1

17
Designing and
Integrating Marketing
Communications
 Chapter Questions
 What is the role of marketing
communications?
 How do marketing communications work?
 What are the major steps in developing
effective communications?
 What is the communications mix and how
should it be set?
 What is an integrated marketing
communications program?

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-2

 Marketing Communications

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-3

 Modes of Marketing Communications

 Advertising  Direct marketing

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

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-4

 Table 17.1 Communication
Platforms
Advertising Sales Promotion
 Print and broadcast ads  Contests, games,
 Packaging inserts sweepstakes
 Motion pictures  Premiums
 Brochures and booklets  Sampling
 Posters  Trade shows, exhibits
 Billboards  Coupons
 POP displays  Rebates
 Logos  Entertainment
 Videotapes
 Continuity programs

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-5

 Table 17.1 Communication
Platforms
Events/ Experiences Public Relations
 Sports  Press kits
 Entertainment  Speeches
 Festivals  Seminars
 Art  Annual reports
 Causes  Charitable donations
 Factory tours  Publications
 Company museums  Community relations
 Street activities  Lobbying
 Identity media
Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-6
 Table 17.1 Communication
Platforms
Personal Selling Direct Marketing
 Sales presentations  Catalogs
 Sales meetings  Mailings
 Incentive programs  Telemarketing
 Samples  Electronic shopping
 Fairs and trade shows  TV shopping
 Fax mail
 E-mail
 Voice mail
 Websites
Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-7
 Figure 17.1 Elements in the
Communications Process

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-8

 Figure 17.2 Micromodels of
Communications

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-9

 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 consumer’s level of
understanding and behaviors with product
 The ad correctly positions brand in terms of
points-of-difference and points-of-parity
 The ad motivates consumer to consider
purchase of the brand
 The ad creates strong brand associations

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-10

 Steps in Developing Effective
Communications
 Identify target audience
 Determine objectives
 Design communications
 Select channels
 Establish budget
 Decide on media mix
 Measure results/manage IMC

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-11

 Communications Objectives
 Category need
 Brand awareness
 Brand attitude
 Purchase intention

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-12

 Designing the Communications
 Message strategy
 Creative strategy
 Message source

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-13

 Message Strategy

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-14

 Creative Strategy
 Informational and transformational appeals

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-15

 Positive and Negative Appeals

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-16

 Message Source

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-17

 Select Communication Channels

Personal

Nonpersonal

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-18

 Establish the Budget
 Affordable
 Percentage-of-sales
 Competitive parity
 Objective-and-task

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-19

 Objective-and-Task Method
 Establish the market share goal.
 Determine the percentage that should be reached.
 Determine the percentage of aware prospects that
should be persuaded to try the brand.
 Determine the number of advertising impressions per
1% trial rate.
 Determine the number of gross rating points that
would have to be purchased.
 Determine the necessary advertising budget on the
basis of the average cost of buying a GRP.

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-20

 Characteristics
of the Mix

Advertising Sales Promotion

 Pervasiveness  Communication

 Amplified  Incentive

expressiveness  Invitation
 Impersonality

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-21

 Characteristics
of the Mix
Public Relations and Events and
Publicity Experiences
 High credibility  Relevant

 Ability to catch  Involving

buyers off guard  Implicit

 Dramatization

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-22

 Characteristics
of the Mix
Direct Marketing Personal Selling
 Customized  Personal interaction

 Up-to-date  Cultivation

 Interactive  Response

Word of Mouth Marketing

 Credible

 Personal

 Timely

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-23

 Factors in Setting
Communications Mix
 Type of product market
 Buyer readiness stage
 Product life cycle stage

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-24

 Figure 17.4 Cost-Effectiveness
of Different Communication Tools

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-25

 Figure 17.5 Current Consumer
States for Two Brands

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-26

 For Review
 What is the role of marketing
communications?
 How do marketing communications work?
 What are the major steps in developing
effective communications?
 What is the communications mix and how
should it be set?
 What is an integrated marketing
communications program?

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 17-27