Designing and Managing Integrated

Marketing Communications
Learning Objectives
1. What is the role of marketing communications?
2. What is the marketing communications mix?
3. How do marketing communications work?
4. What are the major steps in developing effective
communications?
5. How should the communications mix be set and
evaluated?
6. What is an integrated marketing communications
program?
 MARKETING COMMUNICATIONS
A process by which product information is
transmitted to the target audience

PRODUCT

INFORMATION

TARGET AUDIENCE
 WHAT ARE
MARKETING COMMUNICATIONS?

Marketing communications are the means by

which firms attempt to inform, persuade, and
remind consumers (directly or indirectly) about the
products and brands they sell.

Represents the voice of the company

and its brands

Contribute to Brand Equity and drive

sales
 MARKETING MIX
PRODUCT PLACE
Product characteristics, Different types of distribution
options, assortment, brand channels, density of the distribution
name, packaging, quantity, system, trade relation mix (policy of
factory guarantee margins, terms of delivery, etc),
merchandising advice
PRICE PROMOTION
List price, usual terms of
payment, usual discounts, Advertising
terms of credit, long-term Sales promotion
saving campaigns
Personal selling
PR
 MARCOM: MAIN OBJECTIVES

REMAINDING
INFORMING •Product
•Product Launch Sales Growth phase
phase •Competitive
•Explanations of positioning
Product’s
TARGET
features & benefits AUDIENCE

PURSUADING
•Product Maturity phase
•Applies to consumers’ memory
(brand specific)
 MARCOM MIX

PR Advertising Event
Marketing
Sponsorship Product
placement

Merchandising
Communication
New
Program Media

Internet POS
materials
Mobile Sales
Communications Promotions
 BASIC INSTRUMENTS
ADVERTISING SPONSORSHIP
SALES PROMOTION PACKAGING
PR POS MATERIALS
DIRECT MARKETING WORD-IN-MOUTH
EXHIBITIONS INTERNET
CORPORATE IMAGE PRODUCT PLACEMENT
PERSONAL SELLING
MARKETING COMMUNICATIONS MIX
1. Advertising: any paid of nonpersonal presentation and promotion of
ideas, goods, or service by an identified sponsor via print media,
broadcast media, network media, electronic media and display media

2. Sales promotion: a variety of short term incentives to encourage trial

or purchase of a product/service including consumer promotions
(samples, coupons and premiums), trade promotions (advertising and
display allowances) and business and sales promotions (contests for
sales reps)

3. Events and experiences: company sponsored activities and programs

designed to create daily or special brand related interactions with
consumers

4. PR and publicity: a variety of programs directed internally to company

or externally to consumers, other firms, the government, and media to
promote or protect company image or its individual product
communications
 MARKETING COMMUNICATIONS MIX
5. Direct marketing: use of mail, telephone, fax, email or
Internet to communicate directly with or solicit response or
dialogue from specific customers and prospects

6. Interactive marketing: online activities and programs

designed to engage customers or prospects and directly or
indirectly raise awareness, improve image, or elicit sales of
products and services

7. Word Of Mouth (WOM): People to people oral, written or

electronic communications that relate to the merits or
experiences of purchasing or using product or services

8. Personal selling: Face to face interaction with one or more

prospective purchasers for the purpose of making
presentations, answering questions and procuring orders.
Common Communication
Platforms
 How Does Marketing
Communications Work?
• The communications
process models
– Macromodel of the
communications
process
– Micromodel of
consumer responses
 Figure 1
Elements in Communications Process
 Figure 2
Response Hierarchy Models
 Micromodel of Consumer
Responses
• With an ideal ad campaign:
1. The right consumer is exposed to the message at
the right place and time
2. The ad causes the consumer to pay attention
3. The ad reflects consumer’s level of understanding of
brand
4. The ad positions points-of-difference and points-of-
parity
5. The ad motivates consumers to consider purchase
6. The ad creates strong brand associations
Developing Effective
Communications
 Developing Effective
Communications
• Identify the target audience
• Set the communications
objectives
– Establish need for category
– Build brand awareness
– Build brand attitude
– Influence brand purchase
intention
• https://www.youtube.com/watch?v=6B_oNh
hnd2Q
 Developing Effective
Communications
• Design the Communications

Message strategy

Creative strategy

Message source
 MESSAGE STRATEGY

• https://www.youtube.com/watch?v=PrX3Ln2
2voE
• https://www.youtube.com/watch?v=cHxqT7d
Wp7Y
 MESSAGE STRATEGY
• https://www.youtube.com/watch?v=_yeV0uL
cHAg

• https://www.youtube.com/watch?v=-
CEQMv3vfYE

• https://www.youtube.com/watch?v=qBOSN3
hFJHo
 Creative Strategy
• Informational appeals
– One-sided vs. two-sided arguments
• Transformational appeals
– Negative/fear vs. positive appeals
 One-sided vs. two-sided
arguments
• Informational Appeals
• https://www.youtube.com/watch?v=0nJw77c
tzRA
• https://www.youtube.com/watch?v=83FQw7
FTtk0
 TRANSFORMATIONAL APPEALS
• https://www.youtube.com/watch?v=Oc0-
Ndu_rzI
• https://www.youtube.com/watch?v=kn0-
qkCbBAQ
 COMMUNICATION
• + appeal
• https://www.youtube.com/watch?v=lzB5Yt3A
S_w
https://www.youtube.com/watch?v=GWvxt1I
L9Wg
 COMMUNICATION
• - appeal
• https://www.youtube.com/watch?v=3qzweq0
ytFo

• https://www.youtube.com/watch?v=eBYR7qc
OXUY
 Message source
• Messages delivered by attractive or popular
sources can achieve higher attention and
recall
• https://www.youtube.com/watch?v=u9LWNP
r1mtE
• https://www.youtube.com/watch?v=wuHkXi3
xBzY
• CA
 Developing Effective
Communications
• Select the communications channels
– Personal communications
– Nonpersonal channels
 Establish the Marketing
Communications Budget
• Affordable method
• Percentage-of-sales
method
• Competitive-parity
method
• Objective-and-task
method
Objective-and-Task Method

✓ Establish market share goal

✓ Select % of market reached by advertising
✓ Estimate % of prospects who should try brand
✓ Calculate ad impressions per 1% trial rate
✓ Find gross rating points to be purchased
✓ Calculate budget for cost of gross rating point
 Selecting the Marketing
Communications Mix
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Online and social media marketing
• Mobile marketing
• Direct and database marketing
• Sales force
 Marketing Communications Mix
Characteristics
• Advertising
– Pervasiveness
– Amplified expressiveness
– Control
• Sales Promotion
– Ability to be attention-
getting
– Incentive
– Invitation
 Marketing Communications Mix
Characteristics
• Events and experiences
– Relevant
– Engaging
– Implicit
• Public relations and publicity
– High credibility
– Ability to reach hard-to-find buyers
– Dramatization
 Marketing Communications Mix
Characteristics
• Online and social media marketing
– Rich
– Interactive
– Up to date
• Mobile marketing
– Timely
– Influential
– Pervasive
 Marketing Communications Mix
Characteristics
• Direct and database marketing
– Personal
– Proactive
– Complementary
• Personal selling
– Customized
– Relationship-oriented
– Response-oriented
 Setting the Marketing
Communications Mix
• https://www.youtube.com/watch?v=1Nqh9m
475Z8
 Setting the Marketing
Communications Mix
• Type of product market
– Consumer vs. business
marketers
– Advertising/sales
promotion vs. personal
selling
• Product life-cycle stage
 Setting the Marketing
Communications Mix
• Buyer-readiness stage
Measuring Communication Results
 Managing Integrated Marketing
Communications
• Integrated marketing communications (IMC)
– “A planning process designed to assure that
all brand contacts received by a customer or
prospect for a product, service, or
organization are relevant to that person and
consistent over time”
 Managing Integrated Marketing
Communications
• Coordinating media & implementing IMC

Coverage Contribution

Cost Commonality

Conformability Complementarity
 THE HUNGER GAMES: CATCHING
FIRE - INTEGRATED MARKETING
CAMPAIGN
• https://www.youtube.com/watch?v=kNaDjJ-
lsKQ
CLASS ACTIVITY
• Make a group of 5 members
• Choose one company
1.Amazon
2.YouTube
3.OPPO F7
4.Nike
5.Turkish Airlines
6.Nat Geo
7.Apple
8.Taco Bell
• First five minute spend on collecting the
information
• Amazon – Alexa Loses Her Voice
• (https://www.youtube.com/watch?v=sDBvvH12kgE )
•
• YouTube – Music
• https://www.youtube.com/watch?v=mrm50KbvGnk
•
• OPPO F7
• https://www.youtube.com/watch?v=M04wOhEXYhs
•
• Nike – Dream Crazy
• https://www.youtube.com/watch?v=Fq2CvmgoO7I
•
• Turkish Airlines – Safety Video with the LEGO Movie Characters
• https://www.youtube.com/watch?v=C2hCN6cVuqM
•
• Nat Geo | “Nujeen”
• https://www.adweek.com/creativity/the-25-best-ads-of-2018/
•
• Apple | “Unlock”
• https://www.youtube.com/watch?v=-pF5bV6bFOU
•
• Taco Bell | Web of Fries, Parts 1 and 2
• https://www.youtube.com/watch?v=eQax5NT8B3I
•
• Ikea | “Pee Ad”
• https://www.youtube.com/watch?v=MATxx7tD-vc
•
• Tide | “It’s a Tide Ad”
• https://www.youtube.com/watch?v=IIW3l-ENHdA
• KFC U.K. | “FCK”
• https://www.youtube.com/watch?v=0cG0Vw_k-eg
• analyze videos with respect to target market,
key message, type of appeal, etc.
• What are the commonalities between the
videos? What are the differences?
• What should other companies do to replicate
the success?