1 17
Designing and
Integrating
Marketing
Communications
Chapter Questions
What is the role of marketing
communications?
How do marketing communications work?
What are the major steps in developing
effective communications?
What is the communications mix and how
should it be set?
What is an integrated marketing
communications program?
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Marketing Communications
Marketing communication is the mean by which
firms attempt to inform, persuade and remind
consumers about the products and brands that
they sell
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Modes of Marketing Communications
Advertising
Direct marketing
Sales promotion
Interactive
Events and marketing
experiences
Word-of-mouth
Public relations and marketing
publicity
Personal selling
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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
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Table 17.1 Communication
Platforms
Events/ Experiences Public Relations
Sports
Press kits
Entertainment
Speeches
Festivals
Seminars
Art
Annual reports
Causes
Charitable donations
Factory tours
Publications
Company museums
Community relations
Street activities
Lobbying
Identity media
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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
Websites
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Figure 17.1 Elements in the
Communications Process
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Figure 17.2 Micromodels of
Communications
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An Ideal Ad Campaign
The right consumer is exposed to the
message at the right time and place
The ad causes consumer to pay attention
The ad reflects consumer’s level of
understanding and behaviors with product
The ad correctly positions brand in terms of
points-of-difference and points-of-parity
The ad motivates consumer to consider
purchase of the brand
The ad creates strong brand associations
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Steps in Developing Effective
Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/manage IMC
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Communications Objectives
Category need
Brand awareness
Brand attitude
Purchase intention
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Designing the Communications
Message strategy
Creative strategy
Message source
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Message Strategy
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Creative Strategy
Informational and transformational appeals
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Positive and Negative Appeals
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Message Source
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Select Communication Channels
Personal
Nonpersonal
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Establish the Budget
Affordable
Percentage-of-sales
Competitive parity
Objective-and-task
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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% 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.
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Characteristics of the Marketing Communication
Mix
Advertising Sales Promotion
Pervasiveness
Communication
Amplified
Incentive
expressiveness
Invitation
Impersonality
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Characteristics
of the Mix
Public Relations and Events and
Publicity Experiences
High credibility
Relevant
Ability to catch
Involving
buyers off guard
Implicit
Dramatization
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Characteristics
of the Mix
Direct Marketing Personal Selling
Customized
Personal interaction
Up-to-date
Cultivation
Interactive
Response
Word of Mouth Marketing
Credible
Personal
Timely
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Factors in Setting
Communications Mix
Type of product market
Buyer readiness stage
Product life cycle stage
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Figure 17.4 Cost-Effectiveness
of Different Communication Tools
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Figure 17.5 Current Consumer
States for Two Brands
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For Review
What is the role of marketing
communications?
How do marketing communications work?
What are the major steps in developing
effective communications?
What is the communications mix and how
should it be set?
What is an integrated marketing
communications program?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-27
