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Chapter 17 designing and managing integrated marketing communications

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Designing and Managing Integrated Marketing Communications (Marketing Communications Mix) Marissa E. Romano SSS MMDP Batch 5 07 February 2014 Designing and Managing Integrated Marketing Communications  
5 TOPICS 1.  Role of Marketing Communications 2.  Marketing communication process models 3.  Steps in developing effective communication 4.  Communication mix, and its characteristics 5.  Integrated Marketing Communication program Designing and Managing Integrated Marketing Communications  
FOCUS 1.  Role of Marketing Communications 2.  How do marketing communication work 3.  What are the major steps in developing effective communication 4.  Communication mix, and its characteristics 5.  Integrated marketing communication program Designing and Managing Integrated Marketing Communications  
Adver'sing   Sales   Promo'on   Personal   Selling   Word-­‐of-­‐ mouth   Marke'ng   8   Marke'ng   Communica'on   Mix   Events  and     Experiences   Public   rela'ons   and   publicity   Interac've   Marke'ng   Direct   Marke'ng   Designing and Managing Integrated Marketing Communications  
ADVERTISING 1.  Pervasive Ø  2.  Reaches geographically dispersed buyers Amplified Expressiveness Ø  3.  Can build-up a long term image of the product or trigger quick sales Control Ø  Budget depends on the communication platform to be used Designing and Managing Integrated Marketing Communications  
SALES PROMOTION Stronger and quicker response 1.  Ability to be attention-getting 2.  Incentive 3.  Invitation Designing and Managing Integrated Marketing Communications  
Events and Experiences 1.  Relevant 2.  Engaging 3.  Implicit Designing and Managing Integrated Marketing Communications  
PUBLIC RELATIONS AND PUBLICITY 1.  High Credibility 2.  Ability to reach hard-tofind buyers 3.  Dramatization Designing and Managing Integrated Marketing Communications  
DIRECT AND INTERACTIVE 1.  Customized 2.  Up-to-date 3.  Interactive Designing and Managing Integrated Marketing Communications  
WORD-OF-MOUTH •  Influential •  Personal •  Timely Designing and Managing Integrated Marketing Communications  
PERSONAL SELLING 1.  Personal Interaction 2.  Cultivation 3.  Response Designing and Managing Integrated Marketing Communications  
PERSONAL SELLING 1.  Personal Interaction 2.  Cultivation 3.  Response Designing and Managing Integrated Marketing Communications  
SO … In choosing the marketing communication mix, marketers must – 1.  examine the distinct advantages and costs of each communication tool 2.  Consider the type of product market they are selling, how ready consumers are and the product’s stage in the company, brand and product. Designing and Managing Integrated Marketing Communications  
Designing and Managing Integrated Marketing Communications Designing and Managing Integrated Marketing Communications  
COMMUNICATION PLATFORMS Adver&sing   Sales  Promo&on   Events  and  Experiences   Print  and  broadcast  Ads   Contests,  games,   sweepstakes,  loFeries   Sports   Packaging-­‐outer   Premiums  and  GiHs   Entertainment   Packaging  inserts   Sampling   Fes'vals   Cinema   Fairs  and  Trade  shows   Arts   Brochures  and  Booklets   Exhibits   Causes   Posters  and  leaflets   Demonstra'ons   Factory  Tours   Directories   Coupons   Company  museums   Reprints  of  ads   Rebates   Street  ac'vi'es   Billboards   Low  Interest  Financing   Display  signs   Trade-­‐in  allowances   Point  of  Purchase  displays   Con'nuity  Programs   DVDs   Tie-­‐ins   Designing and Managing Integrated Marketing Communications  
COMMUNICATION PLATFORMS Public  Rela&ons   and  Publicity   Direct  and  Indirect   Marke&ng   Word-­‐of-­‐mouth   Marke&ng   Personal  Selling   Press  Kits   Catalogs   Person-­‐to-­‐person   Sales  presenta'ons   Speeches   Mailings   Chat  rooms   Sales  mee'ngs   Seminars   Telemarke'ng   Blogs   Incen've  Programs   Annual  reports   Electronic  Shopping   Samples   Charitable   dona'ons   TV  Shopping   Fairs  and  Trade   Shows   Publica'ons   Fax   Community   rela'ons   Email   Lobbying   Voice  Mail   Iden'ty  Media   Company  blogs   Company  Magazine   Websites   Designing and Managing Integrated Marketing Communications  

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Chapter 17 designing and managing integrated marketing communications

  • 1. Designing and Managing Integrated Marketing Communications (Marketing Communications Mix) Marissa E. Romano SSS MMDP Batch 5 07 February 2014 Designing and Managing Integrated Marketing Communications  
  • 2. 5 TOPICS 1.  Role of Marketing Communications 2.  Marketing communication process models 3.  Steps in developing effective communication 4.  Communication mix, and its characteristics 5.  Integrated Marketing Communication program Designing and Managing Integrated Marketing Communications  
  • 3. FOCUS 1.  Role of Marketing Communications 2.  How do marketing communication work 3.  What are the major steps in developing effective communication 4.  Communication mix, and its characteristics 5.  Integrated marketing communication program Designing and Managing Integrated Marketing Communications  
  • 4. Adver'sing   Sales   Promo'on   Personal   Selling   Word-­‐of-­‐ mouth   Marke'ng   8   Marke'ng   Communica'on   Mix   Events  and     Experiences   Public   rela'ons   and   publicity   Interac've   Marke'ng   Direct   Marke'ng   Designing and Managing Integrated Marketing Communications  
  • 5. ADVERTISING 1.  Pervasive Ø  2.  Reaches geographically dispersed buyers Amplified Expressiveness Ø  3.  Can build-up a long term image of the product or trigger quick sales Control Ø  Budget depends on the communication platform to be used Designing and Managing Integrated Marketing Communications  
  • 6. SALES PROMOTION Stronger and quicker response 1.  Ability to be attention-getting 2.  Incentive 3.  Invitation Designing and Managing Integrated Marketing Communications  
  • 7. Events and Experiences 1.  Relevant 2.  Engaging 3.  Implicit Designing and Managing Integrated Marketing Communications  
  • 8. PUBLIC RELATIONS AND PUBLICITY 1.  High Credibility 2.  Ability to reach hard-tofind buyers 3.  Dramatization Designing and Managing Integrated Marketing Communications  
  • 9. DIRECT AND INTERACTIVE 1.  Customized 2.  Up-to-date 3.  Interactive Designing and Managing Integrated Marketing Communications  
  • 10. WORD-OF-MOUTH •  Influential •  Personal •  Timely Designing and Managing Integrated Marketing Communications  
  • 11. PERSONAL SELLING 1.  Personal Interaction 2.  Cultivation 3.  Response Designing and Managing Integrated Marketing Communications  
  • 12. PERSONAL SELLING 1.  Personal Interaction 2.  Cultivation 3.  Response Designing and Managing Integrated Marketing Communications  
  • 13. SO … In choosing the marketing communication mix, marketers must – 1.  examine the distinct advantages and costs of each communication tool 2.  Consider the type of product market they are selling, how ready consumers are and the product’s stage in the company, brand and product. Designing and Managing Integrated Marketing Communications  
  • 14. Designing and Managing Integrated Marketing Communications Designing and Managing Integrated Marketing Communications  
  • 15. COMMUNICATION PLATFORMS Adver&sing   Sales  Promo&on   Events  and  Experiences   Print  and  broadcast  Ads   Contests,  games,   sweepstakes,  loFeries   Sports   Packaging-­‐outer   Premiums  and  GiHs   Entertainment   Packaging  inserts   Sampling   Fes'vals   Cinema   Fairs  and  Trade  shows   Arts   Brochures  and  Booklets   Exhibits   Causes   Posters  and  leaflets   Demonstra'ons   Factory  Tours   Directories   Coupons   Company  museums   Reprints  of  ads   Rebates   Street  ac'vi'es   Billboards   Low  Interest  Financing   Display  signs   Trade-­‐in  allowances   Point  of  Purchase  displays   Con'nuity  Programs   DVDs   Tie-­‐ins   Designing and Managing Integrated Marketing Communications  
  • 16. COMMUNICATION PLATFORMS Public  Rela&ons   and  Publicity   Direct  and  Indirect   Marke&ng   Word-­‐of-­‐mouth   Marke&ng   Personal  Selling   Press  Kits   Catalogs   Person-­‐to-­‐person   Sales  presenta'ons   Speeches   Mailings   Chat  rooms   Sales  mee'ngs   Seminars   Telemarke'ng   Blogs   Incen've  Programs   Annual  reports   Electronic  Shopping   Samples   Charitable   dona'ons   TV  Shopping   Fairs  and  Trade   Shows   Publica'ons   Fax   Community   rela'ons   Email   Lobbying   Voice  Mail   Iden'ty  Media   Company  blogs   Company  Magazine   Websites   Designing and Managing Integrated Marketing Communications