final integrated marketing communication

8/14/2019 Final Integrated Marketing Communication

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MARKETING +MARKETING +COMMUNICATIONCOMMUNICATION

MARKETINGCOMMUNICATION

Creating demand for your product To transmit information


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Marketing CommunicationsMarketing Communications

The means by which firms attempt toinform, persuade, and remind

consumers, directly or indirectly, aboutthe products and brands they sell.


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EXAMPLE OF MARKETINGEXAMPLE OF MARKETINGCOMMUNICATIONCOMMUNICATION

According to Arshad Chaudry( Pakistans no 1 sales trainer)

C.V is the best marketing communication tool

Product is the one applying for job Consumer is the one who is hiring someone for

job

Needs of consumer are job requirements


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Objectives of IntegratedObjectives of Integrated

Marketing Communication (IMC)Marketing Communication (IMC)Relevance of market within thecontext of advertising

Relevance of promotion mix Exposure to IMC is step forward in

understanding advertising Branding dominant role in todays

advertising


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Three AspectsThree Aspects

v How Does Communication Work ?v

v Steps In Developing IMC

vv Responsibility Of Planning IMC


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Marketing Communication Mix- 6Marketing Communication Mix- 6ModelsModels

Advertising1

Personal Selling2

Sales Promotion3

Public Relations4

5 Direct Marketing

Any Paid Form of Non personal Presentation

by an Identified Sponsor.

Personal Presentations by a Firms SalesForce.

Short-term Incentives to Encourage Sales.

Building Good Relations with Various Publics

by Obtaining Favorable Unpaid Publicity.

Direct Communications With Individuals to

Obtain an Immediate Response.

6 Events & Experiences Company sponsored activities and programs


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Advertising

Print & broadcast Ads

Packaging-outer

Packaging-inserts

Motion Pictures

Brochure &Booklets

Posters & Leaflets

Directories

Bill Boards

Display Signs

Audio Visual

Symbols & Logos


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SalesPromotion

Contests ,Games,lotteries

Premiums & gifts

Samples

Fairs & Trade Shows

Exhibitions

Demonstrations Coupons

Rebates

Low Interest Financing

Trade in Allowances


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PersonalSelling

Sales Presentation Sales meetings Incentive Programmes Samples Fairs & Trade Shows


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DirectMarketing

Catalogs

Mailings

Telemarketing

Electronic Shopping

TV Shopping

Fax Mail

E-mail

Voice Mail


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Communication ProcessCommunication Process

SENDER Encoding Message Decoding RECEIVER

Feedback Response

NOISE


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Message Not ReachingMessage Not ReachingTarget AudienceTarget Audience

SelectiveSelective

AttentionAttention

Selective

Distortion

SelectiveRetention


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Step 1. Identifying the Target Audience

Target audience: potential buyers of the companys products,current users, deciders, or influencers; individuals, groups,particular publics, or the general public.

Steps in Developing EffectiveSteps in Developing EffectiveCommunicationCommunication

You cant meet the needs of an audience if you dont know who that audience is.

Therefore idetifying target audience is an important step.


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STEPS IN DEVELOPINGSTEPS IN DEVELOPINGEFFECTIVE COMMUNICATIONEFFECTIVE COMMUNICATION

Identify Target AudienceDeveloping Objectives

Design Message

Select Channels

Establish Budget

Decide On Media Mix

Measure Results

Manage IMC


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Identify Target Audiencev Potential Buyersvv Current Usersvv Deciders or Influencersvv Individualsvv Groupsv

v Particular or General Public

Identify Target Audience


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Message StructureHow to say

G e t A t t e n t i o n H o l d I n t e r e s t A r o u s e D e s i r e

Message FormatThrough what ways toexpress

O b t a i n A c t i o n

Step 3: Designing the Message

Message Content:What to say

AIDA MODEL


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The message should gain attention, hold interest, arouse desire, and elicitaction

Message Content:

An appeal, theme, idea, or unique selling proposition that will producedesired response.

Rational appeals relates to the audiences self interest.

Emotional appeals attempt to move up negative or positive emotionsthat will motivate purchase.

Moral appeals are directed to the audiences sense of what is right andproper.


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Message StructureThe order in which arguments are presented is also an important part of message structure.

Message FormatPrint ad: headline, copy, illustration, and color For radio: words, voice qualities, and vocalizationOn television: all of these elements plus body language (nonverbal clues)Carried by the product or its packaging: color, texture, scent, size, andshape

Message SourceMessages delivered by attractive or popular sources achieve higher attention.Messages delivered by highly credible sources are more persuasive,


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step 4. choosing media

STEPS IN DEVELOPINGSTEPS IN DEVELOPINGEFFECTIVE COMMUNICATIONEFFECTIVE COMMUNICATION

PersonalCommunication

Channels

Non personal

CommunicationChannels


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Personal Communication Channels

Personal communication channels involve two or more personscommunicating directly with each other face to face.

-Face to face, phone , mail , email, internet chat.-Personal communication is effective because it allows personaladdressing feedback.

-Tools of personal communication:COMPANY: Sales staff INDEPENDENT EXPERTS: Buying guidesWORD OF MOUTH: Friends, Neighbours, Family

-Opinion leaders are the people within reference group whobecause of special skills , knowledge, presonality or other exertssocial influence on others


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Non Personal Communication Channels

Non personal channels include media, atmospheres, andevents. Media consist of print media (newspapers,magazines, direct mail), broadcast media (radio, television),electronic media (audiotape, videotape, CD-ROM, DVD, Web

page), and display media (billboards, signs, posters). Mostnon personal messages come through paid media.Although personal communication is often more effective,non personal channels affect personal attitudes and behavior through a two-step flow-of-communication process


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Step 5: Establishing the Marketing Communications Budget

Industries and companies vary considerably in how much they spend onpromotion; with variations from company to company. How do companiesdecide on the promotion budget? Here are four common methods:

Affordable method. Set the promotion budget at what management thinks

the firm can afford.Percentage-of-sales method. Many firms set promotion expenditures at a

specified percentage of sales (either current or anticipated) or of the salesprice. it provides no logical basis for choosing the specific percentage.

Competitive-parity method. Some companies set their promotion budgetto achieve share-of-voice parity with competitors. Furthermore, there is no

evidence that competitive parity discourages promotional wars.Objective-and-task method. Here, marketers develop promotion budgets

by defining specific objectives, determining the tasks that must be performedto achieve these objectives, and estimating the costs of performing thesetasks



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A d v e r t i s i n g R e a c h e s M a n y B u y e r s , E x p r e s s i v e I m p e r s o n a l

P e r s o n a l S e l l i n g P e r s o n a l I n t e r a c t i o n , B u i l d s R e l a t i o n s h i p s C o s t l y

S a l e s P r o m o t i o n P r o v i d e s S t r o n g I n c e n t i v e s t o B u y S h o r t - L i v e d

P u b l i c R e l a t i o n s B e l i e v a b l e , E f f e c t i v e , E c o n o m i c a l U n d e r u s e d b y M a n y C o m p a n i e s

D i r e c t M a r k e t i n g N o n p u b l i c , I m m e d i a t e , C u s t o m i z e d ,

I n t e r a c t i v e

Nature

of

Each

Prom

otion

Tool

Step 6: Developing and Managing the Marketing Communications Mix


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Models That Help toModels That Help toConceptualize the BuyingConceptualize the Buying

ProcessProcess specific model that aid in

understanding the buyingprocess, as well as inframing communication is:-

(1) A I D A Model


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Buying decision processBuying decision process Need recognition Information search Evaluation of alternatives Purchase

Post-purchase evaluation behaviour


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A I D A MODELA I D A MODEL

Attention (awareness)

Interest

Desire

ActionAccording to AIDA model, A marketer

should begin by winning attention orgaining awareness, creating interest,inspiring desire and precipitating the actionfor purchase, in the prospects in order toenable its product to be adopted by thetarget public.


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Factors in Setting the Marketing Communications Mix

Push-versus-pull strategy.It involves the manufacturer using sales force and trade promotion to encourageintermediaries to carry, promote, and sell the product to end users.

Buyer-readiness stage.Promotional tools vary in cost effectiveness at different stages of buyer readiness,Closing the sale is influenced mostly by personal selling and sales promotion.Reordering is also affected mostly by personal selling and sales promotion, andsomewhat by reminder advertising.

Product-life cycle stage. It also vary in cost effectiveness at different stages of PLC. Advertising and publicityare most cost effective in the introduction stage ; Sales promotion, advertising, andpersonal selling grow more important in the maturity stage . In the decline stage ,sales promotion continues strong, advertising and publicity are reduced.

Company market rank.Market leaders derive more benefit from advertising than from sales promotion.Conversely, smaller competitors gain more by using sales promotion in their marketing communications mix.


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Step 7: Measuring Results

After implementing the promotional plan, the communicator must measureits impact .how many times they saw it,what points they recall,how they felt about the message,and their previous and current attitudes toward the product and company.



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Step 8: Managing Integrated Marketing Communications Process

Given the fragmenting of mass markets into mini markets,companies need to use a wider range of communication tools, messages,

and audiences.Integrated marketing communications (IMC) is a concept of marketingcommunications planning that recognizes the added value of acomprehensive plan that evaluates the strategic roles of a variety of communications disciplinesfor example, general advertising, direct response, sales promotion andpublic relationsand combines these disciplines to provide clarity,

consistency, & maximum communicationsIMC produces stronger message and greater sales impact ; it also givessomeone responsibility to unify the companys various brand images andmessages. Properly implemented, IMC will improve the companys ability to reach the right customers with the right messages at the right time and inthe right place



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final integrated marketing communication

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