comm strategies in marketing

8/13/2019 Comm Strategies in marketing

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MARKETING MANAGEMENT

Designing andManaging Integrated

MarketingCommunications


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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 howshould it be set?

What is an integrated marketing

communications program?


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Minis Guerrilla Marketing


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Marketing Communications

The means by which firms attempt toinform, persuade, and remind

consumers, directly or indirectly, about

the products and brands they sell.


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IMC Builds Brands


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Communication PlatformsAdvertising

Print and broadcast ads

Packaging inserts Motion pictures

Brochures and booklets

Posters

Billboards

POP displays

Logos

Videotapes

Sales Promotion

Contests, games,sweepstakes

Premiums

Sampling

Trade shows, exhibits

Coupons Rebates

Entertainment

Continuity programs


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Visitors to the Woodward Dream Cruise

often tour Fords Factory Museum
http://www.dreamcruisephotos.com/


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Communication PlatformsPersonal Selling

Sales presentations

Sales meetings Incentive programs

Samples

Fairs and trade shows

Direct Marketing

Catalogs

Mailings Telemarketing

Electronic shopping

TV shopping Fax mail

E-mail

Voice mail


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Product Launch Communications Mix

Kleenex allocatedits communicationsdollars:

75% Television

23% Print

2% Online


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Elements in the

Communications Process


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The Communications ProcessSelective attention

Selective distortion

Selective retention


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Steps in Developing Effective

CommunicationsIdentify target audience

Determine objectives

Design communications

Select channels

Establish budgetDecide on media mix

Manage IMC


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Familiarity-Favorability

Analysis


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Image

The set of beliefs, ideas, and impressions

a person holds regarding an object.


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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

Personalcommunication

channels Nonpersonal

communicationchannels

Integration


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Creative Strategy

Informational and transformational appeals

Positive and negative appeals

Fear Guilt

Shame

Humor

Love

Pride

Joy
http://www.ddb.com/


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Message Source

Celebrity

Characteristics Expertise

Trustworthiness

Likeability


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Personal Communications Channels

Advocate channels

Expert channels

Social channels


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Nonpersonal Communication Channels

Media

Sales Promotion

Events and Experiences

Public Relations


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Establish the Budget

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task


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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.


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Characteristics of Communications

Advertising

Pervasiveness

Amplifiedexpressiveness

Impersonality

Sales Promotion

Communication

Incentive

Invitation


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Characteristics of Communications

Direct Marketing

Customized

Up-to-date

Interactive

Personal Selling

Personal interaction

Cultivation

Response

Factors in Setting


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Factors in SettingCommunications Mix

Type of productmarket

Consumer readinessto make a purchase

Stage in the product

life cycle Market rank


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Cost Effectiveness by BuyerReadiness Stage


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Current Consumer States forTwo Brands


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