MAMA05.11

Slide 1: 

Managing Integrated Marketing Communications

Marketing Communications Mix : 

Marketing Communications Mix Advertising Sales Promotion Public Relations and Publicity Personal Selling Direct and Interactive Marketing

Developing Effective Marketing Communications : 

Developing Effective Marketing Communications Identify target audience Determine objectives of communication Design the message Select communication channels Establish the budget Select the marketing communications mix Measure results Manage the IMC process Steps in Marketing Communications Program Development

Developing Effective Marketing Communications : 

Developing Effective Marketing Communications Step 1: Identifying the target audience Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image Step 2: Cognitive, affective, and behavioral objectives may be set Step 3: AIDA model guides message design

Developing Effective Marketing Communications : 

Developing Effective Marketing Communications Behavioral Cognitive Affective Objectives Beliefs Knowledge Feelings Emotions Intentions Actions

Message Design - Content : 

Message Design - Content Message content decisions involve the selection of appeal, theme, idea, or selling proposition Types of appeals Rational appeals Emotional appeals Moral appeals

Message Design - Structure : 

Message Design - Structure One-sided vs. two-sided messages 1-sided message presents positive aspects of the product 2-sided message also gives the negative aspect of a product. It can increase credibility

Developing Effective Marketing Communications : 

Developing Effective Marketing Communications Message Design Content Structure Format Source Message format decisions vary with the type of media, but may include: Graphics, visuals Headline, copy or script Sound effects, voice qualities Shape, scent, texture of package

Developing Effective Marketing Communications : 

Developing Effective Marketing Communications Message Design Content Structure Format Source Message source characteristics can influence attention and recall Factors underlying perceptions of source credibility: Expertise Trustworthiness Likability

Developing Effective Communications : 

Developing Effective Communications Step 4: Select the Communication Channels Personal Communication Channels Advocate channels Expert channels Social channels

Developing Effective Communications : 

Developing Effective Communications Nonpersonal Communication Channels Media Atmospheres Events Social-structure view of interpersonal communication Liaison Bridge

Developing Effective Communications : 

Developing Effective Communications Step 5: Establish the Total Marketing Communications budget Affordable Method Percentage-of-Sales Method Competitive-Parity Method

Developing Effective Communications : 

Developing Effective Communications Objective-and-Task Method Establish the market-share goal Determine the percentage of the market that should be reached by advertising Determine the percentage of aware prospects that should be persuaded to try the brand Determine the number of advertising impressions per 1 percent 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 gross rating point

Deciding on the Marketing Communications Mix : 

Deciding on the Marketing Communications Mix Step 6: The Promotional tools Advertising General Qualities: Public presentation Pervasiveness Amplified expressiveness Impersonality Sales Promotion Benefits: Communication Incentive Invitation

Deciding on the Marketing Communications Mix : 

Deciding on the Marketing Communications Mix Public Relations and Publicity Distinctive qualities: High credibility Ability to catch buyers off guard Dramatization Personal Selling Distinctive qualities: Personal confrontation Cultivation Response

Deciding on the Marketing Communications Mix : 

Deciding on the Marketing Communications Mix Direct Marketing Distinctive qualities: Nonpublic Customized Up-to-date Interactive

Developing Effective Marketing Communications : 

Developing Effective Marketing Communications Step 7: Measure Results Recognition, recall, attitudes, behavioral responses Step 8: Manage the Integrated Marketing Communications Process Provides stronger message consistency and greater sales impact Improves firms’ ability to reach right customers at right time with right message

Developing and Managing the Advertising Campaign : 

Developing and Managing the Advertising Campaign The Five Ms of Advertising

Developing and Managing the Advertising Campaign : 

Developing and Managing the Advertising Campaign The Five Ms of Advertising Mission Money Message Media Measurement Objectives can be classified by aim: Inform Persuade Remind Reinforce

Developing and Managing the Advertising Campaign : 

Developing and Managing the Advertising Campaign Factors considered when budget-setting: Stage of product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability The Five Ms of Advertising Mission Money Message Media Measurement

Developing and Managing the Advertising Campaign : 

Developing and Managing the Advertising Campaign Factors considered when choosing the advertising message: Message generation Message evaluation and selection Message execution Social responsibility review The Five Ms of Advertising Mission Money Message Media Measurement

Developing and Managing the Advertising Campaign : 

Developing and Managing the Advertising Campaign Developing media strategy involves: Deciding on reach, frequency, and impact Selecting media and vehicles Determining media timing Deciding on geographical media allocation The Five Ms of Advertising Mission Money Message Media Measurement

Developing and Managing the Advertising Campaign : 

Developing and Managing the Advertising Campaign Radio Outdoor Yellow Pages Newspapers Telephone Direct Mail Television Magazines Brochures Internet Newsletters MajorMedia Types

Developing and Managing the Advertising Campaign : 

Developing and Managing the Advertising Campaign Deciding on Media Categories Target audience’s media habits, nature of the product and message, cost Media Timing Decisions Macroscheduling vs. microscheduling Continuity, concentration, flighting, and pulsing scheduling options Deciding on Geographical Allocation

Developing and Managing the Advertising Campaign : 

Developing and Managing the Advertising Campaign Evaluating advertising effectiveness Communication-effect research Sales-effect research The Five Ms of Advertising Mission Money Message Media Measurement

Developing and Managing the Advertising Campaign : 

Developing and Managing the Advertising Campaign Formula for Measuring Sales Impact of Advertising

Sales Promotion : 

Sales Promotion Sales promotions are short-term incentives designed to stimulate purchase among consumers or trade Purpose of sales promotion Attract new triers or brand switchers Reward loyal customers Increase repurchase rates

Sales Promotion : 

Sales Promotion Establish objectives Select consumer-promotion tools Select trade-promotion tools Select business- and sales force promotion tools Develop the program Pretest the program Major Decisions in Sales Promotion Implement and evaluate the program

Sales Promotion : 

Sales Promotion Prizes Coupons POP Displays & Demonstrations Cross-Promotions Patronage Awards Samples Product Warranties Cash Refunds Free Trials Premiums Tie-in Promotions MajorConsumer Sales Promotion Tools

Public Relations : 

Public Relations Corporate Communications Public relations activities promote or protect the image of the firm via: Counseling Lobbying Product Publicity Press Relations

Public Relations : 

Public Relations Marketing Public Relations (MPR) Plays an important role in New product launches Repositioning of mature brand Building interest in product category Influencing specific target groups Defending products with public problems Building the corporate image Three Major MPR Decisions

Public Relations : 

Public Relations Major Public Relations Tools Public-service Activities Identity Media Sponsorships Publications Speeches Events News

Direct Marketing : 

Direct Marketing Direct marketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries. Direct marketing is growing and offers consumers key benefits. Firms are recognizing the importance of integrated direct marketing efforts.

Direct Marketing Channels : 

Direct Marketing Channels TV Marketing Major Direct Marketing Tools Kiosk Telemarketing Catalog Direct Mail Online Face-to-Face

Direct Marketing : 

Direct Marketing Steps in Developing a Direct-Mail Campaign: Step 1: Set objectives Step 2: Identify target markets Step 3: Define the offer Step 4: Test the elements Step 5: Measure results