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Chapter - 06c IMC Strategy

The document discusses integrated marketing communications strategies. It defines the marketing communications mix and explains the need for integrated marketing communications to deliver consistent messaging across channels. It outlines the steps to develop effective communications, including identifying the audience, determining objectives, designing the message, choosing media, selecting a message source, and collecting feedback. It also covers setting promotional budgets and determining the appropriate mix of advertising, personal selling, sales promotion, public relations, and direct marketing.

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KJ Vill
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47 views40 pages

Chapter - 06c IMC Strategy

The document discusses integrated marketing communications strategies. It defines the marketing communications mix and explains the need for integrated marketing communications to deliver consistent messaging across channels. It outlines the steps to develop effective communications, including identifying the audience, determining objectives, designing the message, choosing media, selecting a message source, and collecting feedback. It also covers setting promotional budgets and determining the appropriate mix of advertising, personal selling, sales promotion, public relations, and direct marketing.

Uploaded by

KJ Vill
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Integrated Marketing

Communication
Strategy

Chapter 15
Objectives

Know the tools of the marketing


communications mix.
Understand the process and advantages
of integrated marketing communications.
Learn the steps in developing effective
marketing communications.
Understand methods for setting
promotional budgets and the factors that
affect the design of the promotion mix.
15- 2
UPS
c

UPS is a $31 Implemented,


billion “What Can
corporate Brown Do for
giant You?”
UPS wanted campaign
to reposition
itself as Realigned its
a supply sales and 15- 3
Definition

The Marketing
Communications Mix
 The specific mix of
advertising, personal
selling, sales
promotion, and public
relations a company
uses to pursue its
advertising and
marketing objectives.

15- 4
Integrated Marketing
Communications

The Marketing Communications


Environment is Changing:
 Mass markets have fragmented, causing
marketers to shift away from
mass marketing
 Media fragmentation
is increasing
 Improvements in
information technology
are facilitating segmentation

15- 5
Integrated Marketing
Communications

The Need for Integrated Marketing


Communications
 Conflicting messages from different
sources or promotional approaches
can confuse company or brand images
 The problem is particularly prevalent
when functional specialists handle
individual forms of marketing
communications independently
15- 6
Integrated Marketing
Communications

The Need for Integrated Marketing


Communications
 The Web alone cannot be used to build
brands; brand awareness potential is limited
 Best bet is to wed traditional branding efforts
with the interactivity and service capabilities
of online communications
 Web efforts can
enhance relationships
15- 7
Figure 15-1:
Integrated Marketing
Communications

15- 8
Integrated Marketing
Communications

Integrated Marketing Communications


 The concept under which a company
carefully integrates and coordinates its many
communications channels to deliver a clear,
consistent, and compelling message about
the organization and its products.
 IMC implementation often requires the hiring
of a MarCom manager

15- 9
Saturn’s advertising program is integrated with
sales efforts and website communications

15- 10
The Communication
Process

Communications efforts should be viewed


from the perspective of managing
customer relationships over time
The communication process begins with
an audit of all potential contacts
Effective communication requires
knowledge of how communication works

15- 11
Figure 15-2:
Elements in the
Communication Process

15- 12
Developing Effective
Communication

Step 1: Identifying
the Target Audience
 Affects decisions
related to what, how,
when, and where
message will be
said, as well as who
will say it

15- 13
Developing Effective
Communication

Step 2: Determining
Communication
Objectives
 Objectives may be set to move buyers
through the six readiness stages

15- 14
Figure 15-3:
Buyer-Readiness Stage

15- 15
Which buyer-readiness
stages do these ads
appeal to?

15- 16
Developing Effective
Communication

Step 3:
Designing a Message
 AIDA framework guides
message design
 Message content
 Rational
 Emotional appeals: fear,
humor, guilt, shame, love
 Moral appeals

15- 17
Humor has long been used in the
marketing of soft drinks and beer.
These ads use humor to attract
attention and invoke curiosity.

15- 18
Developing Effective
Communication

Step 3:
Designing a Message
 Message structure
 Draw a conclusion?
 One-sided or two-sided?
 Strongest arguments
presented first or last?
 Message format
 Novelty, contrast, and more

15- 19
Discussion Question
Contrast, novelty, and creative
implementations such as pop-
up ads or scratch n’ sniff ads
are examples of message
formats that successfully
attract attention.
What are some other examples
of successful message formats
that use novelty and creativity
to attract attention and deliver
their message?
15- 20
Developing Effective
Communication
Step 4: Choosing Media
 Personal vs. nonpersonal communication
channels

15- 21
Developing Effective
Communication

Step 4: Choosing Media


 Personal communication channels
 Includes face-to-face, phone, mail, and
Internet chat communications
 Word-of-mouth influence is often critical
 Buzz marketing cultivates opinion leaders
 Nonpersonal communication channels
 Includes media, atmosphere, and events
15- 22
Developing Effective
Communication

Step 5: Selecting
the Message
Source
 Highly credible
sources are more
persuasive
 A poor choice of
spokesperson can
tarnish a brand
15- 23
Developing Effective
Communication

Step 6: Collecting
Feedback
 Recognition, recall,
and behavioral
measures are
assessed
 May suggest changes
in product/promotion
15- 24
Setting the Promotional
Budget and Mix

Setting the Total


Promotional Budget
 Affordability Method
 Budget is set at a level that a
company can afford
 Percentage-of-Sales Method
 Past or forecasted sales may
be used
 Competitive-Parity Method
 Budget matches competitors’
outlays

15- 25
Setting the Promotional
Budget and Mix

Setting the Total Promotional Budget


 Objective-and-Task Method
 Specific objectives are defined
 Tasks required to achieve objectives
are determined
 Costs of performing tasks are
estimated, then summed to create the
promotional budget
15- 26
Setting the Promotional
Budget and Mix

Setting the Overall Promotion Mix


 Determined by the nature of each promotional
tool and the selected promotion mix strategy

Revlon
emphasizes
advertising
while Avon
emphasizes
personal
selling

15- 27
Setting the Promotional
Budget and Mix

Nature of Each Reaches large, geographically


dispersed audiences, often
Promotional Tool with high frequency
Low cost per exposure,
though overall costs are high
Advertising Consumers perceive
Personal Selling advertised goods as more
legitimate
Sales Promotion Dramatizes company/brand
Public Relations Builds brand image; may
stimulate short-term sales
Direct Marketing Impersonal; one-way
communication

15- 28
Setting the Promotional
Budget and Mix

Nature of Each Most effective tool for


building buyers’ preferences,
Promotional Tool convictions, and actions
Personal interaction allows
Advertising for feedback and adjustments
Personal Selling Relationship-oriented
Buyers are more attentive
Sales Promotion Sales force represents a long-
Public Relations term commitment
Direct Marketing Most expensive of the
promotional tools

15- 29
Setting the Promotional
Budget and Mix

Nature of Each May be targeted at the trade


or ultimate consumer
Promotional Tool Makes use of a variety of
formats: premiums, coupons,
contests, etc.
Advertising Attracts attention, offers
Personal Selling strong purchase incentives,
dramatizes offers, boosts
Sales Promotion sagging sales
Public Relations Stimulates quick response
Short-lived
Direct Marketing Not effective at building long-
term brand preferences

15- 30
Setting the Promotional
Budget and Mix

Nature of Each Highly credible


Many forms: news stories,
Promotional Tool news features, events and
sponsorships, etc.
Advertising Reaches many prospects
Personal Selling missed via other forms of
promotion
Sales Promotion Dramatizes company or
Public Relations benefits
Often the most underused
Direct Marketing element in the promotional
mix
15- 31
Setting the Promotional
Budget and Mix

Nature of Each Many forms: Telephone


marketing, direct mail,
Promotional Tool online marketing, etc.
Four characteristics:
Advertising  Nonpublic
Personal Selling  Immediate
 Customized
Sales Promotion  Interactive
Public Relations Well-suited to highly
Direct Marketing targeted marketing
efforts

15- 32
Figure 15-4:
Push vs. Pull
Promotion Strategy

15- 33
Setting the Promotional
Budget and Mix

Promotion Mix Strategies


 Push strategy: trade promotions and
personal selling efforts push the
product through the distribution
channels.
 Pull strategy: producers use
advertising and consumer sales
promotions to generate strong
consumer demand for products.
15- 34
Discussion Question

Have you noticed TV ads


for prescription drugs?
Pharmaceutical firms are
now using pull-oriented
marketing techniques.
Does such a strategy
help patients or does it
interfere with the doctor-
patient relationship?

15- 35
Setting the Promotional
Budget and Mix

Checklist: Integrating the Promotion Mix


 Analyze trends (internal and external)
 Audit communications spending
 Identify all points of contact
 Team up in communications planning
 Make all communication elements
compatible
 Create performance measures
 Appoint an IMC manager

15- 36
Socially Responsible
Communications

Advertising and Sales Promotion


 Avoid false and deceptive advertising
 Bait and switch advertising
 Trade promotions can not favor certain
customers over others
 Use advertising to promote socially
responsible programs and actions

15- 37
State Farm uses
advertising to
promote socially
responsible
programs and
actions.

15- 38
Socially Responsible
Communications

Personal Selling
 Salespeople must
follow the rules of
“fair competition”
 Three day cooling-
off rule protects
ultimate consumers
from high pressure
tactics
15- 39
Socially Responsible
Communications

Personal Selling
 Business-to-business selling
 Bribery, industrial espionage,
and making false and disparaging
statements about a competitor
are forbidden

15- 40

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