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Chapter 16 Designing and Managing Integrated Marketing Communications PowerPoint by Yu Hongyan Business School of Jilin University Objectives Learn the major steps in ... – PowerPoint PPT presentation

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Title: PowerPoint by Yu Hongyan Business School of Jilin University


1
Chapter 16 Designing and Managing Integrated
Marketing Communications
PowerPoint by Yu Hongyan Business School of Jilin
University
2
Objectives
  • Learn the major steps in developing an effective
    integrated marketing communications program.
  • Understand the steps involved in developing an
    advertising program.
  • Learn how companies can exploit the marketing
    potential of sales promotion, public relations,
    direct marketing, and e-marketing.

3
Marketing Communications
Direct Marketing
Advertising
Sales Promotion
Public Relations
Personal Selling
4
Discussion Scenario
  • Research has shown that many people treat
    their pets as they would true members of the
    family.
  • Suppose you opened a bakery that made only
    nutritional pet treats, doggy birthday cakes and
    cheesecakes, and made-to-order pet food. How
    could you use each of the previously mentioned
    marketing communications platforms in your
    business?

5
Developing Effective Marketing Communications
Steps in Marketing Communications Program
Development
  • Identify target audience
  • Determine objectives of communication
  • Design the message
  • Select communication channels
  • Establish the budget
  • Select the marketing communications mix
  • Measure results
  • Manage the IMC process

6
Developing Effective Marketing Communications
  • Step 1 Identifying the target audience
  • Includes assessing the audiences perceptions of
    the company, product, and competitors
    company/product image
  • Step 2 Cognitive, affective, and behavioral
    objectives may be set
  • Step 3 AIDA model guides message design

7
Developing Effective Marketing Communications
Affective
Feelings Emotions
Beliefs Knowledge
Objectives
Behavioral
Cognitive
Intentions Actions
8
Developing Effective Marketing Communications
Figure 16-1 Response Hierarchy Models
9
Developing Effective Marketing Communications
  • Message Design
  • Content
  • Structure
  • Format
  • Source
  • Message content decisions involve the selection
    of appeal, theme, idea, or USP
  • Types of appeals
  • Rational appeals
  • Emotional appeals
  • Moral appeals

10
Discussion Scenario
  • Consider the pet bakery example discussed
    earlier in this presentation.
  • What tactics would you use to make rational,
    emotional and/or moral appeals? Which type of
    appeal would you favor using and why?

11
Developing Effective Marketing Communications
  • Message Design
  • Content
  • Structure
  • Format
  • Source
  • One-sided vs. two-sided messages
  • Order of argument presentation

12
Developing Effective Marketing Communications
  • Message Design
  • Content
  • Structure
  • Format
  • Source
  • Message format decisions vary with the type of
    media, but may include
  • Graphics, visuals
  • Headline, copy or script
  • Sound effects, voice qualities
  • Shape, scent, texture of package

13
Developing Effective Marketing Communications
  • Message Design
  • Content
  • Structure
  • Format
  • Source
  • Message source characteristics can influence
    attention and recall
  • Factors underlying perceptions of source
    credibility
  • Expertise
  • Trustworthiness
  • Likability

14
Developing Effective Marketing Communications
  • Step 4 Selecting Communication Channels
  • Personal communication channels
  • Effectiveness derives from personalization and
    feedback
  • Several methods of stimulating personal
    communication channels exist
  • Nonpersonal communication channels
  • Influence derives from two-step
    flow-of-communication process

15
Developing Effective Marketing Communications
Methods of Stimulating Personal Communication
  • Devoting extra effort to influential individuals
    or companies
  • Creating opinion leaders
  • Working through influential community members
  • Using influential people in testimonial
    advertising
  • Developing advertising with high conversation
    value
  • Use viral marketing
  • Developing word-of-mouth referral channels
  • Establishing an electronic forum

16
Discussion Scenario
  • Once again, think back to the pet bakery
    example discussed earlier in this presentation.
  • What specific methods would you undertake to
    stimulate personal communication, and how would
    you go about implementation?

17
Developing Effective Marketing Communications
  • Step 5 Establishing the Marketing Communications
    Budget
  • Affordability method
  • Percentage-of-sales method
  • Competitive-parity method
  • Objective-and-task method
  • Step 6 Deciding on the Marketing Communications
    Mix

18
Developing Effective Marketing Communications
Figure 16-2 Cost-Effectiveness of Different
Promotional Tools at Different Buyer-Readiness
Stages
19
Developing Effective Marketing Communications
  • Communications Mix Selection
  • Types of promotional tools
  • Selection factors
  • Advertising
  • Sales promotion
  • Public relations and publicity
  • Direct marketing
  • Personal selling

20
Developing Effective Marketing Communications
  • Communications Mix Selection
  • Types of promotional tools
  • Selection factors
  • Consumer vs. business market
  • Stage of buyer readiness
  • Stage of product life cycle
  • Market rank

21
Developing Effective Marketing Communications
  • Step 7 Measure Results
  • Recognition, recall, attitudes, behavioral
    responses
  • Step 8 Manage the Integrated Marketing
    Communications Process
  • Provides stronger message consistency and greater
    sales impact
  • Improves firms ability to reach right customers
    at right time with right message

22
Developing and Managing the Advertising Campaign
Figure 16-3 The Five Ms of Advertising
23
Developing and Managing the Advertising Campaign
  • The Five Ms of Advertising
  • Mission
  • Money
  • Message
  • Media
  • Measurement
  • Objectives can be classified by aim
  • Inform
  • Persuade
  • Remind
  • Reinforce

24
Developing and Managing the Advertising Campaign
  • Factors considered when budget-setting
  • Stage of product life cycle
  • Market share and consumer base
  • Competition and clutter
  • Advertising frequency
  • Product substitutability
  • The Five Ms of Advertising
  • Mission
  • Money
  • Message
  • Media
  • Measurement

25
Developing and Managing the Advertising Campaign
  • Factors considered when choosing the advertising
    message
  • Message generation
  • Message evaluation and selection
  • Message execution
  • Social responsibility review
  • The Five Ms of Advertising
  • Mission
  • Money
  • Message
  • Media
  • Measurement

26
Developing and Managing the Advertising Campaign
  • Developing media strategy involves
  • Deciding on reach, frequency, and impact
  • Selecting media and vehicles
  • Determining media timing
  • Deciding on geographical media allocation
  • The Five Ms of Advertising
  • Mission
  • Money
  • Message
  • Media
  • Measurement

27
Developing and Managing the Advertising Campaign
Newspapers
Newsletters
Magazines
Internet
MajorMedia Types
Radio
Outdoor
Direct Mail
Brochures
Telephone
Television
Yellow Pages
28
Developing and Managing the Advertising Campaign
Does satellite radio threaten the future of radio
advertising?
29
Developing and Managing the Advertising Campaign
Wireless technologies have recently emerged as a
new media channel
30
Developing and Managing the Advertising Campaign
  • Deciding on Media Categories
  • Target audiences media habits, nature of the
    product and message, cost
  • Media Timing Decisions
  • Macroscheduling vs. microscheduling
  • Continuity, concentration, flighting, and pulsing
    scheduling options
  • Deciding on Geographical Allocation

31
Developing and Managing the Advertising Campaign
  • Evaluating advertising effectiveness
  • Communication-effect research
  • Sales-effect research
  • The Five Ms of Advertising
  • Mission
  • Money
  • Message
  • Media
  • Measurement

32
Developing and Managing the Advertising Campaign
Figure 16-4 Formula for Measuring Sales Impact
of Advertising
33
Sales Promotion
  • Sales promotions are short-term incentives
    designed to stimulate purchase among consumers or
    trade
  • Purpose of sales promotion
  • Attract new triers or brand switchers
  • Reward loyal customers
  • Increase repurchase rates

34
Sales Promotion
Technology simplifies coupon redemption for
online consumers
35
Sales Promotion
Steps in Sales Promotion Program Development
  • Establish objectives
  • Select consumer-promotion tools
  • Select trade-promotion tools
  • Select business- and sales force promotion tools
  • Develop the program
  • Pretest the program
  • Implement and evaluate the program

36
Sales Promotion
Cross-Promotions
Tie-in Promotions
MajorConsumer Sales Promotion Tools
Cash Refunds
Premiums
Prizes
Coupons
Samples
Free Trials
Patronage Awards
Product Warranties
POP Displays Demonstrations
37
Public Relations
Public relations activities promote or protect
the image of the firm via
Product Publicity
Public Relations
Counseling
Lobbying
Corporate Communications
38
Public Relations
  • Marketing Public Relations (MPR)
  • Plays an important role in
  • New product launches
  • Repositioning of mature brand
  • Building interest in product category
  • Influencing specific target groups
  • Defending products with public problems
  • Building the corporate image
  • Three Major MPR Decisions

39
Public Relations
Major Public Relations Tools
News
Events
Speeches
Publications
Sponsorships
Identity Media
Public-service Activities
40
Direct Marketing
  • Direct marketing uses consumer-direct channels to
    reach and deliver offerings to consumers without
    intermediaries.
  • Direct marketing is growing and offers consumers
    key benefits.
  • Firms are recognizing the importance of
    integrated direct marketing efforts.

41
Direct Marketing Channels
Major Direct Marketing Tools
Direct Mail
Face-to-Face
Catalog
Online
Kiosk
Telemarketing
TV Marketing
42
Direct Marketing
  • Steps in Developing a Direct-Mail Campaign
  • Step 1 Set objectives
  • Step 2 Identify target markets
  • Step 3 Define the offer
  • Step 4 Test the elements
  • Step 5 Measure results
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