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Designing and Managing Integrated Marketing Communications
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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
• Sales promotion
• Events and
experiences
• Public relations and
publicity
• Online and social
media marketing
• Mobile marketing
• Direct and database
marketing
• Personal selling
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Common Communication
Platforms
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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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CARLS JR. BURGERS
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Message source
• Messages delivered by attractive or
popular sources can achieve higher
attention and recall
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DOVE REAL BEAUTY CAMPAIGN
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Developing Effective
Communications
• Select the communications channels
– Personal communications
– Nonpersonal channels
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Establish the Marketing
Communications Budget
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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 forceCopyright © 2016 Pearson Education, Inc. 18-22
Marketing Communications Mix
Characteristics• Advertising
– Pervasiveness (Yagın olma)
– 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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Setting the Marketing
Communications Mix
• Buyer-readiness stage
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Measuring Communication
Results
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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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WHAT IS SALES PROMOTION ?
Sales promotion is a mass communication technique
that offers short-term incentives
to encourage purchase or sales of a product or service.
Offers Reasons to Buy Now.
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RAPID GROWTH OF SALES
PROMOTION
• Sales promotion can take the form of consumer promotions,
business promotions, trade promotions or sales force
promotions.
• Rapid growth in the industry has been achieved because:
– Product managers are facing more pressure to
increase their current sales,
– Companies face more competition,
– Advertising efficiency has declined,
– Consumers have become more deal oriented.
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SALES PROMOTİON OBJECTİVES
• Increase short-term sales or help build long-term market share.– obtaining trial and purchase
– increasing consumption of established brand
– defending current customers
• Get retailers to:– carry new items and more inventory,
– advertise products,
– give products more shelf space, and
– buy product ahead.
• In general, sales promotion should focus on consumer relationship building.
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Sample
Coupons
Cash Refunds
Price Packs
Premiums
Advertising Specialties
Trial amount of a product
Savings when purchasing specified products
Refund of part of the purchase price
Reduced prices marked on the label or package
Goods offered free or low cost as an incentive to buy a product
Articles imprinted with an advertiser’s name given as gifts
MAJOR CONSUMER SALES
PROMOTION TOOLS
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SAMPLE
34
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COUPON
35 Copyright © 2016 Pearson Education, Inc. 18-36
PRICE PACKS
36
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PREMIUMS
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ADVERTISING SPECIALTIES
38
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Patronage Rewards
Point-of-Purchase
Contests
Sweepstakes
Game
Cash or other rewards for the use of a certain product
Displays and demonstrations that take place at the point of sale
Consumers submit an entry to be judged
Consumers submit their names for a drawing
Presents consumers with something every time they buy
MAJOR CONSUMER SALES
PROMOTION TOOLS
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PATRONAGE REWARDS
40
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Trade-Promotion Objectives
Persuade Retailers or Wholesalers to Carry a Brand
Give a Brand Shelf Space
Promote a Brand in Advertising
Push a Brand to Consumers
MAJOR TRADE SALES PROMOTİON
TOOLS
Trade-Promotion Tools
Discounts
Allowances
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TRADE SHOWS
• Trade shows can be considered
– A highly cost-effective mechanism
– for meeting a large number of potential
suppliers and customers
– in a short span of time in one location
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TRADE SHOWS
• Selling motives– Enhancing and maintaining company profile
– Establishing relationships with potential new customers
– Developing existing relationships with customers
– Actual sales at trade shows
– Testing new product ideas
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TRADE SHOWS
• Non-selling motives– Providing information about new products
– Providing market information
– Providing information about competitors
– Enhancing and maintaining morale of company
employees
– Enhancing and maintaining morale of customers
– Finding new sources of supply
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TRADE SHOW
EFFECTIVENESS• (1) preshow activities (i.e. identifying and formulating
objectives, planning);
• (2) trade show activities (i.e. behaviour and quality of
booth personnel, identifying buyer needs, recording
buyer name and position);
• (3) post-show activities (i.e. visiting or calling
customers/potential customers identified at the show,
assessing trade show performance).
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WHAT IS PUBLIC RELATIONS?
Public relations involves building good relations with the company’s various publics
by obtaining favorable publicity,
building up a good corporate image,
and handling or heading off unfavorable rumors, stories, and events.
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Press Relations or Agentry
Product Publicity
Public Affairs
Lobbying
Investor Relations
Development
Public Relations
Departments May
Perform Any of All
of the Following
Functions:
MAJOR PUBLİC RELATİONS
FUNCTİONS
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News
Speeches
Special Events
Written MaterialsAudiovisual
Materials
Corporate Identity Materials
Public Service
Activities
Web Site
MAJOR PUBLIC RELATIONS TOOLS
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INTERNATIONAL CRISIS
MANAGEMENT
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BP CRISIS
• on April 20, 2010
• an undersea BP oil well exploded in the Gulf of Mexico 40 miles off the
Louisiana coastline, killing 11 workers on the Deepwater Horizon rig and
causing one of the worst environmental disasters in US history.
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If you were responsible for marketing
an anti-aging cream,
WHAT EVENTS OR CAUSES WOULD YOU CHOOSE
TO SPONSOR (LOCAL OR NATIONAL)?
WHY?
Discussion Question