Integrated Marketing
Communication
Strategy
The
The Communication
Communication Process
Process
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Message
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Steps
Steps in
in Developing
Developing Effective
Effective
Communication
Communication
Step
Step 1.
1. Identifying
Identifying the
the Target
Target Audience
Audience
Step
Step 2.
2. Determining
Determining the
the Communication
Communication Objectives
Objectives
Buyer
Buyer Readiness
Readiness Stages
Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Purchase
Steps
Steps in
in Developing
Developing Effective
Effective
Communication
Communication
Step
Step 3.
3. Designing
Designing aa Message
Message
Message Content Message Format
Rational Appeals Headline, Copy, Color,
Emotional Appeals Words, & Sounds,
Moral Appeals Body Language
Message Structure Message Sources
Draw Conclusions Celebrities as spokesperson
Argument Type - sided Expertise, trustworthiness
Argument Order likability
Attention
Attention Interest
Interest Desire
Desire Action
Action
Rational
Rational Appeal
Appeal
Bank of [Link]
Rational
Rational Appeal
Appeal -- Complan
Complan
[Link]
Emotional
Emotional Appeal
Appeal
hutch_boy.wmv
Moral
Moral Appeal
Appeal
Moral
Moral Appeal
Appeal
[Link]
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Steps
Steps in
in Developing
Developing Effective
Effective
Communication
Communication
Step
Step 4.
4. Choosing
Choosing channels
channels
Personal Communication Channels –
Advocate, expert & social channels
word of mouth or buzz (BMWZ3)
Nonpersonal Communication Channels
Media, atmosphere, events
Step
Step 5.
5. Establish
Establish budget
budget
Steps
Steps in
in Developing
Developing Effective
Effective
Communication
Communication
Step
Step 5.
5. Establish
Establish budget
budget
Affordable Method
Percentage Sales method
Competitive parity
method
Objective and task method
Step
Step 6.
6. Decide
Decide on
on communication
communication mix
mix
Step
Step 7.
7. Measure
Measure Results
Results
Step
Step 8.
8. Manage
Manage IMC
IMC
The
The Marketing
Marketing Communications
Communications
Mix
Mix
Any
AnyPaid
PaidForm
FormofofNonpersonal
Nonpersonal
Advertising
Advertising Presentation
Presentationby
byan
anIdentified
Identified
Sponsor.
Sponsor.
Personal
Personal Selling
Selling Personal Presentations by
a Firm’s Sales Force.
Sales Promotion Short-term Incentives to
Encourage Sales.
Building Good Relations with
Public Relations Various Publics by Obtaining
Favorable Unpaid Publicity.
Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
Setting
Setting the
the Promotion
Promotion Mix
Mix
Nature of Each Promotion Tool
Advertising
Advertising
Reaches
Reaches Many
ManyBuyers,
Buyers, Expressive
Expressive
Impersonal
Impersonal
Personal
Personal Selling
Selling
Personal
Personal Interaction,
Interaction, Builds
BuildsRelationships
Relationships
Costly
Costly
Sales
Sales Promotion
Promotion
Provides
Provides Strong
Strong Incentives
Incentives to
toBuy
Buy
Short-Lived
Short-Lived
Public
Public Relations
Relations
Believable,
Believable, Effective,
Effective, Economical
Economical
Underused
Underusedby byMany
ManyCompanies
Companies
Direct
Direct Marketing
Marketing
Nonpublic,
Nonpublic,Immediate,
Immediate, Customized,
Customized,
Interactive
Interactive
Factors
Factorsinfluencing
influencingpromotional
promotional mix
mixchoices
choicesand
and
strategies
strategies
The
The promotional
promotional mix
mix
Personal
Personal Public
Public Sales
Sales Direct
Direct
Advertising
Advertising selling
selling Relations
Relations promotion
promotion Marketing
Marketing
Balance
Balance considerations
considerations
•• Target
Target audience
audience
•• Product
Product life
life cycle
cycle
•• Product
Product characteristics
characteristics
•• Stages
Stages of
of the
the buying
buying decision
decision
•• Channel
Channel strategies
strategies
Integrated
IntegratedMarketing
Marketing
Communications
CommunicationsProgram
Program
Product Life Cycle
Introduction Growth Maturity Decline
Stage Stage Stage Stage
$
Sales
and
Profits
0
Time
Promotional To To To Not much money
objective Inform Persuad Remind is spent on promotions
e in this stage
The
Theimportance
importanceof
ofthe
thepromotional
promotionalelements
elementsvaries
varieswith
withthe
the
three
threestages
stagesin
inaaconsumer’s
consumer’spurchase
purchasedecision
decision
High
Personal selling
Importance of promotional tool
Sales promotion
Direct Marketinng
Advertising
Low
Prepurchase Purchase Postpurchase
Stage of consumer’s purchase decision
Promotion
Promotion Mix
Mix
Sales Personal Public
Advertising
Promotions Selling Relations
High Control Continuum Low
Factors
Factors in
in Developing
Developing Promotion
Promotion Mix
Mix
Strategies
Strategies
• Push Strategy - “Pushing” the Product Through
Distribution Channels to Final Consumers.
• Pull Strategy - Producer Directs It’s Marketing
Activities Toward Final Consumers to Induce Them
to Buy the Product.
Type of Product
Product/ Life-Cycle
Market Stage
Buyer/
Readiness
Stage
IMC
IMC Strategy
Strategy
Push Pull
Manufacturer Manufacturer
Wholesaler Wholesaler
Retailer Retailer
Consumer Consumer
Integrated
Integrated Marketing
Marketing Communications
Communications
Company Carefully Integrates and
Coordinates Its Many Communication
Channels to Deliver a Clear, Consistent,
Compelling Message.
Packaging
Packaging Advertising
Advertising
Event
Event Personal
Personal
Marketing
Marketing Selling
Message Selling
Direct
Direct Sales
Sales
Marketing
Marketing Promotion
Promotion
Public
Public
Relations
Relations
Types
Types of
of Public
Public Relations
Relations
1. Proactive PR – activities intended to project a
favorable image of the firm based on the
company’s marketing objectives.
2. Reactive PR – activities in response to a negative
occurrence involving the company.
Crisis Management – the company’s management of
PR activities as a result of a crisis including designating
the company’s spokesperson, how the media will be
handled, and what information will be provided.