chapter 19kisi.deu.edu.tr/sumeyra.duman/mba 5011 str.mrk.man... · managing integrated marketing...

15-Dec-17

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Copyright © 2016 Pearson Education Ltd. 19-1

Chapter

19

Designing and

Managing

Integrated

Marketing

Communications


Learning Objectives

1. What is the role of marketing communications?

2. What is the marketing communications mix?

3. How do marketing communications work?

4. What are the major steps in developing effective

communications?

5. How should the communications mix be set and

evaluated?

6. What is an integrated marketing communications

program?

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The Role of Marketing

Communications• Marketing communications

– The means by which firms attempt to inform,

persuade, and remind consumers about the

products and brands they sell


Marketing Communications Mix

• Advertising

• Sales promotion

• Events and

experiences

• Public relations and

publicity

• Online and social

media marketing

• Mobile marketing

• Direct and database

marketing

• Personal selling

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Common Communication

Platforms


How Does Marketing

Communications Work?• The communications

process models

– Macromodel of the

communications

process

– Micromodel of

consumer responses

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Figure 19.1

Elements in Communications Process


Figure 19.2

Response Hierarchy Models

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Micromodel of Consumer

Responses

• With an ideal ad campaign:1. The right consumer is exposed to the message at

the right place and time

2. The ad causes the consumer to pay attention

3. The ad reflects consumer’s level of understanding of

brand

4. The ad positions points-of-difference and points-of-

parity

5. The ad motivates consumers to consider purchase

6. The ad creates strong brand associations


Developing Effective

Communications

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Communications• Identify the target audience

• Set the communications

objectives

– Establish need for category

– Build brand awareness

– Build brand attitude

– Influence brand purchase

intention



Communications

• Design the Communications

Message strategy

Creative strategy

Message source

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Creative Strategy

• Informational appeals

– One-sided vs. two-sided arguments

• Transformational appeals

– Negative/fear vs. positive appeals


Message source

• Messages delivered by attractive or

popular sources can achieve higher

attention and recall

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Communications

• Select the communications channels

– Personal communications

– Nonpersonal channels


Establish the Marketing

Communications Budget

• Affordable method

• Percentage-of-sales

method

• Competitive-parity

method

• Objective-and-task

method

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Objective-and-Task Method

Establish market share goal

Select % of market reached by advertising

Estimate % of prospects who should try brand

Calculate ad impressions per 1% trial rate

Find gross rating points to be purchased

Calculate budget for cost of gross rating point


Selecting the Marketing

Communications Mix• Advertising

• Sales promotion

• Events and experiences

• Public relations and publicity

• Online and social media marketing


• Direct and database marketing

• Sales force

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Characteristics• Advertising

– Pervasiveness

– Amplified expressiveness

– Control

• Sales Promotion

– Ability to be attention-

getting

– Incentive

– Invitation



Characteristics• Events and experiences

– Relevant

– Engaging

– Implicit

• Public relations and publicity

– High credibility

– Ability to reach hard-to-find buyers

– Dramatization

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Characteristics• Online and social media marketing

– Rich

– Interactive

– Up to date


– Timely

– Influential

– Pervasive



Characteristics• Direct and database marketing

– Personal

– Proactive

– Complementary

• Personal selling

– Customized

– Relationship-oriented

– Response-oriented

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Setting the Marketing

Communications Mix

• Type of product market

– Consumer vs. business

marketers

– Advertising/sales

promotion vs. personal

selling

• Product life-cycle stage


Setting the Marketing

Communications Mix• Buyer-readiness stage

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Measuring Communication

Results


Managing Integrated Marketing

Communications• Integrated marketing communications

(IMC)

– “A planning process designed to assure that

all brand contacts received by a customer or

prospect for a product, service, or

organization are relevant to that person and

consistent over time”

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Managing Integrated Marketing

Communications• Coordinating media & implementing IMC

Coverage Contribution

Commonality

ComplementarityConformability

Cost


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