designing and managing integrated marketing …kisi.deu.edu.tr/ozge.ozgen/week 10 integrated...

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Copyright © 2016 Pearson Education, Inc. 18-1

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?


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


Common Communication

Platforms


Figure 19.1

Elements in Communications Process

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Figure 19.2

Response Hierarchy Models


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



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


Creative Strategy

• Informational appeals

– One-sided vs. two-sided arguments

• Transformational appeals

– Negative/fear vs. positive appeals

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Copyright © 2016 Pearson Education, Inc. 18-13 Copyright © 2016 Pearson Education, Inc. 18-14

CARLS JR. BURGERS



Message source

• Messages delivered by attractive or

popular sources can achieve higher

attention and recall


DOVE REAL BEAUTY CAMPAIGN

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Communications

• Select the communications channels

– Personal communications

– Nonpersonal channels


Establish the Marketing

Communications Budget


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 forceCopyright © 2016 Pearson Education, Inc. 18-22


Characteristics• Advertising

– Pervasiveness (Yagın olma)

– 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



Characteristics

• Online and social media marketing

– Rich

– Interactive

– Up to date


– Timely

– Influential

– Pervasive

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Characteristics

• Direct and database marketing

– Personal

– Proactive

– Complementary

• Personal selling

– Customized

– Relationship-oriented

– Response-oriented


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


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”


WHAT IS SALES PROMOTION ?

Sales promotion is a mass communication technique

that offers short-term incentives

to encourage purchase or sales of a product or service.

Offers Reasons to Buy Now.

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RAPID GROWTH OF SALES

PROMOTION

• Sales promotion can take the form of consumer promotions,

business promotions, trade promotions or sales force

promotions.

• Rapid growth in the industry has been achieved because:

– Product managers are facing more pressure to

increase their current sales,

– Companies face more competition,

– Advertising efficiency has declined,

– Consumers have become more deal oriented.


SALES PROMOTİON OBJECTİVES

• Increase short-term sales or help build long-term market share.– obtaining trial and purchase

– increasing consumption of established brand

– defending current customers

• Get retailers to:– carry new items and more inventory,

– advertise products,

– give products more shelf space, and

– buy product ahead.

• In general, sales promotion should focus on consumer relationship building.


Sample

Coupons

Cash Refunds

Price Packs

Premiums

Advertising Specialties

Trial amount of a product

Savings when purchasing specified products

Refund of part of the purchase price

Reduced prices marked on the label or package

Goods offered free or low cost as an incentive to buy a product

Articles imprinted with an advertiser’s name given as gifts

MAJOR CONSUMER SALES

PROMOTION TOOLS


SAMPLE

34


COUPON

35 Copyright © 2016 Pearson Education, Inc. 18-36

PRICE PACKS

36

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PREMIUMS

37 Copyright © 2016 Pearson Education, Inc. 18-38

ADVERTISING SPECIALTIES

38


Patronage Rewards

Point-of-Purchase

Contests

Sweepstakes

Game

Cash or other rewards for the use of a certain product

Displays and demonstrations that take place at the point of sale

Consumers submit an entry to be judged

Consumers submit their names for a drawing

Presents consumers with something every time they buy

MAJOR CONSUMER SALES

PROMOTION TOOLS


PATRONAGE REWARDS

40


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Trade-Promotion Objectives

Persuade Retailers or Wholesalers to Carry a Brand

Give a Brand Shelf Space

Promote a Brand in Advertising

Push a Brand to Consumers

MAJOR TRADE SALES PROMOTİON

TOOLS

Trade-Promotion Tools

Discounts

Allowances


TRADE SHOWS

• Trade shows can be considered

– A highly cost-effective mechanism

– for meeting a large number of potential

suppliers and customers

– in a short span of time in one location


TRADE SHOWS

• Selling motives– Enhancing and maintaining company profile

– Establishing relationships with potential new customers

– Developing existing relationships with customers

– Actual sales at trade shows

– Testing new product ideas


TRADE SHOWS

• Non-selling motives– Providing information about new products

– Providing market information

– Providing information about competitors

– Enhancing and maintaining morale of company

employees

– Enhancing and maintaining morale of customers

– Finding new sources of supply


TRADE SHOW

EFFECTIVENESS• (1) preshow activities (i.e. identifying and formulating

objectives, planning);

• (2) trade show activities (i.e. behaviour and quality of

booth personnel, identifying buyer needs, recording

buyer name and position);

• (3) post-show activities (i.e. visiting or calling

customers/potential customers identified at the show,

assessing trade show performance).


WHAT IS PUBLIC RELATIONS?

Public relations involves building good relations with the company’s various publics

by obtaining favorable publicity,

building up a good corporate image,

and handling or heading off unfavorable rumors, stories, and events.

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Press Relations or Agentry

Product Publicity

Public Affairs

Lobbying

Investor Relations

Development

Public Relations

Departments May

Perform Any of All

of the Following

Functions:

MAJOR PUBLİC RELATİONS

FUNCTİONS


News

Speeches

Special Events

Written MaterialsAudiovisual

Materials

Corporate Identity Materials

Public Service

Activities

Web Site

MAJOR PUBLIC RELATIONS TOOLS


INTERNATIONAL CRISIS

MANAGEMENT


BP CRISIS

• on April 20, 2010

• an undersea BP oil well exploded in the Gulf of Mexico 40 miles off the

Louisiana coastline, killing 11 workers on the Deepwater Horizon rig and

causing one of the worst environmental disasters in US history.


If you were responsible for marketing

an anti-aging cream,

WHAT EVENTS OR CAUSES WOULD YOU CHOOSE

TO SPONSOR (LOCAL OR NATIONAL)?

WHY?

Discussion Question

designing and managing integrated marketing …kisi.deu.edu.tr/ozge.ozgen/week 10 integrated...

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