designing integrated communications

1. Designing and
Managing Integrated
Marketing
Communications

2. Outline
What are Marketing Communications?
Marketing Communications Mix
•
•
• The Communications Process Models
•
•
Macro model
Micro model
• Developing Effective Communications

3. The aims of promotion are to: (1)
Raise awareness (2) Encourage sales
(3) Create or change a brand image
(4) Maintain market share
Promotion
Promotion involves disseminating information about a product, product line, brand,
or company. It is one of the four key aspects of the marketing mix. (The other three
elements are product marketing, pricing, and distribution.)
Togenerate sales and profits, the benefits of products have to be communicated to
customers. In marketing this is commonly known as “promotions”.
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4. Promotions Mix
Marketing
Communications
Mix
Advertising
Personal
Selling
Public
Relation
Sales
Promotion
Publicity
Direct
Marketing
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5. Promotions Mix
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
The means of providing the most persuasive
possible selling message to the right prospects at
the lowest possible cost".
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Kotler and Armstrong
"Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and
services through mass media such as newspapers,
magazines, television or radio by an identified
sponsor".

6. Promotions Mix
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
“An activity designed to boost the sales of a product
or service. It may include an advertising
campaign, increased PR activity, a free-sample
campaign, offering free gifts or trading stamps,
arranging demonstrations or exhibitions, setting
up competitions with attractive prizes, temporary
price reductions, door-to-door calling,
telemarketing, personal letters on other
methods”.
More than any other element of the promotional
mix, sales promotion is about “action”. It is about
stimulating customers to buy a product. It is not
designed to be informative – a role which
advertising is much better suited to.
Yudha Yudhanto (13.52.0511)
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7. Promotions Mix
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
“The planned and sustained effort to establish and
maintain goodwill and mutual understanding
between an organisation and its publics”.
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Public relations activities include, press releases.
company literature, videos, websites and annual
reports.

8. Promotions Mix
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
Personal selling is oral communication with potential
buyers of a product with the intention of making a
sale. The personal selling may focus initially on
developing a relationship with the potential buyer,
but will always ultimately end with an attempt to
"close the sale“
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Personal selling is one of the oldest forms of
promotion. It involves the use of a sales force to
support a push strategy (encouraging intermediaries
to buy the product) or a pull strategy (where the
role of the sales force may be limited to supporting
retailers and providing after-sales service).

9. Promotions Mix
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
Publicity refers to no personal communications
regarding an organization , product , service , or idea
not directly paid for or run under identified
sponsorship .it usually comes in the form of news
story , editorial , or announcement about an
organization and/or its products and services.
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Techniques used to gain publicity include news
releases , press conferences , feature articles ,
photographs , films , and videotapes.

10. Promotions Mix
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
Direct marketing is concerned with establishing an
individual relationship between the business offering
a product or service and the final customer.
Direct marketing has been defined by the Institute of
Direct Marketing as:
“The planned recording, analysis and tracking of
customer behavior to develop a relational marketing
strategies”.
The process of direct marketing covers a wide range of
promotional activities, These include:
• Direct-response adverts on television and radio
• Mail order catalogues
• E-commerce
• Magazine inserts
• Direct mail
• Telemarketing
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11. Marketers should understand the fundamnetal elements of
effective communications. The two models are :
•Macro model
•Micro model
The Communications Process Models

12. Macro model of the Communications Process shows nine key
factors in effective communication:
•Two represent the major parties—sender and receiver
•Two represent the major tools—message and media
•Four represent major communication functions—encoding,
decoding, response, and feedback
•The last element in the system is noise, random and
competing messages that may interfere with the intended
communication
Macro model of the Communications Process

13. Macro model of the Communications Process

14. Micro model of the Communications Process
Micro models of marketing communications concentrate on
consumers’ specific responses to communications.All these
models assume the buyer passes through cognitive, affective,
and behavioral stages, in that order

15. Micro models of Marketing Communications

16. Developing Effective Communications
IdentifyTarget
Audience
Determine
Objective
SelectChannels
Design
Communications
Measure Results
EstablishBudget
DecideonMedia
Mix
ManageIntegrated
Marketing
Communications

17. Identify Target Audience
The target audience is a critical influence on the communicator’s
decisions about what to say, how, when, where, and to whom.
Thus, the process must start with a clear target audience in mind
such as:
• potential buyers of the company’sproducts
• current users
• deciders or influencers
• individuals, groups, particular publics or the generalpublic

18. Communications Objectives
• Category Need—Establishing a product or service category as
necessary to remove or satisfy a perceived discrepancy between
acurrent motivational state and adesired motivational state.
•
•
•
Brand Awareness—Fostering the consumer’s ability to recognize
or recall the brand within the category, in sufficient detail to
make apurchase.
Brand Attitude—Helping consumers evaluate the brand’s
perceived ability to meet acurrentlyrelevant need.
Brand Purchase Intention—Moving consumers to decide to
purchase the brand or take purchase-relatedaction.

19. Design The Communications
Formulating the communications to achieve the desired
response requires solving three problems:
•What to say (message strategy)
•How to say it (creative strategy)
•Who should say it (message source)

20. • Message Strategy .In determining message, management searches
for appeals, themes, or ideas in line with the brand positioning to
help establish points of parity or points of differences.
• Creative Strategy. Creative strategy are how marketers translate
their messageinto aspecificcommunication:
• Informational Appeals elaborate on product or service attributes or
benefits.They assume very rational and logical processing of the
communication on the part of the consumer.
• Transformational Appeals elaborate on a non-product-related benefit
or image.They often attempt to stir up emotions that will motivate
purchase.
Design The Communications

21. • Message Source. Messages delivered by attractive or popular
sources can achieve higher attention and recall, which is why
advertisers often use celebrities as spokespeople. They are likely
to be effective when they are credible or personify a key product
attribute. CelebrityCharacteristics:
• Expertise
• Trustworthiness
• Likeability
Design The Communications

22. • Personal Communications Channels involve two or more persons
communicating directly face-to-face, persons-to-audience, over
the telephone, or through e-mail. They derive their effectiveness
from individualized presentation and feedback and include direct
and interactive marketing, word-of-mouth marketing, and
personal selling. The kinds of personal communications channels
are:
– Advocate channels consist of company salespeople contacting
buyers in the targetmarket.
– Expert channels consist of independent experts
making statements to targetbuyers.
– Social channels consist of neighbors, friends, family members,
and associates talking to targetbuyers.
Select Communication Channels

23. • Non-personal Channels are communications directed to more
than one person andincludes:
–
–
–
–
Media
Salespromotions
Eventsand experiences
Public relations
• Integration of Communications Channels. Although personal
effective than mass
communication
communication,
is often more
mass media might be the major means of
stimulating personal communication. Mass communications
affect personal attitudes and behavior through a two-step
process. Ideas often flow from radio, television, and print to
opinion leaders, and from these to less media-involved
population groups.

24. Establishthe Total Marketing Communications
Budget
Industries and companies vary
considerably in how much
they spend on promotion.

25. •
•
•
• Affordable Method.Set the promotion budget at what they think
the company canafford.
Percentage of Sales Method.Set promotion expenditures at a
specified percentage of sales (either current or anticipated) or of
the salesprice.
Competitive Parity Method.Set the promotion budget to achieve
share-of-voice parity with competitors.
Objective and T
askMethod. Theobjective-and-task method calls
upon marketers to develop promotion budgets by defining
specific objective, determining the tasks that must be performed
to achieve these objectives, and estimating the costs of
performing these tasks. Thesum of these costs is the proposed
promotion budget.
Methods for Deciding the Promotion Budget

26. Deciding on the
Marketing Communications Mix
• Companies must allocate the marketing communications budget
over the eight major modes of communication—advertising, sales
promotion, public relations and publicity, events and
experiences, direct marketing, interactive marketing, word-of-
mouth marketing and personalselling.
• Within the sameindustry, companies can differ considerably in
their media and channelchoices.
• Companies are always searching for ways to gain efficiency by
substituting one communications tool forothers.

27. Factorsin Setting the Marketing Communications Mix:
• Type of Product Market. Communications mix allocations vary
between consumer and business markets. Consumer marketers
tend to spend comparatively more on sales promotion and
advertising; business marketers tend to spend comparatively
more on personalselling.
• Buyer Readiness Stage. Communication tools vary in cost
effectiveness at different stages of buyer readiness .Advertising
and publicity play the most important roles in the Awareness-
building stage. Customer comprehension is primarily affected by
advertising and personal selling. Customer conviction is influenced
mostly by personal selling. Closing the sale is influenced mostly by
personal selling and sales promotion. Reordering is also affected
mostly by personal selling and salespromotion.

28. • Product Life Cycle Stage. In the introduction stage of the product
life cycle, advertising, events and experiences, and publicity have
the highest cost-effectiveness, followed by personal selling to gain
distribution coverage and sales promotion and direct marketing to
induce trial. In the growth stage, demand has its own momentum
through word of mouth and interactive marketing. Advertising,
events and experiences, and personal selling all become more
important in the maturity stage. In the decline stage,
promotion continues strong, other communication tools
sales
are
reduced, and salespeople give the product only minimalattention.
Factorsin Settingthe Marketing Communications Mix:

29. •
•
In order to measure the Communication Results/Impact,
members of the target audience areasked:
– whether they recognize or recall themessage
– how many times they sawit
– what points theyrecall
– how they felt about themessage
– what are their previous and current attitudes toward the
product and the company.
The communicator should also collect behavioral measures of
audience response, such as how many people bought the
product, liked it and talked to others about it.
MeasuringCommunication Results

30. ManagingIntegrated Marketing
Communications

31. ManagingIntegrated Marketing
Communications