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15Designing and Managing
Integrating Marketing Communications
Chapter Questions
What is the role of marketing communications?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 and how is it managed?
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Marketing CommunicationsMarketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
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AdvertisingSales promotionEvents and experiencesPublic relations and publicityDirect marketingInteractive marketingWord-of-mouth marketingPersonal selling
Marketing Communications Mix
Communication PlatformsAdvertising
Print and broadcast adsPackaging (outer/inserts)Motion picturesBrochures and bookletsPosters and leafletsDirectoriesBillboardsDisplay signs, POP displaysAudiovisual materialSymbols and LogosVideotapes
Sales PromotionContests, games, sweepstakes, lotteriesPremiums and giftsSamplingFairs and trade showsExhibitsDemonstrationsCouponsRebatesLow-interest financingEntertainmentContinuity programs15-5
Communication Platforms - contd.Events/ Experiences
SportsEntertainmentFestivalsArtCausesFactory toursCompany museumsStreet activities
Public Relations/PublicityPress kitsSpeechesSeminarsAnnual reportsCharitable donationsPublicationsCommunity relationsLobbyingIdentity mediaCompany magazine
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Communication Platforms - contd.Personal Selling
Sales presentationsSales meetingsIncentive programsSamplesFairs and trade shows
Direct & Interactive MarketingCatalogsMailingsTelemarketingElectronic shoppingTV shoppingFax mailE-mailVoice mailWebsitesBlogs
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Word-of-MouthPerson-to-personChat roomsBlogs
Communications Macromodel
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The Communications Process
Selective attentionSelective distortionSelective retention
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Communications Micromodel
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An Ideal Ad CampaignThe right consumer is exposed to the message at the right time and placeThe ad causes consumer to pay attentionThe ad reflects consumer’s level of understanding and behaviors with productThe ad correctly positions brand in terms of points-of-difference and points-of-parityThe ad motivates consumer to consider purchase of the brandThe ad creates strong brand associations
Steps in Developing Effective CommunicationsIdentify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC15-12
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Communications Objectives
Category needBrand awarenessBrand attitudePurchase intention
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Designing the Communications
What to say? - Message strategyHow to say it? - Creative strategyWho should say it? - Message source
Message Strategy
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Management searches for appeals, themes, or ideas that tie into the brand positioning and help establish point-of-parity or points-of-difference.
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Creative Strategy
Specific communication that has either informational appeal or transformational appeal
Positive and Negative Appeals
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FearGuiltShameHumourLovePrideJoy
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Message Source
Celebrity Characteristics
ExpertiseTrustworthinessLiability
Select Communication Channels
Personal channels(face-to-face, person-to-
audience, telephone, e-mail)
Non-personal channels(media, sales promotions, events & experiences, PR)
Integration of channels
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PersonalCommunications Channels
Advocate channels
Expert channels
Social channels
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Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
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Establish the Budget
AffordablePercentage-of-salesCompetitive parityObjective-and-task
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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.
Issues Facing Global Adaptations
Is the product restricted in some countries?Are there restrictions on advertising the product to a specific target market?Can comparative ads be used?Can the same advertising be used in all country markets?
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Deciding on the Marketing Communication Mix:Characteristics of the MixAdvertising
PervasivenessAmplified expressivenessImpersonality
Sales PromotionCommunicationIncentiveInvitation
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PR & PublicityHigh credibilityAbility to catch buyers off guardDramatization
Events & ExperiencesRelevantInvolvingImplicit
Characteristics of the Mix – contd.
Direct & Interactive MarketingCustomizedUp-to-dateInteractive
Word of Mouth MarketingCrediblePersonalTimely
Personal SellingPersonal interactionCultivationResponse
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Factors in Setting Communications Mix
Type of product marketBuyer readiness stageProduct life cycle stage
Measuring Communication ResultsCurrent Consumer States for 2 Brands
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