Integrated Marketing Communications Strategy

1. Integrated Marketing Communications Strategy Chapter 14

2. Definition • Marketing communications • The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. • Marketing Communications Mix • The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. Goal 1: Know the tools of the marketing communications mix

3. Integrated marketing communications Carefully blended mix of promotion tools Consistent,clear,and compelling company and product Messages. Advertising Personal selling Sales promotion Public relations Direct marketing

4. Marketers Have Shifted Away From Mass Marketing Less Broadcasting Two Factors are Changing the Face of Today’s Marketing Communications: Market Fragmentation Led to Media Fragmentation Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting The Changing Communications Environment

5. Integrated Marketing Communications • Integrated Marketing Communications • The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Goal 1: Know the tools of the marketing communications mix

6. Integrated Marketing Communications • The Need for Integrated Marketing Communications • Conflicting messages from different sources or promotional approaches can confuse company or brand images • The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently Goal 1: Know the tools of the marketing communications mix

7. Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Reaches large, geographically dispersed audiences, often with high frequency Low cost per exposure, though overall costs are high Consumers perceive advertised goods as more legitimate Dramatizes company/brand Builds brand image; may stimulate short-term sales Impersonal; one-way communication Promotional Mix Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix

8. Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Most effective tool for building buyers’ preferences, convictions, and actions Personal interaction allows for feedback and adjustments Relationship oriented Buyers are more attentive Sales force represents a long-term commitment Most expensive of the promotional tools Promotional Mix Personal presentation by the firm’s sales force for the perpose of making sales and building customer relationship. Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix

9. Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Makes use of a variety of formats: premiums, coupons, contests, etc. Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales Stimulates quick response Short lived Not effective at building long-term brand preferences Promotional Mix Short-term incentives to encourage the purchase or sale of a product or service. Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix

10. Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Highly credible Many forms: news stories, news features, events and sponsorships, etc. Reaches many prospects missed via other forms of promotion Dramatizes company or benefits Often the most underused element in the promotional mix Promotional Mix Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumor stories and events. Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix

11. Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Many forms: Telephone marketing, direct mail, online marketing, etc. Four distinctive characteristics: Nonpublic Immediate Customized Interactive Well-suited to highly targeted marketing efforts Promotional Mix Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting consumer relationships. Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix

12. Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs Communication Platforms

13. Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying Identity media Company magazine Communication Platforms

14. Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail Blogs Websites Communication Platforms

15. The promotional mix Slide 18-15

16. Factors that influence the use of promotional tools Slide 18-23

17. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • Stages of the Buying Process • Prepurchase Stage • Purchase Stage • Postpurchase Stage Slide 18-32

18. How the importance of promotional elements varies during the stages of consumer’s purchase decision Slide 18-33

19. Steps in Developing Effective Communication Identifying the TargetAudience Determining the communication objectives Designing a Message Choosing Media Selecting the Message Source Collecting Feedback

20. Developing Effective Communication • Step 1: Identifying the Target Audience • Affects decisions related to what, how, when, and where message will be said, as well as who will say it • Step 2: Determining Communication Objectives • Six Buyer readiness stages Awareness Knowledge Purchase Liking Preference Conviction Goal 3: Learn the steps in developing effective marketing communications

21. Designing a message Message content What to say? Message structure & Message format How to say?

22. Developing Effective Communication • Step 3: Designing a Message • AIDA framework guides message design • Message content contains appeals or themes designed to produce desired results • Rational appeals • Emotional appeals • Love, pride, joy, humor, fear, guilt, shame • Moral appeals Goal 3: Learn the steps in developing effective marketing communications

23. Choosing Media Personal communication channel Word-of-mouth influence Non-personal communication channel

24. Developing Effective Communication • Step 4: Choosing Media • Personal communication channels • Includes face-to-face, phone, mail, and Internet chat communications • Word-of-mouth influence is often critical • Nonpersonal communication channels • Includes media, atmosphere, and events Goal 3: Learn the steps in developing effective marketing communications

25. Developing Effective Communication • Step 5: Selecting the Message Source • Highly credible sources are more persuasive • A poor spokesperson can tarnish a brand • Step 6: Collecting Feedback • Recognition, recall, and behavioral measures are assessed • May suggest changes in product/promotion Goal 3: Learn the steps in developing effective marketing communications

26. Setting the Promotional Budget • Setting the Total Promotional Budget • Affordability Method • Budget is set at a level that a company can afford • Percentage-of-Sales Method • Past or forecasted sales may be used • Competitive-Parity Method • Budget matches competitors’ outlays Goal 4: Understand methods for setting budgets and designing the mix

27. Setting the Promotional Budget • Setting the Total Promotional Budget • Objective-and-Task Method • Specific objectives are defined • Tasks required to achieve objectives are determined • Costs of performing tasks are estimated, then summed to create the promotional budget Goal 4: Understand methods for setting budgets and designing the mix

28. The objective and task approach Slide 18-47

29. Setting the Promotional Mix • Setting the Overall Promotion Mix • Determined by the nature of each promotion tool and the selected promotion mix strategy Goal 4: Understand methods for setting budgets and designing the mix

30. US Measured Advertising Spending by Media Slide 18-46

31. Setting the Promotional Budget and Mix • Promotion Mix Strategies • Push strategy: trade promotions and personal selling efforts push the product through the distribution channels. • Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products. Goal 4: Understand methods for setting budgets and designing the mix

32. Push versus pull promotion strategy Producer marketing activities Reseller marketing activities Producer Retailer & wholesalers Consumers Push strategy Demand Demand Producer Consumers Retailer & wholesalers Producer marketing activities Pull strategy Real Marketing 14.2

33. Socially Responsible Communications • Personal Selling • Salespeople must follow the rules of “fair competition” • Three-day cooling-off rule protects ultimate consumers from high pressure tactics • Business-to-business selling • Bribery, industrial espionage, and making false and disparaging statements about a competitor are forbidden Goal 4: Understand methods for setting budgets and designing the mix

34. Advertising, Personal selling. Public relations & Sales Promotions Chapter 15 & 16

35. Definition • Advertising • Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

36. Major Advertising Decisions • Message Decisions • Message Strategy • Message Execution • Objectives Setting • Communication objectives • Sales Objectives • Budget Decisions • Affordable Approach • Percent of sales • Competitive parity • Objective and task • Campaign Evaluation • Communication Impact • Sales Impact • Media Decisions • Reach, Frequency, Impact • Major Media Types • Specific Media Types • Media Timing

37. Setting advertising objectives Setting the advertising budget Developing the advertising strategy Evaluating advertising campaigns Four important decisions in developing advertising program

38. Advertising objectives can be classified by primary purpose: Inform Introducing new products, suggesting new uses, informing price change etc. Persuade Becomes more important as competition increases [Sony offers best quality] Comparative advertising [We’re number two, so we try harder] Remind Most important for mature products [Coca-Cola] Reminding customers where to buy it Setting Advertising Objectives

39. Informing

40. Several factors should be considered when setting the ad budget: Stage in the PLC: New products, big ad budget to aware and persuade; mature brands - low Market share: building the market or taking market share requires large ad budget. Level of competition: many competitors - large Ad clutter: high - large Degree of brand differentiation: undifferentiated brand – heavy ad budget Setting the advertising budget

41. Two major elements: Creating ad messages Selecting ad media Creating ad messages: increase number of TV channels, average ad expose numbers, remote control etc. Message strategy: what general message to be communicated? Advertising appeal: Three characteristics: appeals must be Meaningful: pointing out benefits Believable: deliver promised benefits Distinctive: how better than the competing brands? Developing advertising strategy

42. Message execution: Turn big idea into actual ad execution that will capture target market’s attention and interest. Creative people must find the best style, tone, words, and format for executing the message. Many execution styles: slice of life, musical, personality symbol, scientific evidence. Tone: +ve or –ve tone Words: “Buy cheap socks and you’ll pay through the toes” Hanes Socks. Format: Illustration, headline, copy Developing advertising strategy

43. Select advertising media:Major steps in media selection are Decide on level of reach, frequency and impact: Choose among the major media types by considering: Target consumer media habits, nature of the product: fashion are best advertised in color magazines, auto performance on TV Types of messages: major sale – news paper, lots of technical data - magazine, and Costs: the cost of reaching 1,000 people using the media. Select specific media vehicles: specific media within each general media type. nTV, ATN Bangla; Ittefaq, Times, Daily Star, Independence. Decide on media timing: Hallmark – occasions, Even continuity or uneven Pulsing. Developing advertising strategy

44. Newspapers Television Direct Mail Radio Magazines Outdoor Advertising Major Media Types • Internet

45. Measuring communications effects Is the intended message being communicated effectively and to the intended audience? Measuring sales effect Has the campaign generated the intended sales growth? (much more difficult to measure) Evaluating Advertising

46. Definition • Public Relations • Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

47. Major functions of public relations • Press Relations or Agency - creating and placing newsworthy information in the media • Product Publicity - publicizing specific products • Public Affairs - building and maintaining national or local community relations (e.g. sponsoring concerts) • Lobbying - building and maintaining relations with legislators and government officials

48. Major functions of public relations • Investor Relations - maintaining relationships with shareholders and others in the financial community • Development - maintaining relationships with donors or members of not-for-profit organizations • Crisis Management - helping a company in the media spotlight because of a problem with product, employees, or business

49. Definition • Personal selling • Personal representation by the firm’s sales force for the purpose of making sales and building customer relationship • One of the oldest professions in the world • Today, most salespeople are well-educated, well-trained professionals who work to build and maintain long-term relationships with customers.

50. The Role of the Sales Force Represent the Company to Customers to Produce Company Profit • Sales Force • Serves as a Critical Link • Between a Company and its Customers Since They: Represent Customers to the Company to Produce Customer Satisfaction