9 - Integrated Marketing Communications

8/3/2019 9 - Integrated Marketing Communications

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Integrated Marketing

Communicationsby


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KOTLER ON MARKETING

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Integrated marketing

communications is away of looking at thewhole marketing

process from theviewpoint of thecustomer.


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INTEGRATED MARKETINGCOMMUNICATION

Mass Marketing massmedia techniques.. But now

two FACTORS are changingthe face of todays marketingcommunications.

Mass markets have

fragmented, marketers areshifting from mass marketing

Vast improvements ininformation technology arespeeding the movementtoward segmented

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NEED FOR IMC

The shift from massmarketing, and the use of a

larger richer mix ofcommunication channelsposes a problem formarketers.

Companies fail tointegrate

Advertising (ad agency),Personal selling

comunications (sales

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IMC

IMC: integrating andcoordinating

communications channelsto deliver a clear,consistent, and compellingmessage about the org and

its products.. Builds brand identity, and

strong customerrelationship

Calls for recognizing all thecustomer contact oints

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A view of the Communication Process

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IMPLICATIONS

For a message to be effective,the senders encoding processmust mesh with the receivers

decoding process. The more the senders field of

experience overlaps with thatof the receiver, the moreeffective the message is likely

to be. Sender needs to know what

audiences they wish to reachmust be good at encoding so itmay be decoded must sendthrough media that reach target9-8


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STAGES IN DEVELOPINGEFFECTIVE COMMUNICATION

Identify the Target Audience

Determining the

Communication Objectives Designing a Message

(Content and Structure)

Choosing Media (personal

non personal) Selecting the Message

Source

Collecting Feedback

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Identifying the target audience

Clear target audience inmind.

Heavily affect thecommunicator's decisions onwhat, how, when , where andwhowill say it.

Ufone

Ex User

Current User

MNP

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Determining the communicationobjectives

Communicator must decide whatresponse is sought. Buyer Readiness Stage.

Awareness Knowledge (benefits)Liking (favorable) PreferenceConviction (believingit is the best)

Purchase

The communicator must know

where the buyer stands, andwhere they want to move it.

Eg: Omore, Flora

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Determining the communicationobjectives

Communication alone cannot create positive feelingsand purchase. ????

OUTSTANDINGMARKETINGCOMMUNICATIONS CANACTUALLY SPEED THEDEMISE OF A POORPRODUCT

Good marketingcommunications call forGood deeds followed by

good words9-12


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Designing a message

Ideally the message shouldget attention, hold interest,arouse Desire, and obtain

action.

Communicator must decidewhat to say (content) and howto say it (structure and format)

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Designing a message

Message Content

APPEALS

Rational Appeal

Audience self interest (quality,economy)

Eg ??

Emotional Appeal

To stir up either negative or

psitive emotions that canmotivate purchase

Love, Joy, Pride, Humour

Walls, Water Park, Post paid /BMW, Ufone

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Designing a message

Negative Emotional Appeal

Fear, guilt, shame

Can get people to do things theyshould (brush their teeth)

Can get people to stop doingthings they shouldnt (smoke)

Eg??

Fear (bad breath), Shame(Bonus Tri star ad), Gulit (cancer, aids)

Moral Appeals

Usually used to urge peoplesuch as cleaner environment,

equal rights9-15


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Designing a Message

Message Structure

Three issues

Whether to draw a conclusion orleave it to the audience,

Whether to present the strongestarguments first or last

Whether to present a one sidedargument or a two sidedarguments

Message Format Print Ad headline, copy, color,

pictures, position, size

Radio words, sounds, voices

Television body language,osture

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Choosing Media

Channels of Communication

Personal

Two or more people communicatedirectly with each other

Face to face, over the telephone,through email, internet chat.

Some are controlled bycompanies and some are not.

Carries weight for products thatare expensive , risky or highlyvisible.

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Choosing Media

Channels of Communication

Non Personal

Media that carry messages withoutpersonal contact or feedback.

Includes

Print Media (newspapers,magazine, direct mail)

Broadcast Media (radio ,

television) Display media (billboards, signs,

posters)

Online Media (email , websites)

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Selecting the message source

Impact on the targetaudience is affected by howthe audience views the

communicator.

Highly credible sources ??

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Collecting feedback

After sending the message, thecommunicator must researchits effect on the target

audience. The communicator would also

like to measure behaviorresulting from the messagehow many people bought a

product, talked to others aboutit, or visited the store

Feedback on marketingcommunication may suggest

changes in the promotion9-20


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PROMOTION BUDGET

Setting the TotalPromotional Budget andMix

Affordable Method

Percentage-of-SalesMethod

Competitive-ParityMethod

Objective and TaskMethod9-21


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PROMOTION BUDGET

Affordable Method Small business often use

this method

Ignores the effects ofpromotion on sales.

Tends to place advertisinglast among spendingpriorities

Uncertain promotionbudget

May result in over spending/ under spending onadvertising.

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PROMOTION BUDGET

Percentage of Sales Method Simple to use but

Views sales as the CAUSE of

promotion. Based on availability of funds

rather than on opportunities.

Failing sales low budget for

promotions

Competitive Parity Method Companies differ greatly , and

each has its own specialpromotion needs.

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PROMOTION BUDGET

Objective-and-Task Method

Defining the specific objectives

Determining the tasks that mustbe performed to achieve thesesobjectives

Estimating the costs ofperforming these tasks

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SETTING THE OVER ALLCOMMUNICATION MIX

Company must blend thepromotion tools carefully.

Companies within thesame industry differgreatly in the design oftheir promotion mixes.

Eg. National and Shaan.

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MARKETING

COMMUNICATIONS MIXADVERTISING SALES

PROMOTIONPUBLIC

RELATIONSPERSONALSELLING

DIRECTMARKETING

Print and broadcast

ads

Contests, games

sweepstakes, lotteries

Press kits Sales presentations Catalogs

Packaging outer Premiums and gifts Speeches Sales meetings Mailings

Packaging inserts Sampling Seminars Incentive programs Telemarketing

Brochures andbooklets

Fairs and trade shows Annual reports Samples Electronic shopping

Posters and leaflets exhibits Charitable donations Fairs and trade shows TV shopping

Directories Demonstrations Sponsorships Fax mail

Reprint of ads Coupons Publications E-mail

Billboards Rebates Community relations Voice mail

Display signs Low-interestfinancing Company magazine

Point of purchase

displays

Entertainment Events

Audiovisual material Trade-in allowance

Symbols and logos Community

programs

Videotapes


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DECIDING ON THE MARKETINGCOMMUNICATIONS MIX

The Promotional tools Advertising

Any paid form of non-personalpresentation and promotion of ideas,goods, or services by an identified

sponsor General Qualities:

Public presentation (masses)

Low cost per exposure / expensive

Large scale advertising says some

thing positive about the sellers size,popularity, and success

Amplified expressiveness (allows todramatize)

Impersonality

Can be used to build long term image

for a product Eg: Broadcast, Internet, Outdoor

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The Promotional tools Personal Selling

Benefits:

Communication / personalinteraction

Each person an observe theothers needs andcharacteristics and makequick adjustments.

Allows all kinds ofrelationship

Most expensive

Sales force requires a longerterm commitment.

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Sales Promotion Distinctive qualities:

Most effective

Can be used to dramatize productoffers

Reward quick response

Advertising says buy our

product Sales Promotion says

buy it now

Effects are often short lived

Tools: coupons, contests, centsoff deals, premiums.

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Public Relation

Distinctive qualities:

Very believable

Can reach many prospects who avoid

sales people and advertisements Tools news stories, features,

sponsorships, and events.

Direct Marketing

Nonpublic, immediate, and customized.

Distinctive qualities: Well suited to highly targeted

marketing efforts and to building oneto one customer relationships.

Tools : telephone, direct mail, onlinemarketing and others.

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PROMOTION MIX STRATEGY

Push Strategy Using sales force and trade

promotions to push the product

through channels.

Pull Strategy Spending a lot on advertising

and consumer promotion tobuild up consumer demand.

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VIDEO SESSION

Video: Ad warfare

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CASE STUDIES

Case Study: Fairness War

Case Study: Procter and Gamble Making itsimple !

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9 - Integrated Marketing Communications

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