Designing \u0026 Managing Integrated Marketing Communications

$Page 1: Designing \u0026 Managing Integrated Marketing Communications$
Designing & Managing Integrated Marketing Communications

Chapter 16

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 25

• Marketing Communications-are the means by which firms attempt to inform,persuade & remind consumers-directly or indirectly-about the products or brands they sell.

The Role of marketing Communications:


• 1:Advertising• 2:Sales promotion• 3:Events & experiences• 4:Public relations & publicity• 5:Direct marketing• 6:Interactive marketing• 7:Word of mouth Marketing• 8:Person Selling

Marketing Communication Mix:


The communication Process model:


Hierarchy-of-effects model:• Awareness-• Knowledge• Liking• Preference• Conviction• Purchase

Micro model of consumer Response:


Developing Effective Communications:


• The process must start with the clear audience on mind: potential buyers of the product’s, current users, deciders or influencers & individuals, groups, particular public or the general public.

• It has a critical influence on the communicator's decision about what to say, how, when, where & to whom.

Identify the Target Audience:


Four possible objectives are:1:Category Need- establish a product or service category as

necessary to remove or satisfy a perceived discrepancy B/w current & desired motivational state.

2: Brand Awareness-Recognize or recall brand within category, in detail to make purchase.

3:Brand Attitude-Helping consumers evaluate the brand’s perceived ability to meet

4:Brand Purchase Intention-Moving consumers to decide to purchase the brand

Determine the Communication Objectives:


Formulating the communications to achieve desired response required;

1: Message Strategy-What to say 2: Creative Strategy- How to say it 2.1: Informational appeals 2.2: Transformational appeals 3: Message Source- who should say it

Design the Communication:


• Message strategy-management searches for appeals, themes or ideas that will tie in to the brand positioning & help establish POP & PODs.

• Some of them may b related to product or service performance OR

• More extrinsic considerations(contemporary,modern or popular)

Message Strategy:


• It helps marketers translate their message into a specific communications.

• 1:Informational Appeals-ellaborates on product or service attribute or benefits.

• a: problem sloution ads,product comparision ads,celebrity endorsers

• 2:Transformational Appeals-elaborates on non product related image or benefit.

• a : what kind of person uses a brand or what kind of experience results from use.

Creative Message:


• Communication Negative appeals: Fear, guilt,shame(brush teeth regularly) or stop

doing things(smoking,alcohal)• Communication also used positive emotional

appeals such as humour,love, pride and joy

Creative Message:


• Messages delivered by popular sources can achieve higher attention and recall.

• Like celebrity as spokespeople.• 3 most credible sources are;• a: Expertise-specialized knowledge• b: Trustworthiness- how honest the source is• c: Likability-source attractiveness

Message Source:


1:Personal Communication Channels-Direct marketing & interactive Marketing(face to face,phone,email)

2:Non Personal Communication Channels-more than 1 person.

• It incudes advertising,sales promotion,events& experiences,public realations

3: Integration of Communication channels-

Select the Communication Channels:


• Marketing Communication should receive in relationship to alternatives such as

• product improvement,• lower prices• Better service

• Marketing Communication budget are higher when low channel support & vice versa

Establish Total Marketing Communication Budget:


• Characteristics-all 8 types• Factors:• A:Type of Product market• B: Buyer readiness Stage• C:Product life cycle Stage

Deciding the Marketing Communication Mix:


After implementing the communication plan, the communication director must measure its impact.• Target audience asked whether they recognize or

recall the message• How many times they saw it,what points they recall,

how they felt about the message• What are their previous & current attitudes towards

the product & the company

Measuring Communication Results:


• Coordinating Media-Marketers should combine personal & non personal communications

• Implementing IMC-can produce stronger message consistency & help build brand equity

Measuring Integrated Marketing Communication:

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Designing \u0026 Managing Integrated Marketing Communications