Download - Designing and Managing Imc
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RAJAN SHARMA
Designing and Manag ing
In tegrated Marketing
Communicat ions
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Objectives
Learn the major steps in developing aneffective integrated marketing
communications program. Understand the steps involved in
developing an advertising program.
Learn how companies can exploit themarketing potential of sales promotion,public relations, direct marketing, ande-marketing.
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Marketing Communications
Advertising
Sales
Promotion
Public relations Direct
marketing
Personal selling
Communications Platforms
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Developing Effective MarketingCommunications
Identify target audience
Determine objectives ofcommunication
Design the message
Select communicationchannels
Establish the budget
Select the marketingcommunications mix
Measure results
Manage the IMCprocess
Steps in Marketing Communications
Program Development
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Developing Effective MarketingCommunications
Step 1:Identifying the target audience
Includes assessing the audiences
percept ions of the company, product ,and competitors company/productimage
Step 2:Cognitive, affective, and
behavioral objectives may be set
Step 3:AIDA model guides messagedesign
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Developing Effective MarketingCommunications
Message Design
Content
Structure
Format
Source
Message contentdecisions involvethe selection ofappeal, theme,idea, or USP
Types of appeals
Rational appeals
Emo tional appeals
Moral appeals
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Developing Effective MarketingCommunications
Message Design
Content
Structure
Format
Source
One-sided vs.
two-sided
messages
Order of
argument
presentation
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Developing Effective MarketingCommunications
Message Design
Content
Structure
Format
Source
Message formatdecisions vary withthe type of media,but may include:
Graphics , visuals
Headl ine, copy or
scr ip t
Sound effects,
vo ice qual i t ies
Shape, scent,
texture of package
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Developing Effective MarketingCommunications
Message Design
Content
Structure
Format
Source
Message sourcecharacteristics caninfluence attentionand recall
Factors underlyingperceptions of
source credibility: Expert ise
Trustworth iness
Likabi l i ty
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Developing Effective MarketingCommunications
Step 4:Selecting CommunicationChannels
Personal communicat ion channels
Effectiveness derives frompersonalization and feedback
Several methods of stimulating personal
communication channels exist Nonpersonal communicat ion channels
Influence derives from two-step flow-of-communication process
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Developing Effective MarketingCommunications
Devoting extra effort toinfluential individuals orcompanies
Creating opinion leaders
Working through influentialcommunity members
Using influential people intestimonial advertising
Developing advertisingwith high conversationvalue
Use viral marketing
Developing word-of-mouth referral channels
Establishing an electronicforum
Methods of Stimulating Personal
Communication
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Developing Effective MarketingCommunications
Step 5:Establishing the MarketingCommunications Budget
Affordabi l ity m ethod
Percentage-of-sales m ethod
Compet i tive-par i ty method
Object ive-and-task method Step 6:Deciding on the Marketing
Communications Mix
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Developing Effective MarketingCommunications
Communications
Mix Selection
Types o f
promot ional too ls
Select ion facto rs
Advertising
Sales promotion
Public relations
and publicity
Direct marketing
Personal selling
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Developing Effective MarketingCommunications
Communications
Mix Selection
Types o f
promot ional too ls
Select ion facto rs
Consumer vs.
business market
Stage of buyerreadiness
Stage of product
life cycle Market rank
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Developing Effective MarketingCommunications
Step 7:Measure Results
Recogn it ion, recal l , att i tudes, behavioral
responses
Step 8:Manage the Integrated Marketing
Communications Process
Provides stronger message consistency and
greater sales impact
Improves firms ability to reach right
custom ers at r ight t ime wi th r ight message
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Developing and Managing theAdvertising Campaign
The Five Ms ofAdvertising
Mission
Money
Message
Media
Measurement
Objectives can be
classified by aim:
Inform
Persuade
Remind
Reinforce
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Developing and Managing theAdvertising Campaign
Factors consideredwhen budget-setting:
Stage of product l i fecycle
Market share and
consumer base
Compet it ion and
clutter
Advert is ing frequency
Product
subst i tutabi l i ty
The Five Ms ofAdvertising
Mission
Money
Message
Media
Measurement
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Developing and Managing theAdvertising Campaign
Factors considered
when choosing the
advertising message: Message generat ion
Message evaluation
and select ion
Message execu tion
Social responsib i l ity
review
The Five Ms ofAdvertising
Mission
Money
Message
Media
Measurement
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Developing and Managing theAdvertising Campaign
Developing mediastrategy involves:
Deciding on reach,frequency , and impact
Select ing media and
vehicles
Determ ining media
t iming
Deciding on
geographical media
al locat ion
The Five Ms ofAdvertising
Mission
Money
Message
Media
Measurement
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Developing and Managing theAdvertising Campaign
Newspapers
Television
Direct mail
Radio Magazines
Outdoor
Yellow pages
Newsletters
Brochures Telephone
Internet
Major Media Types
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Developing and Managing theAdvertising Campaign
Deciding on Media Categories
Target audiences media habits, nature of
the product and message, cos t Media Timing Decisions
Macroschedul ing vs. m icroschedu l ing
Cont inu i ty , concentrat ion, f ligh t ing, andpuls ing schedul ing opt ions
Deciding on Geographical Allocation
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Developing and Managing theAdvertising Campaign
Evaluating
advertising
effectiveness Communicat ion-
effect research
Sales-effectresearch
The Five Ms ofAdvertising
Miss ion
Money
Message
Media
Measurement
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Sales Promotion
Sales p romot ionsare short-term
incentives designed to stimulate
purchase among consumers or trade Purpose of sales promotion
Attract new tr iers or brand sw itchers
Reward loyal custom ers
Inc rease repu rchase rates
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Sales Promotion
Establish objectives
Select consumer-
promotion tools
Select trade-promotiontools
Select business- and
sales force promotion
tools
Develop the program
Pretest the program
Steps in Sales Promotion
Program Development
Implement and evaluate the program
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Sales Promotion
Samples
Coupons
Cash refunds (rebates)
Premiums
Prizes (contests,sweepstakes, games)
Patronage awards
Free trials
Product warranties
Tie-in promotions
Cross-promotions
Point-of-purchasedisplays anddemonstrations
Major Consumer-Promotion Tools
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Public Relations
Publ ic relat ionsactivities promote orprotect the image of a firm or product
Public relations functions: Press relat ions
Product publ ic ity
Corporate commun icat ions
Lobby ing
Counsel ing
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Public Relations
Marketing Public Relations (MPR)
Plays an impo rtant ro le in
New product launchesRepositioning of mature brand
Building interest in product category
Influencing specific target groups
Defending products with public problems
Building the corporate image
Three Major MPR Decisions
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Public Relations
Publications
Events
Sponsorships
News
Speeches
Public-service
activities
Identity media
Major Public Relations Tools
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Direct Marketing
Direct market inguses consumer-direct
channels to reach and deliver offerings
to consumers without intermediaries. Direct marketing is growing and offers
consumers key benefits.
Firms are recognizing the importance
of integrated direct marketing efforts.
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Direct Marketing
Face-to-face selling
Direct mail
Catalog marketing
Telemarketing
Direct-response
TV marketing
Kiosk marketing
E-marketing
Major Direct Marketing Tools
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Direct Marketing
Steps in Developing a Direct-Mail
Campaign:
Step 1: Set ob ject ives
Step 2: Ident i fy target markets
Step 3: Define the offer
Step 4: Test the elements
Step 5: Measure resu lts