1. Chapter 12 Managing Integrated Marketing Communications by
By Ung Veasna, DBA candidate

2. Kotler on Marketing
Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer.

3. PaBcMrUHénkareFVITMnak;TMngm:aexTIg (Marketing Communication Mix or Promotion Mix)
Advertising
Personal Selling
kareRKagplitpl Product’s Design
Direct Marketing
KarkMnt;éføplitpl Product’s Price
karsþúkplitplTuklk;
Stores that Sell the Product
Public Relations
Sales Promotion
Karevck©b;plitpl Product’s Package

4. Compelling Message About the Organization and Its Product or Service.)
tMruvkarénkareFVITMnak;TMngm:aexTIgEdlmankarbBa©ÚlKña (The Need for Integrated Marketing Communications)
CamYykareFVITMnak;TMngm:aexTIgEdlkarbBa¢ÚlKña enaHRkumh‘un)aneFVIsmahrNkmµ
nigkarsMrbsMrYledayRbytñ½RbEygeTAnwgRcgTMnak;TMngCaeRcIn edaypþl;eGay
)anc,as; PaBminpøas;bþÚ nigeFVIsareGaykan;EtRbesIrBIGgÁPaB nigplitpl b¤esva rbs;xøÜn.
(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. Figure 12.1: Steps in Developing Effective Communication

6. 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.

7. Push Versus Pull Strategy
Producer
Interme-
diaries
Marketing
activities
End users
Marketing
activities
Demand
Push Strategy
End users
Marketing activities
Producer
Interme-
diaries
Demand
Demand
Pull Strategy

8. karkMnt;nUvkarpSBVpSaycMruH (Setting the Promotion Mix)
Advertising
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
eTAdl;GñkTijCaeRcIn/epJIsardEdl/ eRcIndg nigdUcCaéfø
(Reach Many Buyers, Repeat Message Many Times,, Expensive)
GnþrskmµPaBbuKÁl/ PaBCaTMnaklTMng/ Ca]bkrN¾pSBpSay mYyEdlcMNayeRcIn (Personal Interaction, Relationship Building, Most Expensive Promo Tool)
Ca]bkrN¾ EdlmankarrYmbBa¢ÚlTUlay/ mankarelIkTwkcitþ nigRbwgERbgry³eBlxIø (Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived)
KYreGayeCOCak;bMput/ CYysMrYldl;Rkumh‘un plitpl nigGVI EdleKminEdleRbI (Very Believable, Dramatize a ompany or Product, Underutilized)
minCasaFarN³/ bnÞan;/ manlkçN³GaceRbI nig GnþrskmµPaB (Nonpublic, Immediate, Customized, Interactive)

9. What is Advertising?
Advertising is Any Paid Form of Nonpersonal Presentation and Promotion of Ideas, Goods, or Services by an Identified Sponsor.

10. Setting Advertising Objectives
Informative Advertising
Inform Consumers or
Build Primary Demand
i.e CD Players
Persuasive Advertising
Build Selective Demand
i.e Sony CD Players
Advertising Objective
Specific Communication Task
Accomplished with a Specific
Target Audience
During a Specific Period of Time
Comparison Advertising
Compares One Brand to
Another
i.e. Avis vs. Hertz
Reminder Advertising
Keeps Consumers Thinking
About a Product
i.e. Coca-Cola

11. Developing Advertising Strategy
Advertising Strategy Consists of Two Major Elements and Companies are Realizing the Benefits of Planning These Two Elements Jointly.
Creating the Advertising
Messages
Selecting the Advertising Media

12. Developing Advertising Strategy: Creating Ad Messages
Plan a Message Strategy
General Message to Be Communicated to Customers
Developing Advertising Strategy: Creating Ad Messages
Develop a Message
Focus on
Customer Benefits
Creative Concept
“Big Idea”
Visualization or Phrase
Combination of Both
Advertising Appeals
Meaningful
Believable
Distinctive

13. Developing Advertising Strategy: Message Execution
Testimonial Evidence
Slice of Life
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Scientific Evidence
Lifestyle
Typical
Message
Execution
Styles
Technical Expertise
Fantasy
Personality Symbol
Mood or Image
Musical

14. Evaluating Advertising
Advertising Program Evaluation
Evaluating Advertising
Communication Effects
Is the Ad Communicating Well?
Sales Effects
Is the Ad Increasing Sales?

15. What is Sales Promotion ?
Sales Promotion is a Mass Communication Technique That Offers Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.
Offers Reasons to Buy Now.

16. Major Consumer Sales Promotion Tools
Sample
Trial amount of a product
Coupons
Savings when purchasing specified products
Cash Refunds
Refund of part of the purchase price
Price Packs
Reduced prices marked on the label or package
Premiums
Goods offered free or low cost as an incentive to buy a product
Advertising
Specialties
Articles imprinted with an advertiser’s name given as gifts

17. Major Consumer Sales Promotion Tools
Patronage Rewards
Point-of-Purchase
Contests
Sweepstakes
Game
Cash or other rewards for the use of a certain product
Displays and demonstrations that take place at the point of sale
Consumers submit an entry to be judged
Consumers submit their names for a drawing
Presents consumers with something every time they buy

18. Developing the Sales Promotion Program
Decide on the Size of the Incentive
Set Conditions for Participation
Developing the Sales Promotion Program
Determine How to Promote and
Distribute the Promotion Program
Determine the Length of the Program
Evaluate the Program

19. What is Public Relations?
Public Relations Involves Building Good Relations With the Company’s Various Publics by Obtaining Favorable Publicity, Building Up a Good Corporate Image, and Handling or Heading Off Unfavorable Rumors, Stories, and Events.

20. Major Public Relations Tools
News
Web Site
Speeches
Public Service Activities
Special Events
Corporate Identity Materials
Written Materials
Audiovisual Materials

21. For Public Relation consists of a set of tools: PENCILS
P: publication (company magazines,
annual reports…)
E: events (sponsoring sports, art
evetns or trade show)
N: news (favorable stories about
the company, its people and
products)
C: community involvement
activities

22. I: identify media (business carts…)
L: lobbying activity (efforts to
influence favorable or dissuade
unfavorable legislation amd
rulings)
S: social responsibility activities
(building a good republication
for corporate social
responsibility)

23. What is Personal Selling?
Involves Two-Way, Personal Communication Between Salespeople and Individual Customers Whether:
face to face,
by telephone,
through video conferencing,
or by other means.

24. The Role of the Sales Force
Personal selling is effective because salespeople can:
probe customers to learn more about their problems,
adjust the marketing offer to fit the special needs of each customer,
negotiate terms of sale, and
build long-term personal relationships with key decision makers.

25. The Role of the Sales Force
Represent the Company to Customers to Produce Company Profit
Sales Force
Serves as a Critical Link
Between a Company and its Customers Since They:
Represent Customers to
the Company to Produce Customer Satisfaction

26. Major Steps in Sales Force Management
Designing Salesforce Strategy and Structure
Recruiting and Selecting Salespeople
Major Steps in Sales Force Management
Training Salespeople
Compensating Salespeople
Supervising Salespeople
Evaluating Salespeople

27. Selecting Salespeople
Sales Aptitude
Selection Process Usually Evaluates a Person’s
Other Characteristics
Analytical and
Organizational Skills
Personality Traits

28. Training Salespeople Help Salespeople Know & Identify With the Company
Learn About the Products
Learn About Competitors’
and Customers’ Characteristics
Learn How to Make
Effective Presentations
The Average Sales Training Program lasts for Four Months and Has the Following Goals:
Understand Field Procedures
and Responsibilities

29. Major Steps in Effective Selling
Prospecting and Qualifying
Preapproach
Approach
Presentation and Demonstration
Handling objections
Closing
Follow-up

30. Steps in the Selling Process
Prospecting
Salesperson Identifies Qualified Potential Customers.
Qualifying
Process of Identifying Good Prospects and Screening Out Poor Ones.
Preapproach
Salesperson Learns as Much as Possible About a Prospective Customer Before Making a Sales Call.
Approach
Salesperson Meets the Buyer and Gets the Relationship Off to a Good Start.

31. Steps in the Selling Process
Presentation
Salesperson Tells the Product “Story” to the Buyer Using the Need-Satisfaction Approach.
Handling
Objections
Salesperson Seeks Out, Clarifies, and Overcomes Customer Objections to Buying.
Closing
Salesperson Asks the Customer for an Order.
Follow-Up
Occurs After the Sale and Ensures Customer Satisfaction and Repeat Business.

32. What is Direct Marketing?
Direct Marketing Consists of Direct Connections With Carefully Targeted Individual Consumers to Both Obtain an Immediate Response and Cultivate Lasting Customer Relationships.

33. The Growth of Direct Marketing
Demassification – Focus is
Toward Minimarkets
The Growth of Direct Marketing
Higher Costs of Driving, Traffic
and Parking Congestion
Consumers Lack of Time
Convenience of Ordering
From Direct Marketers
Growth of Customer Databases

34. Forms of Direct Marketing
Face-to-Face
Selling
Online
Marketing
Telemarketing
Kiosk
Marketing
Direct
Mail
Direct-Response
TV Marketing
Catalog