Integrated Marketing Communication Strategy

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Chapter 14

• Integrated Marketing Communication Strategy

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Marketing Communication Mix or Promotion Mix
Products Design
Products Price
Stores that Sell the Product
Products Package
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The Changing Communications Environment
Marketers Have Shifted Away From
Mass Marketing Less Broadcasting

• Two Factors
• are Changing the Face of Todays
• Marketing Communications

Improvements in Information Technology Has Led
to Segmented Marketing More Narrowcasting
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The Need for Integrated Marketing Communications

• With Integrated Marketing Communications (IMC),
  the Company Carefully Integrates and Coordinates
  Its Many Communications Channels to Deliver a
  Clear, Consistent, and Compelling Message About
  the Organization and Its Product or Service.

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Integrated Marketing Communications (Fig. 14.1)
Personal selling
Advertising
Sales promotion
Public relations
Direct marketing
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A View of the Communications Process
Marketers View Communications as the Management
of the Customer Relationship Over Time Through
the Following Stages
Preselling
Selling
Post- Consumption
Consuming
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Elements in the Communication Process (Fig. 14.2)
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Key Factors in Good Communication
Sellers Must Develop Feedback Channels
to Assess Audiences Response to Messages.
Sellers Need to Know What Audiences They
Wish to Reach and Response Desired.
Sellers Must be Good at Encoding Messages That
Target Audience Can Decode.
Sellers Must Send Messages Through Media
that Reach Target Audiences
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Steps in Developing Effective Communication
Step 1. Identifying the Target Audience
Step 2. Determining the Communication
Objectives Buyer Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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Steps in Developing Effective Communication
Step 3. Designing a Message
Message Content Rational Appeals Emotional
Appeals Moral Appeals
Message Structure Draw Conclusions Argument
Type Argument Order
Message Format Headline, Illustration, Copy,
Color Body Language
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Steps in Developing Effective Communication
Step 5. Selecting the Message Source
Step 6. Collecting Feedback
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Setting the Total Promotion Budget
One of the Hardest Marketing Decisions Facing a
Company is How Much to Spend on Promotion.
Affordable
Based on What the Company Can Afford
Percentage of Sales Based on a Certain
Percentage of Current or Forecasted Sales
Objective-and-Task Based on Determining
Objectives Tasks, Then Estimating Costs
Competitive-Parity Based on the
Competitors Promotion Budget
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Setting the Promotion Mix
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Promotion Mix Strategies

Push Strategy
Pull Strategy
Strategy that Calls for Spending A Lot on
Advertising and Consumer Promotion to Build Up
(Pull) Consumer Demand.
Strategy that Calls for Using the Salesforce and
Trade Promotion to Push the Product Through the
Channels.
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Discussion Connections

• How do the integrated marketing communications
  and promotion mix concepts relate to one another?
• Describe the promotion mix of a company like
  Kellogg, Coca-Cola, Campbell, or some other
  consumer goods producer.
• What pull promotion elements does the company
  use?
• What push elements?
• Are the companys communications well integrated?

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Integrating the Promotion Mix
Analyze trends internal and external
that can affect your companys ability to do
business. Audit the pockets of
communications spending through the
organization. Identify all contact points for
the company and its brands. Team up in
communications planning.

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Integrating the Promotion Mix
Create compatible themes, tones, and quality
across all communications media. Create
performance measures that are shared by all
communications elements. Appoint a director
responsible for the companys persuasive
communications efforts.

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Socially Responsible Marketing Communication

• Advertising and Sales Promotion
• Companies must avoid false and deceptive
  advertising.
• Sellers must avoid bait-and-switch advertising.
• Trade promotion activities are also closely
  regulated.
• Personal Selling
• Salespeople must follow the rules of fair
  competition.
• Three-day cooling-off rule
• Salespeople must not disparage competitors.

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Review of Concept Connections

• Name and define the tools of the marketing
  communication mix.
• Discuss the process and advantages of integrated
  marketing communication.
• Outline the steps in developing effective
  marketing communications.
• Explain the methods for setting the promotion
  budget and factors that affect the design of the
  promotion mix.

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Issue for discussion

• 1. Which form of marketing communications does
  each of the following represent? (a) A Limp
  Bizkit T-shirt sold at a concert (b) A Rolling
  Stone interview with Eric Clapton arranged by
  his manager (c) A scalper auctioning tickets via
  eBay (ebay.com) for a Korn concert (d) A
  music store selling Boyz II Men albums for 2 off
  during the week their latest music video
  debuts on MTV and (e) Shania Twains
  development of a Web page to keep fans aware
  of her concert tours, latest recordings, and line
  of signature clothing products.

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• 2. The marketing communicator can use one or more
  types of appeals or themes to produce a desired
  response. (a) What are these types of appeals?
  (b) When should each be used? (c) Provide an
  example of each appeal using three different
  magazine ads..