Copyright 2009, Prentice-Hall, Inc.15-1 A Framework for Marketing Management Chapter 15 Designing and Managing Integrated Marketing Communications

Copyright 2009, Prentice-Hall, Inc Chapter Questions What is the role of marketing communications? 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 and how is it managed?

Copyright 2009, Prentice-Hall, Inc Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell. Represent the “voice” of the company and brand.

Copyright 2009, Prentice-Hall, Inc Marketing Communications Mix Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling

Copyright 2009, Prentice-Hall, Inc Elements in the Communications Process Sender Encoding Message Media Decoding Receiver Response Feedback Noise

Copyright 2009, Prentice-Hall, Inc Response Hierarchy Models AIDA model Hierarch-of-effects model Innovation-adoption model Communications model Assume buyers pass through a cognitive, affective, and behavioral stage—“learn-feel-do” Other sequences:  “Do-feel-learn”  “Learn-do-feel”

Copyright 2009, Prentice-Hall, Inc Developing Effective Communications Identify the target audience Determine the objectives Design the communications Select the channels Establish the budget Decide on the media mix Measure the results Manage integrated marketing communications

Copyright 2009, Prentice-Hall, Inc Identify the Target Audience Potential buyers of the company’s products Current users Deciders Influencers Can be:  Individuals  Groups  Particular publics  General public Image analysis  Profile the target audience in terms of brand knowledge

Copyright 2009, Prentice-Hall, Inc Determine the Communications Objectives Category need Brand awareness Brand attitude Brand purchase intention

Copyright 2009, Prentice-Hall, Inc Design the Communications Message strategy—what to say. Creative strategy—how to say it.  Informational appeal—elaborates on attributes or benefits.  Transformational appeal—elaborates on a nonproduct- related benefit or image. Message source—who should say it.  Factors underlying source credibility: Expertise Trustworthiness Likeability

Copyright 2009, Prentice-Hall, Inc Multinational Concerns Is the product appropriate for a country? Is the targeted market segment legal and customary? Is the style of ad acceptable? Should ads be created at headquarters or locally?

Copyright 2009, Prentice-Hall, Inc Select the Communications Channels Personal communications channels Nonpersonal communications channels  Media  Sales promotions  Events and experiences  Public relations

Copyright 2009, Prentice-Hall, Inc Establish the Total Marketing Communications Budget Affordable method Percentage-of-sales method Competitive-parity method Objective-and-task method

Copyright 2009, Prentice-Hall, Inc Deciding on the Marketing Communications Mix Advertising Sales promotion Public relations and publicity Events and experiences Direct and interactive marketing Word-of-mouth marketing Personal selling

Copyright 2009, Prentice-Hall, Inc Factors in Setting the Marketing Communications Mix Type of product market Consumer readiness to make a purchase Product life-cycle stage Market rank

Copyright 2009, Prentice-Hall, Inc Measuring Communication Result Does the target audience recognize or recall the message? How many times did they see it? What points do they recall? How do they feel about the message? What are their previous and current attitudes toward the product and company? Marketer should also collect behavioral measures and audience response.

Copyright 2009, Prentice-Hall, Inc Managing the Integrated Marketing Communications Process Integrated marketing communications (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Multiple-vehicle, multiple stage campaign

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