2. integrated marketing communication
TRANSCRIPT
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Designing and Managing
Integrated MarketingCommunications
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What is the role of marketing communications?
How do marketing communications work?
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 communicationsprogram?
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WHAT ARE MARKETING COMMUNICATIONS?
Marketing communications are themeans by which firms attempt to
inform, persuade, and remindconsumers, directly or indirectly, about
the products and brands they sell.
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MODES OF MARKETING COMMUNICATIONS
Advertising
Sales promotion
Events and
experiences
Public relations and
publicity
Direct marketing
Interactive marketing
Word-of-mouth
marketing
Personal selling
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IMC BUILDS BRANDS
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COMMUNICATION PLATFORMS
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes
Sales Promotion
Contests, games,
sweepstakes
Premiums Sampling
Trade shows, exhibits
Coupons
Rebates Entertainment
Continuity programs
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COMMUNICATION PLATFORMS
Events/Experiences
Sports
Entertainment Festivals
Arts
Causes
Factory tours Company museums
Street activities
Public Relations Press kits
Speeches
Seminars
Annual reports Charitable donations
Publications
Community relations
Lobbying Identity media
Company magazine
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COMMUNICATION PLATFORMS
Personal Selling Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows
Direct Marketing Catalogs
Mailings
Telemarketing
Electronic shopping TV shopping
Fax mail
E-mail
Voice mail Blogs
Websites
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WORD-OF-MOUTH MARKETING
Person-to-person
Chat rooms
Blogs
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ELEMENTS IN THE COMMUNICATIONS PROCESS
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FIELD OF EXPERIENCE
Receivers
field
Senders
field
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THE COMMUNICATIONS PROCESS
Selective attention
Selective distortion
Selective retention
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AN IDEAL AD CAMPAIGN
The right consumer is exposed to themessage at the right time and place
The ad causes consumer to pay attention
The ad reflects consumers level of
understanding and behaviors with product The ad correctly positions brand in terms of
points-of-difference and points-of-parity
The ad motivates consumers to considerpurchase of the brand
The ad creates strong brand associations
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Copyright 2009 Dorling
Kindersley (India) Pvt. Ltd.
17-14FIGURE 17.4 STEPS IN DEVELOPING EFFECTIVE
COMMUNICATIONS
Identify target audience
Determine objectives
Design communications
Select channels
Establish budgetDecide on media mix
Measure results/ manage IMC
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COMMUNICATIONS OBJECTIVES
Category Need Brand Awareness
Liking,
Preference,
Conviction
Purchase Intention
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DESIGNING THE COMMUNICATIONS
Message strategy
Creative strategy
Message sourceGlobal adaptation
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CREATIVE STRATEGY
Informational and transformational appeals
Positive and negative appeals
Fear
Guilt Shame
Humor
Love
Pride
Joy
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MESSAGE SOURCE
Celebrity CharacteristicsExpertise
Trustworthiness
Likeability
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ISSUES FACING GLOBAL ADAPTATIONS
Is the product restricted in some countries?
Are there restrictions on advertising the
product to a specific target market?
Can comparative ads be used?
Can the same advertising be used in all
country markets?
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SELECT COMMUNICATION CHANNELS
Personal channels
Nonpersonal channels
Integration of channels
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PERSONAL
COMMUNICATIONS CHANNELS
Advocate channels
Expert channels
Social channels
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NONPERSONAL
COMMUNICATION CHANNELS
Media
Sales Promotion
Events and Experiences
Public Relations
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ESTABLISH THE BUDGET
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
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OBJECTIVE-AND-TASK METHOD
Establish the market share goal Determine the percentage that should be reached
Determine the percentage of aware prospects that
should be persuaded to try the brand Determine the number of advertising impressions
per 1% trial rate
Determine the number of gross rating points that
would have to be purchased
Determine the necessary advertising budget on
the basis of the average cost of buying a GRP
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CHARACTERISTICS OF
THE MARKETING COMMUNICATIONS MIX
Advertising
Pervasiveness
Amplified
expressiveness
Impersonality
Sales Promotion
Communication
Incentive
Invitation
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CHARACTERISTICS OF
THE MARKETING COMMUNICATIONS MIX
Public Relationsand Publicity
High credibility
Ability to catchbuyers offguard
Dramatization
Events andExperiences
Relevant
Involving
Implicit
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CHARACTERISTICS OF
THE MARKETING COMMUNICATIONS MIX
DirectMarketing
Customized
Up-to-date Interactive
Personal Selling
Personal interaction
Cultivation
Response
Word-of-MouthMarketing
Credible
Personal
Timely
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FACTORS IN SETTING
COMMUNICATIONS MIX
Type of product market
Buyer readiness stage
Product life cycle stage
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COST EFFECTIVENESS BY BUYER READINESS STAGE