View
221
Download
0
Category
Preview:
Citation preview
7/28/2019 Lecture 7- Managing Communications
1/40
0
Design ing and Managing
In tegrated Marketing
Communicat ions
7/28/2019 Lecture 7- Managing Communications
2/40
Marketing Communications
1
AdvertisingDirect
Marketing
Sales
Promotion
Public
Relations
Personal
Selling
7/28/2019 Lecture 7- Managing Communications
3/40
Discussion Scenario
Research has shown that many people treat their pets as they
would true members of the family.
Suppose you opened a bakery that made only nutritional pettreats, doggy birthday cakes and cheesecakes, and made-to-
order pet food. How could you use each of the previously
mentioned marketing communications platforms in your
business?
2
7/28/2019 Lecture 7- Managing Communications
4/40
Developing Effective Marketing Communications
Identify target audience
Determine objectives ofcommunication
Design the message
Select communication channels
Establish the budget
Select the marketingcommunications mix
Measure results Manage the IMC process
3
Steps in Marketing Communications
Program Development
7/28/2019 Lecture 7- Managing Communications
5/40
Developing Effective Marketing Communications
Step 1: Identifying the target audience
Includes assessing the audiences perceptions of thecompany, product, and competitors company/product
image
Step 2: Cognitive, affective, and behavioralobjectives may be set
Step 3: AIDA model guides message design
4
7/28/2019 Lecture 7- Managing Communications
6/40
Developing Effective Marketing Communications
5
Figu re 16-1:
Response
Hierarchy Models
7/28/2019 Lecture 7- Managing Communications
7/40
Developing Effective Marketing Communications
Message Design
Content Structure
Format
Source
Message content
decisions involve the
selection of appeal,theme, and idea.
Types of appeals
Rational appeals
Emotional appeals
Moral appeals
6
7/28/2019 Lecture 7- Managing Communications
8/40
Discussion Scenario
Consider the pet bakery example discussed earlier in
this presentation.
What tactics would you use to make rational,emotional and/or moral appeals? Which type of
appeal would you favor using and why?
7
7/28/2019 Lecture 7- Managing Communications
9/40
Developing Effective Marketing Communications
Message Design
Content Structure
Format
Source
One-sided vs. two-
sided messages
Order of argumentpresentation
8
7/28/2019 Lecture 7- Managing Communications
10/40
Developing Effective Marketing Communications
Message Design
Content Structure
Format
Source
Message format decisionsvary with the type of media,but may include:
Graphics, visuals
Headline, copy or script
Sound effects,voice qualities
Shape, scent,
texture of package
9
7/28/2019 Lecture 7- Managing Communications
11/40
Developing Effective Marketing Communications
Message Design
Content Structure
Format
Source
Message sourcecharacteristics caninfluence attention and
recall Factors underlying
perceptions of sourcecredibility:
Expertise
Trustworthiness
Likability
10
7/28/2019 Lecture 7- Managing Communications
12/40
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
11
7/28/2019 Lecture 7- Managing Communications
13/40
Developing Effective Marketing Communications
Devoting extra effort toinfluential individuals orcompanies
Creating opinion leaders
Working through influential
community members Using influential people in
testimonial advertising
Developing advertising withhigh conversation value
Use viral marketing
Developing word-of-mouthreferral channels
Establishing an electronicforum
12
Methods of Stimulating Personal
Communication
7/28/2019 Lecture 7- Managing Communications
14/40
Discussion Scenario
Once again, think back to the pet bakery example
discussed earlier in this presentation.
What specific methods would you undertake tostimulate personal communication, and how would
you go about implementation?
13
7/28/2019 Lecture 7- Managing Communications
15/40
Developing Effective Marketing Communications
Step 5: Establishing the Marketing CommunicationsBudget
Affordability method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method
Step 6: Deciding on the Marketing Communications
Mix
14
7/28/2019 Lecture 7- Managing Communications
16/40
Developing Effective Marketing Communications
15
Figu re 16-2:
Cost-Effect iveness of Different Promotional Too ls at
Different Buyer-Readiness Stages
7/28/2019 Lecture 7- Managing Communications
17/40
Developing Effective Marketing Communications
Communications Mix
Selection
Types of promotional
tools
Selection factors
Advertising
Sales promotion
Public relations andpublicity
Direct marketing
Personal selling
16
7/28/2019 Lecture 7- Managing Communications
18/40
Developing Effective Marketing Communications
Communications Mix
Selection
Types of promotional
tools
Selection factors
Consumer vs. business
market
Stage of buyer readiness
Stage of product life cycle
Market rank
17
7/28/2019 Lecture 7- Managing Communications
19/40
Developing Effective Marketing Communications
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
18
7/28/2019 Lecture 7- Managing Communications
20/40
Developing and Managing the Advertising
Campaign
19
Figu re 16-3:
The Five Ms of Ad vert is ing
7/28/2019 Lecture 7- Managing Communications
21/40
Developing and Managing the Advertising
Campaign
The Five Ms of Advertising
Mission
Money Message
Media
Measurement
Objectives can be
classified by aim:
Inform Persuade
Remind
Reinforce
20
7/28/2019 Lecture 7- Managing Communications
22/40
Developing and Managing the Advertising
Campaign
The Five Ms of Advertising
Mission
Money Message
Media
Measurement
Factors considered whenbudget-setting:
Stage of product life cycle
Market share and consumerbase
Competition and clutter
Advertising frequency
Product substitutability
21
7/28/2019 Lecture 7- Managing Communications
23/40
Developing and Managing the Advertising
Campaign
The Five Ms of Advertising
Mission
Money Message
Media
Measurement
Factors considered when
choosing the advertising
message:
Message generation
Message evaluation and
selection
Message execution
Social responsibility review
22
7/28/2019 Lecture 7- Managing Communications
24/40
Developing and Managing the Advertising
Campaign
The Five Ms ofAdvertising
Mission Money
Message
Media
Measurement
Developing media strategyinvolves:
Deciding on reach, frequency,
and impact Selecting media and vehicles
Determining media timing
Deciding on geographicalmedia allocation
23
7/28/2019 Lecture 7- Managing Communications
25/40
Developing and Managing the Advertising
Campaign
24
Radio Outdoor
Yellow Pages
Newspapers
Telephone
Direct Mail
Television
Magazines
Brochures
Internet
Newsletters
Major
Media
Types
7/28/2019 Lecture 7- Managing Communications
26/40
Developing and Managing the Advertising
Campaign
25
Does satellite
radio
threaten thefuture of
radio
advertising?
7/28/2019 Lecture 7- Managing Communications
27/40
Developing and Managing the Advertising
Campaign
26
Wireless
technologies
have recentlyemerged as a
new media
channel
7/28/2019 Lecture 7- Managing Communications
28/40
Developing and Managing the Advertising
Campaign
Deciding on Media Categories
Target audiences media habits, nature of the product andmessage, cost
Media Timing Decisions Macroscheduling vs. microscheduling
Continuity, concentration, flighting, and pulsing schedulingoptions
Deciding on Geographical Allocation
27
7/28/2019 Lecture 7- Managing Communications
29/40
Developing and Managing the Advertising
Campaign
The Five Ms ofAdvertising
Mission Money
Message
Media
Measurement
Evaluating advertising
effectiveness
Communication-effectresearch
Sales-effect research
28
7/28/2019 Lecture 7- Managing Communications
30/40
Developing and Managing the Advertising
Campaign
29
Figu re 16-4:
Formula for Measuring Sales Impact of Advert is ing
7/28/2019 Lecture 7- Managing Communications
31/40
Sales Promotion
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
30
7/28/2019 Lecture 7- Managing Communications
32/40
Sales Promotion
31
Technology
simplifies
couponredemption
for online
consumers
7/28/2019 Lecture 7- Managing Communications
33/40
Sales Promotion
Establish objectives
Select consumer-promotion tools
Select trade-promotion tools
Select business- and sales force
promotion tools
Develop the program
Pretest the program
32
Steps in Sales Promotion
Program Development
Implement and evaluate the program
7/28/2019 Lecture 7- Managing Communications
34/40
Sales Promotion
33
Prizes Coupons
POP Displays & Demonstrations
Cross-Promotions
Patronage Awards
Samples
Product Warranties
Cash Refunds
Free Trials
Premiums
Tie-in Promotions
Major
Consumer
Sales
Promotion
Tools
7/28/2019 Lecture 7- Managing Communications
35/40
Public Relations
34
Corporate Communications
Public relations activities promote or
protect the image of the firm via:
Counseling Lobbying
Product Publicity Public Relations
7/28/2019 Lecture 7- Managing Communications
36/40
Public Relations
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
35
7/28/2019 Lecture 7- Managing Communications
37/40
Public Relations
36
Major Public Relations Tools
Public-service Activities
Identity MediaSponsorships
Publications
SpeechesEvents
News
7/28/2019 Lecture 7- Managing Communications
38/40
Direct Marketing
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.
37
7/28/2019 Lecture 7- Managing Communications
39/40
Direct Marketing Channels
38
TV Marketing
Major Direct Marketing Tools
Kiosk Telemarketing
Catalog
Direct Mail
Online
Face-to-Face
7/28/2019 Lecture 7- Managing Communications
40/40
Direct Marketing
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
39
Recommended