bhasim sir

7/31/2019 Bhasim Sir

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Integrated Marketing

Communication


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LEARNING

1. Name and define the five tools of themarketing communications mix

2. Discuss the process and advantages of

integrated marketing communications3. Outline the steps in developing effective

marketing communications

4. Explain the methods for setting the marketingcommunications budget and factors that affectthe design of the promotion mix


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LEARNING







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The MarketingCommunications Mix

Marketing Communications Mix

The specific mix of advertising, personalselling, sales promotion, and public relations a

company uses to pursue its advertising andmarketing objectives.


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Integrated Marketing Communications


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The MarketingCommunications Mix

Advertising: Any paid form of non-

personal presentation andpromotion of ideas, goods,or services by an identified

sponsor Sales promotion:

Short-term incentives toencourage purchase or saleof a product or service

Public relations: Building good relations and

corporate image with thecompanys publics usingpublicity, and handlingunfavourable events

Personal selling: Personal presentation by

the firms sales force forthe purpose of makingsales and building

customer relationships Direct marketing:

Direct communications withtargeted individuals toobtain an immediateresponse and lasting

customer relationships


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LEARNING







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The Marketing Communications Environment isChanging:

Mass markets have fragmented, causing marketers to

shift away from mass marketing to target marketing. Improvements in information technology are

facilitating segmentation

Media fragmentation has occurred with companies

doing less broadcasting and more narrowcasting


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This ad from Advertising Age Magazineattempts to pull advertisers to Television


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The Need for Integrated MarketingCommunications

Conflicting messages from different sources or

promotional approaches can confuse company orbrand images

The problem is particularly prevalent whenfunctional specialists handle individual forms of

marketing communications independently


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The Need for Integrated MarketingCommunications

The Internet must be integrated into the

broader IMC mix

Best bet is to wed traditional branding effortswith the interactivity and service capabilities

of online communications


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The concept under which a company carefullyintegrates and coordinates its many

communications channels to deliver a clear,consistent, and compelling message about theorganization and its products.


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LEARNING







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The CommunicationProcess

Communications efforts should be viewed fromthe perspective of managing customerrelationships over time.

The communication process begins with an auditof all potential contacts a customer might havewith the brand.

Effective communication requires knowledge of

how communication works.


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Elements in the

Communication Process


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Steps in DevelopingEffective Communication

Step 1: Identifying the Target Audience

Affects decisions related to what, how, when, andwhere message will be said,

as well as who will say it Step 2: Determining Communication

Objectives

Six buyer readiness stages


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Buyer-Readiness Stages


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Step 3: Designing a Message

AIDA framework guides message design

Message content contains appeals or themes

designed to produce desired results Rational appeals: relate to the audiences self-interest

Emotional appeals: stir up negative or positive feelings usinghumour, fear, pride, joy, or even disgust

Moral appeals: related the audiences sense of right versus

wrong


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Step 3: Designing a Message

Message Structure: Key decisions are required withrespect to three message structure issues:

Whether or not to draw a conclusion

One-sided vs. two-sided argument

Order of argument presentation

Message Format: Design, layout, copy, color, shape,movement, words, sounds, voice, body language,dress, etc.


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Step 4: Choosing Media

Personal communication channels

Includes face-to-face, phone, mail, and Internet chatcommunications

Word-of-mouth influence is often critical

Buzz marketing cultivates opinion leaders

Nonpersonal communication channels

Includes media, atmosphere, and events


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Step 5: Selecting the Message Source

Highly credible sources are more persuasive

A poor spokesperson can tarnish a brand


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Step 6: Collecting Feedback

Recognition, recall, and behavioural measuresare assessed

May suggest changes in product/promotion


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Advertising Recall

Put away your notes

Recall all the ads and marketing messagesyou have seen so far in this lecture


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LEARNING







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Setting the TotalPromotion Budget

Affordability Method

Budget is set at a level that a company canafford

Percentage-of-Sales Method

Past or forecasted sales may be used

Competitive-Parity Method

Budget matches competitors outlays


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Setting the TotalPromotion Budget

Objective-and-Task Method

Specific objectives are defined

Tasks required to achieve objectives are

determined

Costs of performing tasks are estimated, thensummed to create the promotional budget


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Setting the OverallCommunication Mix

Determined by the nature of eachpromotion tool and the selectedpromotion mix strategy


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Advertising

Personal Selling

Sales Promotion

Public Relations

Direct Marketing

Reaches large, geographicallydispersed audiences, often withhigh frequency

Low cost per exposure, though

overall costs are high Consumers perceive advertised

goods as more legitimate

Dramatizes company/brand

Builds brand image; maystimulate short-term sales

Impersonal; one-waycommunication

Video Snippet

DD advertising

reaches a broad

audience
http://localhost/var/www/apps/conversion/current/tmp/scratch_4/Dunkin.wmvhttp://localhost/var/www/apps/conversion/current/tmp/scratch_4/Dunkin.wmv


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Advertising

Personal Selling

Sales Promotion

Public Relations Direct Marketing

Most effective tool for buildingbuyers preferences, convictions,and actions

Personal interaction allows for

feedback and adjustments

Relationship-oriented

Buyers are more attentive

Sales force represents a long-term commitment

Most expensive of thepromotional tools


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Advertising

Personal Selling

Sales Promotion


Highly credible

Many forms: news stories, newsfeatures, events andsponsorships, etc.

Reaches many prospects missedvia other forms of promotion

Dramatizes company or benefits

Often the most underusedelement in the promotional mix


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Advertising

Personal Selling

Sales Promotion


Many forms: Telephonemarketing, direct mail, onlinemarketing, etc.

Four distinctive characteristics:

Nonpublic

Immediate

Customized

Interactive Well-suited to highly targeted

marketing efforts


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Push vs. Pull Promotion Strategy


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Integrating the Promotion Mix

Analyze trends (internal and external)

Audit communications spending

Identify all points of contact

Team up in communications planning

Make all communication elements compatible

Create performance measures

Appoint an IMC manager


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Socially Responsible Communication

Advertising and Sales Promotion

Avoid false and deceptive advertising

No bait and switch advertising

Trade promotions can not favor certaincustomers over others

Use advertising to promote socially

responsible programs and actions


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Socially Responsible Communication

Personal Selling Salespeople must follow the rules of fair competition

Three day cooling-off rule protects ultimate

consumers from high pressure tactics Business-to-business selling

Bribery, industrial espionage, and making false anddisparaging statements about a competitor are forbidden

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