Integrated

Integrated Marketing
Marketing Communication
Communication
Session-9

PowerPoint Presentation

Why
Why Communication
Communication

Communication of Value.
Create Awareness about products and services.
Inform your customers about the benefits.
Persuade people to buy.
Create Dissonance
Many more

Communication
Communication Landscape
Landscape is
is changing
changing

TV ads
Internet Ads.
Mobile Ads.
Billboards.
Human Behavior and Time Factor.
Too many channels.
Sporting Events.
Sponsorships etc.

Effect
Effect of
of Marketing
Marketing Communication
Communication
Brand
Awareness

Brand
Equity

Brand
Image

Brand
Response

Brand
Relationshi
p

Marketing
Marketing Communication
Communication Mix
Mix
Advertis Promotion
ing

Events

PR

Direct
Marketin
g

Print Ads

Gifts

Sports

Press

Telemarketi P2P
ng

TVCs

Discounts

Entertainment

Seminar TV
s
Shopping

Activities

Annual
Reports

Billboards Entertainment

Word of
Mouth

Chat

Websites,
Blogs
Catalogues

Personal
Selling
Sales
Presentati
on
Sales
Meetings

Why
Why Communication
Communication

Familiarity-Favorability
Familiarity-Favorability

The
The Communication
Communication Process
Process

Understand
Understand the
the Sequence
Sequence

Micro
Micro model
model

Hierarchy
Hierarchy of
of Effects
Effects

Imagine the Probability of each step is 0.5, then the total probability of Purchase
is 1.5%

Designing
Designing Effective
Effective Communication
Communication

Identify
Identify Target
Target Audience
Audience
Where in the Hierarchy they fall.
Are they familiar with the products and services?
What is their attitude towards the Products and
services?
What Segment?

Determine
Determine Objective
Objective
What response you want to get from the target
audience?
Make them aware?
Engage them to Purchase?
Switch their Products?
Comes from the needs

Design
Design the
the Communication
Communication
Message Strategy:

What message you want to deliver.

EMBA: Upgrades Your Career, You become Smarter
AIM: Help you take a giant step in your career
Mero Mobile: Brand Change

Creative
Creative Strategy
Strategy

Red is Becoming
Purple

Design
Design the
the communication
communication
Message Source
Referent Skills
Models

Global Adaptation
Symbols means different in different countries
Would you promote liquor in Pakistan

Select
Select Channels
Channels
Personal Communication Channel (Business
Market)
Non Personal Communication Channel (Consumer
Markets)
Integrated Communication

Establish
Establish Budget
Budget
Affordable Method
Percent of Sales Method
Competitive Parity

Media
Media Mix
Mix
The Promotional tools
Advertising

General Qualities:
Public presentation: Wide Reach
Pervasiveness: Message Repetition
Amplified expressiveness: Dramatization
Impersonality: No obligation on customers to pay attention

Sales Promotion

Benefits:
Communication: Gain attention, may lead customer to
purchase
Incentive: Discounts, rebates etc.
Invitation: Quick Transaction

Media
Media Mix
Mix
Public Relations and Publicity
Distinctive qualities:
High credibility
Ability to catch buyers off guard
Dramatization

Personal Selling
Distinctive qualities:
Personal confrontation
Cultivation
Response

Media
Media Mix
Mix
Direct Marketing
Customized
Up-to-date
Interactive

Event and Experiences

Relevant
Involvement

Word of Mouth
Viral
Credible

Media
Media Mix
Mix
Personal Selling
Personal Interaction
Persuasive.
Response

Important
ImportantFactors
Factorsfor
forMarketing
MarketingCommunication
CommunicationMix
Mix
Product/ Market

Business/ Consumer
Awareness/ Reminder

Buyer Readiness Stage:

Is the customer aware?

Have they tried the product?
Are they satisfied?
One can build conviction by personal selling.

PLC Stage

Different stages in PLC requires different media mix and its

intensity.

Measuring
Measuring Communication
Communication Results
Results
ROI
Measure results against objectives?