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IMC Chapter 15

This document discusses integrated marketing communications strategies. It defines the marketing communications mix as the specific mix of advertising, personal selling, sales promotion, and public relations used to pursue marketing objectives. It explains that the need for integrated marketing communications is to avoid conflicting messages and ensure all communication elements are compatible. The key aspects of integrated marketing communications are to coordinate all communication channels to deliver a clear, consistent message about the organization and its products.

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Pooja Sheoran
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252 views26 pages

IMC Chapter 15

This document discusses integrated marketing communications strategies. It defines the marketing communications mix as the specific mix of advertising, personal selling, sales promotion, and public relations used to pursue marketing objectives. It explains that the need for integrated marketing communications is to avoid conflicting messages and ensure all communication elements are compatible. The key aspects of integrated marketing communications are to coordinate all communication channels to deliver a clear, consistent message about the organization and its products.

Uploaded by

Pooja Sheoran
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Integrated Marketing Communication Strategy

Chapter 15

Definition
Marketing Communications Mix
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.

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Integrated Marketing Communications


The Marketing Communications Environment is Changing:
Mass markets have fragmented, causing marketers to shift away from mass marketing

Media fragmentation is increasing as well

Improvements in information technology are facilitating segmentation


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Integrated Marketing Communications


The Need for Integrated Marketing Communications
Conflicting messages from different sources or promotional approaches can confuse company or brand images

The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently
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Integrated Marketing Communications


The Need for Integrated Marketing Communications
The Web alone cannot be used to build brands; brand awareness potential is limited Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications Web efforts can enhance relationships
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Integrated Marketing Communications


Integrated Marketing Communications
The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. IMC implementation often requires the hiring of a MarCom manager.
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The Communication Process


Communications efforts should be viewed from the perspective of managing customer relationships over time. The communication process begins with an audit of all potential contacts. Effective communication requires knowledge of how communication works.
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The Communication Process


Elements in the Communication Process
Sender Message Media Encoding Decoding Response

Receiver
Noise

Feedback
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Developing Effective Communication


Step 1: Identifying the Target Audience
Affects decisions related to what, how, when, and where message will be said, as well as who will say it

Step 2: Determining Communication Objectives


Six buyer readiness stages
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Developing Effective Communication


Buyer-Readiness Stages
Awareness
Knowledge Liking

Preference
Conviction Purchase
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Developing Effective Communication


Step 3: Designing a Message
AIDA framework guides message design Message content contains appeals or themes designed to produce desired results

Rational appeals Emotional appeals


Love, pride, joy, humor, fear, guilt, shame

Moral appeals
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Developing Effective Communication


Step 3: Designing a Message
Message Structure: Key decisions are required with respect to three message structure issues:

Whether or not to draw a conclusion One-sided vs. two-sided argument Order of argument presentation

Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.
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Developing Effective Communication


Step 4: Choosing Media
Personal communication channels
Includes face-to-face, phone, mail, and Internet chat communications Word-of-mouth influence is often critical Buzz marketing cultivates opinion leaders

Nonpersonal communication channels

Includes media, atmosphere, and events


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Step 5: Selecting the Message Source

Developing Effective Communication


Highly credible sources are more persuasive A poor spokesperson can tarnish a brand

Step 6: Collecting Feedback


Recognition, recall, and behavioral measures are assessed May suggest changes in product/promotion

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Setting the Promotional Budget and Mix


Setting the Total Promotional Budget
Affordability Method

Budget is set at a level that a company can afford Past or forecasted sales may be used Budget matches competitors outlays
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Percentage-of-Sales Method

Competitive-Parity Method

Setting the Promotional Budget and Mix


Setting the Total Promotional Budget
Objective-and-Task Method

Specific objectives are defined Tasks required to achieve objectives are determined Costs of performing tasks are estimated, then summed to create the promotional budget

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Setting the Promotional Budget and Mix


Setting the Overall Promotion Mix
Determined by the nature of each promotion tool and the selected promotion mix strategy

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Setting the Promotional Budget and Mix


Promotion Tools
Advertising Personal Selling Sales Promotion Public Relations
Reaches large, geographically dispersed audiences, often with high frequency Low cost per exposure, though overall costs are high Consumers perceive advertised goods as more legitimate Dramatizes company/brand Builds brand image; may stimulate short-term sales Impersonal; one-way communication
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Direct Marketing

Setting the Promotional Budget and Mix


Promotion Tools
Advertising Personal Selling Sales Promotion Public Relations
Most effective tool for building buyers preferences, convictions, and actions Personal interaction allows for feedback and adjustments

Relationship-oriented
Buyers are more attentive Sales force represents a longterm commitment Most expensive of the promotional tools
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Direct Marketing

Setting the Promotional Budget and Mix


Promotion Tools
Advertising Personal Selling Sales Promotion Public Relations
May be targeted at the trade or ultimate consumer Makes use of a variety of formats: premiums, coupons, contests, etc. Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales Stimulates quick response Short-lived Not effective at building longterm brand preferences
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Direct Marketing

Setting the Promotional Budget and Mix


Promotion Tools
Advertising Personal Selling Sales Promotion Public Relations
Highly credible Many forms: news stories, news features, events and sponsorships, etc. Reaches many prospects missed via other forms of promotion Dramatizes company or benefits Often the most underused element in the promotional mix
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Direct Marketing

Setting the Promotional Budget and Mix


Promotion Tools
Advertising Personal Selling
Many forms: Telephone marketing, direct mail, online marketing, etc. Four distinctive characteristics:
Nonpublic Immediate Customized Interactive

Sales Promotion
Public Relations

Direct Marketing

Well-suited to highly targeted marketing efforts


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Setting the Promotional Budget and Mix


Promotion Mix Strategies
Push strategy: trade promotions and personal selling efforts push the product through the distribution channels. Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products.
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Setting the Promotional Budget and Mix


Checklist: Integrating the Promotion Mix
Analyze trends (internal and external) Audit communications spending Identify all points of contact Team up in communications planning Make all communication elements compatible Create performance measures Appoint an IMC manager
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Socially Responsible Marketing Communications


Advertising and Sales Promotion
Avoid false and deceptive advertising

Bait and switch advertising

Trade promotions can not favor certain customers over others Use advertising to promote socially responsible programs and actions
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Socially Responsible Marketing Communications


Personal Selling
Salespeople must follow the rules of fair competition Three day cooling-off rule protects ultimate consumers from high pressure tactics Business-to-business selling

Bribery, industrial espionage, and making false and disparaging statements about a competitor are forbidden
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