advertising management unit 2

1. Designing and Managing
Integrated Marketing
Communications

2. Chapter Questions
• What is the role of marketing
communications?
• How do marketing communications work?
• What are the major steps in developing
effective communications?
• What is the communications mix and how
should it be set?
• What is an integrated marketing
communications program?

3. Dove’s Campaign for Real Beauty

4. 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.

5. Modes of Marketing Communications
• Advertising • Direct marketing
• Sales promotion • Interactive
• Events and marketing
experiences • Word-of-mouth
• Public relations and marketing
publicity • Personal selling

6. IMC Builds Brands

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

8. Communication Platforms
Events/ Public Relations
Experiences • Press kits
• • Speeches
Sports
• Seminars
• Entertainment • Annual reports
• Festivals • Charitable donations
• Arts • Publications
• Causes • Community relations
• Factory tours • Lobbying
• • Identity media
Company museums
• Company magazine
• Street activities

9. Visitors to the Woodward Dream
Cruise Often Tour
Ford’s Factory Museum

10. Communication Platforms
Personal Selling Direct Marketing
• Sales presentations • Catalogs
• Sales meetings • Mailings
• Telemarketing
• Incentive programs
• Electronic shopping
• Samples
• TV shopping
• Fairs and trade shows
• Fax mail
• E-mail
• Voice mail
• Blogs
• Websites

11. Word-of-Mouth Marketing
• Person-to-person
• Chat rooms
• Blogs

12. Elements in the Communications
Process

13. Field of Experience
Sender’s Receiver’s
field field

14. The Communications Process
Selective attention
Selective distortion
Selective retention

15. Response Hierarchy Models

16. An Ideal Ad Campaign
• The right consumer is exposed to the
message at the right time and place
• The ad causes consumer to pay attention
• The ad reflects consumer’s level of
understanding and behaviors with product
• The ad correctly positions brand in terms of
points-of-difference and points-of-parity
• The ad motivates consumers to consider
purchase of the brand
• The ad creates strong brand associations

17. Steps in Developing Effective
Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC

18. Communications Objectives
Category Need Brand Awareness
Brand Attitude Purchase Intention

19. Designing the Communications
• Message strategy
• Creative strategy
• Message source
• Global adaptation

20. Creative Strategy
• Informational and transformational appeals
• Positive and negative appeals
• Fear
• Guilt
• Shame
• Humor
• Love
• Pride
• Joy

21. Message Source
Celebrity Characteristics
• Expertise
• Trustworthiness
• Likeability

22. Issues Facing Global Adaptations
• Is the product restricted in some
countries?
• Are there restrictions on advertising the
product to a specific target market?
• Can comparative ads be used?
• Can the same advertising be used in all
country markets?

23. Select Communication Channels
• Personal channels
• Nonpersonal channels
• Integration of channels

24. Personal
Communications Channels
Advocate channels
Expert channels
Social channels

25. Stimulating
Personal Influence Channels
• Identify influential individuals and devote
extra attention to them
• Create opinion leaders
• Use community influentials in testimonial
advertising
• Develop advertising with high “conversation
value”
• Develop WOM referral channels
• Establish an electronic forum
• Use viral marketing

26. Nonpersonal
Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations

27. Establish the Budget
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task

28. Objective-and-Task Method
• Establish the market share goal
• Determine the percentage that should be reached
• Determine the percentage of aware prospects that
should be persuaded to try the brand
• Determine the number of advertising impressions
per 1% trial rate
• Determine the number of gross rating points that
would have to be purchased
• Determine the necessary advertising budget on
the basis of the average cost of buying a GRP

29. Characteristics of
The Marketing Communications Mix
Advertising Sales Promotion
• Pervasiveness • Communication
• Amplified • Incentive
expressiveness • Invitation
• Impersonality

30. Characteristics of
the Marketing Communications Mix
Public Relations Events and
and Publicity Experiences
• High credibility • Relevant
• Ability to catch • Involving
buyers off guard • Implicit
• Dramatization

31. Characteristics of
the Marketing Communications Mix
Direct Marketing Personal Selling
• Customized • Personal interaction
• Up-to-date • Cultivation
• Interactive • Response
Word-of-Mouth Marketing
• Credible
• Personal
• Timely

32. Factors in Setting
Communications Mix
• Type of product market
• Buyer readiness stage
• Product life cycle stage

33. Cost Effectiveness by Buyer
Readiness Stage

34. Current Consumer States for Two
Brands

35. Coordinating Media to Build Brand Equity
Brand
Signature
Media
Interactions

36. Marketing Debate
 Has TV advertising lost power?
Take a position:
1. TV advertising has faded in importance.
or
2. TV advertising is still the most powerful
advertising medium.

37. Marketing Discussion
 Pick a brand and go to the Website.
Locate as many forms of
communication as you can find.
 Conduct an informal communications
audit. What do you notice? How
consistent are the different
communications?