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Integrated Marketing Communication Strategy
•Chapter 15
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Principles of Marketing, Sixth Canadian Edition
Learning Objectives
15.2
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• After studying this chapter, you should be able to:
– Name and define the five tools of the marketing
communications mix
– Discuss the process and advantages of integrated marketing
communications
– 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
Principles of Marketing, Sixth Canadian Edition
15.3
The Marketing Communications Mix
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• The marketing communications mix: the specific mix of
promotional tools used to pursue marketing objectives
– Advertising
– Sales promotion
– Public relations
– Personal selling
– Direct marketing
Figure 15.1
• Integrated marketing
communications:
– Coordinating/integrating to
deliver a clear, consistent,
and compelling message
on all communication
channels
Principles of Marketing, Sixth Canadian Edition
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Integrated Marketing Communications
•
•
•
•
15.4
Mass marketing has become segmented marketing
Improvements in information technology
Media fragmentation
Need for integration:
– Consumers do not differentiate the
source of the message
– Conflicting messages confuse the
customer
– Integration produces a consistent
message which leads to stronger
brand identity
Principles of Marketing, Sixth Canadian Edition
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The Communication Process
15.5
• Viewing communications as managing the customer
relationship over time
• Communications flow in both directions
Figure 15.2
Principles of Marketing, Sixth Canadian Edition
Steps in Developing Effective Communications
15.6
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• Identifying the target audience
• Determining the desired response:
– Will depend on what “stage” of the purchase decision process the
buyer is presently at
• Buyer readiness stages:
Figure 15.3
Principles of Marketing, Sixth Canadian Edition
Designing a Message
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• Message content:
15.7
• The AIDA model:
– Rational appeals
– Emotional appeals
– Moral appeals
• Attract attention
• Hold interest
• Message structure:
– Draw conclusion or not
– One versus two-sided
argument
– Strongest argument first or last
• Arouse desire
• Obtain action
• Message format:
– Sight, sound, colour, and
texture
Principles of Marketing, Sixth Canadian Edition
Choosing Media
15.8
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• Personal communication channels:
– Two or more people communicating directly with each
other
– Face to face, person to audience, telephone,
electronically, or mail
– Word of mouth influence
– Buzz marketing
• Non-personal communication channels:
– Media that carry messages without personal
contact
– Major media, atmospheres, and events
Principles of Marketing, Sixth Canadian Edition
Selecting the Message Source
15.9
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• Message impact affected by how the audience views
the communicator
– Messages delivered by highly credible sources are more
persuasive
– Use of celebrities to endorse products helps to attract
attention, and consumers transfer feelings to the product
– Use of celebrities can be dangerous
when events tarnish their reputation
• Collecting feedback on marketing
communications an important element in
the process:
– Measure awareness, attitude, and
resulting behaviour
Principles of Marketing, Sixth Canadian Edition
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Setting the Promotional Budget
Affordable
method
What management thinks
the company can afford
Percentage-of-sales
method
The budget as a percentage
of forecasted sales
Competitive-parity
method
Setting the budget to
match competition spending
Objective-and-task
method
1.
2.
3.
4.
15.10
Defining specific objectives
Determining tasks needed
Estimating costs of tasks
Adding total costs
Principles of Marketing, Sixth Canadian Edition
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Nature of Promotional Tools
•
•
•
•
•
15.11
Advertising
Sales promotion
Public relations
Personal selling
Direct marketing
Principles of Marketing, Sixth Canadian Edition
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Push Versus Pull Promotional Strategies
15.12
• Refers to the direction of promotional effort
• Exists as a range, yet most companies use a combination of
both
Figure 15.4
Principles of Marketing, Sixth Canadian Edition
Checklist for Integrating the Promotion Mix
15.13
• Analyze trends that can affect your company’s ability to do
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business
• Audit the pockets of communications spending throughout the
organization
• Identify all contact points for the company and its brands
• Team up in communications planning
• 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
company’s persuasive communications efforts
Principles of Marketing, Sixth Canadian Edition
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Socially Responsible Marketing Communications
15.14
• Many legal and ethical issues surround marketing
communications
• Advertising and sales promotion:
– Avoid false and deceptive advertising
– Bait-and-switch selling tactics
– Programming reflects Canadian social values
– The Competition Act
• Personal selling:
–
–
–
–
Fair competition
Consistency with advertising messages
Cooling-off periods
Ethical behaviour
Principles of Marketing, Sixth Canadian Edition
In Conclusion…
15.15
Copyright © 2005 Pearson Education Inc.
• The learning objectives for this chapter were:
– Name and define the five tools of the marketing
communications mix
– Discuss the process and advantages of integrated marketing
communications
– 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
Principles of Marketing, Sixth Canadian Edition