Designing and Managing Integrated Marketing Communications

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Designing and Managing Integrated Marketing Communications

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Designing and Managing Integrated Marketing Communications

  1. 1. Chapter 16 Designing and Managing Integrated Marketing Communications PowerPoint by Karen E. James Louisiana State University - Shreveport
  2. 2. Objectives <ul><li>Learn the major steps in developing an effective integrated marketing communications program. </li></ul><ul><li>Understand the steps involved in developing an advertising program. </li></ul><ul><li>Learn how companies can exploit the marketing potential of sales promotion, public relations, direct marketing, and e-marketing. </li></ul>
  3. 3. Marketing Communications <ul><li>Advertising </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Public relations </li></ul><ul><li>Direct marketing </li></ul><ul><li>Personal selling </li></ul>Communications Platforms
  4. 4. Developing Effective Marketing Communications <ul><li>Identify target audience </li></ul><ul><li>Determine objectives of communication </li></ul><ul><li>Design the message </li></ul><ul><li>Select communication channels </li></ul><ul><li>Establish the budget </li></ul><ul><li>Select the marketing communications mix </li></ul><ul><li>Measure results </li></ul><ul><li>Manage the IMC process </li></ul>Steps in Marketing Communications Program Development
  5. 5. Developing Effective Marketing Communications <ul><li>Step 1: Identifying the target audience </li></ul><ul><ul><li>Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image </li></ul></ul><ul><li>Step 2: Cognitive, affective, and behavioral objectives may be set </li></ul><ul><li>Step 3: AIDA model guides message design </li></ul>
  6. 6. Developing Effective Marketing Communications <ul><li>Message Design </li></ul><ul><li>Content </li></ul><ul><li>Structure </li></ul><ul><li>Format </li></ul><ul><li>Source </li></ul><ul><li>Message content decisions involve the selection of appeal, theme, idea, or USP </li></ul><ul><li>Types of appeals </li></ul><ul><ul><li>Rational appeals </li></ul></ul><ul><ul><li>Emotional appeals </li></ul></ul><ul><ul><li>Moral appeals </li></ul></ul>
  7. 7. Developing Effective Marketing Communications <ul><li>Message Design </li></ul><ul><li>Content </li></ul><ul><li>Structure </li></ul><ul><li>Format </li></ul><ul><li>Source </li></ul><ul><li>One-sided vs. two-sided messages </li></ul><ul><li>Order of argument presentation </li></ul>
  8. 8. Developing Effective Marketing Communications <ul><li>Message Design </li></ul><ul><li>Content </li></ul><ul><li>Structure </li></ul><ul><li>Format </li></ul><ul><li>Source </li></ul><ul><li>Message format decisions vary with the type of media, but may include: </li></ul><ul><ul><li>Graphics, visuals </li></ul></ul><ul><ul><li>Headline, copy or script </li></ul></ul><ul><ul><li>Sound effects, voice qualities </li></ul></ul><ul><ul><li>Shape, scent, texture of package </li></ul></ul>
  9. 9. Developing Effective Marketing Communications <ul><li>Message Design </li></ul><ul><li>Content </li></ul><ul><li>Structure </li></ul><ul><li>Format </li></ul><ul><li>Source </li></ul><ul><li>Message source characteristics can influence attention and recall </li></ul><ul><li>Factors underlying perceptions of source credibility: </li></ul><ul><ul><li>Expertise </li></ul></ul><ul><ul><li>Trustworthiness </li></ul></ul><ul><ul><li>Likability </li></ul></ul>
  10. 10. Developing Effective Marketing Communications <ul><li>Step 4: Selecting Communication Channels </li></ul><ul><ul><li>Personal communication channels </li></ul></ul><ul><ul><ul><li>Effectiveness derives from personalization and feedback </li></ul></ul></ul><ul><ul><ul><li>Several methods of stimulating personal communication channels exist </li></ul></ul></ul><ul><ul><li>Nonpersonal communication channels </li></ul></ul><ul><ul><ul><li>Influence derives from two-step flow-of-communication process </li></ul></ul></ul>
  11. 11. Developing Effective Marketing Communications <ul><li>Devoting extra effort to influential individuals or companies </li></ul><ul><li>Creating opinion leaders </li></ul><ul><li>Working through influential community members </li></ul><ul><li>Using influential people in testimonial advertising </li></ul><ul><li>Developing advertising with high “conversation value” </li></ul><ul><li>Use viral marketing </li></ul><ul><li>Developing word-of-mouth referral channels </li></ul><ul><li>Establishing an electronic forum </li></ul>Methods of Stimulating Personal Communication
  12. 12. Developing Effective Marketing Communications <ul><li>Step 5: Establishing the Marketing Communications Budget </li></ul><ul><ul><li>Affordability method </li></ul></ul><ul><ul><li>Percentage-of-sales method </li></ul></ul><ul><ul><li>Competitive-parity method </li></ul></ul><ul><ul><li>Objective-and-task method </li></ul></ul><ul><li>Step 6: Deciding on the Marketing Communications Mix </li></ul>
  13. 13. Developing Effective Marketing Communications <ul><li>Communications Mix Selection </li></ul><ul><li>Types of promotional tools </li></ul><ul><li>Selection factors </li></ul><ul><li>Advertising </li></ul><ul><li>Sales promotion </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>Direct marketing </li></ul><ul><li>Personal selling </li></ul>
  14. 14. Developing Effective Marketing Communications <ul><li>Communications Mix Selection </li></ul><ul><li>Types of promotional tools </li></ul><ul><li>Selection factors </li></ul><ul><li>Consumer vs. business market </li></ul><ul><li>Stage of buyer readiness </li></ul><ul><li>Stage of product life cycle </li></ul><ul><li>Market rank </li></ul>
  15. 15. Developing Effective Marketing Communications <ul><li>Step 7: Measure Results </li></ul><ul><ul><li>Recognition, recall, attitudes, behavioral responses </li></ul></ul><ul><li>Step 8: Manage the Integrated Marketing Communications Process </li></ul><ul><ul><li>Provides stronger message consistency and greater sales impact </li></ul></ul><ul><ul><li>Improves firms’ ability to reach right customers at right time with right message </li></ul></ul>
  16. 16. Developing and Managing the Advertising Campaign <ul><li>The Five Ms of Advertising </li></ul><ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Media </li></ul><ul><li>Measurement </li></ul><ul><li>Objectives can be classified by aim: </li></ul><ul><ul><li>Inform </li></ul></ul><ul><ul><li>Persuade </li></ul></ul><ul><ul><li>Remind </li></ul></ul><ul><ul><li>Reinforce </li></ul></ul>
  17. 17. Developing and Managing the Advertising Campaign <ul><li>Factors considered when budget-setting: </li></ul><ul><ul><li>Stage of product life cycle </li></ul></ul><ul><ul><li>Market share and consumer base </li></ul></ul><ul><ul><li>Competition and clutter </li></ul></ul><ul><ul><li>Advertising frequency </li></ul></ul><ul><ul><li>Product substitutability </li></ul></ul><ul><li>The Five Ms of Advertising </li></ul><ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Media </li></ul><ul><li>Measurement </li></ul>
  18. 18. Developing and Managing the Advertising Campaign <ul><li>Factors considered when choosing the advertising message: </li></ul><ul><ul><li>Message generation </li></ul></ul><ul><ul><li>Message evaluation and selection </li></ul></ul><ul><ul><li>Message execution </li></ul></ul><ul><ul><li>Social responsibility review </li></ul></ul><ul><li>The Five Ms of Advertising </li></ul><ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Media </li></ul><ul><li>Measurement </li></ul>
  19. 19. Developing and Managing the Advertising Campaign <ul><li>Developing media strategy involves: </li></ul><ul><ul><li>Deciding on reach, frequency, and impact </li></ul></ul><ul><ul><li>Selecting media and vehicles </li></ul></ul><ul><ul><li>Determining media timing </li></ul></ul><ul><ul><li>Deciding on geographical media allocation </li></ul></ul><ul><li>The Five Ms of Advertising </li></ul><ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Media </li></ul><ul><li>Measurement </li></ul>
  20. 20. Developing and Managing the Advertising Campaign <ul><li>Newspapers </li></ul><ul><li>Television </li></ul><ul><li>Direct mail </li></ul><ul><li>Radio </li></ul><ul><li>Magazines </li></ul><ul><li>Outdoor </li></ul><ul><li>Yellow pages </li></ul><ul><li>Newsletters </li></ul><ul><li>Brochures </li></ul><ul><li>Telephone </li></ul><ul><li>Internet </li></ul>Major Media Types
  21. 21. Developing and Managing the Advertising Campaign <ul><li>Deciding on Media Categories </li></ul><ul><ul><li>Target audience’s media habits, nature of the product and message, cost </li></ul></ul><ul><li>Media Timing Decisions </li></ul><ul><ul><li>Macroscheduling vs. microscheduling </li></ul></ul><ul><ul><li>Continuity, concentration, flighting, and pulsing scheduling options </li></ul></ul><ul><li>Deciding on Geographical Allocation </li></ul>
  22. 22. Developing and Managing the Advertising Campaign <ul><li>Evaluating advertising effectiveness </li></ul><ul><ul><li>Communication-effect research </li></ul></ul><ul><ul><li>Sales-effect research </li></ul></ul><ul><li>The Five Ms of Advertising </li></ul><ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Media </li></ul><ul><li>Measurement </li></ul>
  23. 23. Sales Promotion <ul><li>Sales promotions are short-term incentives designed to stimulate purchase among consumers or trade </li></ul><ul><li>Purpose of sales promotion </li></ul><ul><ul><li>Attract new triers or brand switchers </li></ul></ul><ul><ul><li>Reward loyal customers </li></ul></ul><ul><ul><li>Increase repurchase rates </li></ul></ul>
  24. 24. Sales Promotion <ul><li>Establish objectives </li></ul><ul><li>Select consumer-promotion tools </li></ul><ul><li>Select trade-promotion tools </li></ul><ul><li>Select business- and sales force promotion tools </li></ul><ul><li>Develop the program </li></ul><ul><li>Pretest the program </li></ul>Steps in Sales Promotion Program Development <ul><li>Implement and evaluate the program </li></ul>
  25. 25. Sales Promotion <ul><li>Samples </li></ul><ul><li>Coupons </li></ul><ul><li>Cash refunds (rebates) </li></ul><ul><li>Premiums </li></ul><ul><li>Prizes (contests, sweepstakes, games) </li></ul><ul><li>Patronage awards </li></ul><ul><li>Free trials </li></ul><ul><li>Product warranties </li></ul><ul><li>Tie-in promotions </li></ul><ul><li>Cross-promotions </li></ul><ul><li>Point-of-purchase displays and demonstrations </li></ul>Major Consumer-Promotion Tools
  26. 26. Public Relations <ul><li>Public relations activities promote or protect the image of a firm or product </li></ul><ul><li>Public relations functions: </li></ul><ul><ul><li>Press relations </li></ul></ul><ul><ul><li>Product publicity </li></ul></ul><ul><ul><li>Corporate communications </li></ul></ul><ul><ul><li>Lobbying </li></ul></ul><ul><ul><li>Counseling </li></ul></ul>
  27. 27. Public Relations <ul><li>Marketing Public Relations (MPR) </li></ul><ul><ul><li>Plays an important role in </li></ul></ul><ul><ul><ul><li>New product launches </li></ul></ul></ul><ul><ul><ul><li>Repositioning of mature brand </li></ul></ul></ul><ul><ul><ul><li>Building interest in product category </li></ul></ul></ul><ul><ul><ul><li>Influencing specific target groups </li></ul></ul></ul><ul><ul><ul><li>Defending products with public problems </li></ul></ul></ul><ul><ul><ul><li>Building the corporate image </li></ul></ul></ul><ul><li>Three Major MPR Decisions </li></ul>
  28. 28. Public Relations <ul><li>Publications </li></ul><ul><li>Events </li></ul><ul><li>Sponsorships </li></ul><ul><li>News </li></ul><ul><li>Speeches </li></ul><ul><li>Public-service activities </li></ul><ul><li>Identity media </li></ul>Major Public Relations Tools
  29. 29. Direct Marketing <ul><li>Direct marketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries. </li></ul><ul><li>Direct marketing is growing and offers consumers key benefits. </li></ul><ul><li>Firms are recognizing the importance of integrated direct marketing efforts. </li></ul>
  30. 30. Direct Marketing <ul><li>Face-to-face selling </li></ul><ul><li>Direct mail </li></ul><ul><li>Catalog marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Direct-response TV marketing </li></ul><ul><li>Kiosk marketing </li></ul><ul><li>E-marketing </li></ul>Major Direct Marketing Tools
  31. 31. Direct Marketing <ul><li>Steps in Developing a Direct-Mail Campaign: </li></ul><ul><ul><li>Step 1: Set objectives </li></ul></ul><ul><ul><li>Step 2: Identify target markets </li></ul></ul><ul><ul><li>Step 3: Define the offer </li></ul></ul><ul><ul><li>Step 4: Test the elements </li></ul></ul><ul><ul><li>Step 5: Measure results </li></ul></ul>

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