Chapter 9: Integrated Marketing
Communications Strategy
1/2/2023 704024/701022 - Chapter 9 1
Learning Objective
• Understand the importance of Marketing
Communication for the Company.
• Analyze and communicate practical tools for
marketing communication.
• Understand the process of designing a
broadcast media program.
1/2/2023 704024/701022 - Chapter 9 2
Content
The concept of mixed marketing and promotion
Intergrated Marketing Communication
The role of promotional tools
Integrated communication strategy
Design of integrated communication program design
1/2/2023 704024/701022 - Chapter 9 3
Part 1: The concept
1/2/2023 704024/701022 - Chapter 9 4
The Promotion Mix
The promotion mix is the specific blend of
promotion tools that the company uses to
persuasively communicate customer value and
build customer relationships.
1/2/2023 704024/701022 - Chapter 9 5
The Promotion Mix
Advertising is any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified
sponsor.
– Broadcast
– Print
– Online
– Mobile
– Outdoor
1/2/2023 704024/701022 - Chapter 9 6
The Promotion Mix
Sales promotion is a short-term incentive to
encourage the purchase or sale of a product or
service.
– Discounts
– Coupons
– Displays
– Demonstrations
1/2/2023 704024/701022 - Chapter 9 7
The Promotion Mix
Personal selling is the personal interaction by
the firm’s sales force for the purpose of
engaging customers, making sales, and
building customer relationships.
1/2/2023 704024/701022 - Chapter 9 8
The Promotion Mix
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.
1/2/2023 704024/701022 - Chapter 9 9
The Promotion Mix
Direct and digital marketing involves engaging
directly with carefully targeted individual
consumers and customer communities to both
obtain an immediate response and build lasting
customer relationships.
1/2/2023 704024/701022 - Chapter 9 10
Part 2:
Intergrated Marketing Communication (IMC)
1/2/2023 704024/701022 - Chapter 9 11
Integrated Marketing Communications
• The New Marketing Communications Model
• Consumers are
changing.
• Marketing strategies
are changing.
• Advances in digital
technology
1/2/2023 704024/701022 - Chapter 9 12
Integrated Marketing Communications
The Need for Integrated Marketing Communications
Integrated marketing communications (IMC)
involves carefully integrating and coordinating
the company’s many communications
channels to deliver a clear, consistent, and
compelling message about the organization
and its products.
1/2/2023 704024/701022 - Chapter 9 13
Integrated Marketing Communications
FIGURE | 14.1
Integrated Marketing
Communications
1/2/2023 704024/701022 - Chapter 9 14
• Part 3:
A View of the Communications Process
1/2/2023 704024/701022 - Chapter 9 15
A View of the Communication Process
• Elements in the Communication
Process
1/2/2023 704024/701022 - Chapter 9 16
Part 4:
Steps in Developing Effective
Marketing Communication
1/2/2023 704024/701022 - Chapter 9 17
Steps in Developing Effective Marketing
Communication
Identify the target
audience
Determine the
communication objectives
Design the message
Choose the media to send
the message
Select message source and
1/2/2023
collect feedback
704024/701022 - Chapter 9 18
Steps in Developing Effective Marketing
Communication
• Identifying the Target Audience
What will How it will
be said be said
When it Where it
will be said will be said
Who will
1/2/2023
say it
704024/701022 - Chapter 9 19
Steps in Developing Effective Marketing
Communication
• Determining the Communication Objectives
FIGURE | 14.3
Buyer-Readiness Stages
1/2/2023 704024/701022 - Chapter 9 20
Steps in Developing Effective
Marketing Communication
• Designing a Message
AIDA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action
1/2/2023 704024/701022 - Chapter 9 21
Steps in Developing Effective
Marketing Communication
• Designing a Message
Message content is
“what to say.”
Message structure
and format is
“how to say it.”
1/2/2023 704024/701022 - Chapter 9 22
Steps in Developing Effective
Marketing Communication
• Message Content
Rational appeal relates to the audience’s
self-interest.
Emotional appeal is an attempt to stir up
positive or negative emotions to motivate
a purchase.
Moral appeal is directed to an audience’s
sense of what is right and proper.
1/2/2023 704024/701022 - Chapter 9 23
Steps in Developing Effective
Marketing Communication
• Choosing Communication Channels and Media
Personal communication involves two or
more people communicating directly
with each other.
• Face to face
• Phone
• Mail or e-mail
• Texting or Internet chat
1/2/2023 704024/701022 - Chapter 9 24
Steps in Developing Effective
Marketing Communication
• Choosing Communication Channels
and Media
Opinion leaders are people whose opinions
are sought by others.
Buzz marketing involves cultivating opinion
leaders and getting them to spread
information about a product or service to
others in their communities.
1/2/2023 704024/701022 - Chapter 9 25
Steps in Developing Effective
Marketing Communication
• Choosing Communication
Channels and Media
Nonpersonal communication
channels are media that carry
messages without personal contact
or feedback, including major media,
atmospheres, and events.
1/2/2023 704024/701022 - Chapter 9 26
Steps in Developing Effective
Marketing Communication
• Selecting the Message Source
The message’s impact depends on how the target
audience views the communicator.
• Celebrities
– Athletes
– Entertainers
• Professionals
– Health care providers
1/2/2023 704024/701022 - Chapter 9 27
Steps in Developing Effective
Marketing Communication
• Collecting Feedback
Collecting feedback involves the
communicator understanding the effect on
the target audience by measuring behavior
resulting from the content.
1/2/2023 704024/701022 - Chapter 9 28
• Setting the Total Promotion Budget
• The affordable method sets the promotion budget at the
level management thinks the company can afford.
• The percentage-of-sales method sets the promotion
budget at a certain percentage of current or forecasted
sales or as a percentage of the unit sales price.
1/2/2023 704024/701022 - Chapter 9 29
• Setting the Total Promotion Budget
• The competitive-parity method sets the
promotion budget to match competitors’
outlays.
• The objective-and-task method develops the
promotion budget by specific promotion
objectives and the costs of tasks needed to
achieve these objectives.
1/2/2023 704024/701022 - Chapter 9 30
• Part 5: Shaping the Overall Promotion Mix
1/2/2023 704024/701022 - Chapter 9 31
• Shaping the Overall Promotion
Mix
The concept of integrated marketing communications
suggests that the company must blend the promotion
tools carefully into a coordinated promotion mix.
1/2/2023 704024/701022 - Chapter 9 32
Shaping the Overall Promotion
Mix
• The Nature of Each Promotion Tool
Advertising can reach masses of geographically
dispersed buyers at a low cost per exposure, and it
enables the seller to repeat a message many times.
Personal selling is the most effective method at certain
stages of the buying process, particularly in building
buyers’ preferences, convictions, actions, and
developing customer relationships.
1/2/2023 704024/701022 - Chapter 9 33
Shaping the Overall Promotion
Mix
• The Nature of Each Promotion Tool
Sales promotion includes coupons, contests, cents-
off deals, and premiums that attract consumer
attention and offer strong incentives to purchase.
Public relations is a very believable form of promotion
that includes news stories, features, sponsorships,
and events.
Direct and digital marketing is an immediate,
customized, and interactive promotional tool that
includes direct mail, catalogs, telephone marketing,
online, mobile, and social media.
1/2/2023 704024/701022 - Chapter 9 34
Shaping the Overall Promotion Mix
Promotion Mix Strategies
1/2/2023 704024/701022 - Chapter 9 35
Shaping the Overall Promotion Mix
Integrating the Promotion Mix
The company must take steps to see that each
promotion mix element is smoothly
integrated.
The various promotion elements should work
together to carry the firm’s unique brand
messages and selling points.
1/2/2023 704024/701022 - Chapter 9 36
Key terms
• Integrated Marketing Communications
• Advertising
• Sale promotion
• Personal selling
• Public relation
• Direct marketing
1/2/2023 704024/701022 - Chapter 9 37
Key terms
• Sender
• Endcode
• Message
• Media
• Decode
• Noise
1/2/2023 704024/701022 - Chapter 9 38
Key terms
• AIDA model
• Push strategy
• Pull strategy
1/2/2023 704024/701022 - Chapter 9 39
Q&A
1/2/2023 704024/701022 - Chapter 9 40