21.marketing communications

8/22/2019 21.Marketing Communications

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Designing and Managing Integrated Marketing

Communications

What is the role of marketing

communications?

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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Designing and Managing Integrated Marketing

Communications

Marketing communications are the

means by which firms attempt toinform, persuade, and remind

consumers, directly or indirectly, about

the products and brands they sell


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Communication Platforms

Advertising

Print/broadcast ads

Packaging inserts

Motion pictures Brochures/booklets

Posters

Billboards

POP displays

Logos

Sales Promotion

Contests, games,sweepstakes

Premiums

Sampling

Trade shows/exhibits

Coupons

Rebates Entertainment

Continuity programs


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A continuity programis a companys sales

offer where a buyer/consumer is agreeing to

receive merchandise or services automatically

at regular intervals (often monthly), without

advance notice, until they cancel.

Ex: wine clubs, book clubs


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Events/Experiences

Sports

Entertainment

Festivals Arts

Causes

Factory tours

Company museums

Street activities

Public Relations

Press kits

Speeches

Seminars Annual reports

Charitable donations

Publications

Community relations

Lobbying


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What makes up a Press Kit?

Common elements include: a pocket folder; a copy of the most recent

media release; a one-page fact sheet, summary or timeline; relevant bio

or background information about the company, organization, individual or

cause; and a business card from the point of contact. Other elements

might include drawings, renderings or photos. Again details driven by

purpose: new product launch; issue-oriented event; relationship-building

initiative.

Design look should be consistent with look, feel, colors of your client

company, nonprofit or association. And you probably want to create

design which is easily read and easily transferable so the kit elements canbe posted and made available for easy downloading from the client's Web

site.


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Personal Selling

Sales presentations

Sales meetings

Incentive programs Samples

Fairs and trade shows

Direct Marketing

Catalogs

Mailings

Telemarketing Electronic shopping

TV shopping

Fax mail

E-mail

Voice mail


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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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Communications Objectives

Category need (a new category product requiringeducation of consumers)

Brand awareness

Brand attitude (will tell what people think about aproduct or service, whether the product answers a consumer

need)

Purchase intention


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Design the Communications

Creative strategy

Informational appeal

Transformational appeal

Message strategy

Message source


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Communication Designs

An informational appeal elaborates on product or service

attributes or benefits. Examples in advertising are problem-

solution ads (Excedrin stops headache pain quickly), product

demonstration ads (Thompson Water Seal can withstand

intense rain, snow, and heat), product comparison ads(Verizon offers better on-line Internet access Comcast) and

testimonials from unknown or celebrity endorses (NBA

phenomenon LeBron James pitching Coca-Cola and Nike).

Informational appeals assume very rational processing of thecommunication on the part of the consumer. Logic and reason

rule.


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Communications Designs

A transformational appeal elaborates on a non-product-related benefit or image. It might depict whatkind of person uses a brand (Ron Jon advertises toactive, youthful surfers and skaters) or what kind of

experience results from the brand (Disneyland istouted as the happiest place on earth).

Transformational appeals often attempt to stir up

emotions that will motivate purchase.


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What is a message strategy?

The message strategy is like a foundation for all your

marketing. It needs to be strong or your marketing

efforts will fall apart. Your message strategy consistsof a positioning statement and three support points.

They address key target market problems by stating a

benefit. (For example, why the target market should

care about your product, service or company.)


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What is a message strategy continued.

Your positioning statement becomes the central idea ortheme for all your marketing activities.

Once you've developed a positioning statement, you need

to bolster it with three supporting claims.

Supporting points provide a structure for productdemonstrations. While the positioning statementarticulates a high-level, abstract benefit, the claims made in

the supporting statements should be readily demonstrable;that is, in just a few steps, you should be able to show howthe product delivers concrete benefits.


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What is Message Sourcing?

Message source is one critical constituent that

determines the success of advertising. The message

source should be selected with due concern tocommunicate the intended advertising message. The

message source is based on different source

attributes such as credibility and attractiveness

within which aspects of knowledgeability,trustworthiness, similarity, likeability and favorability

are embedded.


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Stimulating Personal

Communications Channels

Identify influentials (targeting influencers is seen as ameans of amplifying marketing messages)

Create opinion leaders Use influentials in communications

Develop ads with high conversation value

Use viral marketing (the use of pre-existing socialnetworks and other technologies to produce increases inbrand awareness)


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Select Communication Channels

Personal communication channels (For example,face to face, phone, emails)

Nonpersonal communication channels (Forexample, a TV commercial broadcast on a prime time showmay be seen by millions of households at a given time. )

Integration of communication channels (Onlineand Offline 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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What is Percentage-of-Sales?

Advertising expense budgeting method based

on allocating a fixed percentage (say 5

percent) of the anticipated sales revenue to

advertising.


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What is Competitive Parity?

A term used to describe a method of

allocating a budget for promotional activities

that depends on what competitors are

spending for similar activities. Also called

defensive budgeting.


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What is Objective and Task?

Refers to an advertising expense budgeting

method based on the (1) results to be

achieved, (2) strategies and tactics required to

achieve those results, and (3) costs associated

with those strategies and tactics.


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Characteristics of Communications

Public Relations and

Publicity

High credibility

Ability to catch buyersoff-guard

Dramatization

Events and Experiences

Relevant

Involving

Implicit


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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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Type of product market

Communications mix allocations vary between

consumer and business markets. Consumer

markets tend to spend comparatively more on

sales promotion and advertising; business

marketers tend to spend comparatively more

on personal selling.


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Buyer Readiness Stage

There are 5 stages in the buyers readiness:

Awareness Comprehension

Conviction

Order

Reorder

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