16 Designing and Integrating Marketing Communications

16
Designing and
Integrating Marketing
Communications
Chapter Questions
What is the role of marketing
communications?
How do marketing communications work?
What are the major steps in developing
effective communications?
What is the communications mix and how
should it be set?
What is an integrated marketing
communications program?
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 16-2
Marketing Communications
Modes of Marketing Communications
Advertising Direct marketing

Sales promotion Interactive
Events and marketing
experiences Word-of-mouth
Public relations and marketing
publicity Personal selling
Table 16.1 Communication
Platforms
Advertising Sales Promotion
Print and broadcast ads Contests, games,
Packaging inserts sweepstakes
Motion pictures
Premiums
Brochures and booklets Sampling
Posters Trade shows, exhibits
Billboards Coupons
POP displays Rebates
Logos Entertainment
Videotapes
Continuity programs
Platforms (Contd)
Events/ Experiences Public Relations
Sports Press kits
Entertainment Speeches
Festivals Seminars
Art Annual reports
Causes Charitable donations
Factory tours Publications
Company museums Community relations
Street activities Lobbying
Identity media
Platforms (Contd)
Personal Selling Direct Marketing
Sales presentations Catalogs
Sales meetings Mailings
Incentive programs Telemarketing
Samples Electronic shopping
Fairs and trade shows TV shopping
Fax mail

E-mail

Voice mail
Websites
Figure 16.1 Elements in the
Communications Process
Figure 16.2 Micromodels of
Communications
Sources: E. K. Strong, The

Psychology of Selling
(New York: McGraw-Hill,
1925), p. 9; Robert J.
Lavidge and Gary A. Steiner,
A Model for Predictive
Measurements of Advertising
Effectiveness, Journal
of Marketing (October 1961),
p. 61; Everett M.
Rogers, Diffusion of
Innovation (New York: Free
Press, 1962), pp. 7986;
dvarious sources.
An Ideal Ad Campaign
The right consumer is exposed to the
message at the right time and place
The ad causes consumer to pay attention
The ad reflects consumers level of
understanding and behaviors with product
The ad correctly positions brand in terms of
points-of-difference and points-of-parity
The ad motivates consumer to consider
purchase of the brand
The ad creates strong brand associations
Steps in Developing Effective
Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/manage IMC
Communications Objectives
Category need
Brand awareness
Brand attitude
Purchase intention
Designing the Communications
Message strategy
Creative strategy
Message source
Message Strategy
Creative Strategy
Informational and transformational appeals
Creative Strategy (Contd)
Positive and Negative Appeals
Message Source
The three most often identified sources of

credibility are:
expertise,
trustworthiness,
and likability.
Select Communication Channels
Personal
Nonpersonal
Establish the Budget
Affordable
Percentage-of-sales
Competitive parity
Objective-and-task
Objective-and-Task Method
Establish the market share goal.
Determine the percentage that should be reached.
Determine the percentage of aware prospects that
should be persuaded to try the brand.
Determine the number of advertising impressions per
1% trial rate.
Determine the number of gross rating points that
would have to be purchased.
Determine the necessary advertising budget on the
basis of the average cost of buying a GRP.
Characteristics of the Mix
Advertising Sales Promotion

Pervasiveness Ability to draw
Amplified attention
expressiveness Incentive
Control Invitation
Characteristics of the Mix (Contd)
Public Relations and Events and

Publicity Experiences
High credibility Relevant
Ability to reach Engaging
hard-to-find buyers Implicit
Dramatization
Characteristics of the Mix (Contd)
Direct Marketing Personal Selling

Customized Personal interaction
Up-to-date Cultivation
Interactive Response
Word-of-Mouth Marketing
Influential
Personal
Timely
Factors in Setting
Communications Mix
Type of product market
Buyer-readiness stage
Product life-cycle stage
Figure 16.4 Cost-Effectiveness
of Different Communication Tools
Figure 16.5 Current Consumer
States for Two Brands
For Review
What is the role of marketing
communications?
How do marketing communications work?
What are the major steps in developing
effective communications?
What is the communications mix and how
should it be set?
What is an integrated marketing
communications program?

16 Designing and Integrating Marketing Communications

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Advertising Direct marketing

Sources: E. K. Strong, The

Positive and Negative Appeals

The three most often identified sources of

Advertising Sales Promotion

Public Relations and Events and

Ability to reach Engaging

hard-to-find buyers Implicit

Direct Marketing Personal Selling

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