1. Integrated Marketing Communication Strategy
Chapter 14
Integrated Marketing Communication Strategy

2. Marketing Communication Mix or Promotion Mix
Advertising
Personal Selling
Product’s Design
Direct Marketing
Product’s Price
Stores that Sell the Product
Public Relations
Sales Promotion
Product’s Package

3. The Changing Communications Environment
Market Fragmentation Led to
Media Fragmentation
Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting
Two Factors
are Changing the Face of Today’s
Marketing Communications:
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting

4. The Need for Integrated Marketing Communications
With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service.

5. Integrated Marketing Communications (Fig. 14.1)
Advertising
Personal selling
Sales promotion
Public relations
Direct marketing

6. A View of the Communications Process
Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages:
Preselling
Selling
Post-
Consumption
Consuming

7. Elements in the Communication Process (Fig. 14.2)

8. Key Factors in Good Communication
Sellers Must Develop
Feedback Channels to
Assess Audience’s
Response to
Messages.
Sellers Need to
Know What Audiences
They Wish to Reach
and Response
Desired.
Sellers Must be Good
at Encoding Messages
That Target Audience
Can Decode.
Sellers Must Send
Messages Through
Media that Reach
Target Audiences

9. Steps in Developing Effective Communication
Step 1. Identifying the Target Audience
Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Steps in Developing Effective Communication
Awareness
Knowledge
Liking
Preference
Conviction
Purchase

10. Steps in Developing Effective Communication
Step 3. Designing a Message
Steps in Developing Effective Communication
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Format
Headline, Illustration,
Copy, & Color
Body Language
Attention
Interest
Desire
Action

11. Steps in Developing Effective Communication
Step 5. Selecting the Message Source
Nonpersonal Communication
Channels
Step 4. Choosing Media
Personal Communication
Step 6. Collecting Feedback

12. Setting the Total Promotion Budget
One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion.
Affordable
Based on What the
Company Can Afford
Percentage of Sales
Based on a Certain Percentage
of Current or Forecasted Sales
Objective-and-Task
Based on Determining
Objectives & Tasks, Then
Estimating Costs
Competitive-Parity
Based on the Competitor’s
Promotion Budget

13. Setting the Promotion Mix
Advertising
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive
Personal Interaction, Relationship Building, Most Expensive Promo Tool
Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived
Very Believable, Dramatize a Company or Product, Underutilized
Nonpublic, Immediate, Customized, Interactive

14. Promotion Mix Strategies
Strategy Selected Depends on:
Type of Product-Market &
Product Life-Cycle Stage
Push Strategy
Pull Strategy
Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.
Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.

15. Discussion Connections
How do the integrated marketing communications and promotion mix concepts relate to one another?
Describe the promotion mix of a company like Kellogg, Coca-Cola, Campbell, or some other consumer goods producer.
What pull promotion elements does the company use?
What push elements?
Are the company’s communications well integrated?

16. Integrating the Promotion Mix
Analyze trends – internal and external – that can affect your company’s ability to do business.
Audit the pockets of communications spending through the organization.
Identify all contact points for the company and its brands.
Team up in communications planning.

17. Integrating the Promotion Mix
Create compatible themes, tones, and quality across all communications media.
Create performance measures that are shared by all communications elements.
Appoint a director responsible for the company’s persuasive communications efforts.

18. Socially Responsible Marketing Communication
Advertising and Sales Promotion
Companies must avoid false and deceptive advertising.
Sellers must avoid bait-and-switch advertising.
Trade promotion activities are also closely regulated.
Personal Selling
Salespeople must follow the rules of “fair competition”.
Three-day cooling-off rule
Salespeople must not disparage competitors.

19. Review of Concept Connections
Name and define the tools of the marketing communication mix.
Discuss the process and advantages of integrated marketing communication.
Outline the steps in developing effective marketing communications.
Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.