Integrated Marketing Communications

Marketing Communications
Firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

Modes of Marketing Communications

Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling

Characteristics of The Marketing Communications Mix

Advertising
Pervasiveness Amplified expressiveness Impersonality

Sales Promotion
Communication Incentive Invitation

Characteristics of the Marketing Communications Mix

Public Relations and Publicity
High credibility Ability to catch buyers off guard

Events and Experiences

Relevant Involving Implicit

Characteristics of the Marketing Communications Mix

Direct Marketing Customized Up-to-date Interactive Personal Selling Personal interaction Cultivation Response

Word-of-Mouth Marketing Credible Personal Timely

Advertising

Modern Advertising
Five Basic Factors of Advertising 1. Paid communication 2. Sponsor is identified 3. Tries to inform or persuade 4. Reaches a large audience 5. Message conveyed through many different kinds of largely non-personal mass media

The Functions of Advertising

Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences

The Five Ms of Advertising

Steps in Developing Effective Advertisements

Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC

Advertising Objectives
Informative Advertising
Awareness/Knowledge

Advertising Objectives
Persuasive Advertising
Liking/Preference/ Conviction/Purchase

Advertising Objectives
Reminder Advertising
Repeat Purchase

Advertising Objectives
Reinforcement Advertising
Right Decision

Creative Strategy
Informational and transformational appeals Positive and negative appeals Fear Guilt Shame Humor Love Pride Joy

Identify the appeal

Identify the appeal

Identify the appeal

Identify the appeal

Video Ad

Identify the appeal

Video Ad

Identify the appeal

Video Ad

Message Source
Celebrity Characteristics Expertise Trustworthiness Likeability

Issues Facing Global Adaptations

Is the product restricted in some countries? Are there restrictions on advertising the product to a specific target market? Can comparative ads be used? Can the same advertising be used in all country markets?

Establish the Budget

Affordable
Percentage-of-Sales Competitive Parity Objective-and-Task

Factors to Consider in Setting an Advertising Budget

Stage in the product life cycle Market share and consumer base Competition and clutter

Advertising frequency
Product substitutability

An Ideal Ad Campaign
The right consumer is exposed to the message at the right time and place The ad causes consumer to pay attention The ad reflects consumers level of understanding and behaviors with product The ad correctly positions brand in terms of points-ofdifference and points-of-parity The ad motivates consumers to consider purchase of the brand The ad creates strong brand associations

Media Selection
Reach Frequency Impact Exposure

Major Media Types

Newspapers Television Direct mail Radio Mobile Apps Magazines Outdoor Yellow Pages Newsletters Brochures Telephone Internet

Television
Advantages Reaches broad spectrum of consumers Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers

Print Ads
Advantages Disadvantages

Detailed product Passive medium information Clutter Ability to communicate Unable to demonstrate user imagery product use Flexibility Ability to segment

Place Advertising
Billboards Public spaces Product placement Point-of-purchase

Group Exercise
Develop an advertisement for a product of your choice Objective Target Audience Media