Designing and Managing Integrated Marketing Communications 17 Designing and Managing Integrated Marketing Communications Marketing Management A South Asian Perspective, 13th ed

Dove’s Campaign for Real Beauty Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-2

Dove’s Campaign for Real Beauty Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-3

Dove’s Campaign for Real Beauty Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-4

Dove’s Campaign for Real Beauty Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-5

What are 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 they sell. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-6

Modes of Marketing Communications Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-7

Figure 17.1 IMC Builds Brands Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-8

Table 17.1 Communication Platforms Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-9

Table 17.1 Communication Platforms Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities Public Relations Press conferences Speeches Seminars Annual reports Charitable donations Publications Community relations Identity media Company magazine Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-10

Special events to promote Scorpio during its launch campaign Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-11

Table 17.1 Communication Platforms Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Direct & Interactive Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail Blogs Websites Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-12

Word-of-Mouth Marketing Person-to-person Chat rooms Blogs Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-13

Figure17.2 Elements in the Communications Process Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-14

The Communications Process Selective attention Selective distortion Selective retention Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-15

Figure 17.3 Response Hierarchy Models Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-16

AIDS prevention campaign in West Bengal was a unique integrated mass media campaign Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-17

What is Advertising? Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-18

Figure 18.1 The Five M’s of Advertising Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-19

Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-20

Factors to Consider in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-21

Developing the Advertising Campaign Message generation and evaluation Creative development and execution Legal and social issues Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-22

Television Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-23

Print Ads Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Clutter Unable to demonstrate product use Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-24

Print Ad Components Picture Headline Copy Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-25

MEDIA CHARACTERISTICS REACH FREQUENCY IMPACT Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-26

Choosing Among Major Media Types Target audience and media habits Product characteristics Message characteristics Cost Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-27

Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow Pages Newsletters Brochures Telephone Internet Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-28

Place Advertising Billboards Public spaces Product placement Point-of-purchase Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-29

Media Schedule Patterns Continuity Concentration Flighting Pulsing Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-30

Evaluating Advertising Effectiveness Communication-Effect Research Consumer feedback method Portfolio tests Laboratory tests Sales-Effect Research Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-31

What is Sales Promotion? Sales promotions consist of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-32

WHY SALES PROMOTION? More accepted by top management More no of brands More competition More price oriented customers Ad efficiency has gone down Trade demand Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-33

Sales Promotion Tactics Consumer-directed Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions Trade-directed Price offs Allowances Free goods Sales contests Trade shows Specialty advertising Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-34

Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 18-35

OBJECTIVES Encouraging purchase of larger sized units Building trial among non users Attracting switchers Persuade retailers to carry new items and higher levels of stock Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-36

SELECT TOOLS Type of market Competitions Sales promotions objectives Costs Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-37

DEVELOP PROGRAM Size of the incentive Conditions of participation Duration of promotion Distribution vehicle Timing Budget Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-38

PRETEST ,IMPLEMENT,CONTROL AND EVALUATE Lead time-time necessary to prepare the program prior to launch. Sell in time-launch till 95% of products is sold. Sales data ,Consumer surveys ,Experiments Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-39