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CHAPTER 17 -
DESIGNING AND
MANAGING
INTEGRATED
MARKETING
COMMUNICATIONS
Marketing Management – Kotler, Keller, Koshy,
and Jha (12 edition)
Sender Encoding Decoding Receiver
ResponseFeedback
Media/
Message
Noise
A Model of Communication
Process
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
Micro-model of Consumer
Response
 Three stages: Cognitive, Affective and Behavioral
Marketing Communication
Programs
Marketing
Communication
Advertising
Sales
Promotion
Events and
Experiences
Public
Relations
and Publicity
Personal
Selling
Direct
Marketing
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
1. Identify Target Audience
 Understanding target group: Image analysis
 Familiarity scale
 Favorability scale
 Familiarity Favorability Analysis
2. Determine the Communication
Objective
 Category Need
 Brand Awareness
 Brand Attitude
 Brand Purchase Intention
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
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
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
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
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
5. Establish the Total Marketing
Communication Budget
 Affordable Method
 Percentage of Sales Method
 Competitive Parity Method
 Objective and Task Method
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
6. Deciding on the Marketing
Communication Mix
 Factors in Setting the Marketing Communication Mix
 Type of Product Market
 Buyer Readiness Stage
 PLC Stage
 7. Measuring Communication Results
 Compare with establish goals and objectives
 8. Managing IMC
 Coordinating media
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
END OF THE CHAPTER

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Chapter 17 - Designing and Managing Integrated Marketing Communications

  • 1. CHAPTER 17 - DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS Marketing Management – Kotler, Keller, Koshy, and Jha (12 edition)
  • 2. Sender Encoding Decoding Receiver ResponseFeedback Media/ Message Noise A Model of Communication Process
  • 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. Micro-model of Consumer Response  Three stages: Cognitive, Affective and Behavioral
  • 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. 1. Identify Target Audience  Understanding target group: Image analysis  Familiarity scale  Favorability scale  Familiarity Favorability Analysis
  • 8. 2. Determine the Communication Objective  Category Need  Brand Awareness  Brand Attitude  Brand Purchase Intention
  • 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. 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. 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. 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. 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. 5. Establish the Total Marketing Communication Budget  Affordable Method  Percentage of Sales Method  Competitive Parity Method  Objective and Task Method
  • 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. 6. Deciding on the Marketing Communication Mix  Factors in Setting the Marketing Communication Mix  Type of Product Market  Buyer Readiness Stage  PLC Stage
  • 17.
  • 18.  7. Measuring Communication Results  Compare with establish goals and objectives  8. Managing IMC  Coordinating media
  • 19. 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
  • 20. END OF THE CHAPTER