Chapter 17 - Designing and Managing Integrated Marketing Communications

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Chapter 17 - Designing and Managing Integrated Marketing Communications

  1. 1. CHAPTER 17 - DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS Marketing Management – Kotler, Keller, Koshy, and Jha (12 edition)
  2. 2. Sender Encoding Decoding Receiver ResponseFeedback Media/ Message Noise A Model of Communication Process
  3. 3. How Receivers Respond?  Selective Attention  Reduce ad clutter, uniqueness, creativity, etc.  Selective Distortion  Clear, concrete and complete  Selective Retention  Increase / develop positive attitude and intention
  4. 4. Micro-model of Consumer Response  Three stages: Cognitive, Affective and Behavioral
  5. 5. Marketing Communication Programs Marketing Communication Advertising Sales Promotion Events and Experiences Public Relations and Publicity Personal Selling Direct Marketing
  6. 6. Developing Effective Marketing Communications 1. Identify Target Audience 2. Determine Objectives 3. Design Communications 4. Select Channels 5. Establish Budget 6. Decide on Media Mix 7. Measure Results 8. Manage Integrated Marketing Communication
  7. 7. 1. Identify Target Audience  Understanding target group: Image analysis  Familiarity scale  Favorability scale  Familiarity Favorability Analysis
  8. 8. 2. Determine the Communication Objective  Category Need  Brand Awareness  Brand Attitude  Brand Purchase Intention
  9. 9. 3. Design the Communication  A. Message Strategy: What to communicate???  Rewards from the product (Rational / Sensory / Social / Ego- satisfaction) X Experience with the product (Result of use- exp / Product-in-use exp / Incident-to-use exp)  B. Creative Strategy: How to communicate???  Informational (Cognitive) appeals  Transformational (Affective) appeals  C. Message Source: Who to communicate???  Real life spokesperson - celebrity / expert / company employee / professional models / customers  Fictional Character: animated persons / animals  Product / Surroundings only
  10. 10. Challenges in developing global programs  Products  Advertising of restricted / forbidden / banned products.  Market Segment  In Norway and Sweden, no TV advertising may be directed at children below 12 years  McDonald advertises itself as family restaurant  Style  Comparative ads are banned in India  Local or Global  Suitability of ads across nations  Cultural differences e.g. Barbie doll in India
  11. 11. 4. Select the Communication Channel  A. Personal communication channel involve two or more person communicating directly face-to-face, person-to-audience, over the telephone, through e- mail/company website/SNS.  Includes  Advocate channels  Company sales force  Expert-channels  Review (independent) websites  Social communication  SNS  Word-of-Mouth
  12. 12. Important activity to stimulate personal influence  Identify influential individual and company, and devote extra time to them  Create opinion leaders by supplying certain people with the products on attractive terms  Work through community influentials such as local leaders, social workers, etc.  Use influential / believable people in advertisements  Develop advertising that has high “conversation value”  Develop word-of-mouth referral channels to build business
  13. 13. 4. Select the Communication Channel  B. Non-personal communication are communication directed to more than one person.  Includes  Media – Print, broadcast, online, billboards, etc.  Sales promotions  Event and experiences  Public relations  C. Integration of communication channels
  14. 14. 5. Establish the Total Marketing Communication Budget  Affordable Method  Percentage of Sales Method  Competitive Parity Method  Objective and Task Method
  15. 15. 6. Deciding on the Marketing Communication Mix  A. Characteristics of the Marketing Communication MixAdvertising Sales Promotion Public Relation and Publicity Events and Experience s Direct Marketing Personal Selling Pervasivene ss Communicati on / Attention High Credibility Relevant Customize d Personal Interaction Amplified expressions Incentive Ability to catch buyers off guard Involving Up-to-date Cultivation Impersonalit y Invitation Dramatization Implicit Interactive Response
  16. 16. 6. Deciding on the Marketing Communication Mix  Factors in Setting the Marketing Communication Mix  Type of Product Market  Buyer Readiness Stage  PLC Stage
  17. 17.  7. Measuring Communication Results  Compare with establish goals and objectives  8. Managing IMC  Coordinating media
  18. 18. 100 % Market 80 % Aware 20 % not aware 60 % tried 40 % did not try 80 % dis- appoi nted 20 % Satisfied 100 % Market 60 % Aware 40 % not aware 30 % tried 70 % did not try 80 % Satisfied 80 % dis- appointed Brand A Brand B
  19. 19. END OF THE CHAPTER

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