Designing and Managing

Integrated Marketing
Communications

Presented by: Dan Kevin Medalla

1
Chapter Questions

•What is the role of marketing communications?

•How do marketing communications work?
•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?
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Dove’s Campaign for Real Beauty

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FAST FOOD CAMPAIGN

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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
• Direct marketing
• Interactive marketing
• Word-of-mouth marketing
• Personal selling
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
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• Integrated Marketing Communication Builds Brands

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 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 8
Communication Platforms
Events/ Experiences Public Relations
 Sports • Press kits
 Entertainment • Speeches
• Seminars
 Festivals
• Annual reports
 Arts • Charitable donations
 Causes • Publications
 Factory tours • Community relations
• Lobbying
 Company
museums • Identity media
• Company magazine
 Street activities

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Communication Platforms

Personal Selling Direct Marketing

• Catalogs
• Sales
• Mailings
presentations • Telemarketing
• Sales meetings • Electronic shopping
• Incentive • TV shopping
programs • Fax mail
• E-mail
• Samples • Voice mail
• Fairs and trade • Blogs
shows • Websites

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Word-of-Mouth Marketing

• Person-to-person
• Chat rooms
• Blogs

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Elements in the Communications Process

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Field of Experience

Sender’s Receiver’s
field field

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The Communications Process

Selective attention

Selective distortion

Selective retention

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Selective attention 

is the process of focusing on a particular object in the

environment for a certain period of
time. Attention is a limited resource, so selective
attention allows us to tune out unimportant details
and focus on what matters.

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Selective distortion

is the tendency to interpret information in a way that

will fit our preconceptions. Consumers will often
distort information to be consistent with prior brand
and product beliefs.

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Selective retention

works to the advantage of strong brands. It also

explains why marketers need to use repetition in
sending messages to their target market to make
sure their message is not overlooked.

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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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 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall
Identify target audience
Determine objectives
Design communications
Select channels

17-20
Figure 17.4 Steps in Establish budget
Developing Effective
Communications Decide on media mix
Measure results/ manage IMC
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 Communications Objectives

Category Need Brand Awareness

Brand Attitude Purchase Intention

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 Designing the Communications

• Message strategy
• Creative strategy
• Message source
• Global adaptation

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Creative Strategy
• Informational and transformational appeals
• Positive and negative appeals
• Fear
• Guilt
• Shame
• Humor
• Love
• Pride
• Joy

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 Issues Facing Global Adaptations

• Is the product restricted in some countries?

• Are there restrictions on advertising the product to a
specific target market?
• Can comparative ads be used?
• Can the same advertising be used in all country markets?

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Stimulating
Personal Influence Channels
• Identify influential individuals and devote extra
attention to them
• Create opinion leaders
• Use community influentials in testimonial
advertising
• Develop advertising with high “conversation value”
• Develop WOM referral channels
• Establish an electronic forum
• Use viral marketing
Nonpersonal
Communication Channels

Media

Sales Promotion

Events and Experiences

Public Relations

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Prentice Hall 17-26
Establish the Budget

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task

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Prentice Hall 17-27
 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
Characteristics of
The Marketing Communications Mix
Advertising Sales Promotion
• Pervasiveness • Communication
• Amplified • Incentive
expressiveness • Invitation
• Impersonality
Characteristics of
the Marketing Communications Mix

Public Relations and Events and Experiences

Publicity • Relevant
• High credibility • Involving
• Ability to catch • Implicit
buyers off guard
• Dramatization
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
Factors in Setting
Communications Mix
• Type of product market
• Buyer readiness stage
• Product life cycle stage
Cost Effectiveness by Buyer Readiness Stage

Copyright © 2009 Pearson Education, Inc.  Publishing as

Prentice Hall 17-33
Current Consumer States for Two Brands
 Coordinating Media to Build Brand Equity

Brand
Signature
Ad
Retrieval
Cues

Media
Interactions

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 17-35

THANK YOU