Chapter 8. Integrated Marketing

Communication

LEARNING OBJECTIVES

Communication in Marketing

Marketing Communication Mix

Promotion Messages

The process of persuasive communication

Integrated Marketing Communication (IMC) & Its components

Communication / Promotion Strategy

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1. COMMUNICATION IN MARKETING

• There are three essential parts of communication, viz., the source,

message and receiver. True communication takes place only when

the message means the same thing (in common) to both the parties

i.e., the sender of the message and its receiver.

• Marketing communication is undertaken by marketers through the

devices of promotion viz., advertising, publicity, personal selling

and sales promotion

• Elements of Communication

1. Source

2. Message

3. Channel

4. Receiver

5. Feedback

6. Distortion

& Noise

A MARKETING COMMUNICATION MODEL

2. MARKETING COMMUNICATION MIX

1. Advertising

2. Publicity3. Personal

Selling4. Sales

Promotion

5. Public Relations

6. Direct Marketing

7. Internet Marketing

8. Database Marketing

9. Sponsorship Marketing

10. Event Marketing

3. PROMOTION MESSAGES

• The message transmitted through all forms of promotion must

describe the product features in terms of customer wants and

desires

• The promotion message must communicate effectively these

benefits to consumers. Hence, promotion message must achieve two

basic objectives: Communication and persuasion.

• Promotion by definition is persuasive communication. The

message is arranged to facilitate the consumer in the decision-

making process (awareness, knowledge, liking, preference,

conviction, and action)

4. THE PROCESS OF PERSUASIVE

COMMUNICATION

• Buyers welcome persuasive communication provided persuasion does

not amount to coercion. The individual potential buyer is induced to

pass through several stages on his way to buy a product or favour a

seller. The AIDA formula proposed these stages as:

(1) Awareness (attention), (2) Interest, (3) Desire, and (4) Action.

• Broadly speaking, there are three distinct kinds of consumer response

to promotion:

1) Awareness and knowledge emphasising cognitive response,

2) Changed attitudes, emphasizing affective response (consumer

moving from cognition to liking and preference) and

3) New behaviour including motivational response (moving to

conviction and action, i.e., purchase decision).

5. INTEGRATED MARKETING COMMUNICATION

(IMC)

• As per American Association of Advertising Agencies, Integrated

Marketing Communication (IMC), is a concept of marketing

communication planning that recognises the added value of a

comprehensive plan that evaluates the strategic roles of a variety of

communication disciplines ( advertising, sales promotion, public

relation, personal selling and publicity etc.) and combines the

disciplines to produce clarity, consistency and maximum

communication impact.

• The purpose of IMC is to unify the company's brand images and

messages and communicate a common theme and positioning. AMC

helps the company to build a strong brand identity in the market-place

COMPONENTS OF IMC

1. Corporate Image

2. Branding3.Buyer

Behaviour

4. Communication Market Analysis

5. Finalising IMC Objectives and

budget

6. Advertising design and

communication channel selection

7. Sales promotion

programmes

8. Evaluation of IMC

ROLE OF PROMOTION TOOLS IN A

PROMOTION-MIX

6. COMMUNICATION STRATEGY

• Strategy lays down the broad principles by which a company hopes

to secure an advantage over competitors, exhibit attractiveness to

buyers, and lead to full exploitation of company resources. The

communication strategy depends on the following:

1. The Product

2. The Buyer

3. The Company

4. The Channel Choice

6. PROMOTION STRATEGY

6.1 6.2 6.3

6.1 - PUSH STRATEGY

• A push strategy is called a pressure strategy. It places heavy

emphasis on personal selling.

• Push strategy can be successfully used when:

(1) There is a high quality product with unique selling points,

(2) The company have a high-priced product, and

(3) The company can offer adequate incentives (financial) to

middlemen and their salesmen.

6.2 - PULL STRATEGY

• A pull strategy is also called a suction strategy.

• Extensive and heavy use of advertising and sales promotion would

be necessary to generate consumer demand. There is less emphasis

on personal selling at all stages of the marketing channel.

6.3 - PUSH-PULL STRATEGY

• Most consumer goods manufacturers generally employ a push-pull

(combination) strategy to sell their products. The ratio of pull to push

may differ according to the requirements of market situation.

• Salesmen are used to pushing the goods through the marketing channel,

while advertising and sales promotion will support personal selling to

accelerate sales. Thus, all tools of promotion work together.

TYPES OF COMMUNICATION (PROMOTION) INFLUENCING

VARIOUS STAGES IN BUYER BEHAVIOUR

Components or Dimensions of Attitude

Movement towards Purchase Stage (6 Stage Sequence)

Types of Communication relevant at each stage

The Conative (Behavioural) Dimension:It is the region of drives or motives, i.e., activated unsatisfied wants.

6Purchase

5Conviction

Point-of-purchase Material, Retail Store Advertising, Special Deals, ‘Last Chance Offer’, Price Appeals, Testimonials, Source Credibility, word of mouth communication etc.

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TYPES OF COMMUNICATION (PROMOTION) INFLUENCING

VARIOUS STAGES IN BUYER BEHAVIOUR

Components or Dimensions of Attitude

Movement towards Purchase Stage (6 Stage Sequence)

Types of Communication relevant at each stage

The Affective (Feelings and Emotions)Dimension:It is the region of feelings and emotions. Consumer moves from knowledge to liking and preferences.

4Preference

3Liking

Competitive Advertising, Argumentative Advertising Copy, Image Advertising, Status, Glamour Appeals stress on changing emotions and feelings of buyers, Opinion leaders etc.

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TYPES OF COMMUNICATION (PROMOTION) INFLUENCING

VARIOUS STAGES IN BUYER BEHAVIOUR

Components or Dimensions of Attitude

Movement towards Purchase Stage (6 Stage Sequence)

Types of Communication relevant at each stage

The Cognitive (awareness) Dimension:It is the region of awareness and knowledge. Promotion tools must emphasize the cognitive aspects of buyer behaviour in order to create awareness and knowledge

2Knowledge

1Awareness

Announcements Advertising, Descriptive Advertising Copy, Classified Advertisements, Slogans, Jingles, Sky Writing, Television, Radio Advertisementsetc.

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•THANKS