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Chapter 15 - Designing and Managing Integrating Marketing Communications
Chapter 15 - Designing and Managing Integrating Marketing Communications
Chapter Questions
What is the role of marketing communications? 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 and how is it managed?
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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.
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Communication Platforms
Advertising Print and broadcast ads Packaging (outer/inserts) Motion pictures Brochures and booklets Posters and leaflets Directories Billboards Display signs, POP displays Audiovisual material Symbols and Logos Videotapes Sales Promotion Contests, games, sweepstakes, lotteries Premiums and gifts Sampling Fairs and trade shows Exhibits Demonstrations Coupons Rebates Low-interest financing Entertainment Continuity programs 15-5
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Communications Macromodel
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Communications Micromodel
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An Ideal Ad Campaign
The right consumer is exposed to the message at the right time and place The ad causes consumer to pay attention The ad reflects consumers level of understanding and behaviors with product The ad correctly positions brand in terms of points-of-difference and points-of-parity The ad motivates consumer to consider purchase of the brand The ad creates strong brand associations
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Communications Objectives
Category need Brand awareness Brand attitude Purchase intention
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Message Strategy
Management searches for appeals, themes, or ideas that tie into the brand positioning and help establish point-ofparity or points-ofdifference.
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Creative Strategy
Specific communication that has either informational appeal or transformational appeal
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Message Source
Celebrity Characteristics Expertise Trustworthiness Liability
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Non-personal channels
(media, sales promotions, events & experiences, PR)
Integration of channels
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Objective-and-Task Method
Establish the market share goal. Determine the percentage that should be reached. Determine the percentage 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 basis of the average cost of buying a GRP.
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