1. Integrated Marketing Communication
Session-9

2. Why Communication Communication of Value.
Create Awareness about products and services.
Inform your customers about the benefits.
Persuade people to buy.
Create Dissonance
Many more

3. Communication Landscape is changing
TV ads
Internet Ads.
Mobile Ads.
Billboards.
Human Behavior and Time Factor.
Too many channels.
Sporting Events.
Sponsorships etc.

4. Effect of Marketing Communication
Brand Awareness
Mix
Advertising PR
Word of mouth
Events
Promotion
Marketing Communication
Brand Image
Brand Equity
Brand Response
Brand Relationship

5. Marketing Communication Mix
Advertising
Promotion
Events PR
Direct Marketing
Word of Mouth
Personal Selling
Print Ads
Gifts
Sports
Press
Telemarketing
P2P
Sales Presentation
TVCs
Discounts
Entertainment
Seminars
TV Shopping
Chat
Sales Meetings
Billboards
Activities
Annual Reports
Websites, Catalogues
Blogs

6. Why Communication

7. Familiarity-Favorability

8. The Communication Process

9. Understand the Sequence
High Involvement/ Highly Distinct Brands
Learn, Feel, Do
Automobile, House
High Involvement/ Less Distinct Brands
Do, feel, Learn
Computer, Airline Ticket
Low Involvement/ Less Distinct Brands
Learn, do, Feel
Sugar

10. Micro model
Learn
Feel D0

11. Hierarchy of Effects
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Imagine the Probability of each step is 0.5, then the total probability of Purchase is 1.5%

12. Designing Effective Communication

13. Identify Target Audience
Where in the Hierarchy they fall.
Are they familiar with the products and services?
What is their attitude towards the Products and services?
What Segment?

14. Determine Objective
What response you want to get from the target audience?
Make them aware?
Engage them to Purchase?
Switch their Products?
Comes from the needs

15. Design the Communication
Message Strategy:
What message you want to deliver.
EMBA: Upgrades Your Career, You become Smarter
AIM: Help you take a giant step in your career
Mero Mobile: Brand Change

16. Creative Strategy
Red is Becoming Purple

17. Design the communication
Message Source
Referent Skills
Models
Global Adaptation
Symbols means different in different countries
Would you promote liquor in Pakistan

18. Select Channels Personal Communication Channel (Business Market)
Non Personal Communication Channel (Consumer Markets)
Integrated Communication

19. Establish Budget Affordable Method Percent of Sales Method
Competitive Parity

20. Media Mix The Promotional tools Advertising Sales Promotion
General Qualities:
Public presentation: Wide Reach
Pervasiveness: Message Repetition
Amplified expressiveness: Dramatization
Impersonality: No obligation on customers to pay attention
Sales Promotion
Benefits:
Communication: Gain attention, may lead customer to purchase
Incentive: Discounts, rebates etc.
Invitation: Quick Transaction

21. Media Mix Public Relations and Publicity Personal Selling
Distinctive qualities:
High credibility
Ability to catch buyers off guard
Dramatization
Personal Selling
Personal confrontation
Cultivation
Response

22. Media Mix Direct Marketing Event and Experiences Word of Mouth
Customized
Up-to-date
Interactive
Event and Experiences
Relevant
Involvement
Word of Mouth
Viral
Credible

23. Media Mix
Personal Selling
Personal Interaction
Persuasive.
Response

24. Important Factors for Marketing Communication Mix
Product/ Market
Business/ Consumer
Awareness/ Reminder
Buyer Readiness Stage:
Is the customer aware?
Have they tried the product?
Are they satisfied?
One can build conviction by personal selling.
PLC Stage
Different stages in PLC requires different media mix and its intensity.

25. Measuring Communication Results
ROI
Measure results against objectives?

26. SPASIBO