TV shopping – Home Shop 18
Bhaskar
 Fax mail
 Samples – Prowess, Limited
 E-mail - HDFC
Time Anti-Virus S-W
 Voice mail - Ginger
 Fairs and trade shows –
Engitech, Chemtex etc.

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Figure17.2 Elements in the
Communications Process
 Sender
 Message
 Receiver
 Response
 Feedback
 Noise

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The Communications Process
 Selective attention
 Selective distortion
 Selective retention

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Figure 17.4 Steps in Developing
Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC
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Image

The set of beliefs, ideas, and impressions

a person holds regarding an object.

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Communications Objectives
 Category need
 Brand awareness
 Brand attitude
 Purchase intention

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Designing the Communications
 Message strategy (Performance or
Extrinsic Consideration)
 Creative strategy
 Message source
 Personal communication channels
 Nonpersonal communication channels
 Integration

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Creative Strategy
 Informational (product related) and
transformational (non product related) appeals
 Positive and negative appeals
 Fear – its now or never
 Guilt - ipill
 Shame – Rukhi Twacha, Chipcipa Chahera
 Humor - Fevicol
 Love – A gift for someone U love
 Pride – Sar Uthake Jiyo
 Joy – pappu pass Ho Gaya
 Agression – Do U have it in U?

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The Importance of Taglines
Brand Theme Ad Tagline

Quick Snacks-Maggie Bus Two Minutes

Sound Investment Edelwise – Be Wise

Advise

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Message Source

Celebrity Characteristics
 Expertise
 Trustworthiness
 Likeability

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Personal Communications Channels

 Advocate Channels - Boost

 Expert Channels – Complan, Colgate,
Pantene
 Social Channels – Nirma Super, Harpic

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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

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Nonpersonal Communication Channels
 Media
 Sales Promotion
 Events and Experiences
 Public Relations

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Establish the Budget
 Affordable
 Percentage-of-Sales
 Competitive Parity
 Objective-and-Task

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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.

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Characteristics of Communications
Advertising Sales Promotion
 Pervasiveness  Perspective
 Amplified Communication
expressiveness  Incentive
 Impersonality  Invitation

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Characteristics of Communications
Public Relations and Events and
Publicity Experiences
 High credibility  Relevant
 Ability to catch buyers  Involving
off guard  Implicit
 Dramatization

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Characteristics of Communications
Direct Marketing Personal Selling
 Customized  Personal interaction
 Up-to-date  Cultivation
 Interactive  Response

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Factors in Setting
Communications Mix
 Type of Product Market
 Consumer Readiness to Make a Purchase
 Stage in the Product Life Cycle
 Market Rank

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Communication Shall Yield…
 Coverage
 Contribution
 Commonality
 Complementary
 Versatility
 Cost

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