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1 Rev Introduction

Integrated marketing communications involves designing promotional activities to provide a consistent message across all media. The goal is to influence transactions by developing an appropriate set of communications for a target audience. Key steps include identifying the audience, setting objectives, designing the message, selecting communication channels, establishing a budget, determining the communications mix, measuring results, and managing the process. The overall aim is to present a synergistic message that forms a coherent image in the minds of consumers.

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Vivek Mandal
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56 views28 pages

1 Rev Introduction

Integrated marketing communications involves designing promotional activities to provide a consistent message across all media. The goal is to influence transactions by developing an appropriate set of communications for a target audience. Key steps include identifying the audience, setting objectives, designing the message, selecting communication channels, establishing a budget, determining the communications mix, measuring results, and managing the process. The overall aim is to present a synergistic message that forms a coherent image in the minds of consumers.

Uploaded by

Vivek Mandal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Integrated Marketing Communications

Introduction

COMMUNICATIONS PROCESS MODEL


SENDER
Encoding

MESSAGE
Transmission using media

MESSAGE

Feedback

Decoding

RECEIVER

Stimulus - Response

Marketing Communications
Process by which the marketer develops and presents an appropriate set of communications stimuli to a defined target audience with the intention of eliciting a desired set of responses

Marketing Communications play a key role in positioning an organization and its products / brands in the minds of (potential) customers

Brand Personality is largely a result of marketing communications, with price, distribution and packaging being the other main factors

Integrated Marketing Communications


Designing all communications & promotional activities to provide a synergistic, consistent message across all media and events to the selected target segments

Strategic analysis, choice, implementation and control of communications elements that effectively & efficiently influence transactions between an organization and its clients & customers, both current and potential

Why Integrated Marketing Communications?


Because consumers dont distinguish between messages from different sources in their minds, all messages about an organization or a brand coalesce to form one image, one perception

Integrated Marketing Communications is a way of looking at the whole marketing process from the viewpoint of the receiver

Philip Kotler

Major Modes of Marketing Communications


Communications Mix Elements

Any paid form of non-personal presentation of goods, services or ideas by an identified sponsor

Advertising

1 Incentives (usually short term) to encourage trial or purchase of any product 2 Marketing activities that add to the basic (or perceived) value of a product for a limited time and thus directly stimulate customer purchases

Sales Promotions

Publicity and Public Relations


Variety of programmes designed to promote or protect a companys image or that of its individual products Also termed Marketing Public Relations

Face to face interaction with customer(s) to make presentations, answer questions, procure orders

Personal Selling

1 Using media to communicate directly with, or obtaining response from, specific customers and prospects 2 Interactive system of marketing using one or more advertising media to effect a measurable response or transaction at any location
Direct Marketing Association, UK

Direct Marketing

Event Sponsorships
A promotional occasion designed to attract and involve the brands target segments

Other Techniques
1. 2.

3.
4. 5. 6.

Interactive & Social Marketing Packaging Exhibitions / Trade Fairs Word-of-mouth POP and Merchandising Corporate Identity

Changing Role of Communications Mix Elements at different stages of the PLC


Launch: all feasible elements / activities Early growth: advertising mainly Rapid growth: mainly advertising with sales

promotions as tactical tool Late growth: more emphasis on sales promotions, advertising less important Maturity: similar Decline: ?

Types of Advertising
Informative: launch / pioneering stage,

to create awareness, build generic demand


Persuasive: competitive / growth stage,

to build selective demand for brand


Reminder: at maturity, to maintain

market shares / volumes


Reinforcement: to reduce cognitive dissonance

Marketing Communications
Eight steps towards Developing Effective Communications

1 Identifying Target Segments


Who? Individuals / Groups? Users / Buyers /

Influencers / Deciders?
Target profile: demographic, psychographic,

behavioural etc
Audience analysis & research: to assess

audience knowledge of company / brands and identify relevant dimensions

2 Determining Communications Objectives


Three types
Sales based Behaviour based

Communications effects based

Type of response
Cognitive impart knowledge to prospect Affective change attitude / mind set Behavioural encourage / initiate action

Consumer Response Models

3 Designing the Message


What to say message content

How to say it logically message structure


How to say it symbolically message format Who should say it message source

Simple messages tend to work well

Message Content
Types of appeals
Rational directed at self interest, claim to provide

benefits; features, competitive advantage, price, news, popularity, solutions to problems


Emotional stir up positive / negative feelings or

sentiments; joy, happiness, pride, ambition, love


Moral appeals based on what is right / proper,

useful for social causes

4 Selecting Channels of Communication


Optimizing cost efficiency, while giving the

required level of exposure of the message to selected target segments


Matching media habits of target segments

to channel & vehicle characteristics


Personal vs impersonal channels

5 Establishing the Budget


Difficult process!
From 1% or less of revenue to 30-40%

Affordable method
Percentage of sales method Competitive parity method

Objective & Task method

6 Determining Communications Mix


Consider and analyse
Product and Market factors Push vs Pull strategy State of Buyer readiness Product Life Cycle stage Characteristics of each of the modes

of marketing communications

7 Measuring Results
Evaluation essential to justify activity

Link to cognitive / affective / behavioural stage

as appropriate

8 Managing the Communications Process


Integration of people and other resources Adapting / changing perspectives with sweeping

changes in market characteristics


Using new tools / techniques / approaches

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