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Chapter 16. Designing and Managing Integrated Marketing Communications. PowerPoint by Karen E. James Louisiana State University - Shreveport. Objectives. Learn the major steps in developing an effective integrated marketing communications program.

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Chapter 16

Chapter 16

Designing and Managing Integrated Marketing Communications

PowerPoint by Karen E. James

Louisiana State University - Shreveport

To accompany A Framework for Marketing Management, 2nd Edition


Objectives
Objectives

  • Learn the major steps in developing an effective integrated marketing communications program.

  • Understand the steps involved in developing an advertising program.

  • Learn how companies can exploit the marketing potential of sales promotion, public relations, direct marketing, and e-marketing.

To accompany A Framework for Marketing Management, 2nd Edition


Marketing communications

Advertising

Sales Promotion

Public relations

Direct marketing

Marketing Communications

Communications Platforms

  • Personal selling

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications

Identify target audience

Determine objectives of communication

Design the message

Select communication channels

Establish the budget

Select the marketing communications mix

Measure results

Manage the IMC process

Developing Effective Marketing Communications

Steps in Marketing Communications Program Development

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications1
Developing Effective Marketing Communications

  • Step 1: Identifying the target audience

    • Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image

  • Step 2: Cognitive, affective, and behavioral objectives may be set

  • Step 3: AIDA model guides message design

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications2

Message Design

Content

Structure

Format

Source

Message content decisions involve the selection of appeal, theme, idea, or USP

Types of appeals

Rational appeals

Emotional appeals

Moral appeals

Developing Effective Marketing Communications

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications3

Message Design

Content

Structure

Format

Source

One-sided vs. two-sided messages

Order of argument presentation

Developing Effective Marketing Communications

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications4

Message Design

Content

Structure

Format

Source

Message format decisions vary with the type of media, but may include:

Graphics, visuals

Headline, copy or script

Sound effects, voice qualities

Shape, scent, texture of package

Developing Effective Marketing Communications

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications5

Message Design

Content

Structure

Format

Source

Message source characteristics can influence attention and recall

Factors underlying perceptions of source credibility:

Expertise

Trustworthiness

Likability

Developing Effective Marketing Communications

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications6
Developing Effective Marketing Communications

  • Step 4: Selecting Communication Channels

    • Personal communication channels

      • Effectiveness derives from personalization and feedback

      • Several methods of stimulating personal communication channels exist

    • Nonpersonal communication channels

      • Influence derives from two-step flow-of-communication process

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications7

Devoting extra effort to influential individuals or companies

Creating opinion leaders

Working through influential community members

Using influential people in testimonial advertising

Developing advertising with high “conversation value”

Use viral marketing

Developing word-of-mouth referral channels

Establishing an electronic forum

Developing Effective Marketing Communications

Methods of Stimulating Personal Communication

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications8
Developing Effective Marketing Communications companies

  • Step 5: Establishing the Marketing Communications Budget

    • Affordability method

    • Percentage-of-sales method

    • Competitive-parity method

    • Objective-and-task method

  • Step 6: Deciding on the Marketing Communications Mix

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications9

Communications Mix Selection companies

Types of promotional tools

Selection factors

Advertising

Sales promotion

Public relations and publicity

Direct marketing

Personal selling

Developing Effective Marketing Communications

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications10

Communications Mix Selection companies

Types of promotional tools

Selection factors

Consumer vs. business market

Stage of buyer readiness

Stage of product life cycle

Market rank

Developing Effective Marketing Communications

To accompany A Framework for Marketing Management, 2nd Edition


Developing effective marketing communications11
Developing Effective Marketing Communications companies

  • Step 7: Measure Results

    • Recognition, recall, attitudes, behavioral responses

  • Step 8: Manage the Integrated Marketing Communications Process

    • Provides stronger message consistency and greater sales impact

    • Improves firms’ ability to reach right customers at right time with right message

To accompany A Framework for Marketing Management, 2nd Edition


Developing and managing the advertising campaign

The Five Ms of Advertising companies

Mission

Money

Message

Media

Measurement

Objectives can be classified by aim:

Inform

Persuade

Remind

Reinforce

Developing and Managing the Advertising Campaign

To accompany A Framework for Marketing Management, 2nd Edition


Developing and managing the advertising campaign1

Factors considered when budget-setting: companies

Stage of product life cycle

Market share and consumer base

Competition and clutter

Advertising frequency

Product substitutability

The Five Ms of Advertising

Mission

Money

Message

Media

Measurement

Developing and Managing the Advertising Campaign

To accompany A Framework for Marketing Management, 2nd Edition


Developing and managing the advertising campaign2

Factors considered when choosing the advertising message: companies

Message generation

Message evaluation and selection

Message execution

Social responsibility review

The Five Ms of Advertising

Mission

Money

Message

Media

Measurement

Developing and Managing the Advertising Campaign

To accompany A Framework for Marketing Management, 2nd Edition


Developing and managing the advertising campaign3

Developing media strategy involves: companies

Deciding on reach, frequency, and impact

Selecting media and vehicles

Determining media timing

Deciding on geographical media allocation

The Five Ms of Advertising

Mission

Money

Message

Media

Measurement

Developing and Managing the Advertising Campaign

To accompany A Framework for Marketing Management, 2nd Edition


Developing and managing the advertising campaign4

Newspapers companies

Television

Direct mail

Radio

Magazines

Outdoor

Yellow pages

Newsletters

Brochures

Telephone

Developing and Managing the Advertising Campaign

Major Media Types

  • Internet

To accompany A Framework for Marketing Management, 2nd Edition


Developing and managing the advertising campaign5
Developing and Managing the Advertising Campaign companies

  • Deciding on Media Categories

    • Target audience’s media habits, nature of the product and message, cost

  • Media Timing Decisions

    • Macroscheduling vs. microscheduling

    • Continuity, concentration, flighting, and pulsing scheduling options

  • Deciding on Geographical Allocation

To accompany A Framework for Marketing Management, 2nd Edition


Developing and managing the advertising campaign6

Evaluating advertising effectiveness companies

Communication-effect research

Sales-effect research

The Five Ms of Advertising

Mission

Money

Message

Media

Measurement

Developing and Managing the Advertising Campaign

To accompany A Framework for Marketing Management, 2nd Edition


Sales promotion
Sales Promotion companies

  • Sales promotions are short-term incentives designed to stimulate purchase among consumers or trade

  • Purpose of sales promotion

    • Attract new triers or brand switchers

    • Reward loyal customers

    • Increase repurchase rates

To accompany A Framework for Marketing Management, 2nd Edition


Sales promotion1

Establish objectives companies

Select consumer-promotion tools

Select trade-promotion tools

Select business- and sales force promotion tools

Develop the program

Pretest the program

Sales Promotion

Steps in Sales Promotion Program Development

  • Implement and evaluate the program

To accompany A Framework for Marketing Management, 2nd Edition


Sales promotion2

Samples companies

Coupons

Cash refunds (rebates)

Premiums

Prizes (contests, sweepstakes, games)

Patronage awards

Free trials

Product warranties

Tie-in promotions

Cross-promotions

Point-of-purchase displays and demonstrations

Sales Promotion

Major Consumer-Promotion Tools

To accompany A Framework for Marketing Management, 2nd Edition


Public relations
Public Relations companies

  • Public relations activities promote or protect the image of a firm or product

  • Public relations functions:

    • Press relations

    • Product publicity

    • Corporate communications

    • Lobbying

    • Counseling

To accompany A Framework for Marketing Management, 2nd Edition


Public relations1
Public Relations companies

  • Marketing Public Relations (MPR)

    • Plays an important role in

      • New product launches

      • Repositioning of mature brand

      • Building interest in product category

      • Influencing specific target groups

      • Defending products with public problems

      • Building the corporate image

  • Three Major MPR Decisions

To accompany A Framework for Marketing Management, 2nd Edition


Public relations2

Publications companies

Events

Sponsorships

News

Speeches

Public-service activities

Identity media

Public Relations

Major Public Relations Tools

To accompany A Framework for Marketing Management, 2nd Edition


Direct marketing
Direct Marketing companies

  • Direct marketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries.

  • Direct marketing is growing and offers consumers key benefits.

  • Firms are recognizing the importance of integrated direct marketing efforts.

To accompany A Framework for Marketing Management, 2nd Edition


Direct marketing1

Face-to-face selling companies

Direct mail

Catalog marketing

Telemarketing

Direct-response TV marketing

Kiosk marketing

E-marketing

Direct Marketing

Major Direct Marketing Tools

To accompany A Framework for Marketing Management, 2nd Edition


Direct marketing2
Direct Marketing companies

  • Steps in Developing a Direct-Mail Campaign:

    • Step 1: Set objectives

    • Step 2: Identify target markets

    • Step 3: Define the offer

    • Step 4: Test the elements

    • Step 5: Measure results

To accompany A Framework for Marketing Management, 2nd Edition


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