Integrated Marketing Communication
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Transcript of Integrated Marketing Communication
MARKETING COMMUNICATI
ON
BY
ABHA TOSHNIWAL
Marketing Communications
• Is part of the marketing mix, includes all the means by which a company communicates directly with present & potential customers.
• The process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities.
Importance of Marketing Communications
•not only informs, but is also used to differentiate the seller’s products/services•may also be effective in affecting the price elasticity of demand (non price competition)
Prerequisite of Marketing Communication
•the marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and image
The Communications Process
• communications requires a channel, with a sender and a receiver, to handle the message
• a message is first encoded by the sender• the communications channel is then used to
deliver the message to the sender• the receiver decodes the message, based on
his or her frame of reference and experience• may be a need for a response and feedback• the process can be interrupted by noise
The Process
NOISECompeting ads,
other distractions
MESSAGE CHANNEL
Select the mediaor other vehicle
to carry the message
MESSAGE CHANNEL
Select the mediaor other vehicle
to carry the messageENCODING THE
MESSAGECreate an ad,
display, or salespresentation
ENCODING THEMESSAGE
Create an ad,display, or sales
presentation
MESSAGE ASINTENDED
A promotional idea inmarketer’s mind
MESSAGE ASINTENDED
A promotional idea inmarketer’s mind
FEEDBACKImpact measured
using research, sales,or another measure
FEEDBACKImpact measured
using research, sales,or another measure
RESPONSERanges from simple
awareness topurchase
RESPONSERanges from simple
awareness topurchase
DECODINGTHE MESSAGE
Receiver comparesmessage to
frame of reference
DECODINGTHE MESSAGE
Receiver comparesmessage to
frame of reference
MESSAGE AS RECEIVED
Knowledge, beliefs,or feelings of
receiver changed
MESSAGE AS RECEIVED
Knowledge, beliefs,or feelings of
receiver changed
Inside the Communications Process
• The act of encoding allows that messages can take many forms.
• The methods of transmitting a message are limited only by the imagination and creativity of the sender.
• How the message is decoded depends on its form and the capability and interest of the recipient.
• Without measurable objectives, the effectiveness of a message cannot be evaluated.
Developing Effective Communication
1. Identifying Target Audience2. Determining Objectives3. Design Message4. Select Channels5. Establish Budget6. Decide on Media Mix7. Measure Results
Identifying Target Audience
Image analysis:
Beliefs, ideas, attitudes, impressions & actions regarding an object
Determining Objectives
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Hierarchy-of-effects
model
Design Message• Message contentRationalEmotionalMoral
• Message structureOne-Versus two-sided argumentsConclusion drawingOrder of Presentation
Contd.
• Message SourceSource credibilityEndorser
• Message FormatThe message has to be considered
depending on which media is going to be used – e.g. Layouts, props, models, music, voice, etc.
Design message
Select the communication channel
Channels
Personal Non-personal
Advocate Expert Social Media Atmosphere Events
Broadcast
Network
Electronic
Display
Establishing the total Marketing
Communications Budget• Affordable Method• Percentage-of-Sales Method• Competitive Parity method• Objective-and-task Method
Deciding on the Marketing Communication Mix
• Personal selling: The direct presentation of a product to a prospective customer by a representative of the selling organization.
• Advertising: A paid, impersonal mass communication with a clearly-identified sponsor.
• Sales promotion: Demand-stimulating activity designed to supplement advertising and facilitate personal selling.
More Elements
• Public relations: A planned communication effort by an organization to contribute to generally favourable attitudes and opinions toward an organization and its products.
• Publicity: A special form of public relations that involves news stories about an organization or its products.
Considerations in Designing Marketing Communications Mix• Target market
– Readiness to buy, knowledge, liking, preference, conviction (belief)
– Purchase– Geographic scope– Type — consumer or middleman– Concentration
More Considerations
• Nature of the product– Unit value – Degree of customization – Presale and post sale service
• Stage of the product life cycle• Amount of money available for
promotion
Measure the Communications Results
Target audience are asked whether
they recognize or recall the message.
Managing the integrated marketing communications
processA strategic business process used to plan,
develop, execute, evaluate coordinated communication within an organizations publics, requiring:Awareness of audience’s media habits and
preferencesUnderstanding of audience’s knowledge
and beliefs about the productUse of coordinated media blend linked to a
specific objectiveKey is a single, coordinated message and
image thrust
Integrated Marketing Communications
• This brings about synergy and better use of communication funds
• Balancing the ‘push’ and ‘pull’ strategies
• Improves the company’s ability to reach the right consumer at the right place at the right time with the right message.
Push or Pull Strategy
• a push strategy directs communication efforts at channel members; a pull strategy directs promotion at the end consumer
• many products, such as business products, are promoted with a push strategy, involving personal selling and use of trade promotions
• most consumer products would rely more heavily on a pull strategy where promotion is directed at the consumer to stimulate demand
An Illustration
ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer
PUSH STRATEGY
ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer
Product flow Communication effort
PULL STRATEGY
Choosing a Push or Pull Strategy
• A push strategy is directing the communication primarily at the middlemen that are the next link forward in the producer’s distribution channel.
• A pull strategy has the communication directed at the end users — primarily consumers.
THANK YOU