designing & managing integrated marketing communications
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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.