Download Consumers Rule

Chapter
19
Designing and
Managing
Integrated
Marketing
Communications
Copyright © 2016 Pearson Education, Inc.
18-1
The Role of Marketing
Communications
• Marketing communications
– The means by which firms attempt to inform,
persuade, and remind consumers about the
products and brands they sell
Copyright © 2016 Pearson Education, Inc.
18-2
Marketing Communications Mix
• Advertising
• Sales promotion
• Events and
experiences
• Public relations and
publicity
• Online and social
media marketing
• Mobile marketing
• Direct and database
marketing
• Personal selling
Copyright © 2016 Pearson Education, Inc.
18-3
Common Communication
Platforms
Copyright © 2016 Pearson Education, Inc.
18-4
Figure 19.1
Elements in Communications Process
Copyright © 2016 Pearson Education, Inc.
18-5
Developing Effective
Communications
Copyright © 2016 Pearson Education, Inc.
18-6
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
Copyright © 2016 Pearson Education, Inc.
18-7
Developing Effective
Communications
• Design the Communications
Message strategy
Creative strategy
Message source
Copyright © 2016 Pearson Education, Inc.
18-8
Message source
• Messages delivered by attractive or
popular sources can achieve higher
attention and recall
Copyright © 2016 Pearson Education, Inc.
18-9
Establish the Marketing
Communications Budget
• Affordable method
• Percentage-of-sales
method
• Competitive-parity
method
• Objective-and-task
method
Copyright © 2016 Pearson Education, Inc.
18-10
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
Copyright © 2016 Pearson Education, Inc.
18-11
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
Copyright © 2016 Pearson Education, Inc.
18-12
Marketing Communications Mix
Characteristics
• Advertising
– Pervasiveness
– Amplified expressiveness
– Control
• Sales Promotion
– Ability to be attentiongetting
– Incentive
– Invitation
Copyright © 2016 Pearson Education, Inc.
18-13
Marketing Communications Mix
Characteristics
• Events and experiences
– Relevant
– Engaging
– Implicit
• Public relations and publicity
– High credibility
– Ability to reach hard-to-find buyers
– Dramatization
Copyright © 2016 Pearson Education, Inc.
18-14
Marketing Communications Mix
Characteristics
• Online and social media marketing
– Rich
– Interactive
– Up to date
• Mobile marketing
– Timely
– Influential
– Pervasive
Copyright © 2016 Pearson Education, Inc.
18-15
Marketing Communications Mix
Characteristics
• Direct and database marketing
– Personal
– Proactive
– Complementary
• Personal selling
– Customized
– Relationship-oriented
– Response-oriented
Copyright © 2016 Pearson Education, Inc.
18-16