17

Designing and Managing

Integrated Marketing
Communications

Marketing Management
Canadian Fourteenth Edition
Copyright  2013 Pearson Canada Inc.
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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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 Modes of Marketing
Communications
 Advertising  Direct and
 Sales promotion interactive
 Events and marketing
experiences  Word-of-mouth
 Public relations and marketing
publicity  Personal selling

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 Table 17.1 Communication
Platforms
Advertising Sales Promotion
 Print and broadcast ads  Contests, games, and
 Packaging –outer and inserts lotteries
 Cinema  Premiums and gifts
 Brochures and booklets  Sampling
 Posters and leaflets  Fairs and trade shows
 Billboards  Exhibits
 Display signs  Demonstrations
 Point-of-purchase displays  Coupons
 Internet  Rebates
 Low-interest financing
 Continuity programs

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 Table 17.1 Communication
Platforms
Events/ Experiences
 Sports
 Entertainment
 Festivals
 Art
 Causes
 Factory tours
 Company museums
 Street activities
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Public Relations
 Press
 Speeches
 Seminars
 Annual reports
 Charitable donations
 Publications
 Community relations
 Lobbying
 Company magazine
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 Table 17.1 Communication
Platforms
Personal Selling Direct and Interactive
 Sales presentations Marketing
 Sales meetings  Catalogs
 Samples  Mailings
 Fairs and trade shows
 Telemarketing
 Electronic shopping
 TV shopping
Word-of-Mouth Marketing
Fax mail
• Person-to-person  E-mail
• Brand Ambassadors  Voice mail
• Chat rooms  Websites
• Blogs
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 Figure 17.1 Elements in the
Communications Process

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 Elements in the
Communications Process
Field of experience

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 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 consumer to consider purchase
of the brand
• The ad creates strong brand associations

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 Steps in Developing Effective
Communications
• Identify target audience
• Determine objectives
• Design communications
• Select channels
• Establish budget
• Decide on communication mix
• Measure results
• Manage integrated marketing communications

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 Communications Objectives
• Category need
• Brand awareness
• Brand attitude
• Brand purchase intention

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 Designing the Communications
• Message strategy (What to say?)
• Creative strategy (How to say it?
• Message source (Who will say it?)

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 Message Strategy
(What to say?)

• In determining message strategy, management

searches for appeals, themes, or ideas that will tie
in to the brand positioning and help establish
points-of-parity or points-of-difference.
• Some of these may be related directly to product or service performance
(the quality, economy, or value of the brand), whereas others may relate
to more extrinsic considerations (the brand as being contemporary,
popular, or traditional).

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 Creative Strategy
(How to say it?)

• Communications effectiveness depends on how a

message is being expressed.
• Creative strategies are the way marketers translate
their messages into a specific communication.
• Informational or transformational appeals, positive
or negative appeals.

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 Positive and Negative Appeals
• Communicators use negative appeals such as fear,
guilt, and shame to get people to do things (brush their
teeth, have an annual health checkup) or stop doing
things (smoking, abusing alcohol, overeating).

• Communicators also use positive emotional appeals

such as humour, love, pride, and joy. Motivational or
“borrowed interest” devices—such as the presence of
cute babies, frisky puppies, popular music, or
provocative sex appeals—are often employed to attract
attention and raise involvement with an ad.

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 Positive and Negative Appeals

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 Message Source
Who is going to say it?
• Messages delivered by attractive or popular
sources can achieve higher attention and recall,
which is why advertisers often use celebrities as
spokespeople. Celebrities are likely to be effective
when they are credible or personify a key product
attribute.

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 Select Communication
Channels

Personal

Nonpersonal

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 Establish the Budget
• Affordable
• Percentage-of-sales
• Competitive parity
• Objective-and-task

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 Characteristics of the Mix

Advertising Sales Promotion

 Pervasiveness  Ability to be

 Amplified attention-getting
 Incentive
expressiveness
 Invitation

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 Characteristics of the Mix
Public Relations and Events and
Publicity Experiences
 High credibility  Relevant

 Ability to reach  Engaging

hard-to-find buyers  Implicit

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 Characteristics of the Mix
Direct and Interactive Personal Selling
Marketing  Personal interaction

 Customized  Response

 Up-to-date

 Interactive

Word of Mouth Marketing

 Influential

 Personal

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 Factors in Setting
Communications Mix
• Type of product market
• Buyer readiness stage

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 Figure 17.4 Cost-Effectiveness of
Three Different Buyer-Readiness Stages

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 Figure 17.5 Current Consumer
States for Two Brands

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