1.Role of Marketing Communication

1-1

An Overview of Marketing An Overview of Marketing CommunicationsCommunications

1-2

The Role of Marketing Communications

Informing

Persuading

Reminding

1-3

The Marketing Communications Mix

1-4

Integrated Marketing Communications

Integrated Marketing Communications (IMC):The strategic integration of

multiple means of communicating with target markets to form a comprehensive, consistent message.

1-5

The Marketing Communications Process

1-6

Marketing Communications Planning

SituationAnalysis

CommunicationsProcess Analysis

BudgetDevelopment

ProgramDevelopment

Integration&

Implementation

Monitoring,Evaluating,Controlling

Marketing Plan

Review

1-7

Marketing Communications Environments

TheCompetitiveEnvironment

TheEconomic

Environment

MarketingMix

Considerations

TheSocial

Environment

1-8

Communications Process Analysis

Apply the Basic Communication Model.

Set Marketing Communications Objectives

1-9

Budget Development

Influences on Budgeting: Size of the company Its financial resources The type of business The market dispersion The industry growth rate The firm’s position in the

marketplace

1-10

Budgeting Methods

Percentage of Sales Competitive Parity All-You-Can-Afford Objective-Task

1-11

Marketing Communications Program Development

Explicit Communications:Convey a distinct, clearly stated message

through personal selling, advertising, public relations, sales promotion, direct marketing, or some combination of these methods.

Implicit Communications:What the message connotes about the

product itself, its price, or the places it is sold.

1-12

Push, Pull, and Combination Strategies

Push Strategy:Involves convincing intermediary channel

members to “push” the product through the cannel to the ultimate consumer.

Pull Strategy:Attempts to get consumers to “pull” the

product from the manufacturing company through the marketing channel.

1-13

Push, Pull, and Combination Strategies

Combination Strategy:Aiming marketing communications

at both resellers and ultimate consumers.

1-14

Integration and Implementation

Implementation: Setting the marketing communications

plan into action.

The key aspect of implementation is coordination !!!

1-15

Monitoring, Evaluating, and Controlling

Examples: Monitor sales promotion by the number of

coupons redeemed.

Measure the effectiveness of a new personal selling strategy by looking at the number of new accounts opened.

A firm might run tests to see it consumers noticed the ad.

Review sales results and attribute fluctuations in sales volume to MC.

1-16

Ethical and Legal Considerations

M C Element Legal / Ethical Concerns

Advertising Deceptive advertisingUnfavorable stereotypes

Public Relations Lack of sincerityUsing economic power unfairly

Sales Promotion Misleading consumer promotionsPaying slotting allowances for shelf space

Personal Selling High-pressure sellingMisrepresenting product benefits

Direct Marketing Telemarketing privacy invasionMisuse of consumer database information

1-17

Legal -- but Ethical? Some marketing communications may be

technically legal but raise significant ethical questions: Liquor industry now advertises on cable and local

television stations.

Extensive promotion of higher-cost drugs when health care costs are spiraling out of control.

Heavy promotional allowances to pharmacies for agreement to push proprietary instead of generic drugs.

Promotion of legalized gambling.

1-18

Deception in Marketing Communications

Deceptive Advertising: Communication

s intended to mislead consumers by making false claims or failing to disclose important information.

Examples: False pricing offers

Misleading or overstating product benefits

Non-substantiation of claims made in marketing communications

1-19

Additional Regulatory Concerns

Comparative advertising requires that comparative claims be supported.

Product endorsers must be qualified to make judgments and must actually

use the product being endorsed.

Packaging and labeling practices of food and drug marketers are heavily scrutinized

by consumers and regulatory agencies.

1-20

Effects of Globalization

Adjust the communications mix from country to country to avoid legal and ethical problems.

Sales promotion techniques that involve contests and giveaways are regulated quite differently in various countries.

1-21

Effects of Globalization

Acceptable personal selling behavior varies significantly across countries and cultures.

Special precautions must be taken to not perpetuate unfavorable stereotypes of ethic and racial groups.