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Integrated Marketing Communication Strategies

This document discusses marketing communications and integrated marketing communication. It defines marketing communications as how firms inform, persuade and remind consumers about their products. It then provides tables listing different communication platforms including advertising, sales promotion, public relations, direct marketing, personal selling and their specific elements. The document also discusses the communication process, developing effective communications, selecting communication channels, establishing budgets, and coordinating different communication tools to build brand equity.

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prayank jain
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16 views26 pages

Integrated Marketing Communication Strategies

This document discusses marketing communications and integrated marketing communication. It defines marketing communications as how firms inform, persuade and remind consumers about their products. It then provides tables listing different communication platforms including advertising, sales promotion, public relations, direct marketing, personal selling and their specific elements. The document also discusses the communication process, developing effective communications, selecting communication channels, establishing budgets, and coordinating different communication tools to build brand equity.

Uploaded by

prayank jain
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Unit IV

Managing Integrated
Marketing Communication
Marketing Communications

The means by which firms attempt to


inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.

17-2
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


 Tie-ins
17-3
Table 17.1 Communication Platforms
Events/ Experiences Public Relations
 Sports  Press kits
 Entertainment  Speeches
 Festivals  Seminars
 Arts  Annual reports
 Causes  Charitable donations
 Factory tours  Publications
 Company museums  Community relations
 Street activities  Lobbying
 Identity media
 Company magazine
17-4
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

17-5
Elements in the Communication Process

17-6
Figure17.2 Elements in the
Communications Process
 Sender
 Message
 Receiver
 Response
 Feedback
 Noise

17-7
The Communications Process

 Selective attention
 Selective distortion
 Selective retention

17-8
Figure 17.4 Steps in Developing
Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results
Manage IMC
17-9
Image

The set of beliefs, ideas, and impressions


a person holds regarding an object.

17-10
Communications Objectives

 Category need
 Brand awareness
 Brand attitude
 Purchase intention

17-11
Designing the Communications

 Message strategy
 Creative strategy
 Message source

17-12
Selecting the Communications Channels

 Personal communication channels


 Nonpersonal communication channels
 Integration

17-13
Creative Strategy
 Informational and transformational appeals
 Positive and negative appeals
 Fear
 Guilt
 Shame
 Humor
 Love
 Pride
 Joy

17-14
The Importance of Taglines
Brand Theme Ad Tagline
 Our car is more “More Car per Car” (Tata
spacious Indica)
 It is prestigious to own “Neighbor’s Envy; Owner’s
our brand of TV Pride” (Onida TV)
 Our butter is tasty and “Utterly Butterly Delicious”
fun to eat (Amul Butter)
 Our motorbike is fuel “Fill it, shut it, Forget it”
efficient (Hero Honda motorcycle)

17-15
Message Source

Celebrity Characteristics
 Expertise
 Trustworthiness
 Likeability

17-16
Personal Communications Channels

 Advocate Channels
 Expert Channels
 Social Channels

17-17
Stimulating Personal Influence Channels
 Identify influential individuals and devote extra
attention to them
 Create opinion leaders
 Use community influentials in testimonial
advertising
 Develop advertising with high “conversation
value”
 Develop WOM referral channels
 Establish an electronic forum
 Use viral marketing
17-18
Nonpersonal Communication Channels

 Media
 Sales Promotion
 Events and Experiences
 Public Relations

17-19
Establish the Budget

 Affordable
 Percentage-of-Sales
 Competitive Parity
 Objective-and-Task

17-20
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 percent 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.17-21
Characteristics of Marketing
Communications Mix

Advertising Sales Promotion


 Pervasiveness  Communication
 Amplified  Incentive
expressiveness  Invitation
 Impersonality

17-22
Characteristics of Marketing
Communications Mix

Public Relations and Events and


Publicity Experiences
 High credibility  Relevant
 Ability to catch buyers  Involving
off guard  Implicit
 Dramatization

17-23
Characteristics of Marketing
Communications Mix

Direct Marketing Personal Selling


 Customized  Personal interaction
 Up-to-date  Cultivation
 Interactive  Response

17-24
Factors in Setting Marketing
Communications Mix
 Type of Product Market
 Buyer Readiness to Make a Purchase
 Stage in the Product Life Cycle

17-25
Coordinating Media to Build Brand
Equity

 Brand Signatures
 Ad Retrieval Cues
 Media Interactions

17-26

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