The Marketing Communications Mix

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 Integrated Marketing Communications

 Integrated Marketing
Communications (IMC):
 The strategic integration of
multiple means of
communicating with target
markets to form a
comprehensive, consistent
message.

1-2
 The Marketing Communications Process

1-3
 Marketing Communications Planning

Marketing Monitoring,
Plan Evaluating,
Review Controlling

Integration
Situation
&
Analysis
Implementation

Communications
Budget Program
Process
Development Development
Analysis

1-4
 Marketing Communications Environments

The
The The
The
Competitive
Competitive Economic
Environment
Economic
Environment Environment
Environment

The
The Marketing
Marketing
Social
Social Mix
Mix
Environment Considerations
Considerations
Environment

1-5
 Communications Process Analysis

 Set Marketing Communications

Objectives

 Apply the Basic Communication Model.

1-6
 Budget Development
 Influences on Budgeting:
 Size of the company
 Its financial resources
 The type of business
 The market dispersion
 The industry growth rate
 The firm’s position in the
marketplace

1-7
 Budgeting Methods

 Percentage of Sales
 Competitive Parity
 All-You-Can-Afford
 Objective-Task

1-8
 Marketing Communications
Program Development

 Explicit Communications:
 Convey a distinct, clearly stated message
through personal selling, advertising, public
relations, sales promotion, direct marketing,
or some combination of these methods.

 Implicit Communications:
 What the message connotes about the
product itself, its price, or the places it is sold.
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 Push, Pull, and Combination
Strategies

 Push Strategy:
 Involves convincing intermediary channel
members to “push” the product through the
cannel to the ultimate consumer.

 Pull Strategy:
 Attempts to get consumers to “pull” the
product from the manufacturing company
through the marketing channel.
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 Push, Pull, and Combination
Strategies
Combination Strategy:
Combination Strategy:
Aiming marketing communications
Aiming marketing communications
at
atboth
bothresellers
resellersand
andultimate
ultimate
consumers.
consumers.

1-11
 Integration and Implementation

 Implementation:
Implementation:
 Setting
Setting the
the marketing
marketing communications
communications
plan
plan into
into action.
action.

The key aspect of implementation

is coordination !!!

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 Monitoring, Evaluating, and
Controlling
 Examples:
Examples:
 Monitor sales promotion by the number of
Monitor sales promotion by the number of
coupons
couponsredeemed.
redeemed.
 Measure
Measurethe theeffectiveness
effectivenessofofaanew
newpersonal
personal
selling
sellingstrategy
strategybybylooking
lookingatatthe
thenumber
numberofofnew
new
accounts
accountsopened.
opened.
 AAfirm
firmmight
mightrun
runtests
teststotosee
seeititconsumers
consumers
noticed
noticedthe
thead.
ad.
 Review
Reviewsales
salesresults
resultsand
andattribute
attributefluctuations
fluctuationsinin
sales
salesvolume
volumetotoMC.
MC.
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 Ethical and Legal Considerations
MMCCElement
Element Legal
Legal/ /Ethical
EthicalConcerns
Concerns

Advertising
Advertising Deceptive
Deceptiveadvertising
advertising
Unfavorable
Unfavorablestereotypes
stereotypes

Public
PublicRelations
Relations Lack
Lackof
ofsincerity
sincerity
Using
Usingeconomic
economicpower
powerunfairly
unfairly

Sales
SalesPromotion
Promotion Misleading
Misleadingconsumer
consumerpromotions
promotions
Paying
Payingslotting
slottingallowances
allowancesfor
forshelf
shelfspace
space

Personal
PersonalSelling
Selling High-pressure
High-pressureselling
selling
Misrepresenting
Misrepresentingproduct
productbenefits
benefits

Direct
DirectMarketing
Marketing Telemarketing
Telemarketingprivacy
privacyinvasion
invasion
Misuse
Misuseof
ofconsumer
consumerdatabase
databaseinformation
information

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 Legal -- but Ethical?
 Some

Some marketing
marketing communications
communications may
may be
be
technically
technically legal
legal but
but raise
raise significant
significant ethical
ethical
questions:
questions:
 Liquor industry now advertises on cable and local
Liquor industry now advertises on cable and local
television
television stations.
stations.

 Extensive promotion of higher-cost drugs when

Extensive promotion of higher-cost drugs when
health
health care
care costs
costs are
are spiraling
spiraling out
out of
of control.
control.

 Heavy promotional allowances to pharmacies for

Heavy promotional allowances to pharmacies for
agreement
agreement to
to push
push proprietary
proprietary instead
instead of
of generic
generic
drugs.
drugs.

 Promotion of legalized gambling.

Promotion of legalized gambling.
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 Additional Regulatory Concerns

Comparative advertising requires that

comparative claims be supported.

Product endorsers must be qualified to

make judgments and must actually
use the product being endorsed.

Packaging and labeling practices of food

and drug marketers are heavily scrutinized
by consumers and regulatory agencies.

1-16
 Effects of Globalization


 Adjust
Adjustthe
thecommunications
communicationsmixmix
from
fromcountry
countryto
tocountry
countryto
toavoid
avoid
legal
legaland
andethical
ethicalproblems.
problems.


 Sales
Salespromotion
promotiontechniques
techniquesthat
that
involve
involvecontests
contestsand
andgiveaways
giveaways
are
areregulated
regulatedquite
quitedifferently
differentlyin
in
various countries..
variouscountries

1-17
 Effects of Globalization
 Acceptable personal
 Acceptable personal
selling behavior
selling behavior varies
varies
significantly across
significantly across
countries and
countries and cultures.
cultures.

 Special precautions must

 Special precautions must
be taken
be taken to
to not
not perpetuate
perpetuate
unfavorable stereotypes
unfavorable stereotypes of
of
ethic and
ethic and racial
racial groups.
groups.

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 Thank You

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