RAJAN SHARMA

Designing and Managing Integrated Marketing Communications

Objectives
Learn the major steps in developing an effective integrated marketing communications program. Understand the steps involved in developing an advertising program.
Learn how companies can exploit the marketing potential of sales promotion, public relations, direct marketing, and e-marketing.
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Marketing Communications
Communications Platforms
Advertising
Sales Promotion Public relations

Direct marketing

Personal selling

Developing Effective Marketing Communications

Steps in Marketing Communications Program Development
Identify target audience Determine objectives of communication Design the message Select communication channels Establish the budget Select the marketing communications mix

Measure results
Manage the IMC process
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Developing Effective Marketing Communications

Step 1: Identifying the target audience
Includes assessing the audiences perceptions of the company, product, and competitors company/product image

Step 2: Cognitive, affective, and behavioral objectives may be set Step 3: AIDA model guides message design
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Developing Effective Marketing Communications

Message Design
Content Structure Format Source
Message content decisions involve the selection of appeal, theme, idea, or USP
Types of appeals
Rational appeals Emotional appeals Moral appeals
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Developing Effective Marketing Communications

Message Design
Content Structure Format Source
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One-sided vs. two-sided messages

Order of argument presentation

Developing Effective Marketing Communications

Message Design
Content Structure Format Source
Message format decisions vary with the type of media, but may include:
Graphics, visuals Headline, copy or script Sound effects, voice qualities Shape, scent, texture of package
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Developing Effective Marketing Communications

Message Design
Content Structure Format Source
Message source characteristics can influence attention and recall
Factors underlying perceptions of source credibility:
Expertise Trustworthiness Likability
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Developing Effective Marketing Communications

Step 4: Selecting Communication Channels
Personal communication channels
Effectiveness

derives from personalization and feedback Several methods of stimulating personal communication channels exist

Nonpersonal communication channels

Influence

derives from two-step flow-ofcommunication process

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Developing Effective Marketing Communications

Methods of Stimulating Personal Communication
Devoting extra effort to influential individuals or companies Creating opinion leaders Developing advertising with high conversation value Use viral marketing Developing word-ofmouth referral channels Establishing an electronic forum
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Working through influential community members

Using influential people in testimonial advertising

Developing Effective Marketing Communications

Step 5: Establishing the Marketing Communications Budget
Affordability method Percentage-of-sales method Competitive-parity method Objective-and-task method

Step 6: Deciding on the Marketing Communications Mix

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Developing Effective Marketing Communications

Communications Mix Selection
Types of promotional tools
Advertising
Sales promotion Public relations and publicity Direct marketing Personal selling

Selection factors

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Developing Effective Marketing Communications

Communications Mix Selection
Types of promotional tools
Consumer vs. business market
Stage of buyer readiness Stage of product life cycle

Selection factors

Market rank

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Developing Effective Marketing Communications

Step 7: Measure Results
Recognition, recall, attitudes, behavioral responses

Step 8: Manage the Integrated Marketing Communications Process

Provides stronger message consistency and greater sales impact Improves firms ability to reach right customers at right time with right message
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Developing and Managing the Advertising Campaign

The Five Ms of Advertising
Mission
Money Message

Objectives can be classified by aim:

Inform Persuade Remind Reinforce

Media
Measurement

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Developing and Managing the Advertising Campaign

The Five Ms of Advertising
Mission
Money Message

Factors considered when budget-setting:

Stage of product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability
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Media
Measurement

Developing and Managing the Advertising Campaign

The Five Ms of Advertising
Mission
Money Message

Factors considered when choosing the advertising message:

Message generation Message evaluation and selection Message execution Social responsibility review
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Media
Measurement

Developing and Managing the Advertising Campaign

The Five Ms of Advertising
Mission
Money Message

Developing media strategy involves:

Deciding on reach, frequency, and impact Selecting media and vehicles Determining media timing Deciding on geographical media allocation
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Media
Measurement

Developing and Managing the Advertising Campaign

Major Media Types
Newspapers Outdoor Yellow pages

Television
Direct mail Radio

Newsletters
Brochures

Magazines Telephone Internet

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Developing and Managing the Advertising Campaign

Deciding on Media Categories
Target audiences media habits, nature of the product and message, cost

Media Timing Decisions

Macroscheduling vs. microscheduling Continuity, concentration, flighting, and pulsing scheduling options

Deciding on Geographical Allocation

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Developing and Managing the Advertising Campaign

The Five Ms of Advertising
Mission
Money Message

Evaluating advertising effectiveness

Communicationeffect research Sales-effect research

Media
Measurement

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Sales Promotion
Sales promotions are short-term incentives designed to stimulate purchase among consumers or trade Purpose of sales promotion
Attract new triers or brand switchers Reward loyal customers Increase repurchase rates
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Sales Promotion
Steps in Sales Promotion Program Development
Establish objectives Select consumerpromotion tools Select trade-promotion tools

Select business- and sales force promotion tools

Develop the program Pretest the program

Implement and evaluate the program

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Sales Promotion
Major Consumer-Promotion Tools
Samples Free trials Product warranties Tie-in promotions Cross-promotions Point-of-purchase displays and demonstrations

Coupons
Cash refunds (rebates) Premiums

Prizes (contests, sweepstakes, games)

Patronage awards

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Public Relations
Public relations activities promote or protect the image of a firm or product
Public relations functions:
Press relations Product publicity Corporate communications Lobbying Counseling
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Public Relations
Marketing Public Relations (MPR)
Plays an important role in
New

product launches Repositioning 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
Major Public Relations Tools
Publications Events

Speeches
Public-service activities

Sponsorships
News

Identity media

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Direct Marketing
Direct marketing uses 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
Major Direct Marketing Tools
Face-to-face selling Direct mail

Direct-response TV marketing
Kiosk marketing

Catalog marketing
Telemarketing

E-marketing

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Direct Marketing
Steps in Developing a Direct-Mail Campaign:
Step 1: Set objectives Step 2: Identify target markets Step 3: Define the offer Step 4: Test the elements Step 5: Measure results

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