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Integrated Marketing Communications: Ranjita Gupta

The document discusses integrated marketing communications and the steps involved in developing effective communication campaigns. It covers determining the target audience and objectives, designing messages, selecting communication channels and message sources, and measuring results. It also discusses setting promotion budgets and factors in determining the promotion mix.

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NIKNISH
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© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
39 views

Integrated Marketing Communications: Ranjita Gupta

The document discusses integrated marketing communications and the steps involved in developing effective communication campaigns. It covers determining the target audience and objectives, designing messages, selecting communication channels and message sources, and measuring results. It also discusses setting promotion budgets and factors in determining the promotion mix.

Uploaded by

NIKNISH
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Integrated Marketing Communications

Ranjita Gupta

Promotion Products: Communication and Promotion Policy and Advertising


Establish image Change image Generate sales Send messages to public Inform, Persuade, Remind customers about products

Integrated Marketing Communications


Advertising Personal selling

Sales promotion
Public relations

Direct marketing
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Steps in Developing Effective Communication


Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives Buyer Readiness Stages


Awareness Knowledge Liking Preference Conviction Purchase
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Steps in Developing Effective Communication


Step 3. Designing a Message
Message Content
Rational Appeals Emotional Appeals Moral Appeals

Message Structure
Draw Conclusions Argument Type Argument Order Headline, Illustration, Copy, & Color Body Language

Message Format

Steps in Developing Effective Communication


Step 4. Select the Communication Channels
Personal Communication Channels Face to Face, Telephone, Presentation Non Personal Communication Channels Print, Broadcast and Display Media

Step 5. Selecting the Message Source


Step 6. Measure the Communications Results

Setting the Total Promotion Budget


One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion.
Based on What the Company Can Afford

Affordable

Based on a Certain Percentage of Current or Forecasted Sales

Percentage of Sales

Objective-and-Task

Based on Determining Objectives & Tasks, Then Estimating Costs

Based on the Competitors Promotion Budget

Competitive-Parity

Setting the Promotion Mix


Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Interaction, Relationship Building, Most Expensive Promo Tool Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Very Believable, Dramatize a Company or Product, Underutilized Nonpublic, Immediate, Customized, Interactive

Factors in Setting Promotion Mix


Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.
Strategy Selected Depends on: Type of ProductMarket & Product Life-Cycle Stage

Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
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Factors in Setting Promotion Mix


Buyer Readiness State
Awareness Liking, Preferences, and Conviction Purchase

Product-Life-Cycle Stage
Introduction Growth Mature Decline
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Manage the Integrated Marketing Communication Process


Integrated Marketing Communications (IMC) recognizes the Added value of a comprehensive plan Evaluates the strategic roles of a variety of communications disciplines like
General advertising Direct response Sales promotion Public relations

Combines these disciplines to provide clarity, consistency, and maximum communications impact through the seamless integration of discrete messages.
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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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Major Advertising Decisions


Message Decisions
Message Strategy Message Execution

Objectives Setting
Communication objectives Sales Objectives

Setting the Budget

Campaign Evaluation
Communication Impact Sales Impact

Reach, Frequency, Impact Major Media Types Specific Media Vehicles Media Timing

Media Decisions

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Setting Advertising Objectives


Informative Advertising
Inform Consumers or Build Primary Demand

Persuasive Advertising
Build Selective Demand

Reminder Advertising
Keeps Consumers Thinking About a Product
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Setting the Advertising Budget


Company specific factors to be considered when setting the advertising budget:
Stage in the product life cycle, Competition and clutter, Market share, Advertising frequency, Product differentiation.
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Setting the Advertising Budget


General factors to be considered when setting the advertising budget:
Strategic versus tactical budgets, Overall promotional budget, Consistency, Opportunities to stretch the budget, The final budget.
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Message Decisions
Message Generation
Message Evaluation & Selection

Message Execution

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Media Decisions
Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types
Media Habits of Target Consumers, Nature of the Product, Types of Message, Cost

Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality

Step 3. Selecting Specific Media Vehicles

Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing

Step 4. Deciding on Media Timing

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Campaign Evaluation

Measuring the Communication Effect

Measuring the Sales Effect

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