Chapter 14
Integrated Marketing
Communications and
Advertising
Marketing Communications Mix
Thespecific mix of advertising, personal selling, sales
promotion, and public relations a company uses to
pursue its advertising and marketing objectives.
Integrated Marketing Communications
A concept under which a company carefully
integrates and coordinates its many
communications channels to deliver a clear,
consistent, and compelling message about the
organization and its products.
The Communication Process
Noise – How would you interpret this ad?
Apple 1984
Who is the source?
What is the message?
Is there noise?
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 Communication
Objectives
Six buyer readiness stages
Step 3: Designing a Message
AIDA framework guides message design
Message content contains appeals or themes designed to
produce desired results
Rational appeals
Emotional appeals
Love, pride, joy, humor, fear, guilt, shame
Moral appeals
Rational – Informative
Step 4: Choosing Media
Personal communication channels
Includes face-to-face, phone, mail, and Internet chat
communications
Word-of-mouth influence is often critical
Buzz marketing cultivates opinion leaders
Nonpersonal communication channels
Includes media, atmosphere, and events
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 measures are
assessed
May suggest changes in product/promotion
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 competitors’ outlays
Objective-and-Task Method
Specific objectives are defined
Tasks required to achieve objectives are determined
Costs of performing tasks are estimated, then summed to
create the promotional budget
Setting the Overall Promotion Mix
Determined by the nature of each promotion tool and
the selected promotion mix strategy
Setting the Promotional Mix
Advertising
Reaches large, geographically dispersed audiences, often with
high frequency
Low cost per exposure, though overall costs are high
Consumers perceive advertised goods as more legitimate
Dramatizes company/brand
Builds brand image; may stimulate short-term sales
Impersonal; one-way communication
Setting the Promotional Mix
Personal Selling
Most effective tool for building buyers’
preferences, convictions, and actions
Personal interaction allows for feedback and
adjustments
Relationship-oriented
Buyers are more attentive
Sales force represents a long-term commitment
Most expensive of the promotional tools
Setting the Promotional Mix
Sales Promotions
Makes use of a variety of
formats: premiums,
coupons, contests, etc.
Attracts attention, offers
strong purchase incentives,
dramatizes offers, boosts
sagging sales
Stimulates quick response
Short-lived
Not effective at building
long-term brand preferences
Setting the Promotional Mix
Public Relations
Highly credible
Many forms: news stories, news
features, events and sponsorships,
etc.
Reaches many prospects missed via
other forms of promotion
Dramatizes company or benefits
Often the most underused element
in the promotional mix
Setting the Promotional Mix
Direct Marketing
Many forms: Telephone marketing, direct mail, online marketing, etc.
Four distinctive characteristics:
Nonpublic
Immediate
Customized
Interactive
Well-suited to highly targeted marketing efforts
Setting the Promotional Mix
Socially Responsible Communications
Advertising and Sales Promotion
Avoid false and deceptive advertising
No bait and switch advertising
Trade promotions can not favor certain customers
over others
Use advertising to promote socially responsible
programs and actions
Socially Responsible Communications
Personal Selling
Salespeople must follow the rules of “fair competition”
Three day cooling-off rule protects ultimate consumers
from high pressure tactics
Business-to-business selling
Bribery, industrial espionage, and making false and disparaging
statements about a competitor are forbidden