Copyright © 2005 Pearson Education Inc. Integrated Marketing Communication Strategy Chapter 15 PowerPoint slides Express version Instructor name Course name School name Date Principles of Marketing, Sixth Canadian Edition

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 15.2 Learning Objectives After studying this chapter, you should be able to: –Name and define the five tools of the marketing communications mix –Discuss the process and advantages of integrated marketing communications –Outline the steps in developing effective marketing communications –Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 15.3 The Marketing Communications Mix The marketing communications mix: the specific mix of promotional tools used to pursue marketing objectives –Advertising –Sales promotion –Public relations –Personal selling –Direct marketing Integrated marketing communications: –Coordinating/integrating to deliver a clear, consistent, and compelling message on all communication channels Figure 15.1

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 15.4 Integrated Marketing Communications Mass marketing has become segmented marketing Improvements in information technology Media fragmentation Need for integration: –Consumers do not differentiate the source of the message –Conflicting messages confuse the customer –Integration produces a consistent message which leads to stronger brand identity

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 15.5 The Communication Process Viewing communications as managing the customer relationship over time Communications flow in both directions Figure 15.2

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 15.6 Steps in Developing Effective Communications Identifying the target audience Determining the desired response: –Will depend on what “stage” of the purchase decision process the buyer is presently at Buyer readiness stages: Figure 15.3

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 15.7 Designing a Message Message content: –Rational appeals –Emotional appeals –Moral appeals Message structure: –Draw conclusion or not –One versus two-sided argument –Strongest argument first or last Message format: –Sight, sound, colour, and texture The AIDA model: Attract a ttention Hold i nterest Arouse d esire Obtain a ction

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 15.8 Choosing Media Personal communication channels: –Two or more people communicating directly with each other –Face to face, person to audience, telephone, electronically, or mail –Word of mouth influence –Buzz marketing Non-personal communication channels: –Media that carry messages without personal contact –Major media, atmospheres, and events

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition 15.9 Selecting the Message Source Message impact affected by how the audience views the communicator –Messages delivered by highly credible sources are more persuasive –Use of celebrities to endorse products helps to attract attention, and consumers transfer feelings to the product –Use of celebrities can be dangerous when events tarnish their reputation Collecting feedback on marketing communications an important element in the process: –Measure awareness, attitude, and resulting behaviour

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition Setting the Promotional Budget Affordable method Percentage-of-sales method Competitive-parity method Objective-and-task method What management thinks the company can afford The budget as a percentage of forecasted sales Setting the budget to match competition spending 1.Defining specific objectives 2.Determining tasks needed 3.Estimating costs of tasks 4.Adding total costs

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition Nature of Promotional Tools Advertising Sales promotion Public relations Personal selling Direct marketing

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition Push Versus Pull Promotional Strategies Refers to the direction of promotional effort Exists as a range, yet most companies use a combination of both Figure 15.4

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition Checklist for Integrating the Promotion Mix Analyze trends that can affect your company’s ability to do business Audit the pockets of communications spending throughout the organization Identify all contact points for the company and its brands Team up in communications planning Create compatible themes, tones, and quality across all communications media Create performance measures that are shared by all communications elements Appoint a director responsible for the company’s persuasive communications efforts

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition Socially Responsible Marketing Communications Many legal and ethical issues surround marketing communications Advertising and sales promotion: –Avoid false and deceptive advertising –Bait-and-switch selling tactics –Programming reflects Canadian social values –The Competition Act Personal selling: –Fair competition –Consistency with advertising messages –Cooling-off periods –Ethical behaviour

Copyright © 2005 Pearson Education Inc. Principles of Marketing, Sixth Canadian Edition In Conclusion… The learning objectives for this chapter were: –Name and define the five tools of the marketing communications mix –Discuss the process and advantages of integrated marketing communications –Outline the steps in developing effective marketing communications –Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix