16 Designing and Integrating Marketing Communications

16
Designing and
Integrating Marketing
Communications
16-2
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Chapter Questions
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
communications program?
16-3
Marketing Communications
16-4
Modes of Marketing Communications
Advertising
Sales promotion
Events and
experiences
Public relations and
publicity
Direct marketing
Interactive
marketing
Word-of-mouth
marketing
Personal selling
16-5
Table 16.1 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
16-6
Platforms (Contd)
Events/ Experiences
Sports
Entertainment
Festivals
Art
Causes
Factory tours
Company museums
Street activities
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
16-7
Platforms (Contd)
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
Websites
16-8
Figure 16.1 Elements in the
Communications Process
16-9
Figure 16.2 Micromodels of
Communications
Sources: E. K. Strong, The
Psychology of Selling
(New York: McGraw-Hill,
1925), p. 9; Robert J.
Lavidge and Gary A. Steiner,
A Model for Predictive
Measurements of Advertising
Effectiveness, Journal
of Marketing (October 1961),
p. 61; Everett M.
Rogers, Diffusion of
Innovation (New York: Free
Press, 1962), pp. 7986;
dvarious sources.
16-10
An Ideal Ad Campaign
The right consumer is exposed to the
message 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 consumer to consider
purchase of the brand
The ad creates strong brand associations

16-11
Steps in Developing Effective
Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/manage IMC
16-12
Communications Objectives
Category need
Brand awareness
Brand attitude
Purchase intention
16-13
Designing the Communications
Message strategy
Creative strategy
Message source
16-14
Message Strategy
16-15
Creative Strategy
Informational and transformational appeals
16-16
Creative Strategy (Contd)
Positive and Negative Appeals
16-17
Message Source
The three most often identified sources of
credibility are:

expertise,
trustworthiness,
and likability.
16-18
Select Communication Channels
Personal
Nonpersonal
16-19
Establish the Budget
Affordable
Percentage-of-sales
Competitive parity
Objective-and-task
16-20
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.
16-21
Characteristics of the Mix
Advertising
Pervasiveness
Amplified
expressiveness
Control
Sales Promotion
Ability to draw
attention
Incentive
Invitation
16-22
Characteristics of the Mix (Contd)
Public Relations and
Publicity
High credibility
Ability to reach
hard-to-find buyers
Dramatization

Events and
Experiences
Relevant
Engaging
Implicit
16-23
Characteristics of the Mix (Contd)
Direct Marketing
Customized
Up-to-date
Interactive
Word-of-Mouth Marketing
Influential
Personal
Timely

Personal Selling
Personal interaction
Cultivation
Response

16-24
Factors in Setting
Communications Mix
Type of product market
Buyer-readiness stage
Product life-cycle stage

16-25
Figure 16.4 Cost-Effectiveness
of Different Communication Tools
16-26
Figure 16.5 Current Consumer
States for Two Brands
16-27
For Review
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
communications program?

16 Designing and Integrating Marketing Communications

Diunggah oleh

Informasi Dokumen

Judul Asli

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

16 Designing and Integrating Marketing Communications

Diunggah oleh

Hak Cipta:

Format Tersedia

16

Anda mungkin juga menyukai