Yes

1. Integrated Marketing
Communication
Session 9-10

2. 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”

3. Marketing Communications Process Model
Macromodel of the Communications Process
Micromodel of the Communications Process

4. Marketing Communications Process Model

5. Micromodel of
Communications Process
(Response Hierarchy Models)

6. Micromodel of Communications Process (Response Hierarchy Models)
Involvement Perceived
Differentiation
Example
Learn-feel-do High Yes Automobile
Do-feel-learn High Little or No Hotel booking
Learn-do-feel Low Little or No Salt

7. Steps in Developing Effective Communications
Setting the
objectives
Identifying the
audience
Crafting the
message
Deciding on
the media
Developing
the creative
approach
Measuring
performance

8. 1. Setting the Communications Objectives
Defining the focus of company communications
Creating awareness (Recall vs. Recognition)
Building preferences
Inciting action
Setting communication benchmarks
Quantitative
Temporal

9. 1. Setting the Communications Objectives…
Determining the communication budget
Objective and task budgeting
Affordable
Percentage of Sales
Competitive Parity

10. 1. Setting the Communications Objectives…
Factors affecting communication budget
Stage in the product life cycle
Product differentiation
Market share
Message complexity
Reach
Competitive communication
Available resources

11. 1. Setting the Communications Objectives…
Objective and Task Method of Budgeting
 Establish 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

12. 2. Identifying the Target Audience
Identifying the target audience
Category membership/Awareness/loyalty/usage?

13. 3. Crafting the Communication Message
Crafting the communication message
Emotional vs. Rational
USP
Creative brief
https://www.youtube.com/watch?v=JbwJLSuiDlk
https://www.youtube.com/watch?v=orTOCb_WIuo&t=3s

14. 4. Deciding on Communication Media
Defining Communication Media Mix
Advertising, Online and social media marketing, Mobile
Communication, Direct marketing, Events and experiences, Word-of-
mouth, Publicity and Public relations, Personal selling, Packaging, Sales
promotion
Developing a Media Plan
Factors affecting media choice (type and vehicle)
 Audience quality
 Audience-attention probability
 Editorial quality

15. 4. Deciding on Communication Media
Determining the media reach, frequency, and Impact
 Reach (R): The number of different persons or households exposed to a
particular media schedule at least once during a specified time period
 Frequency (F): The number of times within the specified time period that an
average person or household is exposed to the message
 Impact (I): The qualitative value of an exposure through a given medium
 Total number of exposure: R * F
 Weighted number of exposure: R*F*I
Selecting Media Timing and Allocation
 Macro scheduling
 Micro scheduling

16. 4. Deciding on Communication Media
 Factors for frequency pattern
o Buyer turnover
o Purchase frequency
o Forgetting rate
 Strategies for new product promotion
o Continuity
o Concentration
o Flighting
o Pulsing (continuity + Flighting)

17. Examples of
Common
Communication
Platforms

18. 5. Developing the Creative Approach
Determining the message appeal
Informational Appeal
Transformational Appeal
 Negative appeals: Fear, Guilt, Shame
 Positive appeals: Humor, Love, Pride, Joy
Selecting the message source
Expertise
Trustworthiness
Likability

19. 5. Developing the Creative Approach…
Developing the Creative Execution (ADPLAN Framework)
Attention
Distinction
Positioning
Linkage
Amplification
Net Equity

20. 6. Measuring the Performance
Share of expenditure
Share of voice
Share of mind/heart
Share of market