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. 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 how should it be set?  What is an integrated marketing communications program?

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

4. 16-4 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  Personal selling

5. 16-5 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Table 16.1 Communication Platforms Advertising  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

6. 16-6 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Table 16.1 Communication Platforms (Contd) Events/ Experiences  Sports  Entertainment  Festivals  Art  Causes  Factory tours  Company museums  Street activities Public Relations  Press kits  Speeches  Seminars  Annual reports  Charitable donations  Publications  Community relations  Lobbying  Identity media

7. 16-7 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Table 16.1 Communication Platforms (Contd) Personal 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  Websites

8. 16-8 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

9. 16-9 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.

10. 16-10 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. An Ideal Ad Campaign  The right consumer is exposed to the message at the right time and place  The ad causes consumer to pay attention  The ad reflects consumer’s level of understanding and behaviors with product  The ad correctly positions brand in terms of points-of-difference and points-of-parity  The ad motivates consumer to consider purchase of the brand  The ad creates strong brand associations

11. 16-11 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

12. 16-12 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Communications Objectives  Category need  Brand awareness  Brand attitude  Purchase intention

13. 16-13 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Designing the Communications  Message strategy  Creative strategy  Message source

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

15. 16-15 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Creative Strategy  Informational and transformational appeals

16. 16-16 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

17. 16-17 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.

18. 16-18 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Select Communication Channels Personal Nonpersonal

19. 16-19 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

20. 16-20 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 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.

21. 16-21 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Characteristics of the Mix Advertising  Pervasiveness  Amplified expressiveness  Control Sales Promotion  Ability to draw attention  Incentive  Invitation

22. 16-22 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Characteristics of the Mix (Contd) Public Relations and Publicity  High credibility  Ability to reach hard-to-find buyers  Dramatization Events and Experiences  Relevant  Engaging  Implicit

23. 16-23 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Characteristics of the Mix (Contd) Direct Marketing  Customized  Up-to-date  Interactive Word-of-Mouth Marketing  Influential  Personal  Timely Personal Selling  Personal interaction  Cultivation  Response

24. 16-24 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. Figure 16.4 Cost-Effectiveness of Different Communication Tools

25. 16-25 Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. For Review  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 how should it be set?  What is an integrated marketing communications program?