UNIT V

4 TH P - PROMOTION
Designing and Managing Integrated
Marketing Communications
 Discussion Questions
1. What is the role of marketing
communications?
2. How do marketing communications
work?
3. What are the major steps in developing
effective communications?
4. What is the communications mix, and
how should it be set?
5. What is an integrated marketing
ROLE OF MARKETING
COMMUNICATIONS
INFORM

PERSUA
DE
REMIND
 MARKETING
COMMUNICATIONS
Word-of-Mout MIX
h

Advertising

Direct and
Events and Interactive
Experiences Marketing

Sales
Promotion Sales Force
Public Relations and
 COMMUNICATION
PLATFORMS Events and
Advertising Sales Promotion
Experiences
✔ Print and
✔ Contests, games, ✔ Sports
broadcast ads
sweepstakes, lotteries
✔ Packaging ✔ Entertainment
✔ Premiums and gifts
✔ Cinema ✔ Festivals
✔ Sampling
✔ Brochures ✔ Arts
✔ Fairs and trade shows
✔ Posters ✔ Causes
✔ Coupons
✔ Billboards ✔ Factory tours
✔ Rebates
✔ Display signs ✔ Company
✔ Trade-in allowances
museums
✔ Point of purchase
✔ Tie-ins ✔ Street activities
displays
 COMMUNICATION
PLATFORMS
Direct and
Public Relations
Interactive Personal Selling
and Publicity
Marketing
✔ Press kits ✔ Catalogs
✔ Sales presentations
✔ Speeches ✔ Mailings ✔ Samples
✔ Seminars ✔ Telemarketing ✔ Incentive programs
✔ Annual reports ✔ Electronic shopping ✔ Fairs / trade shows
✔ Charitable donations ✔ TV shopping
✔ Publications ✔ Email Word-of-Mouth

✔ Lobbying ✔ Company blogs ✔ Person-to-person

✔ Company magazine ✔ Web sites ✔ Chat rooms/Blogs
 e d
f i n
e
D INTEGRATED MARKETING
COMMUNICATIONS
A planning process designed to assure
that all brand contacts received by a
customer or prospect for a product,
service or organization are relevant to
that person and consistent over time.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 28
 MARKETING
COMMUNICATION EFFECTS
TV Sponsorship
Ads
“Outdoors”

BURBE “Active”
RRY
“Rugged”
COMMUNICATIONS
PROCESS MODELS

Macromodel Micromodel

Sender Receiver Consumers’ Response

ELEMENTS IN THE
COMMUNICATIONS PROCESS
RESPONSE HIERARCHY
MODELS
 FRAGILITY OF
COMMUNICATION
Probability PROCESS
Awareness 50%

Knowledge 50%

Liking 50%
.5 X .5 X .5 X .5 X .5 X .5 =
Preference 50% 1.56%

Conviction 50%

Purchase 50%
 STEPS IN DEVELOPING
EFFECTIVE
COMMUNICATIONS
Identify target Determine Design
audience objectives communications

Decide on media
Establish budget Select channels
mix

Measure results Manage IMC

 DEVELOPING EFFECTIVE
COMMUNICATIONS
THE
BASICS
Identify target Determine Design
audience objectives communications

Establish budget Select channels

 IDENTIFY THE TARGET
AUDIENCE

Deciders or Potential Buyers

Influencers

Current
Users
 DETERMINE OBJECTIVES

Category Needs

Brand Purchase Intention

Positive
Negative

Brand
Attitude Brand Awareness
DESIGNING THE MESSAGE

What to say?
(Message Strategy)

Who should say it?

(Message source)

How to say it?

(Creative Strategy)
SELECT CHANNELS

PERSONAL
COMMUNICATIONS

NONPERSONAL (MASS)
 ESTABLISH BUDGET
Competitive-Parit
y

Affordable Method

Objective-and-Tas Percentage-of-Sales
k
MARKETING
COMMUNICATIONS MIX
Characteristics

Measuring

Factors
 MARKETING
COMMUNICATIONS MIX
Advertising Pervasive, Amplified, Control

Sales Promotion Attention-getting, Incentive, Invitation

Public Relations High Credibility, Reach, Dramatization

Events &
Relevant, Engaging, Implicit
Experiences
Direct & Interactive Customized, Up-to-date, Interactive

Word-of-Mouth Influential, Personal, Timely

Sales Force Personal interaction, Cultivation, Response

FACTORS IN SETTING THE
MIX
Type of Product Market

Buyer-Readiness Stage

Product Life-Cycle Stage

COST-EFFECTIVENESS /
BUYER-READINESS
MEASURING
COMMUNICATION RESULTS

Reach Frequency

Awareness

Attitudes
CONSUMER STATES FOR TWO
BRANDS
INTEGRATED MARKETING
COMMUNICATIONS
Advertisin Clarity
g Consistency
Maximum
Direct Impact
Response

Sales
Force

Events and
Experiences
INTEGRATED MARKETING
COMMUNICATIONS
A planning process designed to assure
that all brand contacts received by a
customer or prospect for a product,
service or organization are relevant to
that person and consistent over time.
COORDINATION AND
IMPLEMENTATION

Stage 1
Stage 2
Stage 3

Promotions Direct Sales