This document provides an overview of marketing communications and integrated marketing communications. It discusses key concepts like the SOSTAC model for developing an integrated marketing communications plan. The SOSTAC model involves performing a situation analysis, setting objectives, developing strategies, creating tactical plans, taking action, and applying controls to monitor and evaluate the plan. The document also outlines the basic elements and benefits of developing a formal communications plan, including identifying target audiences, setting communication objectives, developing message and media strategies, creating implementation schedules and budgets, and measuring results.

1. Marketing Communications
Plan
Chapter :01
Thivyaashani Sivasubramaniam
Assistant lecturer, Department of Economics and Business Studies,
Vavuniya Campus, University of Jaffna.
BBA(Hon),PGEDBM,DEF,CBF

2. Objectives
1. Understanding the fundamentals of Integrated Marketing
2. Understanding the SOSTAC model
3. Understanding the process of Communications Plan
4. Understanding the benefits of Communications plan

3. Marketing Communications
Marketing Mix from Marketers & Customers’ view
4Ps 4Cs
Product Customer Value
Price Cost
Place Convenience
Promotion Communication

4. From the marketing point of view, communication or the
promotion mix can achieve the following functions:
1. Informing
2. Persuading
3. Reminding
Functions of the Marketing Communications

5. Marketing Communications
Marketing communications is essentially a part of the marketing
mix. The marketing mix defines the 4Ps of marketing, price, place,
product and promotion, and Promotion is what marketing
communications is all about.
MARKETING COMMUNICATIONS has been defined as the
sharing of information, concepts, and meanings about products,
services and the organization that sell them, by the source and
receiver.

6. Marketing Communications
Market communication, that is, messages flow between the firm
which is its source and four main groups of receivers:
1. Consumers
2. Various sales supporting personnel such as wholesalers, retailers and
other middlemen in the marketing system
3. Material and resource suppliers such as financial and governmental
agencies
4. Other members of the distribution channels and the marketing system
not directly under the control of the selling firm, such as advertising
agencies, sales agents and others

7. Consumer Information Processing Model
A consumer processes message or stimuli received,
transforms them into information in the brain and
stores in memory.

8. 1. EXPOSURE: Occurs when a stimulus or message comes within the
range of the individual’s sensory receptor nerves.
2. ATTENTION: Occurs when the stimulus or message activates one or
more sensory receptor nerves and the resulting sensations go to the
brain for processing.
3. INTERPRETATION: It is the assignment of meaning to sensations.
4. MEMORY: stimuli or messages are transformed into information and
transferred through a short-term active component into a long-term
storage component.
Consumer information processing model-
Process

9. Basic model of communication process

10. Model of Communication Process
Source &
Massage
Transmission
Media
Receivers
Noise
Market Feedback

11. The Evolution of Integrated Marketing
Communication
During the 1980s, many companies came to see the need for more of
a strategic integration of their promotional tools. The process
provides for synergy among the various promotional tools toward
achieving common objectives.
Researchers into this field found that integrated marketing
communication requires firms to develop a total marketing
communications strategy that recognizes how all firm’s marketing
activities, not just promotion communicate with its customers.
Integrated marketing communication seeks to have a company’s
entire marketing and promotional activities project a consistent
unified image to the market place.

12. Integrated Marketing Communications
Integrated Marketing Communications is the strategic, two-way
communication targeted to specific customers and their needs
coordinated through a variety of media.

13. Integrated Marketing Communication
is a Strategic:
It is strategic in that the content and delivery of all messages are
the result of an overall plan.
The result is that messages across all communication channels
work together to create the appropriate position and result in the
right action.
Delivery of messages is synchronized so that synergy can be
reached. That is each element performs various tactical input
aimed at achieving the same objective.

14. Integrated Marketing Communication is a
Two-ways:
Integrated marketing communication is a two-way dialogue between the
marketer and the target audience. Without feedback, marketers may
never really know if anyone is listening. Feedback is shared within the
organization for learning purposes so that the strategy can be adapted to fit
customer’s needs and provide value.
While a single point of communication may be one-way, for example, an
advertisement in a magazine, the point being made for IMC is that, any
communication, such as an advertisement, should be part of, and reflect a
dialogue with customers.

15. Integrated Marketing Communication Is
Meets Customer’s Needs:
Integrated Marketing Communication (IMC) meets the information
needs of the buyer, results in the desired position, and secures the
appropriate action at the right time.
If IMC does not provide value to the buyer, then the buyer will not
participate in the dialogue. IMC seeks the answer to the question
concerning what the buyer wants or needs to know in order to make
the next decision. That decision may be to visit the trade show booth,
or to place an order, or to elevate the marketer to preferred account
status

16. The Integrated Marketing Communications
Strategic Planning Process
Setting Communication Goals
Determining Roles of Each Medium
Creating Messages
Placing Messages in Appropriate Media
Message Results
Make Adjustments in Messages Or Media

17. Marketing Communications & SOSTAC

18. How are we performing?
What are our distinctive competitive (marketing) advantages?
How effective is our Marketing Mix?
Are we focusing on the best segments with the right type of customer?
Are we using the most appropriate channels for communication and
distribution?
What uncontrollable event(s) or trend(s) can impact my business?
Situation Analysis
Where are we now?

19. Example

20. Set Objectives
Where Do We Want To Go?
Business Mission?
Business Objectives?
Marketing Objectives - Business Development?
The SMART Test for Objectives
Make sure your objectives are practical and measurable.
Specific (with numbers)
Measurable (to monitor progress and confirm
achievement)
Actionable (can we do it?)
Reasonable (realistically attainable)
Timed (incorporate deadlines)

21. Objective
Example

22. Strategy
How do we get there?
Segmentation - How do we want to divide up the market(s)?
Targeting - Which segments of the market do we wish to focus
upon?
Positioning - How do we want to be perceived in each different
target segment?

23. Strategy
Example

24. Tactical Plan
How do we implement the strategy?
Which Communication Tools are we going to use?
How are we going to use them?
What message(s) do we wish to communicate?
Are we being consistent across different tools and messages?
Do we have the necessary resources/budgets?

25. Tactics
Example

26. Action Plan
Who, What, When?
Who is going to do what?
When are they going to do it?
What is the resource allocation for the action?
What are the key performance measurements?
How is performance going to be recorded?

27. Actions
Example

28. Control
Keeping track of progress
Do action performance measurements relate to
objectives?
Responsibility for measurement?
Frequency of measurement?
Resources for measurement?
Review of measurements?
Actions on variance?

29. Control
Example

30. WHO - Audiences and stakeholders
WHAT - Information needs to be communicated
WHEN - Establish deadlines
WHY - Why are you communicating
HOW - Tools and mechanisms
BY WHOM - Assign communications responsibilities
Communications Plan Elements

31. Benefits of a Communications Plan
Proactive
Helps control the agenda
Creates positive image
Avoid embarrassment
Builds trust
Builds confidence with partners
Profiles community for potential investors

32. 1. Identify the Target Audience
2. Develop Communication Objectives
3. Develop Communication Strategies
4. Develop the Message Strategy
5. Select the Communications Mix
6. Develop Communications Activity Schedule
7. Develop the Communications Budget
8. Measure Communications Result
Steps in Developing The Communication Plan

33. Who are you trying to reach with your
communications?
1. Identify the Target Audience

34. What do you want to accomplish through your communications
plan?
2. Develop Communication Objectives

35. What specific strategies will you use to achieve your goals?
What tasks do you need to complete as part of your strategies?
What tools are available to help you meet your goals?
3. Develop Communication Strategies

36. Examples of Communications Tools
 News releases
 News conferences
 Newspaper columns
 Mass E-mail updates
 Web sites
 Blogs
 Podcasts/webcasts
 Text message blasts
 Direct mail
 Flyers/posters
 Brochures
 Annual reports
 Speaking engagements
 Community meetings
 Focus groups
 Newsletters

37. Strategy is an idea, a conceptualization of how a goal can be achieved?
Examples of communication strategies
Develop key messages
Prioritize key audience
Identify ways to reach audience
Develop best practices for social media
Define & convey brand & brand value to target audience
Expand marketing reach to engage more people in each target audience
4. Develop the message strategy

38. 5. Select the Communications Mix

39. How do you roll out the implementation?
Create and manage a steady stream of activities.
Ensure coordination in timing and impact.
Build in evaluations before the end of the year.
Be clear on who does what & by when
6. Develop Communications activity Schedule

40. Staff costs
Materials development
Website implementation and maintenance
Software & hardware
Consulting
Technology systems
7. Develop the Communications Budget

41. Measure Impact
Use anecdotal as well as quantifiable measurements
Benchmark prior to starting
Identify mix of outputs & outcomes. Outputs are a
measure of your efforts. Outcomes are the changes that
occur.
8. Measure Communications result

42. Thank you