1. ９ Integrated Marketing Communication Advertising Sales Promotion
Chapter 1 ９
Integrated Marketing Communication
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing
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2. Mini’s Guerrilla Marketing
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3. Marketing Communications
Chapter 1
Marketing Communications
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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4. IMC Builds Brands
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5. Product Launch Communications Mix
Kleenex allocated its communications dollars:
75% Television
23% Print
2% Online
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6. Factors in Setting Communications Mix
Type of product market
Consumer readiness to make a purchase
Stage in the product life cycle
Market rank
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7. Field of Experience
Sender’s
field
Receiver’s
field
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8. Elements in the Communications Process
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9. The Communications Process
Selective attention
Selective distortion
Selective retention
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10. Response Hierarchy Models
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11. ROAD MAP: Previewing the Concepts
Integrated marketing communications
Five promotion tools and the factors that must be considered in shaping the overall promotion mix.
Advertising:
The major decisions involved in developing an advertising program.
Sales promotion:
How do sales promotion campaigns are developed and implemented?
Public relations:
How do companies use public relations to communicate with their publics?
Personal selling:
Role of a company’s salespeople, six major steps and process of sales force management
Direct marketing:
Major forms of direct marketing.
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12. Marketing Communications Mix
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales Promotion
Short-term incentives to encourage the purchase or sale of a product or service.
Public Relations
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.
Personal Selling
Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
Direct Marketing
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—the use of telephone, mail, fax, , the Internet, and other tools to communicate directly with specific consumers.
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13. The Changing Communications Environment
Two factors are changing the face of today’s marketing communications:
As mass markets have fragmented, marketers are shifting away from mass marketing
Vast improvements in information technology are speeding the movement
toward segmented marketing
The Need for IMC
Using IMC, the company carefully integrates and coordinates its
many communication channels to deliver a clear, consistent, and
compelling message about the organization and its brands.
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14. Integrated Marketing Communication
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15. Public Relations Advertising Sales Promotion Personal Selling
Can reach masses of geographically dispersed buyers.
Can repeat a message many times.
Is impersonal, one-way communication.
Can be very costly for some media types.
Wide assortment of tools.
Attracts consumer attention.
Offers strong incentives to buy.
Invites and rewards quick consumer response.
Effects are short-lived.
Very believable.
Reaches people who avoid salespeople and ads.
Can dramatize a company or product.
Under utilized.
Effective and economical.
Personal Selling
Direct Marketing
Involves personal interaction.
Allows relationship building.
Most expensive promotion tool.
Many forms that share four characteristics:
Nonpublic/Immediate/Customized/Interactive
Well suited to highly targeted marketing.
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16. Push vs. Pull Promotion Strategy
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17. Cost Effectiveness by Buyer Readiness Stage
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18. Current Consumer States for Two Brands
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19. Personal Communications Channels
Advocate channels
Expert channels
Social channels
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20. Coordinating Media to Build Brand Equity
Brand Signature
Ad Retrieval Cues
Media Interactions
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21. The major decisions involved in developing an advertising program.
ROAD MAP:
Integrated marketing communications
Five promotion tools and the factors that must be considered in shaping the overall promotion mix.
Advertising:
The major decisions involved in developing an advertising program.
Sales promotion:
How do sales promotion campaigns are developed and implemented?
Public relations:
How do companies use public relations to communicate with their publics?
Personal selling:
Role of a company’s salespeople, six major steps and process of sales force management
Direct marketing:
Major forms of direct marketing.
Professor Takada

22. Advertising Any paid form of nonpersonal presentation
Chapter 1
Advertising
Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.
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23. Procter & Gamble’s Advertising History
Chapter 1
Procter & Gamble’s Advertising History
Click on the video icon to launch a video clip about Procter & Gamble’s advertising history.
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24. Major Decisions in Advertising
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25. Setting Advertising Objectives
An advertising objective:
A specific communication task to be accomplished with a specific target audience during a specific period of time.
Classified by purpose:
Inform
Persuade
Compare
Remind
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26. Communications Objectives
Category Need
Brand Awareness
Brand Attitude
Purchase Intention
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27. 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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28. Setting the Advertising Budget
Affordable
Based on What the Company Thinks it Can Afford
Percentage-of-Sales
Based on a Percentage of Current or Forecasted Sales
Setting the Advertising Budget
Competitive-Parity
Set Budget to Match Competitors
Objective-and-Task
Set Objectives, Determine Tasks to Achieve Objectives,
Sum of Task Costs Equals Budget
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29. 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.
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30. Developing Advertising Strategy
Two major elements:
Message decisions
Media decisions
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31. Message Strategy Identify Customer Benefits
Develop Compelling Creative Concept
The “Big Idea”
Advertising Appeals Should Be
Meaningful, Believable, & Distinctive
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32. Image The set of beliefs, ideas, and impressions
Chapter 1
Image
The set of beliefs, ideas, and impressions
a person holds regarding an object.
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33. Communications Objectives
Category Need
Brand Awareness
Brand Attitude
Purchase Intention
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34. Designing the Communications
Message strategy
Creative strategy
Message source
Personal communication channels
Nonpersonal communication channels
Integration
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35. Creative Strategy Informational and transformational appeals
Chapter 1
Creative Strategy
Informational and transformational appeals
Positive and negative appeals
Fear
Guilt
Shame
Humor
Love
Pride
Joy
Click the video icon to launch a video about DDB Worldwide.
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36. Creative Brief Positioning statement Key message Target market
Objectives
Key brand benefits
Brand promise
Evidence of promise
Media
Background
Creative considerations
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37. The Importance of Taglines
Brand Theme
Ad Tagline
Our hamburgers are bigger.
Where’s the Beef?
Our tissue is softer.
Please Don’t Squeeze the Charmin.
No hard sell, just a good car.
Drivers Wanted
We don’t rent as many cars, so we have to do more for our customers.
We Try Harder
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38. Message Source Celebrity Characteristics Expertise Trustworthiness
Likeability
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39. Stimulating Personal Influence Channels
Identify influential individuals and devote extra attention to them
Create opinion leaders
Use community influentials in testimonial advertising
Develop advertising with high “conversation value”
Develop WOM referral channels
Establish an electronic forum
Use viral marketing
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40. Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
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41. Message Execution Typical Approaches Slice of Life
Testimonial Evidence
or Endorsement
Lifestyle
Scientific Evidence
Fantasy
Technical Expertise
Typical
Approaches
Mood or Image
Personality Symbol
Musical
Comparative advertising, celebrity endorsement (Nike with Tiger Woods), humor in ads.
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42. Message Execution Choose a tone Use memorable, attention-getting words
Choose correct format elements
Illustration
Headline
Copy
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43. Media Decisions Media Type Media Timing
Reach & Frequency, Gross Rating Point (GRP)
Media Impact
The qualitative value of a message exposure through a given medium
Media Timing
Media Type
Major media types:
Newspapers, TV, DM, radio, magazines, outdoor, Internet.
Factors to consider:
Media habits of target consumers
Nature of the product
Type of message
Cost
Media vehicles
Specific media within each general media type
Must decide how to schedule the advertising over the course of a year
Follow seasonal pattern
Oppose seasonal pattern
Same coverage all year
Choose the pattern of the ads
Continuity
Pulsing
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44. Television Advantages Disadvantages
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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45. 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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46. Print Ad Components
Headline
Picture
Signature
Copy
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47. Media Selection
Reach
Frequency
Impact
Exposure
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48. Relationship among Trial, Awareness, and the Exposure Function
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49. Reach x Frequency = GRPs
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50. Choosing Among Major Media Types
Target audience and media habits
Product characteristics
Message characteristics
Cost
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51. Major Media Types Newspapers Television Direct mail Radio Magazines
Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet
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52. Marketing Communication Expenditures (2001)
Media $
% of Total TV
52.7 22
Radio
19.4 8
Internet
3.4 1
Magazines
12.3 5
Newspaper
49.4 21
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53. Classification of Advertising Timing Patterns
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54. Factors Affecting Timing Patterns
Buyer turnover
Purchase frequency
Forgetting rate
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55. Media Schedule Patterns
Continuity
Concentration
Flighting
Pulsing
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56. Evaluating Advertising Effectiveness
Communication Effect Research
Consumer feedback method
Portfolio tests
Laboratory tests
Sales-Effect Research
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57. Evaluating Advertising
Measure the communication effects of an ad.
“Copy Testing”
Measure the sales effects of an ad.
Is the ad increasing sales?
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58. Print Ad Evaluation Criteria
Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?
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59. Other Advertising Considerations
Small Companies:
Sales Departments
Large Companies:
Advertising Departments
Advertising Agency:
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.
International Issues
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60. A New Advertising Challenge
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