7. designing and managing integrated marketing communications
DESCRIPTION
Designing and Managing Integrated Marketing CommunicationsTRANSCRIPT
To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 16©2003 Prentice Hall, Inc.
Chapter 16Chapter 16
Designing and Managing Designing and Managing Integrated Marketing Integrated Marketing
CommunicationsCommunications
PowerPoint by Karen E. JamesPowerPoint by Karen E. JamesLouisiana State University - ShreveportLouisiana State University - Shreveport
To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 16©2003 Prentice Hall, Inc.
ObjectivesObjectives
Learn the major steps in developing an effective integrated marketing communications program.
Understand the steps involved in developing an advertising program.
Learn how companies can exploit the marketing potential of sales promotion, public relations, direct marketing, and e-marketing.
To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 16©2003 Prentice Hall, Inc.
Marketing CommunicationsMarketing Communications
Advertising Sales
Promotion
Public relations Direct
marketing Personal selling
Communications Platforms
To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications
Identify target audience Determine objectives of
communication Design the message Select communication
channels
Establish the budget Select the marketing
communications mix Measure results Manage the IMC process
Steps in Marketing Communications Program Development
To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications Step 1: Identifying the target audience
– Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image
Step 2: Cognitive, affective, and behavioral objectives may be set
Step 3: AIDA model guides message design
To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications
Message Design
Content Structure Format Source
Message content decisions involve the selection of appeal, theme, idea, or USP
Types of appeals– Rational appeals– Emotional appeals– Moral appeals
To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications
Message Design
Content Structure Format Source
One-sided vs. two-sided messages
Order of argument presentation
To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications
Message Design
Content Structure Format Source
Message format decisions vary with the type of media, but may include:– Graphics, visuals– Headline, copy or
script– Sound effects,
voice qualities– Shape, scent,
texture of package
To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications
Message Design
Content Structure Format Source
Message source characteristics can influence attention and recall
Factors underlying perceptions of source credibility:– Expertise– Trustworthiness– Likability
To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications Step 4: Selecting Communication
Channels– Personal communication channels
Effectiveness derives from personalization and feedback
Several methods of stimulating personal communication channels exist
– Nonpersonal communication channelsInfluence derives from two-step flow-of-
communication process
To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications
Devoting extra effort to influential individuals or companies
Creating opinion leaders Working through influential
community members Using influential people in
testimonial advertising
Developing advertising with high “conversation value”
Use viral marketing Developing word-of-mouth
referral channels Establishing an electronic
forum
Methods of Stimulating Personal Communication
To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications Step 5: Establishing the Marketing
Communications Budget– Affordability method– Percentage-of-sales method– Competitive-parity method– Objective-and-task method
Step 6: Deciding on the Marketing Communications Mix
To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications
Communications Mix Selection
Types of promotional tools
Selection factors
Advertising Sales promotion Public relations
and publicity Direct marketing Personal selling
To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications
Communications Mix Selection
Types of promotional tools
Selection factors
Consumer vs. business market
Stage of buyer readiness
Stage of product life cycle
Market rank
To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 16©2003 Prentice Hall, Inc.
Developing Effective Developing Effective Marketing CommunicationsMarketing Communications Step 7: Measure Results
– Recognition, recall, attitudes, behavioral responses
Step 8: Manage the Integrated Marketing Communications Process– Provides stronger message consistency and
greater sales impact– Improves firms’ ability to reach right
customers at right time with right message
To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 16©2003 Prentice Hall, Inc.
Developing and Managing the Developing and Managing the Advertising CampaignAdvertising Campaign
The Five Ms of Advertising
Mission Money Message Media Measurement
Objectives can be classified by aim:– Inform– Persuade– Remind– Reinforce
To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 16©2003 Prentice Hall, Inc.
Developing and Managing the Developing and Managing the Advertising CampaignAdvertising Campaign
Factors considered when budget-setting:– Stage of product life
cycle– Market share and
consumer base– Competition and
clutter– Advertising frequency– Product
substitutability
The Five Ms of Advertising
Mission Money Message Media Measurement
To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 16©2003 Prentice Hall, Inc.
Developing and Managing the Developing and Managing the Advertising CampaignAdvertising Campaign
Factors considered when choosing the advertising message:– Message generation– Message evaluation
and selection– Message execution– Social responsibility
review
The Five Ms of Advertising
Mission Money Message Media Measurement
To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 16©2003 Prentice Hall, Inc.
Developing and Managing the Developing and Managing the Advertising CampaignAdvertising Campaign
Developing media strategy involves:– Deciding on reach,
frequency, and impact – Selecting media and
vehicles– Determining media
timing– Deciding on
geographical media allocation
The Five Ms of Advertising
Mission Money Message Media Measurement
To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 16©2003 Prentice Hall, Inc.
Developing and Managing the Developing and Managing the Advertising CampaignAdvertising Campaign
Newspapers Television Direct mail Radio Magazines
Outdoor Yellow pages Newsletters Brochures Telephone
Internet
Major Media Types
To accompany A Framework for Marketing Management, 2nd Edition Slide 21 in Chapter 16©2003 Prentice Hall, Inc.
Developing and Managing the Developing and Managing the Advertising CampaignAdvertising Campaign
Deciding on Media Categories– Target audience’s media habits, nature of
the product and message, cost Media Timing Decisions
– Macroscheduling vs. microscheduling– Continuity, concentration, flighting, and
pulsing scheduling options Deciding on Geographical Allocation
To accompany A Framework for Marketing Management, 2nd Edition Slide 22 in Chapter 16©2003 Prentice Hall, Inc.
Developing and Managing the Developing and Managing the Advertising CampaignAdvertising Campaign
Evaluating advertising effectiveness– Communication-
effect research– Sales-effect
research
The Five Ms of Advertising
Mission Money Message Media Measurement
To accompany A Framework for Marketing Management, 2nd Edition Slide 23 in Chapter 16©2003 Prentice Hall, Inc.
Sales PromotionSales Promotion
Sales promotions are short-term incentives designed to stimulate purchase among consumers or trade
Purpose of sales promotion– Attract new triers or brand switchers– Reward loyal customers– Increase repurchase rates
To accompany A Framework for Marketing Management, 2nd Edition Slide 24 in Chapter 16©2003 Prentice Hall, Inc.
Sales PromotionSales Promotion
Establish objectives Select consumer-
promotion tools Select trade-promotion
tools
Select business- and sales force promotion tools
Develop the program Pretest the program
Steps in Sales Promotion Program Development
Implement and evaluate the program
To accompany A Framework for Marketing Management, 2nd Edition Slide 25 in Chapter 16©2003 Prentice Hall, Inc.
Sales PromotionSales Promotion
Samples Coupons Cash refunds (rebates) Premiums Prizes (contests, sweepstakes,
games) Patronage awards
Free trials Product warranties Tie-in promotions Cross-promotions Point-of-purchase displays
and demonstrations
Major Consumer-Promotion Tools
To accompany A Framework for Marketing Management, 2nd Edition Slide 26 in Chapter 16©2003 Prentice Hall, Inc.
Public RelationsPublic Relations
Public relations activities promote or protect the image of a firm or product
Public relations functions:– Press relations– Product publicity– Corporate communications– Lobbying– Counseling
To accompany A Framework for Marketing Management, 2nd Edition Slide 27 in Chapter 16©2003 Prentice Hall, Inc.
Public RelationsPublic Relations
Marketing Public Relations (MPR)– Plays an important role in
New product launchesRepositioning of mature brandBuilding interest in product categoryInfluencing specific target groups Defending products with public problemsBuilding the corporate image
Three Major MPR Decisions
To accompany A Framework for Marketing Management, 2nd Edition Slide 28 in Chapter 16©2003 Prentice Hall, Inc.
Public RelationsPublic Relations
Publications Events Sponsorships News
Speeches Public-service
activities Identity media
Major Public Relations Tools
To accompany A Framework for Marketing Management, 2nd Edition Slide 29 in Chapter 16©2003 Prentice Hall, Inc.
Direct MarketingDirect Marketing
Direct marketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries.
Direct marketing is growing and offers consumers key benefits.
Firms are recognizing the importance of integrated direct marketing efforts.
To accompany A Framework for Marketing Management, 2nd Edition Slide 30 in Chapter 16©2003 Prentice Hall, Inc.
Direct MarketingDirect Marketing
Face-to-face selling Direct mail Catalog marketing Telemarketing
Direct-response TV marketing
Kiosk marketing E-marketing
Major Direct Marketing Tools
To accompany A Framework for Marketing Management, 2nd Edition Slide 31 in Chapter 16©2003 Prentice Hall, Inc.
Direct MarketingDirect Marketing
Steps in Developing a Direct-Mail Campaign:– Step 1: Set objectives– Step 2: Identify target markets– Step 3: Define the offer– Step 4: Test the elements– Step 5: Measure results