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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
9-10
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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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DECIDING ON THE MARKETINGCOMMUNICATIONS MIX
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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DECIDING ON THE MARKETINGCOMMUNICATIONS MIX
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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DECIDING ON THE MARKETINGCOMMUNICATIONS MIX
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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