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Integrated Marketing Communication


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helps in understanding basic concepts of Mktg Communication

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Integrated Marketing Communication

  2. 2. Marketing Communications <ul><li>Is part of the marketing mix, includes all the means by which a company communicates directly with present & potential customers. </li></ul><ul><li>The process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities. </li></ul>
  3. 3. Importance of Marketing Communications <ul><li>not only informs, but is also used to differentiate the seller’s products/services </li></ul><ul><li>may also be effective in affecting the price elasticity of demand (non price competition) </li></ul><ul><li>Prerequisite of Marketing Communication </li></ul><ul><li>the marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and image </li></ul>
  4. 4. The Communications Process <ul><li>communications requires a channel, with a sender and a receiver, to handle the message </li></ul><ul><li>a message is first encoded by the sender </li></ul><ul><li>the communications channel is then used to deliver the message to the sender </li></ul><ul><li>the receiver decodes the message, based on his or her frame of reference and experience </li></ul><ul><li>may be a need for a response and feedback </li></ul><ul><li>the process can be interrupted by noise </li></ul>
  5. 5. The Process NOISE Competing ads, other distractions MESSAGE CHANNEL Select the media or other vehicle to carry the message ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind FEEDBACK Impact measured using research, sales, or another measure RESPONSE Ranges from simple awareness to purchase DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed
  6. 6. Inside the Communications Process <ul><li>The act of encoding allows that messages can take many forms. </li></ul><ul><li>The methods of transmitting a message are limited only by the imagination and creativity of the sender. </li></ul><ul><li>How the message is decoded depends on its form and the capability and interest of the recipient. </li></ul><ul><li>Without measurable objectives, the effectiveness of a message cannot be evaluated. </li></ul>
  7. 7. Developing Effective Communication <ul><li>Identifying Target Audience </li></ul><ul><li>Determining Objectives </li></ul><ul><li>Design Message </li></ul><ul><li>Select Channels </li></ul><ul><li>Establish Budget </li></ul><ul><li>Decide on Media Mix </li></ul><ul><li>Measure Results </li></ul>
  8. 8. Identifying Target Audience <ul><li>Image analysis: </li></ul><ul><li>Beliefs, ideas, attitudes, impressions & actions regarding an object </li></ul>
  9. 9. Determining Objectives Awareness Knowledge Liking Preference Conviction Purchase Hierarchy- of-effects model
  10. 10. Design Message <ul><li>Message content </li></ul><ul><li>Rational </li></ul><ul><li>Emotional </li></ul><ul><li>Moral </li></ul><ul><li>Message structure </li></ul><ul><li>One-Versus two-sided arguments </li></ul><ul><li>Conclusion drawing </li></ul><ul><li>Order of Presentation </li></ul>Contd.
  11. 11. <ul><li>Message Source </li></ul><ul><li>Source credibility </li></ul><ul><li>Endorser </li></ul><ul><li>Message Format </li></ul><ul><li>The message has to be considered depending on which media is going to be used – e.g. Layouts, props, models, music, voice, etc. </li></ul>Design message
  12. 12. Select the communication channel Channels Personal Non-personal Advocate Expert Social Media Atmosphere Events Print Broadcast Network Electronic Display
  13. 13. Establishing the total Marketing Communications Budget <ul><li>Affordable Method </li></ul><ul><li>Percentage-of-Sales Method </li></ul><ul><li>Competitive Parity method </li></ul><ul><li>Objective-and-task Method </li></ul>
  14. 14. Deciding on the Marketing Communication Mix <ul><li>Personal selling : The direct presentation of a product to a prospective customer by a representative of the selling organization. </li></ul><ul><li>Advertising : A paid, impersonal mass communication with a clearly-identified sponsor. </li></ul><ul><li>Sales promotion : Demand-stimulating activity designed to supplement advertising and facilitate personal selling. </li></ul>
  15. 15. More Elements <ul><li>Public relations: A planned communication effort by an organization to contribute to generally favourable attitudes and opinions toward an organization and its products. </li></ul><ul><li>Publicity: A special form of public relations that involves news stories about an organization or its products. </li></ul>
  16. 16. Considerations in Designing Marketing Communications Mix <ul><li>Target market </li></ul><ul><ul><li>Readiness to buy , knowledge, liking, preference, conviction (belief) </li></ul></ul><ul><ul><li>Purchase </li></ul></ul><ul><ul><li>Geographic scope </li></ul></ul><ul><ul><li>Type — consumer or middleman </li></ul></ul><ul><ul><li>Concentration </li></ul></ul>
  17. 17. More Considerations <ul><li>Nature of the product </li></ul><ul><ul><li>Unit value </li></ul></ul><ul><ul><li>Degree of customization </li></ul></ul><ul><ul><li>Presale and post sale service </li></ul></ul><ul><li>Stage of the product life cycle </li></ul><ul><li>Amount of money available for promotion </li></ul>
  18. 18. Measure the Communications Results Target audience are asked whether they recognize or recall the message.
  19. 19. Managing the integrated marketing communications process <ul><li>A strategic business process used to plan, develop, execute, evaluate coordinated communication within an organizations publics, requiring: </li></ul><ul><ul><li>Awareness of audience’s media habits and preferences </li></ul></ul><ul><ul><li>Understanding of audience’s knowledge and beliefs about the product </li></ul></ul><ul><ul><li>Use of coordinated media blend linked to a specific objective </li></ul></ul><ul><ul><li>Key is a single, coordinated message and image thrust </li></ul></ul>
  20. 20. Integrated Marketing Communications <ul><li>This brings about synergy and better use of communication funds </li></ul><ul><li>Balancing the ‘push’ and ‘pull’ strategies </li></ul><ul><li>Improves the company’s ability to reach the right consumer at the right place at the right time with the right message. </li></ul>
  21. 21. Push or Pull Strategy <ul><li>a push strategy directs communication efforts at channel members; a pull strategy directs promotion at the end consumer </li></ul><ul><li>many products, such as business products, are promoted with a push strategy, involving personal selling and use of trade promotions </li></ul><ul><li>most consumer products would rely more heavily on a pull strategy where promotion is directed at the consumer to stimulate demand </li></ul>
  22. 22. An Illustration Producer Wholesaler Retailer Consumer PUSH STRATEGY Producer Wholesaler Retailer Consumer Product flow Communication effort PULL STRATEGY
  23. 23. Choosing a Push or Pull Strategy <ul><li>A push strategy is directing the communication primarily at the middlemen that are the next link forward in the producer’s distribution channel. </li></ul><ul><li>A pull strategy has the communication directed at the end users — primarily consumers. </li></ul>
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