Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Integrated Marketing Communication (IMC)

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication The Role of Marketing Communication The changing marketing communication environment Marketing communication, brand equity, and sales Marketing Communication Mix 1.Advertising 2.Sales promotion 3.Public relations and publicity 4.Events & experiences 5.Direct & interactive marketing 6.Word of mouth marketing 7.Personal selling Marketing communication  increases in brand equity 1.Brand awareness 2.Brand image 3.Brand responses 4.Brand relationship The communication process models Macro model of the communication process (Fig 17.2, p.514) Micro model of the communication process (Fig 17.3, p. 515)

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Developing Effective Communications Identifying Target Audience Determine Objectives Design Communications Select Channels Establish Budget Decide on Media Mix Measure Results Manage IMC Primary/Secondary/Influencer Category need/Brand awareness/Brand attitude/ Brand purchase intention Message strategy (what to say) Creative strategy (how to say it) Message source (who should say it) Personal communication channels (social channels, advocate, expert) Non-personal communication channel Media Sales promotion Events & experiences Public relations Integration of communication channels

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Developing Effective Communications Identifying Target Audience Determine Objectives Design Communications Select Channels Establish Budget Decide on Media Mix Measure Results Manage IMC 1.Affordable method 2.% of sales method 3.Competitive parity method 4.Objective & task method Establish the market share goal Determine the % of the market that should be reached by advertising Determine the % 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 basses of the average cost of buying a gross rating point

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Identifying Target Audience Determine Objectives Design Communications Select Channels Establish Budget Decide on Media Mix Measure Results Manage IMC Deciding on the Marketing Communication Mix Factors in setting the marketing communication mix Type of product market (B2B/B2C) Buyer’s readiness stage Product lifecycle stage Characteristic of marketing communication mix 1.Advertising Persuasiveness Amplified expressiveness Impersonality 2.Sales promotion Communication Incentive Invitation 3.Public relations & publicity High credibility Ability to catch buyers off- guard Dramatization 4.Event & experiences Relevant Involving Implicit 5.Direct & indirect marketing Customised Up-to-date Interactive 6.Word of mouth Credible Personal Timely 7.Personal selling Personal interaction Cultivation Response

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Identifying Target Audience Determine Objectives Design Communications Select Channels Establish Budget Decide on Media Mix Measure Results Manage IMC Deciding on the Marketing Communication Mix Measure Result Intermediate outputs (reach, frequency, recall, recognition scores, persuasion changes, cost per thousand) Behavior change

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Managing the IMC Process Coordinating media Implementing IMC Coverage Contribution Commonality Complementary Versatility Cost

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Managing Mass Communications: Advertising, Sales promotion, Events & Experiences, Public Relations

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Developing & Managing an Advertising Program 1.Setting the objective Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising 2.Deciding on the advertising budget Factor that effects budget consideration a.Stage in the product lifecycle b.Market share & consumer base c.Competition & clutter d.Advertising frequency e.Product substitutability Advertising elasticity 3.Developing the advertising campaign Message generation & evaluation Creative development & execution (TV/print/radio) Legal and social issues

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Deciding on Media & Measuring Effectiveness 1.Deciding on reach, frequency, and impact (p.545 – reach, frequency, impact, total number of exposure) 2.Choosing among major media types Target audience Media habits Product characteristics Message characteristics Cost 3.Alternative advertising options Place advertising (out of home) Product placement Point of purchase Evaluating alternative media 4.Selecting specific media vehicles Circulation Audience Effective audience Effective ad – exposure audience 5. Deciding on media timing & allocation Continuity Concentration Flighting Pulsing 6. Evaluating advertising effectiveness Communication-effect research (Pre-test, Post-test) Sales-effect research (fig 18.4 p. 554)

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Sales Promotion 1.Objectives 2.Advertising VS Promotion 3.Major decisions Establishing objectives Selecting consumer promotion tools – table 18.5 p. 557 Selecting trade promotion tools –table 18.6 p.558 Selecting business and sales promotion tools –table 18.7 p. 559 Developing the program Pretesting, implementing, controlling, and evaluating the program

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Events & Experiences 1.Event Objectives To identify with a particular target market or lifestyle To increase awareness of company or product name To increase or reinforce perceptions of key brand image associations To enhance corporate image To create experiences and evoke feelings To express commitment to the committee or on social issues To entertain key clients or reward key employees To permit merchandising or promotional opportunities 2.Major sponsorship decisions i.Choosing events ii.Designing sponsorship programs iii.Measuring sponsorship activities Direct tracking of sponsorship-related promotions Qualitative research Quantitative analysis 3.Creating experiences

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Public Relations 1.Marketing Public Relations (publicity) Launching new product Repositioning a mature product Building interest in a product category Influencing specific target groups Defending products that have encountered public problems Building the corporate image in a way that effects favorably on its products 2.Major decisions in marketing Public Relations Establishing objectives Choosing message and vehicles (table 18.8 p.568) Implementing the plan and evaluating results

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Managing personal communication: Direct & interactive marketing, word of mouth

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Direct Marketing 1.The benefit of direct marketing 2.Direct mail Objectives Target markets and prospects Offer elements Testing elements Measuring campaign success 3.Catalog marketing 4.Telemarketing 5.Other media for direct-response marketing 6.Public and ethical issues in direct marketing Irritation Unfairness Deception and fraud Invasion of privacy

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Interactive Marketing 1.Advantage and disadvantage of interactive marketing 2.Placing ads and promotions on-line I.Websites Ease of use The site download quickly The 1 st page is easy to understand Easy to navigate to other pages that open quickly Physical attractiveness Individual page is cleaned not crammed with content Type faces and font sizes are very readable Good use of color (and sound) 7Cs: context/content/community/customization/communication/ communication/connection/commerce II.Microsites VII. Sponsorships III.Search ads VIII. Alliances IV.Display ads IX. Online communities V.Interstitials X. VI.Internet –specific ads & videos XI. Mobile Marketing

Managing the IMC Process Deciding on the Marketing Communication Mix Developing Effective Marketing Communication Role of Marketing Communication Word of Mouth 1.Buzz and viral marketing How to start a buzz fire p.588 Buzz agent’s word-of-mouth dos and don’ts 2.Opinion leaders 3.Blogs 4.Measuring the effects of word of mouth (WOM)