2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2

nd
Edition Slide 0 in Chapter 16
Chapter 16
Designing and Managing
Integrated Marketing
Communications

PowerPoint by Karen E. James
Louisiana State University - Shreveport
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 1 in Chapter 16
Objectives
Learn the major steps in developing an
effective integrated marketing
communications program.
Understand the steps involved in
developing an advertising program.
Learn how companies can exploit the
marketing potential of sales promotion,
public relations, direct marketing, and
e-marketing.
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 2 in Chapter 16
Marketing Communications
Advertising
Sales
Promotion

Public relations
Direct
marketing




Personal selling
Communications Platforms
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 3 in Chapter 16
Developing Effective Marketing
Communications
Identify target audience
Determine objectives of
communication
Design the message
Select communication
channels

Establish the budget
Select the marketing
communications mix
Measure results
Manage the IMC
process



Steps in Marketing Communications
Program Development
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 4 in Chapter 16
Developing Effective Marketing
Communications
Step 1: Identifying the target audience
Includes assessing the audiences
perceptions of the company, product,
and competitors company/product
image
Step 2: Cognitive, affective, and
behavioral objectives may be set
Step 3: AIDA model guides message
design
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 5 in Chapter 16
Developing Effective Marketing
Communications
Message Design

Content
Structure
Format
Source
Message content
decisions involve
the selection of
appeal, theme,
idea, or USP
Types of appeals
Rational appeals
Emotional appeals
Moral appeals
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 6 in Chapter 16
Developing Effective Marketing
Communications
Message Design

Content
Structure
Format
Source
One-sided vs.
two-sided
messages
Order of
argument
presentation
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 7 in Chapter 16
Developing Effective Marketing
Communications
Message Design

Content
Structure
Format
Source
Message format
decisions vary with
the type of media,
but may include:
Graphics, visuals
Headline, copy or
script
Sound effects,
voice qualities
Shape, scent,
texture of package
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 8 in Chapter 16
Developing Effective Marketing
Communications
Message Design

Content
Structure
Format
Source
Message source
characteristics can
influence attention
and recall
Factors underlying
perceptions of
source credibility:
Expertise
Trustworthiness
Likability
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 9 in Chapter 16
Developing Effective Marketing
Communications
Step 4: Selecting Communication
Channels
Personal communication channels
Effectiveness derives from
personalization and feedback
Several methods of stimulating personal
communication channels exist
Nonpersonal communication channels
Influence derives from two-step flow-of-
communication process
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 10 in Chapter 16
Developing Effective Marketing
Communications
Devoting extra effort to
influential individuals or
companies
Creating opinion leaders
Working through influential
community members
Using influential people in
testimonial advertising
Developing advertising
with high conversation
value
Use viral marketing
Developing word-of-
mouth referral channels
Establishing an electronic
forum

Methods of Stimulating Personal
Communication
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 11 in Chapter 16
Developing Effective Marketing
Communications
Step 5: Establishing the Marketing
Communications Budget
Affordability method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method
Step 6: Deciding on the Marketing
Communications Mix
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 12 in Chapter 16
Developing Effective Marketing
Communications
Communications
Mix Selection

Types of
promotional tools
Selection factors

Advertising
Sales promotion
Public relations
and publicity
Direct marketing
Personal selling
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 13 in Chapter 16
Developing Effective Marketing
Communications
Communications
Mix Selection

Types of
promotional tools
Selection factors

Consumer vs.
business market
Stage of buyer
readiness
Stage of product
life cycle
Market rank
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 14 in Chapter 16
Developing Effective Marketing
Communications
Step 7: Measure Results
Recognition, recall, attitudes, behavioral
responses
Step 8: Manage the Integrated Marketing
Communications Process
Provides stronger message consistency and
greater sales impact
Improves firms ability to reach right
customers at right time with right message
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 15 in Chapter 16
Developing and Managing the
Advertising Campaign
The Five Ms of
Advertising

Mission
Money
Message
Media
Measurement
Objectives can be
classified by aim:
Inform
Persuade
Remind
Reinforce
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 16 in Chapter 16
Developing and Managing the
Advertising Campaign
Factors considered
when budget-setting:
Stage of product life
cycle
Market share and
consumer base
Competition and
clutter
Advertising frequency
Product
substitutability
The Five Ms of
Advertising

Mission
Money
Message
Media
Measurement
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 17 in Chapter 16
Developing and Managing the
Advertising Campaign
Factors considered
when choosing the
advertising message:
Message generation
Message evaluation
and selection
Message execution
Social responsibility
review
The Five Ms of
Advertising

Mission
Money
Message
Media
Measurement
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 18 in Chapter 16
Developing and Managing the
Advertising Campaign
Developing media
strategy involves:
Deciding on reach,
frequency, and impact
Selecting media and
vehicles
Determining media
timing
Deciding on
geographical media
allocation
The Five Ms of
Advertising

Mission
Money
Message
Media
Measurement
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 19 in Chapter 16
Developing and Managing the
Advertising Campaign
Newspapers
Television
Direct mail
Radio
Magazines


Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet
Major Media Types
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 20 in Chapter 16
Developing and Managing the
Advertising Campaign
Deciding on Media Categories
Target audiences media habits, nature of
the product and message, cost
Media Timing Decisions
Macroscheduling vs. microscheduling
Continuity, concentration, flighting, and
pulsing scheduling options
Deciding on Geographical Allocation
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 21 in Chapter 16
Developing and Managing the
Advertising Campaign
Evaluating
advertising
effectiveness
Communication-
effect research
Sales-effect
research
The Five Ms of
Advertising

Mission
Money
Message
Media
Measurement

2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 22 in Chapter 16
Sales Promotion
Sales promotions are short-term
incentives designed to stimulate
purchase among consumers or trade
Purpose of sales promotion
Attract new triers or brand switchers
Reward loyal customers
Increase repurchase rates
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 23 in Chapter 16
Sales Promotion
Establish objectives
Select consumer-
promotion tools
Select trade-promotion
tools


Select business- and
sales force promotion
tools
Develop the program
Pretest the program
Steps in Sales Promotion
Program Development

Implement and evaluate the program
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 24 in Chapter 16
Sales Promotion
Samples
Coupons
Cash refunds (rebates)
Premiums
Prizes (contests,
sweepstakes, games)
Patronage awards




Free trials
Product warranties
Tie-in promotions
Cross-promotions
Point-of-purchase
displays and
demonstrations
Major Consumer-Promotion Tools
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 25 in Chapter 16
Public Relations
Public relations activities promote or
protect the image of a firm or product
Public relations functions:
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 26 in Chapter 16
Public Relations
Marketing Public Relations (MPR)
Plays an important role in
New product launches
Repositioning of mature brand
Building interest in product category
Influencing specific target groups
Defending products with public problems
Building the corporate image
Three Major MPR Decisions
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 27 in Chapter 16
Public Relations
Publications
Events
Sponsorships
News





Speeches
Public-service
activities
Identity media
Major Public Relations Tools
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 28 in Chapter 16
Direct Marketing
Direct marketing uses consumer-direct
channels to reach and deliver offerings
to consumers without intermediaries.
Direct marketing is growing and offers
consumers key benefits.
Firms are recognizing the importance
of integrated direct marketing efforts.
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 29 in Chapter 16
Direct Marketing
Face-to-face selling
Direct mail
Catalog marketing
Telemarketing




Direct-response
TV marketing
Kiosk marketing
E-marketing
Major Direct Marketing Tools
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2
nd
Edition Slide 30 in Chapter 16
Direct Marketing
Steps in Developing a Direct-Mail
Campaign:
Step 1: Set objectives
Step 2: Identify target markets
Step 3: Define the offer
Step 4: Test the elements
Step 5: Measure results