14-1

Integrated Marketing
Communication

The Marketing Communications

Mix (Elements of IMC)
Advertising

Any Paid Form of Nonpersonal

Presentation by an Identified
Sponsor.

Personal Selling

Personal Presentations by
a Firms Sales Force.

Sales Promotion

Short-term Incentives to
Encourage Sales.

Public Relations
Direct Marketing

Building Good Relations with

Various Publics by Obtaining
Favorable Unpaid Publicity.
Direct Communications
With Individuals to Obtain
an Immediate Response.

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14-3

Modes of Marketing Communications

Advertising
Sales promotion
Events and experiences
Public relations and
publicity

Direct marketing
Interactive marketing
Word-of-mouth
marketing
Personal selling

MARKETING COMMUNICATIONS
Marketing Objectives
Analysis of promotional programme situation
Analysis of communications process

Budget determination

INTEGRATED
MARKETING
COMMUNICATION
PLAN

Develop integrated marketing communications programme

Advertising

Advertising
objectives

Message &
strategies

Sales promotion
Sales promotion
objectives

Sales promotion
strategy

Personal selling

Personal selling
objectives

Personal selling
strategy

PR/publicity

PR/publicity
objectives

PR/Publicity strategy

Direct marketing

Direct marketing
objectives

Direct marketing
strategy

Integration and implementation of communication strategies

Monitoring, evaluation and controlling IMC programme
SHH Kazmi, Satish K Batra 2007

5-4

Advertising and Sales Promotion, S H H Kazmi, Satish K Batra

Excel Books

MARKETING COMMUNICATIONS

IMC DEFINED

American Association of Advertising Agencies defines Integrated

Marketing Communication as:

a concept of marketing communications planning that recognizes

the added value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines for example, general
advertising, direct response, sales promotion, and public relations and
combines these disciplines to provide clarity, consistency, and maximum
communications impact.

SHH Kazmi, Satish K Batra 2007

5-5

Advertising and Sales Promotion, S H H Kazmi, Satish K Batra

Excel Books

MARKETING COMMUNICATIONS

INTEGRATED MARKETING
COMMUNICATIONS

It requires firms to develop a total marketing communications strategy

to communicate with its customers.

It is required to look through the customers eyes, whose perceptions

about a brand are not based on advertisements alone but other
elements of promotion as well.

All communications, whether sponsored or not, create an integrated

product in the consumers mind.

SHH Kazmi, Satish K Batra 2007

5-6

Advertising and Sales Promotion, S H H Kazmi, Satish K Batra

Excel Books

MARKETING COMMUNICATIONS

ROLE OF IMC

Consumers and stakeholders receive four basic company / brand related

messages:
Planned messages
Product messages
Service messages
Unplanned messages

The objectives of integrated marketing communications are to coordinate all

of the companys marketing and promotional efforts to project and reinforce
a consistent, unified image of the company or its brands to the market-place.

IMC helps companies to develop most suitable and effective methods to

contact customers.

IMC is the easiest way to maximize return on investment in marketing and

promotion.
SHH Kazmi, Satish K Batra 2007

5-7

Advertising and Sales Promotion, S H H Kazmi, Satish K Batra

Excel Books

14-8T90

Fig 20.04

Response Hierarchy Models

Stages

AIDA
Model a

Hierarchy-ofEffects
Model b

InnovationAdoption
Model c

Exposure

Awareness
Cognitive
stage

Attention

Awareness

Affective
stage

Interest

Attitude

Evaluation

Intention

Preference
Desire

Behavior
stage

Liking

Reception
Cognitive
response

Knowlege
Interest

Communications
Model d

Conviction

Trial
Action

Purchase

Behavior

Adoption

T91
14-9

Fig 20.07

Push Versus Pull Strategy

Producer

Marketing
activities

Intermediaries

Demand

Demand

End users

Push Strategy
Marketing activities

Demand
Producer

Intermediaries

Demand
End users

Pull Strategy

The Buyer Decision Process

Need Recognition
Information Search

Evaluation of Alternatives
Purchase Decision

Postpurchase Behavior

5-10

The Buyer Decision Process

5-11

Step 1. Need Recognition

Need Recognition
Difference between an actual state and a desired state

Internal Stimuli

External Stimuli

Hunger

TV advertising

Thirst

Magazine ad

A persons normal
needs

Radio slogan
Stimuli in the
environment

The Buyer Decision Process

5-12

Step 2. Information Search

Personal Sources

Family, friends, neighbors

Most influential source of
information

Commercial Sources

Advertising, salespeople
Receives most information
from these sources

Public Sources

Experiential Sources

Mass Media
Consumer-rating groups

Handling the product

Examining the product
Using the product

Figure 5.5 Successive Sets in

Decision Making

Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation

from the United States edition of Marketing Management, 14e.

5-13

The Buyer Decision Process

5-14

Step 3. Evaluation of Alternatives

Product Attributes
Evaluation of Quality, Price, & Features

Degree of Importance
Which attributes matter most to me?

Brand Beliefs
What do I believe about each available brand?

Total Product Satisfaction

Based on what Im looking for, how satisfied

would I be with each product?

Evaluation Procedures
Choosing a product (and brand) based on one
or more attributes.

The Buyer Decision Process

Step 4. Purchase Decision
Purchase Intention
Desire to buy the most preferred brand

Attitudes
of others

Unexpected
situational
factors

Purchase Decision

5-15

The Buyer Decision Process

Step 5. Postpurchase Behavior
Consumers Expectations of
Products Performance
Products Perceived
Performance

Satisfied
Customer!

Dissatisfied
Customer

Cognitive Dissonance

5-16

Stages in the Adoption Process

Awareness
Interest
Evaluation
Trial
Adoption

5-17

Early Majority
Innovators

Percentage of Adopters

Adoption of Innovations

Early
Adopters

34%

Late Majority

Early

Laggards

34%

16%

13.5%

2.5%

5-18

Time of Adoption
Late

Communication Objectives

Build Products Wants

Create Brand Awareness
Enhance Attributes/Intentions
Dr. Rosenbloom

Facilitate Purchase

Communication Objectives

Build Products Wants

Create Brand Awareness
Enhance Attributes/Intentions
Dr. Rosenbloom

Facilitate Purchase

Communication Objectives

Build Products Wants

Create Brand Awareness
Enhance Attributes/Intentions
Dr. Rosenbloom

Facilitate Purchase

Communication Objectives

Build Products Wants

Create Brand Awareness
Enhance Attributes/Intentions
Dr. Rosenbloom

Facilitate Purchase

Steps in Developing Effective

Communication
Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives

Buyer Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase

14-23

Steps in Developing Effective

Communication
Step 3. Designing a Message

Message Content
Rational Appeals
Emotional Appeals
Moral Appeals

Attention

Message Structure
Draw Conclusions
Argument Type
Argument Order

Interest

Desire

Message Format
Headline, Copy, Color,
Words, & Sounds,
Body Language
Action

14-24

Steps in Developing Effective

Communication
Step 4. Choosing Media
Personal Communication
Channels

Nonpersonal Communication
Channels
Step 5. Selecting the Message Source

Step 6. Collecting Feedback

14-25

Selecting Advertising Media

Reach
Percentage of people exposed to ad

Frequency
Number of times a person is exposed to ad

Media Impact
The qualitative value of a message exposure
through a given medium

ADVERTISING OBJECTIVES AND BUDGET ALLOCATION

COMMUNICATIONS EFFECT
PYRAMID
5%
Repurchase /
Regular use
10% Trial
20% Preference
40% Liking
60% Knowledge / Comprehension
80% Awareness
SHH Kazmi, Satish K Batra 2007

13-27 Advertising and Sales Promotion, S H H Kazmi, Satish K Batra

Excel Books

a.
b.
c.
d.

DAGMAR Approach
Russell H Colley (1961)
Defining Advertising Goals for Measured Advertising
Results (DAGMAR).
Establishes an explicit link between Ad goals and Ad
results.
He proposed that the communication task of the brand
is to gain
Awareness
Comprehension: Developing an understanding of what
the product is and what it will do for the consumers.
Conviction: Developing a mental disposition.
Action

Characteristics of Objectives or Goals

Identified around 52 advertising goals that might be
used with respect to a single advertisement; a years
campaign for a product or a companys entire
advertising philosophy.
a. Concrete, measurable tasks
Persuade a prospect to visit a show room and ask for a
demonstration.
Build up the morale of the companys sales force.
Facilitate sales by correcting false impression,
misinformation etc.
Announce a special reason for buying now.
Make the brand identity known and easily recognizable.

b. Target Audience
Another important characteristic of a good
advertising objective is a well defined target
audience.
It may be based on descriptive variables such as
geography, demographics, and psychographics
as well as on behavioral variables such as usage
rate or benefits sought.
c. Specified time period.
Another factor that should be considered while
setting advertising objective is specifying the
time period in which they must be
accomplished.

d. Benchmark measures for Consumers

Determining the target markets present position
regarding the various response stages.

Setting the Total Promotion Budget

Affordable
Method

CompetitiveParity
Method

Percentageof-Sales
Method

Objectiveand-Task
Method

14-32

ADVERTISING OBJECTIVES AND BUDGET ALLOCATION

APPROACHES TO BUDGETING
TOP-DOWN APPROACH

BUILD-UP APPROACH

Top management sets

the spending limit

Advertising objectives are set

Activities necessary to achieve
objectives are planned

Costs of different advertising

elements are budgeted
Advertising budget set to
stay within allocated limits

Total advertising budget is

approved by top management
SHH Kazmi, Satish K Batra 2007

13-33 Advertising and Sales Promotion, S H H Kazmi, Satish K Batra

Excel Books