session 12 - mabd

7/30/2019 Session 12 - MABD

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Integrated Marketing Communications


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The Role of Marketing Communications

Marketing communications are the

means by which firms attempt to

inform, persuade, and remindconsumers directly or indirectly

about the products and brands that

they sell.


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Marketing communications perform manyfunctions for consumers.

Consumers can be told or shown how and why a product

is used. Consumers can learn about who makes the product and

what the company and brand stand for.

Consumers can be given an incentive or reward for trial orusage.

Marketing communications allow companies to linked

their brands to other people, places, events, brands,experiences, feelings and things.

Marketing communications can contribute to brand equityby establishing the brand in the memory and crafting abrand image.

The Role of Marketing Communications


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Integrated marketing communications (IMC)

is a strategic, coordinated use of variouspromotional activities to deliverone

consistent message across multiplechannels to ensure maximum persuasiveimpact on firms audience.

It is not only important to coordinate all

promotional elements but also to coordinate

IMC with other elements of the marketingmix so as to communicate a consistent

message from all possible angles.



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Marketing

Communications

Program

Advertising

Sales

Promotion

Events &Experiencing

Public relation

& publicity

Personalselling

DirectMarketing

Brand

Equity

Brand

awareness

Brand

Image

Brand

responses

Brandrelationships

Integrating Marketing Communications to Build Brand Equity


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Communication Channels

Advertising

Print and broadcast ads

Packaging inserts

Motion pictures Brochures and booklets

Posters

Billboards

POP displays

Logos

Videotapes

Sales Promotion

Contests

Premiums

Sampling Trade shows, exhibits

Coupons

Rebates

Entertainment

Continuity programs


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Events/ Experiences

Sports

Entertainment

Festivals

Arts

Factory tours

Company museums

Street activities

Public Relations Press kits

Speeches

Seminars

Annual reports

Charitable donations

Publications

Community relations

Lobbying Company magazine

Product Placement



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Personal Selling

Sales presentations

Sales meetings

Samples

Fairs and trade shows

Direct Marketing Catalogs

Mailings

Telemarketing

Electronic shopping

TV shopping

Fax mail

E-mail

Voice mail

Blogs

Websites



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Each communication tool has its own unique characteristicsand costs:

Advertising

Persuasiveness

Amplified expressiveness

Impersonality

Sales promotion

Communication

Incentive

Invitation

Public relations & publicity

High credibility

Ability to catch buyers off guard

Dramatization

Evaluating Communication Channels


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Events & Experiences

Relevant

Involving

Implicit

Direct Marketing

Customized

Up-to-date

Interactive

Personal Selling

Personal Interaction

Cultivation

Response

Developing Effective Communications


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Identify Target audience

Determine Objectives

Design the Communications

Select the ChannelsEstablish Promotion Budget


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Identify the Target Audience

ImageA set of beliefs, ideas, and impressions that a person holds

regarding an object. People's attitudes and actions toward an

object are highly conditioned by that object's image.

Image AnalysisAssessment of the the audience's current image of the company

or its products

Familiarity scale

Favorability scale

NeverHeard Of Heard OfOnly Know aLittle Bit

Know a

FairAmount

KnowVery Well

VeryUnfavorable

SomewhatUnfavorable

IndifferentSomewhatFavorable

VeryFavorable


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Determine the communication objectives

Category needaligning the companys product or service with

a particular category that already exists or introducing a new

category.

Brand awareness ability to identify the brand within the

category.

Brand attitude evaluation of a brand with respect to its

perceived ability to meet a currently relevant need.

Brand purchase intention self instructions to purchase thebrand or to take purchase related decision.


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Design the communications

Designing the communications to achieve the desired response

will require solving three problems:

Message strategy (what to say): appeals or themes that willestablish the pods and pops of the brand.

Creative strategy (how to say): communications effectivenessdepends on how a message is being expressed as well as thecontent of the message itself.

Message source (who should say it): messages delivered byattractive or popular sources can potentially achieve higherattention are recall.


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Select channels

Personal communication channels

Direct marketing

Viral marketing Personal Selling

Non personal communication channels

Media Advertisements

Sales promotions

Events & experiences

Public relations



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Establishing promotion budget

Allocation of financial resources towards communications can

be done by any of the four methods.

Affordable method - what the company can afford. Ignores role

of promotion as an investment.

Percentage of sales method - many companies set promotion

expenditures at a specified percentage of actual or anticipated

sales.

Competitive parity method - setting the promotion budget toachieve share-of-voice parity with the competitors.

Objective and task method - developing promotion budgets by

defining specific objectives, determining the tasks the must be

performed to achieve these objectives and estimating the costs

of performing these tasks.


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Measuring Communication Results

Organizations want to know the results of theinvestment in communication instruments interms of incremental revenues, customerawareness and brand recall.

Market research and a measure of sales for aspecific period would give a fairly good ideaof the impact of the market communicationactivities.


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Managing the Integrated Marketing Communications Process

Managing the Integrated Marketing Communication

(IMC) is a process that evaluates the strategic roles of a

variety of communication mixes to provide clarity,

consistency, and maximum sales impact through the

seamless integration of discrete messages.

IMC improves the companys ability to reach the right

customers with the right messages at the right time and

in the right place


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session 12 - mabd

Documents