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Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 17-1

DESIGNING AND MANAGING

INTEGRATED MARKETING

COMMUNICATIONS

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Whatare

Marketing Communications?

Marketingcommunications are the

means by which firms attempt to

inform, persuade, and remindconsumers, directly or indirectly, about

the products and brands they sell.

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Modes of Marketing Communications

Advertising

Sales promotion

Events and

experiences

Public relations and

publicity

Direct marketing

Interactive

marketing

Word-of-mouth

marketing

Personal selling

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IMC Builds Brands

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Communication Platforms

Advertising

Print and broadcast ads

Packaging inserts

Motion pictures

Brochures and booklets

Posters

Billboards

POP displays

Logos

Videotapes

Sales Promotion

Contests, games,

sweepstakes

Premiums Sampling

Trade shows, exhibits

Coupons

Rebates

Entertainment

Continuity programs

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Events/Experiences

Sports

Entertainment Festivals

Arts

Causes

Factory tours

Company museums

Street activities

Public Relations

Press kits

Speeches

Seminars

Annual reports

Charitable donations

Publications

Community relations

Lobbying Identity media

Company magazine

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Specialevents

to promote

Scorpio duringitslaunch

campaign

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Personal Selling

Sales presentations

Sales meetings

Incentive programs Samples

Fairs and trade shows

Direct Marketing

Catalogs

Mailings

Telemarketing

Electronic shopping

TV shopping

Fax mail

E-mail

Voice mail Blogs

Websites

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Word-of-Mouth Marketing

Person-to-person

Chat rooms

Blogs

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Elementsinthe Communications

Process

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Field of Experience

Receivers

field

Senders

field

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The Communications Process

Selective attention

Selective distortion

Selective retention

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Response Hierarchy Models

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An Ideal Ad Campaign

The right consumer is exposed to themessage at the right time and place

The ad causes consumer to pay attention

The ad reflects consumers level ofunderstanding and behaviors with product

The ad correctly positions brand in terms ofpoints-of-difference and points-of-parity

The ad motivates consumers to considerpurchase of the brand

The ad creates strong brand associations

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Stepsin Developing Effective

Communications

Identify target audience

Determine objectives

Design communications

Select channels

Establish budgetDecide on media mix

Measure results/ manage IMC

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Developing Effective

Communications

Identify the Target Audience

Image analysis

Familiarity scale

Favorability scale

Never

Heard of

Heard of

Only

Know a

Little Bit

Know a Fair

Amount

Know

Very Well

Very

Unfavorable

Somewhat

Unfavorable

Indifferent Somewhat

Favorable

Very

favorable

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Familiarity-Favorability Analysis

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Communications Objectives

Category Need Brand Awareness

Brand Attitude Purchase Intention

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Designingthe Communications

Message strategy

Creative strategy

Message source Global adaptation

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Message Strategy

Four types of reward

Rational/ Sensory/ Social/ Ego

satisfaction Three types of experiences

results-of-use experience

product-in-use experienceincidental-to-use experience

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Creative Strategy

Informational appeal

Problem solution ads/ Product demonstrationads/ Product comparison ads/ Testimonials

Transformational appeals

Positive and negative appeals Fear

Guilt

Shame Humor

Love

Pride

Joy

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Message Source

Celebrity Characteristics

Expertise

Trustworthiness

Likeability

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IssuesFacing Global Adaptations

Is the product restricted in some

countries?

Are there restrictions on advertising theproduct to a specific target market?

Can comparative ads be used?

Can the same advertising be used in allcountry markets?

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Select Communication Channels

Personal channels

Nonpersonal channels

Integration of channels

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Stimulating

Personal Influence Channels

Identify influential individuals and devoteextra attention to them

Create opinion leaders

Use community influentials in testimonialadvertising

Develop advertising with high conversationvalue

Develop WOM referral channels Establish an electronic forum

Use viral marketing

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Nonpersonal

Communication Channels

Media

Sales Promotion

Events and Experiences

Public Relations

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Establishthe Budget

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task

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Characteristics of

The Marketing Communications MixAdvertising

Pervasiveness

Amplifiedexpressiveness

Impersonality

Sales Promotion

Communication

Incentive Invitation

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Characteristics of

the Marketing Communications Mix

Public Relations

and Publicity

High credibility

Ability to catch

buyers off guard

Dramatization

Eventsand

Experiences

Relevant

Involving

Implicit

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Characteristics of

the Marketing Communications Mix

Direct Marketing

Customized

Up-to-date Interactive

Personal Selling

Personal interaction

Cultivation Response

Word-of-Mouth Marketing

Credible Personal

Timely

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Factorsin Setting

Communications Mix

Type of product market

Buyer readiness stage

Product life cycle stage

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Cost Effectiveness by Buyer

Readiness Stage

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Current ConsumerStates forTwo

Brands

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