UNIT 5

Integrated Marketing
Communications
 5A
Designing and Managing
Integrated Marketing
Communications
What are 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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Modes of Marketing Communications

 Advertising  Direct marketing

 Sales promotion  Interactive marketing
 Events and  Word-of-mouth
experiences marketing
 Public relations and  Personal selling
publicity

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IMC Builds Brands

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Table 17.1 Communication Platforms

Advertising Sales Promotion

 Print and broadcast ads  Contests, games,
 Packaging inserts sweepstakes
 Motion pictures  Premiums

 Brochures and booklets  Sampling

 Posters  Trade shows, exhibits

 Billboards  Coupons

 POP displays  Rebates

 Logos  Entertainment

 Videotapes  Continuity programs

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 Table 17.1 Communication Platforms
Events/ Experiences Public Relations
 Sports  Press kits
 Speeches
 Entertainment
 Seminars
 Festivals  Annual reports
 Arts  Charitable donations
 Causes  Publications
 Factory tours  Community relations
 Company museums  Lobbying
 Identity media
 Street activities
 Company magazine

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Table 17.1 Communication Platforms
Personal Selling Direct Marketing
 Sales presentations  Catalogs
 Sales meetings  Mailings
 Telemarketing
 Incentive programs
 Electronic shopping
 Samples
 TV shopping
 Fairs and trade shows
 Fax mail
 E-mail
 Voice mail
 Blogs
 Websites

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Word-of-Mouth Marketing
 Person-to-person
 Chat rooms
 Blogs

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Figure17.2 Elements in the Communications
Process

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The Communications Process

Selective attention

Selective distortion

Selective retention

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Figure 17.3
Response Hierarchy Models

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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 consumer’s 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 consumers to consider
purchase of the brand
 The ad creates strong brand associations

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Figure 17.4 Steps in Developing Effective
Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC
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Characteristics of
The Marketing Communications Mix
Advertising Sales Promotion
 Pervasiveness  Communication
 Amplified  Incentive
expressiveness  Invitation
 Impersonality

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Characteristics of
the Marketing Communications Mix

Public Relations Events and

and Publicity Experiences
 High credibility  Relevant
 Ability to catch  Involving
buyers off guard  Implicit
 Dramatization

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Characteristics of
the Marketing Communications Mix

Direct Marketing Personal Selling

 Customized  Personal interaction
 Up-to-date  Cultivation
 Interactive  Response

Word-of-Mouth Marketing
• Credible
• Personal
• Timely

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 5B
Managing Mass
Communications
What is Advertising?

Advertising is any paid form of

nonpersonal presentation and promotion
of ideas, goods, or services by an
identified sponsor.

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Figure 18.1 The Five M’s of Advertising

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Advertising Objectives

Informative Persuasive
advertising advertising

Reminder Reinforcement
advertising advertising

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Factors to Consider in Setting an Advertising
Budget
Stage in the product life cycle

Market share and consumer base

Competition and clutter

Advertising frequency

Product substitutability

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Television
Advantages Disadvantages
 Reaches broad spectrum  Brief
of consumers  Clutter
 Low cost per exposure  High cost of production
 Ability to demonstrate  High cost of placement
product use  Lack of attention by
 Ability to portray image viewers
and brand personality

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Print Ads
Advantages Disadvantages
 Detailed product  Passive medium
information  Clutter
 Ability to  Unable to
communicate user demonstrate
imagery product use
 Flexibility
 Ability to segment

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Media Selection

• Reach
• Frequency
• Impact
• Exposure

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Choosing Among Major Media Types

 Target audience
and media habits
 Product
characteristics
 Message
characteristics
 Cost

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Major Media Types
 Newspapers  Outdoor
 Television  Yellow Pages
 Direct mail  Newsletters
 Radio  Brochures
 Magazines  Telephone
 Internet

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 Place Advertising

 Billboards
 Public spaces
 Product placement
 Point-of-purchase

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Measures of Audience Size

 Circulation
 Audience
 Effective audience
 Effective ad-exposed audience
Figure 18.4 Formula for Measuring Sales
Impact of Advertising

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What is Sales Promotion?

Sales promotions consist of a collection

of incentive tools, mostly short term,
designed to stimulate quicker or greater
purchase of particular products or services
by consumers or the trade.

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Sales Promotion Tactics
Consumer-directed Trade-directed
 Samples  Price offs
 Coupons  Allowances
 Cash refund offers  Free goods
 Price offs  Sales contests
 Premiums  Spiffs
 Prizes  Trade shows
 Patronage rewards  Specialty
 Free trials advertising
 Tie-in promotions
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Using Sales Promotions
Establish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results
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Events and Experiences
Why Sponsor Events?
 To identify with a particular target market or
life style
 To increase brand awareness
 To create or reinforce consumer perceptions
of key brand image associations
 To enhance corporate image
 To create experiences and evoke feelings
 To express commitment to community
 To entertain key clients or reward employees
 To permit merchandising or promotional
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Using Sponsored Events

Establish objectives

Choose events

Design programs

Measure effectiveness

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Ideal Events

Audience closely matches target market

Event generates media attention

Event is unique with few sponsors

Event lends itself to ancillary activities

Event enhances brand image of sponsor

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Public Relations
Tasks

 Launching new products

 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
reflects favorable on products
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Public Relations Functions

 Press relations
 Product publicity
 Corporate communications
 Lobbying
 Counseling

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Major Tools in Marketing PR

 Publications
 Events
 Sponsorships
 News
 Speeches
 Public Service
Activities
 Identity Media
Decisions in Marketing PR
Establish objectives

Choose messages

Choose vehicles

Implement

Evaluate results

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 5C
Managing Personal
Communications
What is Direct Marketing?

Direct marketing is the use of consumer-

direct channels to reach and deliver goods
and services to customers without using
market middlemen.

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Direct Marketing Channels

Direct mail

Catalogs

Telemarketing

Other direct response

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Constructing a Direct-Mail Campaign

Establish objectives

Select target prospects

Develop offer elements

Test elements

Execute

Measure success
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Public Issues in Direct Marketing

Irritation

Unfairness

Deception/fraud

Invasion of privacy

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Interactive Marketing

 Tailored messages possible

 Easy to track responsiveness
 Contextual ad placement possible
 Search engine advertising possible
 Subject to click fraud
 Consumers develop selective attention

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Online Promotional Opportunities
 Websites  Sponsorships
 Microsites  Alliances and affiliate
 Search ads programs
 Display ads  Online communities
 Interstitials  Email
 Internet-specific ads  Mobile marketing
and videos

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e-Marketing Guidelines

 Give the customer a reason to respond

 Personalize the content of your emails
 Offer something the customer could not
get via direct mail
 Make it easy for customers to unsubscribe

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How to Start Buzz
 Identify influential individuals and companies
and devote extra effort to them
 Supply key people with product samples
 Work through community influentials
 Develop word-of-mouth referral channels to
build business
 Provide compelling information that
customers want to pass along

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Figure 19.4 Designing
a Sales Force

Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation

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Types of Sales Representatives

• Deliverer
• Order taker
• Missionary
• Technician
• Demand creator
• Solution vendor

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Sales Tasks
 Prospecting
 Targeting
 Communicating
 Selling
 Servicing
 Information
gathering
 Allocating

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Figure 19.7 Managing the
Sales Force

Recruiting, selecting

Training

Supervising

Motivating

Evaluating

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Components of Sales Force Compensation

Fixed amount

Variable amount

Expense allowances

Benefits

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Principles of Personal Selling

 Situation questions
 Problem questions
 Implication questions
 Need-payoff questions

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Figure 19.8 Steps in Effective Selling

Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up

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