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Integrated Marketing Communications
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The Role of Marketing Communications
Marketing communications are the
means by which firms attempt to
inform, persuade, and remindconsumers directly or indirectly
about the products and brands that
they sell.
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Marketing communications perform manyfunctions for consumers.
Consumers can be told or shown how and why a product
is used. Consumers can learn about who makes the product and
what the company and brand stand for.
Consumers can be given an incentive or reward for trial orusage.
Marketing communications allow companies to linked
their brands to other people, places, events, brands,experiences, feelings and things.
Marketing communications can contribute to brand equityby establishing the brand in the memory and crafting abrand image.
The Role of Marketing Communications
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Integrated marketing communications (IMC)
is a strategic, coordinated use of variouspromotional activities to deliverone
consistent message across multiplechannels to ensure maximum persuasiveimpact on firms audience.
It is not only important to coordinate all
promotional elements but also to coordinate
IMC with other elements of the marketingmix so as to communicate a consistent
message from all possible angles.
Integrated Marketing Communications
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Integrated Marketing Communications
Marketing
Communications
Program
Advertising
Sales
Promotion
Events &Experiencing
Public relation
& publicity
Personalselling
DirectMarketing
Brand
Equity
Brand
awareness
Brand
Image
Brand
responses
Brandrelationships
Integrating Marketing Communications to Build Brand Equity
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Communication Channels
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes
Sales Promotion
Contests
Premiums
Sampling Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity programs
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Events/ Experiences
Sports
Entertainment
Festivals
Arts
Factory tours
Company museums
Street activities
Public Relations Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying Company magazine
Product Placement
Communication Channels
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Personal Selling
Sales presentations
Sales meetings
Samples
Fairs and trade shows
Direct Marketing Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
Voice mail
Blogs
Websites
Communication Channels
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Each communication tool has its own unique characteristicsand costs:
Advertising
Persuasiveness
Amplified expressiveness
Impersonality
Sales promotion
Communication
Incentive
Invitation
Public relations & publicity
High credibility
Ability to catch buyers off guard
Dramatization
Evaluating Communication Channels
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Events & Experiences
Relevant
Involving
Implicit
Direct Marketing
Customized
Up-to-date
Interactive
Personal Selling
Personal Interaction
Cultivation
Response
Developing Effective Communications
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Developing Effective Communications
Identify Target audience
Determine Objectives
Design the Communications
Select the ChannelsEstablish Promotion Budget
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Developing Effective Communications
Identify the Target Audience
ImageA set of beliefs, ideas, and impressions that a person holds
regarding an object. People's attitudes and actions toward an
object are highly conditioned by that object's image.
Image AnalysisAssessment of the the audience's current image of the company
or its products
Familiarity scale
Favorability scale
NeverHeard Of Heard OfOnly Know aLittle Bit
Know a
FairAmount
KnowVery Well
VeryUnfavorable
SomewhatUnfavorable
IndifferentSomewhatFavorable
VeryFavorable
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Developing Effective Communications
Determine the communication objectives
Category needaligning the companys product or service with
a particular category that already exists or introducing a new
category.
Brand awareness ability to identify the brand within the
category.
Brand attitude evaluation of a brand with respect to its
perceived ability to meet a currently relevant need.
Brand purchase intention self instructions to purchase thebrand or to take purchase related decision.
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Developing Effective Communications
Design the communications
Designing the communications to achieve the desired response
will require solving three problems:
Message strategy (what to say): appeals or themes that willestablish the pods and pops of the brand.
Creative strategy (how to say): communications effectivenessdepends on how a message is being expressed as well as thecontent of the message itself.
Message source (who should say it): messages delivered byattractive or popular sources can potentially achieve higherattention are recall.
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Select channels
Personal communication channels
Direct marketing
Viral marketing Personal Selling
Non personal communication channels
Media Advertisements
Sales promotions
Events & experiences
Public relations
Developing Effective Communications
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Developing Effective Communications
Establishing promotion budget
Allocation of financial resources towards communications can
be done by any of the four methods.
Affordable method - what the company can afford. Ignores role
of promotion as an investment.
Percentage of sales method - many companies set promotion
expenditures at a specified percentage of actual or anticipated
sales.
Competitive parity method - setting the promotion budget toachieve share-of-voice parity with the competitors.
Objective and task method - developing promotion budgets by
defining specific objectives, determining the tasks the must be
performed to achieve these objectives and estimating the costs
of performing these tasks.
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Measuring Communication Results
Organizations want to know the results of theinvestment in communication instruments interms of incremental revenues, customerawareness and brand recall.
Market research and a measure of sales for aspecific period would give a fairly good ideaof the impact of the market communicationactivities.
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Managing the Integrated Marketing Communications Process
Managing the Integrated Marketing Communication
(IMC) is a process that evaluates the strategic roles of a
variety of communication mixes to provide clarity,
consistency, and maximum sales impact through the
seamless integration of discrete messages.
IMC improves the companys ability to reach the right
customers with the right messages at the right time and
in the right place
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