Reference-A South Asian Perspective Marketing Management by Philip Kotler 14th edition

1. Designing and Managing
Integrated Marketing
Communications
Major steps in developing effective
communications

2. This includes...
1.Identifying the target audience
2.Determining the objectives
3.Designing the communications
4.Selecting the channels
5.Establishing the budget

3. 1.Identify the target audience
check if -the target is new to the category
-the target is loyal to the brand
-if the target is heavy or light
user

4. 2.Determine the communication
objectives
-Category Need
-Brand awareness
-Brand attitude
-Brand Purchase Intention

5. 3.Design the Communications
-what to say-Message strategy
-how to say it-Creative strategy
-who should say it-Message source

6. -Message strategy-What to say

7. -Creative strategy-how should say it

8. -Message source-who should say it

9. 4.Select the communications channel
Selecting an efficient means to carry the
messages becomes more difficult as channels of
communication become more fragmented and
cluttered.
It comprises Personal Communication channels,
Mass Communication
channels,
Integration of

10. 5.Establish the total budget
Common methods include-
1.Affordable method
2.Percentage of sales method
3.Competitive parity method
4.Objective and task method

11. -Affordable Method
It completely ignores the role of promotion as
an investment and the immediate impact of
promotion on sales volume.This leads to an
uncertain annual budget.

12. -Percentage of sales method
Advantages:
Communication expenditures will vary with
what the company can afford
Disadvantages:
It leads to a budget set by the availability of
funds rather than by market oppurtunities

13. -Competitive parity method
Some companies set their communication
budget to achieve share-of-voice parity with
competitors

14. -Objective and task method
It calls upon marketers to develop
communication budgets by defining specific
objectives,determining the tasks that must be
performed to achieve these objectives and
estimating the costs of performing them.

15. These objectives include:
1.Establish the market share goal
2.Determine the percentage of the market that should be
reached by advertising
3.Determine the percentage of aware prospects that should
be persuaded to try the brand
4.Determine the number of advertising impressions per 1
percent trial rate
5.Determine the number of gross rating points that would
have to be purchased
6.Determine the necessary advertising budget on that basis
of the average cost of buying a gross rating point

16. Finally,Developing effective
communications include
1.Identifying target audience
2.Determining objectives
3.Designing communications
4.Selecting channels
5.Establishing budget

17. Created by
Harika Ganta,IIITDM Kancheepuram
during an internship by
Prof.Sameer Mathur,IIM Lucknow
www.IIMInternship.com