This document discusses integrated marketing communications and the process of developing an effective communications strategy. It covers identifying the target audience, setting objectives, designing communications, selecting channels, establishing a budget, deciding on the marketing mix, managing the integrated marketing communications program, and measuring results. Key aspects of an ideal advertising campaign are exposing the right consumer to the message at the right time, gaining attention, reflecting consumer understanding, correctly positioning the brand, and motivating purchase.

1. BMGT 411: Chapter 15
Designing and Managing Integrated Marketing Communications

2. Chapter Questions
• What is the role of marketing communications?
• What are the major steps in developing effective communications?
• What is the communications mix and how should it be set?
• What is an integrated marketing communications program?

3. Modes of Marketing Communications
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Direct marketing
• Interactive marketing
• Word-of-mouth marketing
• Personal selling
• Social Media Marketing

4. Table 15.1 Communication Platforms: Advertising
• Print and broadcast ads
• POP displays
• Packaging inserts
• Logos
• Motion pictures
• Videotapes
• Brochures and booklets
• Posters
• Billboards

5. Table 15.1 Communication Platforms - Sales Promotion
• Contests, games, sweepstakes
• Premiums
• Sampling
• Trade shows, exhibits
• Coupons
• Rebates
• Entertainment
• Continuity programs

6. Table 15.1 Communication Platforms: Events and
Sponsorships
• Sports
• Company museums
• Entertainment
• Street activities
• Festivals
• Art
• Causes
• Factory tours

7. Table 15.1 Communication Platforms: Public Relations
• Press kits
• Speeches
• Seminars
• Annual reports
• Charitable donations
• Publications
• Community relations
• Lobbying
• Identity media

8. Table 15.1 Communication Platforms: Personal Selling
• Sales presentations
• Sales meetings
• Incentive programs
• Samples
• Fairs and trade shows

9. Table 15.1 Communication Platforms: Direct Marketing
• Catalogs
• Mailings
• Telemarketing
• Electronic shopping
• TV shopping
• E-mail
• Voice mail
• Websites

10. An Ideal Ad Campaign
• The right consumer is exposed to the message at the right time and
place
• The ad causes consumer to pay attention
• The ad reflects consumer’s level of understanding and behaviors the
with product
• The ad correctly positions brand in terms of points-of-difference and
points-of-parity
• The ad motivates consumer to consider purchase of the brand

11. The right consumer is exposed
to the message at the right time
and place

12. The right consumer is exposed
to the message at the right time
and place

13. The ad causes consumer to pay attention
http://www.webpronews.com/people-in-haiti-read-firstworldproblems-tweets-
2012-10

14. The ad reflects consumer’s level of
understanding and behaviors with the
product
http://bit.ly/1rh2Z19

15. The ad correctly positions brand in terms
of points-of-difference and points-of-parity http://youtu.be/9O2i28DU7fY

16. The ad motivates consumer to consider
purchase of the brand http://youtu.be/79gMRVOPcoM

17. An Ideal Ad Campaign
• The right consumer is exposed to the message at the right time and
place
• The ad causes consumer to pay attention
• The ad reflects consumer’s level of understanding and behaviors the
with product
• The ad correctly positions brand in terms of points-of-difference and
points-of-parity
• The ad motivates consumer to consider purchase of the brand

18. Figure 15.1 Elements in the
Communications Process

19. Steps in Developing Effective
Communications
1.Identify target audience
2.Determine objectives
3.Design communications
4.Select channels
5.Establish budget
6.Decide on media mix
7. Manage the IMC
8.Measure results

20. 1. Identify Target Market Often Segment Based - Recall
Segments from Chapter 7

21. 2. Communications Objectives
• Category need: Establish a product or service category as
necessary to remove or satisfy a perceived discrepancy between a
current motivational state and desired emotional state
• Brand awareness: Foster the consumer’s ability to recognize or
recall the brand within a category
• Brand attitude: Help customers evaluate the brands perceived
ability to meet a current relevant need
• Purchase intention: Move consumers to decide to purchase the
brand or take related action

22. Brand Awareness http://youtu.be/Q-j7Lk4VvgE?
list=PLCFM1h5Oz66g7udnOOB-v8-
1c5TTMYWiH

23. Purchase Intention

24. 3. Designing the Communications
• What to say (Message Strategy), how to say it (Creative
Strategy) and who should say it (Message Source).
• Lets look at the new Ford Escape
• Message: Convenience and Technology
• Creative: Show it in real use, how it can solve problems
• Source: Delivered by people who represent the target segment
and Ford Employees

25. Communication Design http://www.youtube.com/watch?
v=I1V_rm645S0

26. 4. Select the Channels Personal Channels

27. 4. Select the Channels Mass Communication Channels

28. 4. Select the Channels Choose Channels Most Related
to Your Segment

29. 5. Establish the Budget
• Affordable: Setting the budget on what the managers think the
company can afford
• Percentage of Sales Method: Setting the communication budget
at a specified percentage of current or anticipated sales
• Competitive Parity: Setting the communication budget to achieve
share of voice parity with competitors
• Objective and Task Based: Developing the budget by defining
specific objectives, determining tasks that must be performed to
meet those objectives, and estimating the costs associated with
them

30. 6. Deciding on the Marketing Mix

31. Characteristics
of the Mix

32. 7. Managing the IMC

33. 8. Measure Results

34. Main Categories of Marketing Metrics

35. Schedules
• Schedules are time-defined plans for completing a series of tasks or activities
related to a specific program or objective.
• Help avoid conflicts.
• Help measure progress toward completion.
• http://office.microsoft.com/en-us/templates/results.aspx?qu=marketing
+plan&ex=1&origin=TC001145556#ai:TC001142853|
• http://office.microsoft.com/en-us/templates/results.aspx?qu=marketing
+plan&ex=1&origin=TC001145556#ai:TC001146469|

36. ROMI Equation
• ROMI - Return on Marketing Investment
• ROMI = Net Profit attributed to Marketing Activity/Marketing Investment
• Example - $20,000 Profit and $6,000 Marketing Spend = 333%