REMARK

Designing and
Managing
Integrated
Marketing
Communications

Copyright © 2016 Pearson Education Ltd. 19-1

Learning Objectives
1. What is the role of marketing communications?
2. What is the marketing communications mix?
3. How do marketing communications work?
4. What are the major steps in developing effective
communications?
5. How should the communications mix be set and
evaluated?
6. What is an integrated marketing communications
program?

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 The Role of Marketing
Communications
• Marketing communications
– The means by which firms attempt to inform,
persuade, and remind consumers about the
products and brands they sell

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Marketing Communications Mix

• Advertising • Online and social

• Sales promotion media marketing
• Events and • Mobile marketing
experiences • Direct and database
• Public relations and marketing
publicity • Personal selling

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Common Communication
Platforms

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 How Does Marketing
Communications Work?
• The communications
process models
– Macromodel of the
communications
process
– Micromodel of
consumer responses

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 Figure 19.1
Elements in Communications Process

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 Figure 19.2
Response Hierarchy Models

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 Micromodel of Consumer
Responses
• With an ideal ad campaign:
1. The right consumer is exposed to the message at
the right place and time
2. The ad causes the consumer to pay attention
3. The ad reflects consumer’s level of understanding of
brand
4. The ad positions points-of-difference and points-of-
parity
5. The ad motivates consumers to consider purchase
6. The ad creates strong brand associations

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Developing Effective
Communications

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 Developing Effective
Communications
• Identify the target audience
• Set the communications
objectives
– Establish need for category
– Build brand awareness
– Build brand attitude
– Influence brand purchase
intention

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 Developing Effective
Communications
• Design the Communications

Message strategy

Creative strategy

Message source

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 Creative Strategy
• Informational appeals
– One-sided vs. two-sided arguments
• Transformational appeals
– Negative/fear vs. positive appeals

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 Message source
• Messages delivered by attractive or
popular sources can achieve higher
attention and recall

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 Developing Effective
Communications
• Select the communications channels
– Personal communications
– Nonpersonal channels

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 Establish the Marketing
Communications Budget
• Affordable method
• Percentage-of-sales
method
• Competitive-parity
method
• Objective-and-task
method

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Objective-and-Task Method

 Establish market share goal

 Select % of market reached by advertising
 Estimate % of prospects who should try brand
 Calculate ad impressions per 1% trial rate
 Find gross rating points to be purchased
 Calculate budget for cost of gross rating point

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 Selecting the Marketing
Communications Mix
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Online and social media marketing
• Mobile marketing
• Direct and database marketing
• Sales force
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Marketing Communications Mix
Characteristics
• Advertising
– Pervasiveness
– Amplified expressiveness
– Control
• Sales Promotion
– Ability to be attention-
getting
– Incentive
– Invitation
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Marketing Communications Mix
Characteristics
• Events and experiences
– Relevant
– Engaging
– Implicit
• Public relations and publicity
– High credibility
– Ability to reach hard-to-find buyers
– Dramatization

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Marketing Communications Mix
Characteristics
• Online and social media marketing
– Rich
– Interactive
– Up to date
• Mobile marketing
– Timely
– Influential
– Pervasive

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Marketing Communications Mix
Characteristics
• Direct and database marketing
– Personal
– Proactive
– Complementary
• Personal selling
– Customized
– Relationship-oriented
– Response-oriented

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 Setting the Marketing
Communications Mix
• Type of product market
– Consumer vs. business
marketers
– Advertising/sales
promotion vs. personal
selling
• Product life-cycle stage

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Managing Integrated Marketing
Communications
• Integrated marketing communications
(IMC)
– “A planning process designed to assure that
all brand contacts received by a customer or
prospect for a product, service, or
organization are relevant to that person and
consistent over time”

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Managing Integrated Marketing
Communications
• Coordinating media & implementing IMC

Coverage Contribution

Cost Commonality

Conformability Complementarity

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