Principles of Marketing- Integrated Marketing Communications

8/3/2019 Principles of Marketing- Integrated Marketing Communications

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PPRINCIPLESRINCIPLES OFOF MMARKETINGARKETING

Integrated Marketing Communications

Prof. Rushen Chahal

Prof. Rushen Chahal 1


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1. Integrated marketing communication1. Integrated marketing communication

A process which involves the management andorganisation of all agents in the analysis,

planning, implementation and control of all

marketing communications

Means by which firms attempt to inform,

persuade, educate and remind consumersabout the products and brands



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Model of the communications process 9 elements

response


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Marketing communications mix include:

Advertising:- any paid form of non-personal presentation of ideas, goods

from a sponsor Sales promotion:- short term incentives to

stimulate buying

Events:- company sponsored programs for

the to create brand experiences andinteraction

Public Relations (PR):- activities to protectorpromote the brands image



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Personal selling:- face-to-face interaction

with prospective clients

Direct and Interactive marketing:- to illicit aresponse using direct mail, e-mail,

telemarketing

Word-of-mouth:- reference to the passing of

information from person to person, e.g. buzz,

blog, viral marketing



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Awareness Interest Desire Action

CognitiveCognitive AffectiveAffective BehaviorBehavior

Buyer readiness stages / Communications mix platform


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2. Developing marketing communications2. Developing marketing communications


Some few steps of developing effectivecommunications plan

1. Target audience2. Communications objective

3. Communication design

4. Communication channel

5. Budget


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1. Target Audience

Identify the audience and their

knowledge level

To assess the audiences attitude to

the image of the product. Takes a lotof persuasion to change their minds



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2. Communications objectives


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3. Communications Design

Message strategy:- formation of the

message in terms of theme or ideas Creative strategy:- the actual translation

of the message into various appeals, e.g.

fear, emotion, functional, humour etc Message source:- the reinforcement to

the message such as a celebrity, expert

etc. Prof. Rushen Chahal 11

2. Developing marketing communications


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4. Communications Channel Personal channels:- two or more

persons interacting through dialogues

(face-to-face 1-many) by social andexpert channels.- Includes Permission marketing.

Non-personal channels:- broadcastmedia, print media, networks,

electronic media, and display media,sales promotion and publicity (all tothe mass people)



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Personal vs Impersonal media channels


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5. Budget

Objective and task

Affordable

Percentage of future and past profits

Competitive parity



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1. Situational Analysis

Environment:- consider the social and

cultural aspects, norms and mores The product:- consider the nature and

types of products sold

PLC influence:- consider the influence

of the products life span.


3. Factors in setting the marketingcommunications mix


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3. Factors in setting the marketing3. Factors in setting the marketing

communications mixcommunications mix


2.Push-pull factors / strategies

Documents

Principles of Marketing- Integrated Marketing Communications