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Lecture 7 - Managing Communications

The document discusses various marketing communication platforms that could be used by a bakery specializing in nutritional pet treats, food, and birthday cakes. It outlines steps in developing an integrated marketing communications program, including identifying the target audience, determining objectives, designing messages, selecting channels, and measuring results. Specific tools are then described for each platform - advertising, sales promotion, public relations, direct marketing, and personal selling - with examples of how they could be applied to promote the pet bakery.

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AnnaJaved
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© Attribution Non-Commercial (BY-NC)
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Download as PPT, PDF, TXT or read online on Scribd
56 views

Lecture 7 - Managing Communications

The document discusses various marketing communication platforms that could be used by a bakery specializing in nutritional pet treats, food, and birthday cakes. It outlines steps in developing an integrated marketing communications program, including identifying the target audience, determining objectives, designing messages, selecting channels, and measuring results. Specific tools are then described for each platform - advertising, sales promotion, public relations, direct marketing, and personal selling - with examples of how they could be applied to promote the pet bakery.

Uploaded by

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

Marketing Communications

Advertising

Direct Marketing Public Relations

Sales Promotion

Personal Selling
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Discussion Scenario
Research has shown that many people treat their pets as they would true members of the family.
Suppose you opened a bakery that made only nutritional pet treats, doggy birthday cakes and cheesecakes, and made-toorder pet food. How could you use each of the previously mentioned marketing communications platforms in your business?

Developing Effective Marketing Communications

Steps in Marketing Communications Program Development


Identify target audience Determine objectives of communication Design the message Select communication channels Establish the budget Select the marketing communications mix Measure results Manage the IMC process

Developing Effective Marketing Communications


Step 1: Identifying the target audience
Includes assessing the audiences perceptions of the company, product, and competitors company/product image

Step 2: Cognitive, affective, and behavioral objectives may be set Step 3: AIDA model guides message design

Developing Effective Marketing Communications

Figure 16-1: Response Hierarchy Models

Developing Effective Marketing Communications Message Design


Content Structure Format Source

Message content decisions involve the selection of appeal, theme, and idea. Types of appeals
Rational appeals Emotional appeals Moral appeals

Discussion Scenario
Consider the pet bakery example discussed earlier in this presentation.
What tactics would you use to make rational, emotional and/or moral appeals? Which type of appeal would you favor using and why?

Developing Effective Marketing Communications Message Design


Content Structure Format Source

One-sided vs. twosided messages Order of argument presentation

Developing Effective Marketing Communications Message Design


Content Structure Format Source
Message format decisions vary with the type of media, but may include:
Graphics, visuals Headline, copy or script Sound effects, voice qualities Shape, scent, texture of package

Developing Effective Marketing Communications Message Design


Content Structure Format Source
Message source characteristics can influence attention and recall Factors underlying perceptions of source credibility:
Expertise Trustworthiness Likability

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Developing Effective Marketing Communications


Step 4: Selecting Communication Channels
Personal communication channels
Effectiveness derives from personalization and feedback Several methods of stimulating personal communication channels exist

Nonpersonal communication channels


Influence derives from two-step flow-of-communication process

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Developing Effective Marketing Communications

Methods of Stimulating Personal Communication


Devoting extra effort to influential individuals or companies Creating opinion leaders Working through influential community members Using influential people in testimonial advertising
Developing advertising with high conversation value Use viral marketing Developing word-of-mouth referral channels Establishing an electronic forum

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Discussion Scenario
Once again, think back to the pet bakery example discussed earlier in this presentation.
What specific methods would you undertake to stimulate personal communication, and how would you go about implementation?

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Developing Effective Marketing Communications


Step 5: Establishing the Marketing Communications Budget
Affordability method Percentage-of-sales method Competitive-parity method Objective-and-task method

Step 6: Deciding on the Marketing Communications Mix

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Developing Effective Marketing Communications


Figure 16-2: Cost-Effectiveness of Different Promotional Tools at Different Buyer-Readiness Stages

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Developing Effective Marketing Communications Communications Mix Selection


Types of promotional tools Selection factors
Advertising Sales promotion Public relations and publicity Direct marketing Personal selling

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Developing Effective Marketing Communications Communications Mix Selection


Types of promotional tools Selection factors
Consumer vs. business market Stage of buyer readiness Stage of product life cycle Market rank

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Developing Effective Marketing Communications


Step 7: Measure Results
Recognition, recall, attitudes, behavioral responses

Step 8: Manage the Integrated Marketing Communications Process


Provides stronger message consistency and greater sales impact Improves firms ability to reach right customers at right time with right message

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Developing and Managing the Advertising Campaign


Figure 16-3: The Five Ms of Advertising

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Developing and Managing the Advertising Campaign


The Five Ms of Advertising
Mission Money Message Media Measurement

Objectives can be classified by aim:


Inform Persuade Remind Reinforce

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Developing and Managing the Advertising Campaign


The Five Ms of Advertising
Mission Money Message Media Measurement

Factors considered when budget-setting:


Stage of product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability

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Developing and Managing the Advertising Campaign


The Five Ms of Advertising
Mission Money Message Media Measurement

Factors considered when choosing the advertising message:


Message generation Message evaluation and selection Message execution Social responsibility review

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Developing and Managing the Advertising Campaign


The Five Ms of Advertising
Mission Money Message Media Measurement

Developing media strategy involves:


Deciding on reach, frequency, and impact Selecting media and vehicles Determining media timing Deciding on geographical media allocation

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Developing and Managing the Advertising Campaign


Newspapers Internet Radio Direct Mail Newsletters

Major Media Types

Magazines Outdoor Brochures

Television
Yellow Pages

Telephone

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Developing and Managing the Advertising Campaign


Does satellite radio threaten the future of radio advertising?

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Developing and Managing the Advertising Campaign


Wireless technologies have recently emerged as a new media channel

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Developing and Managing the Advertising Campaign


Deciding on Media Categories
Target audiences media habits, nature of the product and message, cost

Media Timing Decisions


Macroscheduling vs. microscheduling Continuity, concentration, flighting, and pulsing scheduling options

Deciding on Geographical Allocation

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Developing and Managing the Advertising Campaign


The Five Ms of Advertising
Mission Money Message Media Measurement

Evaluating advertising effectiveness


Communication-effect research Sales-effect research

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Developing and Managing the Advertising Campaign

Figure 16-4: Formula for Measuring Sales Impact of Advertising

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Sales Promotion
Sales promotions are short-term incentives designed to stimulate purchase among consumers or trade Purpose of sales promotion
Attract new triers or brand switchers Reward loyal customers Increase repurchase rates

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Sales Promotion
Technology simplifies coupon redemption for online consumers

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Sales Promotion
Steps in Sales Promotion Program Development
Establish objectives Select consumer-promotion tools Select trade-promotion tools Select business- and sales force promotion tools Develop the program Pretest the program

Implement and evaluate the program


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Sales Promotion
Cross-Promotions Premiums Prizes Samples Tie-in Promotions

Major Consumer Sales Promotion Tools

Cash Refunds Coupons Free Trials

Product Warranties

Patronage Awards

POP Displays & Demonstrations


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Public Relations
Public relations activities promote or protect the image of the firm via:
Product Publicity Public Relations

Counseling

Lobbying

Corporate Communications
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Public Relations
Marketing Public Relations (MPR)
Plays an important role in
New product launches Repositioning of mature brand Building interest in product category Influencing specific target groups Defending products with public problems Building the corporate image

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Public Relations
Major Public Relations Tools
News Events Speeches Publications Sponsorships Identity Media Public-service Activities
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Direct Marketing
Direct marketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries. Direct marketing is growing and offers consumers key benefits. Firms are recognizing the importance of integrated direct marketing efforts.

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Direct Marketing Channels


Major Direct Marketing Tools
Face-to-Face
Online

Direct Mail
Catalog

Kiosk

Telemarketing

TV Marketing
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Direct Marketing
Steps in Developing a Direct-Mail Campaign:
Step 1: Set objectives Step 2: Identify target markets Step 3: Define the offer Step 4: Test the elements Step 5: Measure results

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