designing & managing integrated marketing communications

DESIGNING & MANAGING INTEGRATED MARKETING

COMMUNICATIONS

Mahadiyyah Rahmi 110810251012

Eka Ardha Nareswari 110810251013

Dini Optimasi 110810251014

MGT - X

The Role of Marketing Communications

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers (directly or indirectly) about the products and brands that they sell.

Marketing Communications and Brand Equity

• Advertising• Sales promotion• Events and experiences• Public relations and publicity• Direct marketing• Personal selling

Integrating Marketing Comunications to Build Brand Equity

Marketers should understand the fundamnetal elements of effective communications. Two models are useful: a macromodel and a micromodel.

The Communications Process Models

Macromodel of the Communications Process

Micromodel of Consumer Responses

Hierarchy-of-Effects Models

Cognitive Stage Awareness

KnowledgeAffective Stage

Liking

Preference

Conviction

Behavior stage Purchase

Developing Effective Communications

Identify target audience Determine objective

Select channels

Design communications

Measure results

Establish budget Decide on media mix

Manage integrated marketing

communications

Design The Communications

Formulating the communication to achieve the desired response will require solving three problems:

Message Strategy

Creative Strategy Message Source

Message Strategy

In determining message, management searches for appeals, themes, or ideas that will tie into the brand positioning and help to establish points-of-parity or points-of-differences.

Creative strategy are how marketers translate their message into a specific communication.

Creative Strategy

Informational Appeals

Transformational Appeals

Informational Appeals• An informational appeals elaborates on product or

service attributes or benefits.

• Informational appeals assume very rational processing of the communication on the part of the consumer.

• Informational appeals are logic and reason rule

Transformational Appeals

• A transformational appeals elaborates on a non-product-related benefit or image.

• Transformational appeals often attempt to stir up emotions that will motivate purchase.

Message Source

• The spokesperson’s credibility will influence the consumer’s attention and interest.

• The three most often identified spokesperson’s credibility are:₋ Expertise₋ Trustworthiness₋ Likability

Global Adaptation

Multinational companies wrestle with a number of challenges in developing global communications programs, they are about:

₋ Product₋ Market segment₋ Style₋ Local or global

Communications Channels

Personal Communication

Channels

Non – Personal Communication

Channels

Personal Communications Channels

Personal communications channels involve two or more persons communicating directly face-to-face, persons-to-audience, over the telephone, or through e-mail.

Personal Communications Channels

The sub-channels of personal communications channels:- Instant massaging- Independent sites

The kinds of personal communications channels:- Advocate channels- Expert channels- Social channels

Non-Personal Communications Channels

Non-personal channels are communications directed to more than one person and includes:

- Media- Sales promotions- Events and experiences- Public relations

Establish the Total Marketing Communications Budget

Industries and companies vary considerably in how much they spend on promotion.

The method for decide on the promotion budget

Affordable Method

Percentage-Of-Sales Method

Objective-And-Task Method

Competitive-Parity Method

• Affordable MethodSet the promotion budget at what they think the company can afford.

• Percentage-Of-Sales MethodSet promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price.

• Competitive-Parity MethodSet the promotion budget to achieve share-of-voice parity with competitors.

Objective-And-Task Method

• The objective-and-task method calls upon marketers to develop promotion budgets by defining specific objective, determining the tasks that must be performed to achieve these objectives, and estimating the cots of performing these tasks.

• The sum of these costs is the proposed promotion budget.

Deciding on the Marketing Communications Mix

Companies allocate the marketing communications budget over the six major modes of communication-advertising, sales promotion, public relations and publicity, events and experiences, sales force, and direct marketing.

Characteristics of the Marketing Communications Mix

Each communication tool has its own unique

characteristics and costs.– Advertising– Sales Promotion– Public Relations and Publicity– Event and Experiences– Direct Marketing– Personal Selling

Factors in Setting the Marketing Communications Mix

Companies consider several factors in developing

their communications mix, are:

– Type of Product Market

– Product Life-Cycle Stage

Managing the Integrated Marketing Communications Process

Integrated Marketing Communication (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such a plan evaluates the strategic roles of a variety of communications discipline.

Coordinating Media Implementing IMC

Coordinating Media

Media coordination can occur across and

within media types because multiple media

deployed within a tightly defined time frame

can increase message reach and impact.

Implementing IMC• Integrated marketing communications can

produce stronger message consistency and greater sales impact.

• IMC should improve the company’s ability to reach the right customers with the right message at the right time and in the right place.