1. Integrated Marketing Communications Strategy
Chapter 14

2. Definition Marketing communications Marketing Communications Mix
The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
Marketing Communications Mix
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Goal 1: Know the tools of the marketing communications mix

3. Integrated marketing communications
Carefully blended mix of promotion tools
Consistent,clear,and
compelling company
and product
Messages.
Advertising
Personal
selling
Sales
promotion
Public
relations
Direct
marketing

4. The Changing Communications Environment
Two Factors
are Changing the Face of Today’s
Marketing Communications:
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting
Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting
Market Fragmentation Led to
Media Fragmentation

5. Integrated Marketing Communications
The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Goal 1: Know the tools of the marketing communications mix

6. Integrated Marketing Communications
The Need for Integrated Marketing Communications
Conflicting messages from different sources or promotional approaches can confuse company or brand images
The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently
Goal 1: Know the tools of the marketing communications mix

7. Promotional Mix Promotion Tools
Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.
Promotion Tools
Reaches large, geographically dispersed audiences, often with high frequency
Low cost per exposure, though overall costs are high
Consumers perceive advertised goods as more legitimate
Dramatizes company/brand
Builds brand image; may stimulate short- term sales
Impersonal; one-way communication
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Goal 4: Understand methods for setting budgets and designing the mix

8. Promotional Mix Promotion Tools
Personal presentation by the firm’s sales force for the perpose of making sales and building customer relationship.
Most effective tool for building buyers’ preferences, convictions, and actions
Personal interaction allows for feedback and adjustments
Relationship oriented
Buyers are more attentive
Sales force represents a long-term commitment
Most expensive of the promotional tools
Promotion Tools
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Goal 4: Understand methods for setting budgets and designing the mix

9. Promotional Mix Promotion Tools
Short-term incentives to encourage the purchase or sale of a product or service.
Promotion Tools
Makes use of a variety of formats: premiums, coupons, contests, etc.
Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales
Stimulates quick response
Short lived
Not effective at building long-term brand preferences
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Goal 4: Understand methods for setting budgets and designing the mix

10. Promotional Mix Promotion Tools
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumor stories and events.
Promotion Tools
Highly credible
Many forms: news stories, news features, events and sponsorships, etc.
Reaches many prospects missed via other forms of promotion
Dramatizes company or benefits
Often the most underused element in the promotional mix
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Goal 4: Understand methods for setting budgets and designing the mix

11. Promotional Mix Promotion Tools
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting consumer relationships.
Promotion Tools
Many forms: Telephone marketing, direct mail, online marketing, etc.
Four distinctive characteristics:
Nonpublic
Immediate
Customized
Interactive
Well-suited to highly targeted marketing efforts
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Goal 4: Understand methods for setting budgets and designing the mix

12. 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

13. Communication Platforms
Personal Selling
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
Company magazine

14. Communication Platforms
Direct Marketing
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
Voice mail
Blogs
Websites

15. The promotional mix
Slide 18-15

16. Factors that influence the use of promotional tools
Slide 18-23

17. Elements in the Communication Process

18. Steps in Developing Effective Communication
Identifying the Target Audience
Determining the communication
objectives
Designing a Message
Choosing Media
Selecting the Message Source
Collecting Feedback

19. Developing Effective Communication
Step 1: Identifying the Target Audience
Affects decisions related to what, how, when, and where message will be said, as well as who will say it
Step 2: Determining Communication Objectives
Six Buyer readiness stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Goal 3: Learn the steps in developing effective marketing communications

20. Message content What to say? Message structure How to say?
Designing a message
Message content
What to say?
Message structure
& Message format
How to say?

21. Developing Effective Communication
Step 3: Designing a Message
AIDA framework guides message design
Message content contains appeals or themes designed to produce desired results
Rational appeals
Emotional appeals
Love, pride, joy, humor, fear, guilt, shame
Moral appeals
Goal 3: Learn the steps in developing effective marketing communications

22. Rational appeal

23. Emotional appeal

24. MORAL APPEAL

25. Developing Effective Communication
Step 3: Designing a Message
Message Structure: Key decisions are required with respect to three message structure issues:
Whether or not to draw a conclusion
One-sided vs. two-sided argument
Order of argument presentation
Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.
Goal 3: Learn the steps in developing effective marketing communications

26. MESSAGE STRUCTURE

27. Choosing Media Personal Word-of-mouth Non-personal communication
channel
Word-of-mouth
influence
Non-personal
communication
channel

28. Developing Effective Communication
Step 4: Choosing Media
Personal communication channels
Includes face-to-face, phone, mail, and Internet chat communications
Word-of-mouth influence is often critical
Nonpersonal communication channels
Includes media, atmosphere, and events
Goal 3: Learn the steps in developing effective marketing communications

29. Developing Effective Communication
Step 5: Selecting the Message Source
Highly credible sources are more persuasive
A poor spokesperson can tarnish a brand
Step 6: Collecting Feedback
Recognition, recall, and behavioral measures are assessed
May suggest changes in product/promotion
Goal 3: Learn the steps in developing effective marketing communications

30. Setting the Promotional Budget
Setting the Total Promotional Budget
Affordability Method
Budget is set at a level that a company can afford
Percentage-of-Sales Method
Past or forecasted sales may be used
Competitive-Parity Method
Budget matches competitors’ outlays
Goal 4: Understand methods for setting budgets and designing the mix

31. Setting the Promotional Budget
Setting the Total Promotional Budget
Objective-and-Task Method
Specific objectives are defined
Tasks required to achieve objectives are determined
Costs of performing tasks are estimated, then summed to create the promotional budget
Goal 4: Understand methods for setting budgets and designing the mix

32. Push versus pull promotion strategy
Producer
marketing
activities
Reseller
marketing
activities
Producer
Retailer &
wholesalers
Consumers
Push strategy
Demand
Demand
Producer
Consumers
Retailer &
wholesalers
Producer marketing activities
Pull strategy
Real Marketing 14.2