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MarketingCommunications Decisions
MarketingCommunicationMixDecisions

MarketingCommunications

Classificationofmarketingcommunicationstools ChoiceofMarketingCommunicationsMix

MarketingCommunicationsPlanning Decisions
Developanddesignelementsofcampaignplanusing varioustools Advertising,SalesPromotions,Public Relations,DirectMarketing

OrganizingMarketingCommunications
Choosing&WorkingwithCommunicationAgencies

Influencingbuyerbehavior Favorably
Marketing stimuli
Product Price Place P Promotion ti

RoleofPromotioninMarketing

Buyers characteristics
Cultural Social Personal Psychological

Buyersdecision process
Problemrecognition Informationsearch Evaluation Decision Postpurchase behavior
Relevant R

Focuson Promotion

NotRelevant

Other stimuli
Economic Technological Political Cultural

OfferedVal lue

Focuson Improving Value

Buyersdecisions
Productchoice Brandchoice Dealerchoice Purchasetiming Purchaseamount

Focuson Marketing Strategy& Entire marketingMix

FocusonOffer Product,Price

NotRelevant

Relevant

PerceivedValue

Roleofmarketing communications
Marketingcommunicationsshapeknowledge amongexistingandpotentialconsumersandhelp buildabrand Brandequity Centraltothewaycommunications works eitherasagoalitselforasamediatorto othergoals Asresultofstrengthandequityofadvertised brand,consumersmay
Bemorewillingtoattendtoadditionalcommunications, processthemmorefavorablyand Havegreaterabilitytorecallthecommunications

Thebrandscanexistonlyifthe communicate. giftof Greatbrandshaveg speech

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IMC
Concept,FunctionandTools

IMCTools
MarketingCommunicationsMix

Marketing Communication Mix

Keydefinitions
Advertising: paidformofnonpersonalpresntation/promotion
ofideas,goodsorservicesbyanidentifiedsponsor.

SP
Contests, games, sweepstakes, lotteries Premiums and gifts Sampling Fairs and trade shows Exhibits Demonstrations Coupons Rebates Low-interest financing Entertainment Trade-in allowances Continuity programs Tie-ins Press kits Speeches Seminars Seminars Annual reports Charitable donations Sponsorships Publications Lobbying Identity media Company magazine events Product placements

PR
Sales meetings Sales

PS
Catalogs Mailings Mailings Telemarketing

DM

SalesPromotion: Shorttermincentivestoencouragetrial/
purchase

Sales presentations

Public P bli R Relations l ti &Publicity: P bli it Promote/ P /protectcompanys

Incentive programs Samples Fairs and trade shows

Electronic shopping TV shopping Fax mail E-mail Voice mail

PersonalSelling: F2Finteractionwithone/moreprospective
buyers.

DirectMarketing:Useofinteractivemediatocommunicate
directlyorsolicitdirectresponsefromspecificcustomersand prospets

ChoiceCriteriaofElementsof CommunicationMix
Element Characteristics Cost Action Credibility Targeting Measur- Image ability building oriented ability Control over message

Ad.

PS SP PR DM

Public approval Standardized Offer Dramatization Non-inrusive Repeat messages Interactive Cultivation Response driven Attention Incentive Invitation to buy Now/More High Credibility Approval, Hype Catch Ad avoiders Customized Interactive Response oriented

E ff e c ti v e n e s s

Sale Promo Advertising Personal Selling DM

PR

Product/ Market Maturity (Stage of PLC)

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CadburysTemptation
Toogoodtoshare

Bannercampaign

CadburyTemptations
DiscoveringmassesinCyberspace

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Adaptations

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ATM Screen

TooGoodToSharePrizes
TripfortwotoSeychelles PassestoKBC, ,KJSS, ,KMKD ChannelVCDs NationalGeographicmerchandise StarNewsmerchandise StarMoviesClapperBoardframes

TrueBlueHybridCommunications

ATooGoodToShareExperience
Internet TVCs ATMs

Internet Banners,Microsite TelevisionPromos NewTouchPoint ICICIBankATMs PackInsert

CTR to microsite C c os te

Bought Pack? Yes

No

Buy Pack

Pack Insert

Enter Number

Win prize

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CadburyTemptations
1.25lacsentriesintwomonths 72,000uniqueprofileddatabase Hugeopportunityforcrosssellingforin housebrands

IntegratedMarketing Communications
VariousPerspectivesandVersions
360degreeBranding WholeEgg HolisticCommunications IntegratedCommunications IMC

IntegratedMarketing Communications
AnIntegratedMarketingCommunications Programinvolvesthedevelopment, implementationandevaluationofmarketing communicationsprogramsusingmultiple communicationsoptionswherethedesign andexecutionofanycommunicationoption reflectsthenatureandcontentofother communicationoptions thatalsomakesup thecommunicationprogram

VariousDefinitions
Author/ Year
American Association of Advertising Agencies (4As) (1989)

Key Concepts
Coordination and consistency of messages and communications channels (one sight, one voice) Use of variety of communications disciplines to work in synergy based on a comprehensive plan IMC as a concept Inclusion of consumers, Prospects Behavioral Responses Nurture relationships and customer loyalty IMC as Process Profitable Relationships Expanded audience scope from customers to other stakeholders Reinforced notions of consistency, coordination and behvioural response Strategic Business Process Expanded notion of Brand Communication Measurability Specified more explicitly in Multiple Markets inclusive of internal and external markets

Don Schultz (1991)

Tom Duncan (1994)

Nowak and Phelps (1994) Schultz & Schultz (1998)

3PillarsofIMC
AudienceIntegration
Multiplemarkets

ChannelIntegration
MultipleChannels

MarketingCommunications Planning g

ResultDriven
FinancialMeasurement(ROCI)

Strategic,Consistent,Coordinated, Measurable

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MarketingCommunications Planning
6MFramework
Market
ReviewofMarketingPlan:Positioning, Segments, ConsumerBehavior ReviewofPreviousCampaigns &CompetitorsPromotions

Mission
Analysis y ofCommunication Process Establishcommunication goalsandobjectives

CommunicationProcess

Money
Settentative costs&Budget

Message Media Measure

For one or more of the tools which are part of the integrated program: Advertising, Sales Promotion, Direct Marketing, Internet Marketing, PR, Personal Selling

Evaluateresults/effectiveness Measurestocontrolandadjustpromotionalstrategies

SMCRCommunicationModel
Source/encoding MESSAGE Encoding Decoding

SMCR
Source individual(salesperson/ hiredspokesperson),company/organization Receiversperceptionofthesourceinfluencehowthecommunication is received Carefulselection :knowledgeable/trustworthy Sourceselectswords,symbols,pictures,etc.torepresentthemessage thatwill bedelivered.Thisisencoding. Sender Senders sgoalistoencodethemessage insuchawaythatitisunderstoodby theaudience.

SOURCE

RECEIVER

CHANNEL

Message

Noise Feedback Response

Encodingprocessleadstomessage informationormeaningthatthesource hopestoconvey Semiotics science ofhowwords,gestures, signs,symbols,myths,theories acquiretheirmeaning. Semioticsisimportantasconsumers useproductsandbrandsastheirsocial identitiesandtheyacquiremeanings Semiotics:object,sign/symbol,interpretant Culturalanthropologists

Channel
Methodbywhichthemessage traveltothereceiver Broadlytwotypes:personal(salesperson/ social)andnonpersonal(mass media/environments)

Receiver/Decoding
Generallyconsumers/ audience Transformingsendersmessage backintothought/ meaning Effective ff communication commonground. d Empathize, h resonate. Soundsimplebutdifficultastheaudiencecouldbeverydifficultthanthe encoder.

Noise
Unplanneddistortion.Extraneous factorsthatinterferewiththereceptionof themessage. Lackofcommonground

Developingcommunicationprogramisfar morethanjustchoosingtheproduct feature/attributetoemphasize. Marketersmustunderstandhowconsumers perceiveandinterprettheirmessages

Response/feedback
Receiverssetofreactions.

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Analyzingthereceiver
Communicationispassingoninformation. Exchangeofideasorestablishing commonnessofthoughtbetweenasender andareceiver. receiver Complexprocess:successdependsonthe message,theaudiencesinterpretationand theenvironmentinwhichitisreceived.
Inmasscommunications, marketersdonothaveopportunity toclarifyor explainthemessageandhenceconsumerresponseprocessmustbe understoodwell. Mostimportant aspects:responseprocess
Traditionalresponsehierarchymodels Eachstageoftheresponsehierarchyisadependablevariablethatmustbeattainedand mayserveasanobjectiveofthecommunicationprocess Potentialbuyersmaybeatdifferentstagesinthehierarchy Usefulforintermediatemeasuresofcommunicationeffectiveness AlternativeResponsehierarchy michael ray Standardlearningmodel:learn,feel,do;Dissonance/attributionmodel:do,feel,learn;low involvementmodel:learn,do,feel Itisimportantforplannerstoexaminecommunicationsituationanddeterminewhichtype ofresponseprocessismostlikelytooccur Relationshipbetweencontrollable factors(source/message)andtheoutcomevariables (attention,comprehension,liking,intent) Typesofcognitiveresponsesevokedbyad,attitudetowardstheadandthebrandand purchaseintention

Cognitiveprocessingmodels

Roadtoasale
Response Stage AIDAModel HoEmodel OtherModels CognitiveStage (Thinking) Attention Awareness Knowledge Liking Preference Conviction Purchase Awareness

HowCommunicationsWorks

Affective Response (Liking) Behavioral Stage(Acting)

Interest Desire Action

Image Matching FactMatching Transaction Followthrough

CommunicationResponse Hierarchy
Unaware Awareness

3BasicCommunicationTasks
Learn
Createawarenessandbasic Knowledgeofthebrand

Communication Cognitive Stage Domain

Knowledge g

Feel
Liking Preference Conviction Purchase Behavioural Stage

Developattitudesand imagesabout brands

Factors other than communication too Affective Stage play an important role

Communication is just one element of the process

Do

Generateaction..Enquiry,Trial, Purchase,

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AlternativeResponseHierarchies
High Involvement Learning Model
Model: Learn-Feel-Do Cognitive Standard High Differentiation Learning Model

VariablesinCommunicationDecision Making
Independent /Dependent Variables Message Exposure Attention Source Message Channel/ Media Receiver

Low Involvement Low-involvement Model

Cognitive
Affective

Conative

Conative

Low DifferentiationModel: Do-Feel-Learn

Dissonance/ Attribution Model

Affective
Low Involvement Hierarchy

Comprehensi on Yielding/ Favorable Attitudes

Thanks