16 Designing and Integrating Marketing Communications

16
Designing and
Integrating Marketing
Communications
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.
In a sense, marketing communications represent the

voice of the company and its brands; they are a means by
which the firm can establish a dialogue and build
relationships with consumers.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 16-2
Modes of Marketing Communications
 Advertising  Direct/database
 Sales promotion marketing
 Events and  Online & Social
experiences Media Marketing
 Public relations and  Mobile Marketing
publicity  Personal selling
Table 16.1 Communication
Platforms
Advertising Sales Promotion
 Print and broadcast ads  Contests, games
 Packaging inserts  Sampling
 Motion pictures  Trade shows, exhibits
 Brochures and booklets  Coupons
 Posters  Rebates
 Billboards  Continuity programs
 POP displays
 Logos
 Videotapes
Platforms (Contd)
Events/ Experiences Public Relations
 Sports  Press kits
 Entertainment  Speeches
 Festivals  Seminars
 Art  Annual reports
 Causes  Charitable donations
 Factory tours  Publications
 Company museums  Community relations
 Street activities  Lobbying
Platforms (Contd)
Personal Selling Direct Marketing
 Sales presentations  Catalogs
 Sales meetings  Mailings
 Samples  Telemarketing
 Fairs and trade shows  Electronic shopping
 TV shopping
 E-mail
 Voice mail
 Websites
Elements in the Communications
Process: Macromodel
Figure 16.2 Micromodels of
Communications
Sources: E. K. Strong, The

Psychology of Selling
(New York: McGraw-Hill,
1925), p. 9; Robert J.
Lavidge and Gary A. Steiner,
“A Model for Predictive
Measurements of Advertising
Effectiveness,” Journal
of Marketing (October 1961),
p. 61; Everett M.
Rogers, Diffusion of
Innovation (New York: Free
Press, 1962), pp. 79–86;
dvarious sources.
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 consumer to consider
purchase of the brand
 The ad creates strong brand associations
Steps in Developing Effective
Communications
Identifying target Audience
 Start with clear audience in mind
 Audience may be current user, potential user.
 Influencers or decision makers
 Target audience heavily affect the communicators

decisions on what will be said how will be said.
Communications Objectives
 Once the audience has been identified, now the
marketers need to understand where the target
audience stands and what stages it need to moved.
Communications Objectives
 Establish a Category need
 Brand awareness
 Brand attitude
 Influence brand purchase intention
By John Rossiter and Larry Percy
Designing the Communications
 Message strategy
 Creative strategy
 Message source
Message Strategy
In selecting message strategy,

management search for appeals or
idea that help in brand positioning and
establishing POP/POD .
It may also reflect product/service

performance, quality.
It may also reflect extrinsic

consideration (popular, traditional,
contemporary)
Creative Strategy
 Informational and transformational appeals
Creative Strategy (Contd)
 Positive and Negative Appeals
Message Source
The three most often identified sources of credibility

are:
 Expertise (Knowledge)
 Trustworthiness (how honest the source is),
 Likability (attractiveness in terms of candor, humor
and naturalness).
Principle of congruity

Select Communication Channels
Personal
Nonpersonal
Establish the Budget
 Affordable
 Percentage-of-sales
 Competitive parity
 Objective-and-task
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.
Selecting Marketing
Communication Mix
Advertising Sales Promotion

 Pervasiveness  Ability to draw
 Amplified attention
expressiveness  Incentive
 Control  Invitation
Characteristics of the Mix (Contd)
Public Relations and Events and

Publicity Experiences
 High credibility  Relevant
 Ability to reach  Engaging
hard-to-find buyers  Implicit
 Dramatization
Characteristics of the Mix (Contd)
Direct Marketing Personal Selling

 Customized  Personal interaction
 Up-to-date  Cultivation/Relatiosh
 Interactive ip oriented
Word-of-Mouth Marketing Response
 Influential
 Personal
 Timely
Factors in Setting
Communications Mix
 Type of product market
 Buyer-readiness stage
 Product life-cycle stage
Figure 16.4 Cost-Effectiveness
of Different Communication Tools
Figure 16.5 Current Consumer
States for Two Brands
For Review
 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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16

In a sense, marketing communications represent the

Sources: E. K. Strong, The

 Start with clear audience in mind

 Audience may be current user, potential user.

 Influencers or decision makers

 Target audience heavily affect the communicators

By John Rossiter and Larry Percy

In selecting message strategy,

It may also reflect product/service

It may also reflect extrinsic

 Positive and Negative Appeals

The three most often identified sources of credibility

 Likability (attractiveness in terms of candor, humor

Advertising Sales Promotion

Public Relations and Events and

 Ability to reach  Engaging

hard-to-find buyers  Implicit

Direct Marketing Personal Selling

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