Download - IMC Chapter 15
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Definition Marketing Communications Mix
The specific mix of advertising,personal selling, sales promotion, andpublic relations a company uses to
pursue its advertising and marketingobjectives.
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The Marketing CommunicationsEnvironment is Changing: Mass markets have fragmented, causing
marketers to shift away from massmarketingMedia fragmentation is increasing as well
Improvements in information technologyare facilitating segmentation
Integrated Marketing
Communications
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The Need for Integrated MarketingCommunications
Conflicting messages from different sourcesor promotional approaches can confuse
company or brand imagesThe problem is particularly prevalent when
functional specialists handle individual forms ofmarketing communications independently
Integrated Marketing
Communications
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Communications efforts should beviewed from the perspective of managingcustomer relationships over time.
The communication process begins withan audit of all potential contacts.
Effective communication requiresknowledge of how communicationworks.
The Communication
Process
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Elements in the
Communication Process
The Communication
Process
Sender
Message Media
Receiver
Encoding
Decoding Response
Feedback
Noise
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Step 1:Identifying the Target Audience
Affects decisions related to what, how,when, and where message will be said,as well as who will say it
Step 2:Determining CommunicationObjectives
Six buyer readiness stages
Developing Effective
Communication
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Step 3:Designing a Message Message Structure: Key decisions are required
with respect to three message structure issues:
Whether or not to draw a conclusion
One-sided vs. two-sided argument
Order of argument presentation
Message Format: Design, layout, copy, color,shape, movement, words, sounds, voice, bodylanguage, dress, etc.
Developing Effective
Communication
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Step 4: Choosing Media
Personal communication channels
Includes face-to-face, phone, mail, and Internetchat communications
Word-of-mouth influence is often criticalBuzz marketing cultivates opinion leaders
Nonpersonal communication channels
Includes media, atmosphere, and events
Developing Effective
Communication
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Step 5: Selecting the Message Source
Highly credible sources are more persuasive
A poor spokesperson can tarnish a brand
Step 6: Collecting Feedback
Recognition, recall, and behavioral measuresare assessed
May suggest changes in product/promotion
Developing Effective
Communication
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Setting the Total Promotional Budget
Affordability Method
Budget is set at a level that a company can afford
Percentage-of-Sales Method
Past or forecasted sales may be used
Competitive-Parity Method
Budget matches competitorsoutlays
Setting the Promotional
Budget and Mix
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Setting the Overall Promotion Mix Determined by the nature of eachpromotion tooland the selectedpromotion mix strategy
Setting the Promotional
Budget and Mix
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Setting the Promotional
Budget and Mix
Advertising
Personal Selling
Sales Promotion Public Relations
Direct Marketing
Reaches large, geographicallydispersed audiences, often with
high frequency Low cost per exposure, though
overall costs are high
Consumers perceive advertisedgoods as more legitimate
Dramatizes company/brand Builds brand image; may
stimulate short-term sales
Impersonal; one-waycommunication
romotion Tools
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Setting the Promotional
Budget and Mix
Advertising
Personal Selling
Sales Promotion Public Relations
Direct Marketing
Most effective tool for buildingbuyerspreferences,
convictions, and actions
Personal interaction allows forfeedback and adjustments
Relationship-oriented
Buyers are more attentive Sales force represents a long-
term commitment
Most expensive of thepromotional tools
romotion Tools
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Setting the Promotional
Budget and Mix
Advertising
Personal Selling
Sales Promotion Public Relations
Direct Marketing
May be targeted at the tradeor ultimate consumer
Makes use of a variety offormats: premiums, coupons,contests, etc.
Attracts attention, offers strongpurchase incentives, dramatizesoffers, boosts sagging sales
Stimulates quick response
Short-lived
Not effective at building long-term brand preferences
romotion Tools
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Setting the Promotional
Budget and Mix
Advertising
Personal Selling
Sales Promotion
Public Relations
Direct Marketing
Many forms: Telephonemarketing, direct mail,
online marketing, etc. Four distinctive
characteristics: Nonpublic
Immediate
Customized
Interactive
Well-suited to highlytargeted marketing efforts
romotion Tools
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Promotion Mix Strategies
Push strategy:trade promotions andpersonal selling efforts push the productthrough the distribution channels.
Pull strategy:producers use advertising andconsumer sales promotions to generatestrong consumer demand for products.
Setting the Promotional
Budget and Mix
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Checklist:Integrating the Promotion Mix Analyze trends (internal and external)
Audit communications spending
Identify all points of contact
Team up in communications planning
Make all communication elements compatible Create performance measures
Appoint an IMC manager
Setting the Promotional
Budget and Mix
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