1. 16 Designing and Integrating Marketing Communications

2. 16-2 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Modes of Marketing Communications  Advertising  Sales promotion  Events and experiences  Public relations and publicity  Direct marketing  Interactive marketing  Word-of-mouth marketing (#TGIT)  Personal selling

3. 16-3 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.

4. 16-4 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.  Chak De India

5. 16-5 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Figure 16.1 Elements in the Communications Process

6. 16-6 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Figure 16.2 Micromodels of Communications Sources: E. K. Strong, The Psychology of Selling (New York: McGraw-Hill, 1925), p. 9; Robert J. Lavidge and Gary A. Steiner, “A Model for Predictive Measurements of Advertising Effectiveness,” Journal of Marketing (October 1961), p. 61; Everett M. Rogers, Diffusion of Innovation (New York: Free Press, 1962), pp. 79–86; dvarious sources.

7. 16-7 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Steps in Developing Effective Communications  Identify target audience  Determine objectives  Design communications  Select channels  Establish budget  Decide on media mix  Measure results/manage IMC

8. 16-8 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Communications Objectives  Category need- Bkash/ Pureit  Brand awareness  Brand attitude (emirates)  Purchase intention

9. 16-9 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Designing the Communications  Message strategy  (what to say)  Creative strategy (how to say) - appeal to brain or heart (informational v transformational)  Message source (who should say) (celebrity/ TG)

10. 16-10 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Creative Strategy (Contd)  Positive and Negative Appeals  Show bulb ad

11. 16-11 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Message Source The three most often identified sources of credibility are:  expertise,  trustworthiness,  and likability.

12. 16-12 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Select Communication Channels Personal Nonpersonal

13. 16-13 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Establish the Budget  Affordable  Percentage-of-sales  Competitive parity  Objective-and-task

14. 16-14 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.  Study the characteristics of communication mix by yourself