1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
8. 2. Determine the Communication
Objective
Category Need
Brand Awareness
Brand Attitude
Brand Purchase Intention
9. 3. Design the Communication
A. Message Strategy: What to communicate???
Rewards from the product (Rational / Sensory / Social / Ego-
satisfaction) X Experience with the product (Result of use-
exp / Product-in-use exp / Incident-to-use exp)
B. Creative Strategy: How to communicate???
Informational (Cognitive) appeals
Transformational (Affective) appeals
C. Message Source: Who to communicate???
Real life spokesperson - celebrity / expert / company
employee / professional models / customers
Fictional Character: animated persons / animals
Product / Surroundings only
10. Challenges in developing global
programs
Products
Advertising of restricted / forbidden / banned products.
Market Segment
In Norway and Sweden, no TV advertising may be
directed at children below 12 years
McDonald advertises itself as family restaurant
Style
Comparative ads are banned in India
Local or Global
Suitability of ads across nations
Cultural differences e.g. Barbie doll in India
11. 4. Select the Communication
Channel
A. Personal communication channel involve two or
more person communicating directly face-to-face,
person-to-audience, over the telephone, through e-
mail/company website/SNS.
Includes
Advocate channels
Company sales force
Expert-channels
Review (independent) websites
Social communication
SNS
Word-of-Mouth
12. Important activity to stimulate
personal influence
Identify influential individual and company, and
devote extra time to them
Create opinion leaders by supplying certain people
with the products on attractive terms
Work through community influentials such as local
leaders, social workers, etc.
Use influential / believable people in advertisements
Develop advertising that has high “conversation
value”
Develop word-of-mouth referral channels to build
business
13. 4. Select the Communication
Channel
B. Non-personal communication are communication
directed to more than one person.
Includes
Media – Print, broadcast, online, billboards, etc.
Sales promotions
Event and experiences
Public relations
C. Integration of communication channels
14. 5. Establish the Total Marketing
Communication Budget
Affordable Method
Percentage of Sales Method
Competitive Parity Method
Objective and Task Method
15. 6. Deciding on the Marketing
Communication Mix
A. Characteristics of the Marketing Communication
MixAdvertising Sales
Promotion
Public
Relation and
Publicity
Events and
Experience
s
Direct
Marketing
Personal
Selling
Pervasivene
ss
Communicati
on / Attention
High Credibility Relevant Customize
d
Personal
Interaction
Amplified
expressions
Incentive Ability to catch
buyers off
guard
Involving Up-to-date Cultivation
Impersonalit
y
Invitation Dramatization Implicit Interactive Response
16. 6. Deciding on the Marketing
Communication Mix
Factors in Setting the Marketing Communication Mix
Type of Product Market
Buyer Readiness Stage
PLC Stage
17.
18. 7. Measuring Communication Results
Compare with establish goals and objectives
8. Managing IMC
Coordinating media
19. 100 %
Market
80 %
Aware
20 %
not
aware
60 %
tried
40 %
did
not try
80 %
dis-
appoi
nted 20 %
Satisfied
100 %
Market
60 %
Aware
40 %
not
aware
30 %
tried
70 %
did
not try
80 %
Satisfied
80 % dis-
appointed
Brand A Brand B