Integrated

Marketing
Communication
Strategy
Chapter 15

Chapter 15

Objectives
Know the tools of the marketing
communications mix.
Understand the process and advantages of
integrated marketing communications.
Learn the steps in developing effective
marketing communications program.
Understand methods for setting
promotional budgets and the factors that
affect the design of the promotion mix.
Push and Pull
15- 2

c
UPS

UPS is a $31 billion

corporate giant
UPS wanted to
reposition itself as
a supply chain
solutions provider
Developed new ad
theme based on
customer input

Implemented, What
Can Brown Do for
You? campaign
Realigned its sales
and marketing
organization
Ads, web sites, and
salespeople deliver
message daily
15- 3

Definition
The Marketing
Communications Mix
The specific mix of
advertising, personal
selling, sales
promotion, and public
relations a company
uses to pursue its
advertising and
marketing objectives.
15- 4

The
The Tools
Tools of
of Marketing
Marketing
Communications
Communications Mix
Mix
Advertising
Advertising

Any
AnyPaid
PaidForm
Formof
ofNonpersonal
Nonpersonal
Presentation
by
an
Presentation by anIdentified
Identified
Sponsor.
Sponsor.

Personal
Personal Selling
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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Integrated Marketing
Communications
The Marketing Communications
Environment is Changing:
Mass markets have fragmented, causing
marketers to shift away from
mass marketing

Media fragmentation
is increasing

Improvements in
information technology
are facilitating segmentation
15- 6

Marketers Have Shifted

Away From Mass
Marketing
Less Broadcasting
Two Factors
are Changing the Face of Todays
Marketing Communications:
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting

Market Fragmentation Led to

Media Fragmentation

The Changing
Communications
Environment

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Integrated Marketing
Communications
The Need for Integrated
Marketing Communications
Conflicting messages from
different sources or promotional
approaches can confuse
company or brand images
15- 8

Integrated
Integrated Marketing
Marketing
Communications*
Communications*
Company
Carefully Integrates and

Coordinates Its Many Communication

Channels to Deliver a Clear, Consistent,
Compelling Message.
Packaging
Packaging
Event
Event
Marketing
Marketing

Advertising
Advertising

Message

Direct
Direct
Marketing
Marketing

Personal
Personal
Selling
Selling
Sales
Sales
Promotion
Promotion

Public
Public
Relations
Relations
15- 9

A View of the Communications

Process
Marketers View Communications as the
Management of the Customer Relationship
Over Time Through the Following Stages:

Preselling
Preselling

Selling
Selling

PostPostConsumption
Consumption

Consuming
Consuming
15- 10

Figure 15-2:

Elements in the
Communication Process

15- 11

Key Factors in Good

Communication
Sellers
Sellers Need
Need to
to
Know
Know What
What Audiences
Audiences
They
They Wish
Wish to
to Reach
Reach
and
and Response
Response
Desired.
Desired.

Sellers
Sellers Must
Must Develop
Develop
Feedback
Feedback Channels
Channels to
to
Assess
Assess Audiences
Audiences
Response
Response to
to
Messages.
Messages.

Sellers
Sellers Must
Must be
be Good
Good Sellers
Sellers Must
Must Send
Send
at
at Encoding
Encoding Messages
MessagesMessages
Messages Through
Through
That
That Target
Target Audience
Audience Media
Media that
that Reach
Reach
Can
Target
Can Decode.
Decode.
Target Audiences
Audiences
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Steps in Developing
Communication Program*

1.Identifying the Target Audience

2.Determining the Response Sought
3.Designing a Message
4.Choosing Media
5.Selecting the Message Source
6. Collecting Feedback
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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
Purchase
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Steps in Developing
Effective
Communication
Step 3. Designing a Message
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals

Message Structure
Draw Conclusions
Argument Type
Argument Order

Message Format
Headline, Illustration,
Copy, & Color
Body Language

15- 15

Designing the
Message - Content
Rational Appeals
appeal to audience self-interest
Emotional Appeals
fear, guilt, shame, humor, joy, love,
pride
Moral Appeals
what is right or proper

Designing the Message Structure

Conclusion Drawing
negative when communicator is viewed
as untrustworthy, if seen as explaining
the obvious, if issue is too personal
One vs. Two-sided Message
one-better with favorably predisposed,
two better with well-educated, those
exposed to counter propaganda
Order of Presentation
primacy effect, recency effect

Message Format

Color, Sound, Appearance, Text,

Illustration
Media Channels
Personal (word-of-mouth; sales
person)
Impersonal (media, atmospheres,
events)

Steps
Steps in
in Developing
Developing
Effective
Effective
Communication
Communication
Step
Step 4.
4. Choosing
Choosing Media
Media

Personal Communication
Channels
Nonpersonal Communication
Channels
Step
Step 5.
5. Selecting
Selecting the
the Message
Message Source
Source

Step
Step 6.
6. Collecting
Collecting Feedback
Feedback
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Selecting the Message

Source
Message Source
credibility important
expertise
trustworthiness
likability

Collecting the Feedback

Feedback
awareness?
trial?
satisfaction?

Setting
Setting the
the Total
Total Promotion
Promotion Budget
Budget

Affordable
Method

CompetitiveParity
Method

Percentageof-Sales
Method

Objectiveand-Task
Method
15- 22

Setting the Promotional

Budget and Mix
Setting the Overall Promotion Mix
Determined by the nature of each promotional
tool and the selected promotion mix strategy
Revlon
emphasizes
advertising
while Avon
emphasizes
personal
selling
15- 23

Setting
Setting the
the Promotion
Promotion
Nature of Each
Promotion Tool
Mix
Mix
Advertising
Advertising

Reaches
ReachesMany
ManyBuyers,
Buyers,Expressive
Expressive
Impersonal
Impersonal

Personal
Personal Selling
Selling

Personal
PersonalInteraction,
Interaction,Builds
BuildsRelationships
Relationships
Costly
Costly

Sales
Sales Promotion
Promotion

Provides
ProvidesStrong
StrongIncentives
Incentivesto
toBuy
Buy
Short-Lived
Short-Lived

Public
Public Relations
Relations

Believable,
Believable, Effective,
Effective,Economical
Economical
Underused
Underusedby
byMany
ManyCompanies
Companies

Direct
Direct Marketing
Marketing

Nonpublic,
Nonpublic,Immediate,
Immediate,Customized,
Customized,
Interactive
Interactive
15- 24

Factors
Factors in
in Developing
Developing
Promotion
Promotion Mix
Mix Strategies
Strategies
Push Strategy - Pushing the Product
Through Distribution Channels to Final
Consumers.

Pull Strategy - Producer Directs Its

Marketing Activities Toward Final Consumers
to Induce Them to Buy the Product.
Type of
Product/
Market

Buyer/
Readiness
Stage

Product
Life-Cycle
Stage

15- 25

Figure 15-4:

Push vs. Pull

Promotion Strategy

15- 26

Setting the Promotional

Budget and Mix
Checklist: Integrating the Promotion Mix
Analyze trends (internal and external)
Audit communications spending
Identify all points of contact
Team up in communications planning
Make all communication elements
compatible
Create performance measures
Appoint an IMC manager

15- 27