1. Designing and Managing Integrated Marketing Communications17
Designing and Managing Integrated Marketing Communications
Marketing Management
A South Asian Perspective, 13th ed

2. Dove’s Campaign for Real Beauty
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3. Dove’s Campaign for Real Beauty
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4. Dove’s Campaign for Real Beauty
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5. Dove’s Campaign for Real Beauty
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6. What are Marketing Communications?
Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
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7. Modes of Marketing Communications
Advertising
Sales promotion
Events and experiences
Public relations and publicity
Direct marketing
Interactive marketing
Word-of-mouth marketing
Personal selling
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8. Figure 17.1 IMC Builds Brands
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9. Table 17.1 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
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10. Table 17.1 Communication Platforms
Events/ Experiences
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities
Public Relations
Press conferences
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Identity media
Company magazine
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11. Special events to promote Scorpio during its launch campaign
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12. Table 17.1 Communication Platforms
Personal Selling
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows
Direct & Interactive Marketing
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
Voice mail
Blogs
Websites
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13. Word-of-Mouth Marketing
Person-to-person
Chat rooms
Blogs
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14. Figure17.2 Elements in the Communications Process
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15. The Communications Process
Selective attention
Selective distortion
Selective retention
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16. Figure 17.3 Response Hierarchy Models
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17. AIDS prevention campaign in West Bengal was a unique integrated mass media campaign
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18. What is Advertising?
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
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19. Figure 18.1 The Five M’s of Advertising
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20. Advertising Objectives
Informative
advertising
Persuasive
advertising
Reminder
advertising
Reinforcement
advertising
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21. Factors to Consider in Setting an Advertising Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
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22. Developing the Advertising Campaign
Message generation and evaluation
Creative development and execution
Legal and social issues
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23. Television Advantages Reaches broad spectrum of consumers
Low cost per exposure
Ability to demonstrate product use
Ability to portray image and brand personality
Disadvantages
Brief
Clutter
High cost of production
High cost of placement
Lack of attention by viewers
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24. Print Ads Advantages Detailed product information
Ability to communicate user imagery
Flexibility
Ability to segment
Disadvantages
Passive medium
Clutter
Unable to demonstrate product use
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25. Print Ad Components Picture Headline Copy
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26. MEDIA CHARACTERISTICS
REACH
FREQUENCY
IMPACT
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27. Choosing Among Major Media Types
Target audience and media habits
Product characteristics
Message characteristics
Cost
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28. Major Media Types Newspapers Television Direct mail Radio Magazines
Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
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29. Place Advertising Billboards Public spaces Product placement
Point-of-purchase
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30. Media Schedule Patterns
Continuity
Concentration
Flighting
Pulsing
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31. Evaluating Advertising Effectiveness
Communication-Effect Research
Consumer feedback method
Portfolio tests
Laboratory tests
Sales-Effect Research
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32. What is Sales Promotion?
Sales promotions consist of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
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33. WHY SALES PROMOTION? More accepted by top management More no of brands
More competition
More price oriented customers
Ad efficiency has gone down
Trade demand
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34. Sales Promotion Tactics
Consumer-directed
Samples
Coupons
Cash refund offers
Price offs
Premiums
Prizes
Patronage rewards
Free trials
Tie-in promotions
Trade-directed
Price offs
Allowances
Free goods
Sales contests
Trade shows
Specialty advertising
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35. Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
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36. OBJECTIVES Encouraging purchase of larger sized units
Building trial among non users
Attracting switchers
Persuade retailers to carry new items and higher levels of stock
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37. SELECT TOOLS Type of market Competitions Sales promotions objectives
Costs
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38. DEVELOP PROGRAM Size of the incentive Conditions of participation
Duration of promotion
Distribution vehicle
Timing
Budget
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39. PRETEST ,IMPLEMENT,CONTROL AND EVALUATE
Lead time-time necessary to prepare the program prior to launch.
Sell in time-launch till 95% of products is sold.
Sales data ,Consumer surveys ,Experiments
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