Transcript Designing and Managing Integrated Marketing Communications

Chapter 16
Designing and Managing
Integrated Marketing
Communications
PowerPoint by Karen E. James
Louisiana State University - Shreveport
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 0 in Chapter 16
Objectives
 Learn the major steps in developing an
effective integrated marketing
communications program.
 Understand the steps involved in
developing an advertising program.
 Learn how companies can exploit the
marketing potential of sales promotion,
public relations, direct marketing, and
e-marketing.
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 1 in Chapter 16
Marketing Communications
Communications Platforms
 Advertising
 Public relations
 Sales
Promotion
 Direct
marketing
 Personal selling
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 2 in Chapter 16
Developing Effective Marketing
Communications
Steps in Marketing Communications
Program Development
 Identify target audience
 Establish the budget
 Determine objectives of
communication
 Select the marketing
communications mix
 Design the message
 Measure results
 Select communication
channels
 Manage the IMC
process
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 3 in Chapter 16
Developing Effective Marketing
Communications
 Step 1: Identifying the target audience
– Includes assessing the audience’s
perceptions of the company, product,
and competitors’ company/product image
 Step 2: Cognitive, affective, and
behavioral objectives may be set
 Step 3: AIDA model guides message
design
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 4 in Chapter 16
Developing Effective Marketing
Communications
Message Design
 Content
 Structure
 Format
 Source
©2003 Prentice Hall, Inc.
 Message content
decisions involve
the selection of
appeal, theme,
idea, or USP
 Types of appeals
– Rational appeals
– Emotional appeals
– Moral appeals
To accompany A Framework for Marketing Management, 2nd Edition
Slide 5 in Chapter 16
Developing Effective Marketing
Communications
Message Design
 Content
 Structure
 Format
 One-sided vs.
two-sided
messages
 Order of
argument
presentation
 Source
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 6 in Chapter 16
Developing Effective Marketing
Communications
Message Design
 Content
 Structure
 Format
 Source
©2003 Prentice Hall, Inc.
 Message format
decisions vary with
the type of media,
but may include:
– Graphics, visuals
– Headline, copy or
script
– Sound effects,
voice qualities
– Shape, scent,
texture of package
To accompany A Framework for Marketing Management, 2nd Edition
Slide 7 in Chapter 16
Developing Effective Marketing
Communications
Message Design
 Content
 Structure
 Format
 Source
©2003 Prentice Hall, Inc.
 Message source
characteristics can
influence attention
and recall
 Factors underlying
perceptions of
source credibility:
– Expertise
– Trustworthiness
– Likability
To accompany A Framework for Marketing Management, 2nd Edition
Slide 8 in Chapter 16
Developing Effective Marketing
Communications
 Step 4: Selecting Communication
Channels
– Personal communication channels
 Effectiveness
derives from
personalization and feedback
 Several methods of stimulating personal
communication channels exist
– Nonpersonal communication channels
 Influence
derives from two-step flow-ofcommunication process
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 9 in Chapter 16
Developing Effective Marketing
Communications
Methods of Stimulating Personal
Communication
 Devoting extra effort to
influential individuals or
companies
 Developing advertising
with high “conversation
value”
 Creating opinion leaders
 Use viral marketing
 Working through influential
community members
 Developing word-ofmouth referral channels
 Using influential people in
testimonial advertising
 Establishing an electronic
forum
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 10 in Chapter 16
Developing Effective Marketing
Communications
 Step 5: Establishing the Marketing
Communications Budget
– Affordability method
– Percentage-of-sales method
– Competitive-parity method
– Objective-and-task method
 Step 6: Deciding on the Marketing
Communications Mix
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 11 in Chapter 16
Developing Effective Marketing
Communications
Communications
Mix Selection
Types of
promotional tools
Selection factors
©2003 Prentice Hall, Inc.
 Advertising
 Sales promotion
 Public relations
and publicity
 Direct marketing
 Personal selling
To accompany A Framework for Marketing Management, 2nd Edition
Slide 12 in Chapter 16
Developing Effective Marketing
Communications
Communications
Mix Selection
 Types of
promotional tools
 Selection factors
©2003 Prentice Hall, Inc.
 Consumer vs.
business market
 Stage of buyer
readiness
 Stage of product
life cycle
 Market rank
To accompany A Framework for Marketing Management, 2nd Edition
Slide 13 in Chapter 16
Developing Effective Marketing
Communications
 Step 7: Measure Results
– Recognition, recall, attitudes, behavioral
responses
 Step 8: Manage the Integrated Marketing
Communications Process
– Provides stronger message consistency and
greater sales impact
– Improves firms’ ability to reach right
customers at right time with right message
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 14 in Chapter 16
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
 Objectives can be
classified by aim:
– Inform
– Persuade
– Remind
– Reinforce
 Mission
 Money
 Message
 Media
 Measurement
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 15 in Chapter 16
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement
©2003 Prentice Hall, Inc.
 Factors considered
when budget-setting:
– Stage of product life
cycle
– Market share and
consumer base
– Competition and
clutter
– Advertising frequency
– Product
substitutability
To accompany A Framework for Marketing Management, 2nd Edition
Slide 16 in Chapter 16
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement
©2003 Prentice Hall, Inc.
 Factors considered
when choosing the
advertising message:
– Message generation
– Message evaluation
and selection
– Message execution
– Social responsibility
review
To accompany A Framework for Marketing Management, 2nd Edition
Slide 17 in Chapter 16
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement
©2003 Prentice Hall, Inc.
 Developing media
strategy involves:
– Deciding on reach,
frequency, and impact
– Selecting media and
vehicles
– Determining media
timing
– Deciding on
geographical media
allocation
To accompany A Framework for Marketing Management, 2nd Edition
Slide 18 in Chapter 16
Developing and Managing the
Advertising Campaign
Major Media Types
 Newspapers
 Outdoor
 Television
 Yellow pages
 Direct mail
 Newsletters
 Radio
 Brochures
 Magazines
 Telephone
 Internet
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 19 in Chapter 16
Developing and Managing the
Advertising Campaign
 Deciding on Media Categories
– Target audience’s media habits, nature of
the product and message, cost
 Media Timing Decisions
– Macroscheduling vs. microscheduling
– Continuity, concentration, flighting, and
pulsing scheduling options
 Deciding on Geographical Allocation
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 20 in Chapter 16
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising
 Mission
 Evaluating
advertising
effectiveness
– Communicationeffect research
– Sales-effect
research
 Money
 Message
 Media
 Measurement
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 21 in Chapter 16
Sales Promotion
 Sales promotions are short-term
incentives designed to stimulate
purchase among consumers or trade
 Purpose of sales promotion
– Attract new triers or brand switchers
– Reward loyal customers
– Increase repurchase rates
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 22 in Chapter 16
Sales Promotion
Steps in Sales Promotion
Program Development
 Establish objectives
 Select consumerpromotion tools
 Select trade-promotion
tools
 Select business- and
sales force promotion
tools
 Develop the program
 Pretest the program
 Implement and evaluate the program
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 23 in Chapter 16
Sales Promotion
Major Consumer-Promotion Tools
 Samples
 Free trials
 Coupons
 Product warranties
 Cash refunds (rebates)
 Tie-in promotions
 Premiums
 Cross-promotions
 Prizes (contests,
sweepstakes, games)
 Point-of-purchase
displays and
demonstrations
 Patronage awards
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 24 in Chapter 16
Public Relations
 Public relations activities promote or
protect the image of a firm or product
 Public relations functions:
– Press relations
– Product publicity
– Corporate communications
– Lobbying
– Counseling
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 25 in Chapter 16
Public Relations
 Marketing Public Relations (MPR)
– Plays an important role in
 New
product launches
 Repositioning of mature brand
 Building interest in product category
 Influencing specific target groups
 Defending products with public problems
 Building the corporate image
 Three Major MPR Decisions
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 26 in Chapter 16
Public Relations
Major Public Relations Tools
 Publications
 Speeches
 Events
 Sponsorships
 Public-service
activities
 News
 Identity media
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 27 in Chapter 16
Direct Marketing
 Direct marketing uses consumer-direct
channels to reach and deliver offerings
to consumers without intermediaries.
 Direct marketing is growing and offers
consumers key benefits.
 Firms are recognizing the importance
of integrated direct marketing efforts.
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 28 in Chapter 16
Direct Marketing
Major Direct Marketing Tools
 Face-to-face selling
 Direct mail
 Direct-response
TV marketing
 Catalog marketing
 Kiosk marketing
 Telemarketing
 E-marketing
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 29 in Chapter 16
Direct Marketing
 Steps in Developing a Direct-Mail
Campaign:
– Step 1: Set objectives
– Step 2: Identify target markets
– Step 3: Define the offer
– Step 4: Test the elements
– Step 5: Measure results
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 30 in Chapter 16