1. © 2013 Cengage Learning. All Rights Reserved
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 

2. Integrated Marketing Communications and Media Choices12
Integrated Marketing Communications and Media Choices
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 

3. Marketing Framework

4. What Media Decisions Are Made?
How much to spend
When to schedule the ads
Which media to use

5. How Much to Spend Percentage of sales Competitive parity
Strategic advertising goal

6. How Much to Spend
Reach
Frequency
GRPs

7. When to Schedule It costs more to get higher ratings
However, the relationship is not perfect

8. When to Schedule
Continuous
Occasional
Seasonal

9. Which Media The choice of media outlet is difficult because…
There are more media outlets
Audiences are fragmented across the many media and use technology to zip past ads

10. Which Media Integrated Marketing Communication
When advertising across media
Consider the company’s overarching strategy
Ensure a consistent message
Play to each media’s strength

11. Which Media

12. Which Media Media comparisons TV ads Magazines Radio and newspapers
Billboards
Online
Direct mail

13. Which Media

14. Personal Selling Personal Selling
Is especially important for expensive, complicated products
How many sales people do I need?
Where do I deploy them?
How do I compensate them?

15. Designing a Sales Force
Pull
Direct promotional efforts to consumers
Push
Direct promotional efforts to channel
Relies more on personal selling

16. Public Relations Public relations Constituencies include Publicity
Convey a positive image and educate a constituency about the company
Constituencies include
Customers, suppliers, stockholders, government, employees, general community
Publicity

17. Public Relations PR people Issue press kits
Maintain company information on website
Arrange events
Handle negative publicity and encourage positive publicity

18. Other Promotional Tools
Product placement
Event sponsorship
Sales promotions

19. Promotional Choice Depends on Goals
Additional questions to consider:
Should we schedule continuously, occasionally or seasonally?
What is the consumer’s purchase cycle?
What is the level of saturation desired?
What life cycle stage is the product in?
What can we afford?
What is best for our target?
What do we want the target to know?

20. Integrated Marketing Communications

21. Assessing Media Effectiveness
If goal is awareness, reach matters
Measure viewership, readership, circulation numbers, traffic indices, etc.
If goal is attitudinal, use surveys
Online advertising
Track click-thru rates, downloads, inquiries, purchases, returns, etc. and compare with cost per click, per download, per acquisition, etc.

22. Managerial Recap
Decisions about expenditure and timing are integral to promotional campaigns
Marketers must integrate marketing communications
The effectiveness of advertising is measured using long-term and short-term measures