Chapter 15 Designing and Managing Integrated Marketing Communications

MARKETING MANAGEMENT 12 th edition

15

Designing and Managing Integrated 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?

The Role of Marketing Communications • Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers—directly  or indirectly—about the products and brands that they sell. 

Marketing communications represent the “voice” of the brand and are a means by which it can establish a dialogue and build relationships with consumers.



Marketing communications performs many functions for consumers: 

Told or shown how and why a product is used.



By what kind of person.



Where and when .

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Learn about the product, the company, and what it stands for.

  Allows

consumers to be given an incentive or reward for usage or trial.

  Allows

companies to link their brands to people, places, feelings, and events.

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Marketing communications can contribute to brand equity by establishing the brand in memory and crafting a brand image.

Marketing Communications

The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

Marketing Communications, Brand Equity and Sales •  Although advertising is often a central element of a marketing communications program, it’s not the only one- or even the most important one-in terms of building brand equity and driving sales. • Marketing communications mix consists of six major modes of communication: 1. Advertising. (Any paid form of non-personal presentation and promotion of ideas, goods, or  service by an identified sponsor)

2. Sales promotion. (Short-term incentives to encourage trial or purchase of a product or  service)

3. Events and experiences. (Company-sponsored activities and programs designed to create brand-related interactions)

4. Public relations and publicity. (Programs promoting or protecting company or product  image)

5. Direct marketing. (Use of mail, telephone, fax, e-mail, or internet to communicate directly  with or solicit response or dialogue from specific customers and prospects)

6. Interactive marketing. (Online activities and programs to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales)

7. Word-of-mouth marketing. (People-to-people oral, written, or electronic communications related to the merits or experiences of purchasing or using products or services)

8. Personal selling. (Face-to-face interaction with prospective purchasers for the purpose of  making presentations, answering questions, and procuring orders)

Communication Platforms Advertising Sales Promotion • Print and broadcast ads • Contests, games, sweepstakes • Packaging inserts • Premiums • Motion pictures • Brochures and booklets • Sampling • Trade shows, exhibits • Posters • Coupons • Billboards • Rebates • POP displays • Logos • Videotapes

• Entertainment • Continuity programs

Table 17.1 Communication Platforms Events/ Experiences • Sports

Public Relations • Press kits

• Entertainment • Festivals

• Speeches • Seminars

•  Arts • Causes

•  Annual reports • Charitable donations

• Factory tours • Company museums

• Publications • Community relations

• Street activities

• Lobbying

Table 17.1 Communication Platforms Personal Selling • Sales presentations

Direct Marketing • Catalogs

• Sales meetings • Incentive programs

• Mailings • Telemarketing

• Samples • Fairs and trade shows

• Electronic shopping • TV shopping • Fax mail • E-mail • Voice mail

The Communication Process Models • Marketers should understand the fundamental elements of  effective communication. Two models are useful: a macro model and a micro model. a) Two represent the major parties in a communication: communication 

Sender.



Receiver .

a) Two represent the major communication tools: tools 

Message.

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Media.

a) Four represent major communications functions: 

Encoding.

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Decoding.

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Response.

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Feedback.

a) The last element is noise. (random and competing message that may interfere with the intended communication)

Elements in the Communications Process

The Communication Process Models •

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The model emphasizes the key factors in effective communication: 1.

Senders must know what audiences they want to reach and what response they want to get.

2.

They must encode their messages so that the target audience can decode them.

3.

They must transmit the message through media that reaches the target audience.

4.

Develop feedback channels to monitor the responses.

Micro models of marketing communications concentrate on consumer’s specific response to communications.

•  All these models assume that the buyer passes through a:   

Cognitive stage.  Affective stage. Behavioral stage (in that order).

The Communication Process Models • This “learn-feel-do” sequence is appropriate when the audience has a high involvement with a product category perceived to have high differentiation. •  An alternative sequence, “do-feel-learn” is relevant when the audience has high involvement but perceives little or no differentiation within the product category. •  A third sequence, “learn-do-feel” is relevant when the audience has low involvement and perceives little differentiation within the product category. • By choosing the right sequence, the marketers can do a better job of planning communications.

Developing Effective Communications •

There are eight steps in developing effective communications: 1. Identifying the target audience, 2. Determining the objectives, 3. Designing the communications, 4. Selecting the channels, 5. Establishing the budget, 6. Decide on the media mix, 7. Measure the results, and 8. Manage integrated marketing communications (IMC).

Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC

IMC Builds Brands

Response Hierarchy Models

Thank You  Any Questions?