TOP 2 Learning Concepts

Ch 17: Designing and Managing

Integrated Marketing Communication

Jan Kenneth Obar

April 1, 2011

Outline:

1) 8 Steps in Developing Effective Communication

2) 8 Elements of the Communication Process

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Concept 1:

8 Steps in Developing Effective

Communication

3

IdentifyTargetAudience

Determine Objectives

DesignCommunication

Select Channels

Establish Budget

Decide on MediaMix

Measure Results

Manage Integrated Marketing

Communication

From Philip Kotler’s, Marketing Management 13th edition

Concept 1:

Start with a clear target audience in mind.

4

IdentifyTargetAudience

- Potential Buyers of the Product

- Current Users

- Deciders

- Influencers

- Groups

- General Public

Concept 1:

The most effective communications often can

achieve multiple objectives

5

IdentifyTargetAudience

Determine Objectives

4 Possible Objectives

- Category Need

- Brand Awareness

- Brand Attitude

- Brand Purchase Intention

Concept 1:

Formulating the communications to achieve

the desired response.

6

IdentifyTargetAudience

Determine Objectives

DesignCommunication

3 Problems to solve

- What to Say?

- How to say it?

- Who should say it?

Concept 1:

Selecting efficient means to carry the

message becomes more difficult as channels

of communication become more fragmented.

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IdentifyTargetAudience

Determine Objectives

DesignCommunication

Select Channels

Concept 1:

One of the most difficult decisions is

determining how much to spend on marketing

communication and promotion.

8

IdentifyTargetAudience

Determine Objectives

DesignCommunication

Select Channels

Establish Budget

Concept 1:

Each communication tool has its own uniqe

characteristic and costs.

9

IdentifyTargetAudience

Determine Objectives

DesignCommunication

Select Channels

Establish Budget

Decide on MediaMix

Concept 1:

Senior managers wants to know the

outcomes and revenues resulting from their

communication investments.

10

IdentifyTargetAudience

Determine Objectives

DesignCommunication

Select Channels

Establish Budget

Decide on MediaMix

Measure Results

Concept 1:

Evaluates the strategic roles of a variety of

communication disciplines.

11

IdentifyTargetAudience

Determine Objectives

DesignCommunication

Select Channels

Establish Budget

Decide on MediaMix

Measure Results

Manage Integrated Marketing

Communication

Concept 2:

8 Elements of the Communication Process

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Media

Sender Encoding Message Decoding

Receiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

Companies needs to communicate with

customers

13

Media

Sender Encoding Message Decoding

Receiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

Companies needs the right media and

message

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Media

Sender Encoding Message Decoding

Receiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

Competitive clutter is the noise that

interferes with your message

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Media

Sender Encoding Message Decoding

Receiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

If customers believe your message they buy

your product or service

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Media

Sender Encoding Message Decoding

Receiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

Customer Satisfaction or delight can be

measured informally of formally

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Media

Sender Encoding Message Decoding

Receiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

Example:

The Company Philip Morris

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Media

Sender Encoding Message DecodingReceiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

Example:

Communicates on going raffle promo

through consumer events.

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Media

Sender Encoding Message DecodingReceiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

Example:

Directed at intended receivers

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Media

Sender Encoding Message DecodingReceiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

Example:

As a result sales volume increases due to

increase in consumer off take

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Media

Sender Encoding Message DecodingReceiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Concept 2:

Example:

Feedback through survey forms, customer

verbal feedback and number of raffle entries

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Media

Sender Encoding Message DecodingReceiver

ResponseFeedback

Noise

From Philip Kotler’s, Marketing Management 13th edition

Summary

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1) 8 Steps in Developing Effective Communication

2) 8 Elements of the Communication Process