Copyright © 2007 Pearson Education Canada 14-1 The Communications Process Sender Message Media Receiver Action by Receiver / Feedback Noise

Copyright © 2007 Pearson Education Canada 14-2 Integrated Marketing Communications The coordination of all forms of marketing communications in a uniform program that maximizes impact on consumers and other types of customers.

Copyright © 2007 Pearson Education Canada 14-3 Marketing Communications Mix Communications Plan Evaluation and Control Advertising Sales Promotion Events/Sponsorship Public Relations Personal Selling Direct / Interactive

Copyright © 2007 Pearson Education Canada 14-4 IMC Integrate marketing communications is taking hold because of:  Efficiency and accountability concerns  A constantly changing business environment  Growth in database marketing and CRM  Growth and popularity of digital media  The synergistic effect of the effort

Copyright © 2007 Pearson Education Canada 14-5 Communications Strategies Mfg’r Wholesaler Retailer Consumer Pull Push

Copyright © 2007 Pearson Education Canada 14-6 Budget Determination A variety of methods are used.  Percentage of Sales  Industry Averages  Arbitrary Allocation  Task (Objective)

Copyright © 2007 Pearson Education Canada 14-7 Influences on Budget Several factors impact on the amount of funds required. 1.Customer 2.Degree of Competition 3.Stage in Product Life Cycle

Copyright © 2007 Pearson Education Canada 14-8 Role of Advertising 1.To influence the thought patterns of the target audience in a favourable manner. 2.Assuming a favourable attitude, motivate purchase of a specific brand of product.

Copyright © 2007 Pearson Education Canada 14-9 Buying Behaviour Stages Awareness Comprehension Conviction Action When deciding what to buy a consumer passes through a series of behaviour stages.

Copyright © 2007 Pearson Education Canada Creative Planning Creative Objectives What to say Creative Objectives What to say Creative Strategy How to say it Creative Strategy How to say it Creative Execution Specific tactics Creative Execution Specific tactics

Copyright © 2007 Pearson Education Canada What to Say: Creative Objective Communicating a clear message that customers will quickly understand is the task. Secret Deodorant “Strong enough for a man but made for a woman.” Old Spice High Endurance Body Spray “Date women out of your league.”

Copyright © 2007 Pearson Education Canada Creative Strategy To stimulate interest and desire an advertiser calls upon a variety of techniques.  Humour  Comparison  Emotion  Lifestyle

Copyright © 2007 Pearson Education Canada Creative Strategy  Sex  Testimonials  Celebrity Endorsements  Character Presenters  Demonstrations

Copyright © 2007 Pearson Education Canada Media Planning The challenge is to select the right media to communicate the message effectively and efficiently. Traditional Media TV Radio Print Outdoor Traditional Media TV Radio Print Outdoor New Media Internet DVDs Cell Phone PDAs New Media Internet DVDs Cell Phone PDAs

Copyright © 2007 Pearson Education Canada Media Objectives Establishing objectives involves answers to 5 key questions. Who? What? When? Where? How? Who? What? When? Where? How?

Copyright © 2007 Pearson Education Canada Media Strategy A major challenge is to match the best media with the target market  Shotgun  Profile Match  Rifle

Copyright © 2007 Pearson Education Canada Media Strategy Numerous factors converge with some being more important than others. Reach Frequency Continuity Reach Frequency Continuity Coverage Timing Media Type Coverage Timing Media Type Money (the budget) affects all decisions.

Copyright © 2007 Pearson Education Canada New Media Alternatives Advertisers are questioning the value of traditional forms of advertising and are trying new options. Product Placement Branded Content Guerilla Marketing

Copyright © 2007 Pearson Education Canada Media Execution At this stage the specific details of the plan are identified. Evaluation of cost comparisons Scheduling specific media (buying the media) Budget Summaries (what, where, when) CPM is the cost incurred in delivering a message to one thousand individuals.

Copyright © 2007 Pearson Education Canada Public Relations Activity undertaken to influence the attitudes, opinions, and behaviours of various publics. Internal Publics Employees Distributors Suppliers Shareholders Internal Publics Employees Distributors Suppliers Shareholders External Publics Customers Media Governments Community Groups External Publics Customers Media Governments Community Groups

Copyright © 2007 Pearson Education Canada Some Roles of Public Relations PR makes positive contributions to an organization. 1.Corporate Communications 2.Reputation Management 3.Community Relations / SRM 4.Public Affairs 5.Product Publicity 6.Product Seeding 7.Media Relations 8.Fundraising

Copyright © 2007 Pearson Education Canada Corporate Communications A company has to create, build and protect its image. Issue Management Issue Management Corporate Advertising Corporate Advertising Advocacy Advertising Advocacy Advertising Where a company stands on an important issue Messages to create goodwill or show social responsibility A viewpoint on a public issue

Copyright © 2007 Pearson Education Canada Reputation Management In a time of crisis PR takes centre stage. Executives must be prepared to act Credible and factual messages must be delivered Avoiding issue can be disastrous Viagra linked to blindness…ouch! Vioxx recalled from market. CIBC fax fiasco

Copyright © 2007 Pearson Education Canada Community Relations and Social Responsibility Community Relations Community Relations Providing resources to support the community generates goodwill. Social Responsibility Social Responsibility Strategic philanthropy by supporting opportunities that benefit company and society.

Copyright © 2007 Pearson Education Canada Public Affairs Lobbying A practice that influences policy decisions of governments. Organizations lobby governments to sway policy in favour of their best interests.

Copyright © 2007 Pearson Education Canada Product Publicity Getting the brand or company into the news in a favourable way. Newsworthy information issued by press release Photos of significant events: brand launches, acquisitions, expansion, etc.

Copyright © 2007 Pearson Education Canada Product Seeding “Placing a new product with trendsetters who influence others to purchase the product.” An economical tactic Influential with youthful targets Creates “buzz”

Copyright © 2007 Pearson Education Canada Media Relations A good relationship with the media usually results in positive information being communicated about an organization. Relationships with the media are built on respect, honesty, accuracy and professionalism.

Copyright © 2007 Pearson Education Canada Primary Tools Some communications tools are used routinely while others are used periodically. Press Release Press Conference Web Sites Publications Posters and Displays