Designing and Managing

Integrated Marketing Communications (IMC)

Tutored by : Prof. Sunil D’ Anto

 Learning Agenda

• the role of marketing communications

• How do marketing communications work?
• the major steps in developing effective
communications
• the communications mix and how should it be
set?
• What is an integrated marketing communications
program?
Dove’s Campaign for Real Beauty
 What are
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.
Modes of Marketing Communications

• Advertising • Direct marketing

• Sales promotion • Interactive
• Events and marketing
experiences • Word-of-mouth
• Public Relations marketing
(and publicity) • Personal selling
IMC Builds Brands
 Communication Platforms

Advertising Sales Promotion

• Print and broadcast ads • Contests, games,
• Packaging inserts sweepstakes
• Motion pictures • Premiums
• Brochures and booklets • Sampling
• Posters • Trade shows, exhibits
• Billboards • Coupons
• POP displays • Rebates
• Logos • Entertainment
• Videotapes • Continuity programs
 Communication Platforms…

Events/ Public Relations

Experiences • Press kits
• Sports • Speeches
• Seminars
• Entertainment
• Annual reports
• Festivals • Charitable donations
• Arts • Publications
• Causes • Community relations
• Factory tours • Lobbying
• Company museums • Identity media
• Company magazine
• Street activities
Special events
to promote
Scorpio during
its launch
campaign
 Communication Platforms…
Personal Selling Direct Marketing
• Sales presentations • Catalogs
• Sales meetings • Mailings
• Telemarketing
• Incentive programs
• Electronic shopping
• Samples
• TV shopping
• Fairs and trade shows
• Fax mail
• E-mail
• Voice mail
• Blogs
• Websites
 Word-of-Mouth Marketing

• Person-to-person
• Chat rooms
• Blogs
Elements in the Communications Process
 Field of Experience

Sender’s Receiver’s
field field
The Communications Process

Selective attention

Selective distortion

Selective retention
Response Hierarchy Models
 An Ideal Ad Campaign

• The right consumer is exposed to the message at

the right time and place
• The ad causes consumer to pay attention
• The ad reflects consumer’s level of
understanding and behaviors with product
• The ad correctly positions brand in terms of
points-of-difference and points-of-parity
• The ad motivates consumers to consider
purchase of the brand
• The ad creates strong brand associations
 Steps in Developing Effective
Communications

Identify target audience

Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC
 Communications Objectives

Category Need Brand Awareness

Brand Attitude Purchase Intention

 Designing the Communications

• Message strategy
• Creative strategy
• Message source
• Global adaptation
 Creative Strategy
• Informational and transformational appeals
• Positive and negative appeals
• Fear
• Guilt
• Shame
• Humor
• Love
• Pride
• Joy
 Message Source

Celebrity Characteristics
• Expertise
• Trustworthiness
• Likeability
Issues Facing Global Adaptations

• Is the product restricted in some

countries?
• Are there restrictions on advertising the
product to a specific target market?
• Can comparative ads be used?
• Can the same advertising be used in all
country markets?
Selecting Communication Channels

• Personal channels*
• Nonpersonal channels*
• Integration of channels
 Personal
Communications Channels

Advocate channels

Expert channels

Social channels
 Stimulating
Personal Influence Channels

• Identify influential individuals and devote extra

attention to them
• Create opinion leaders
• Use community influentials in testimonial
advertising
• Develop advertising with high “conversation
value”
• Develop WOM referral channels
• Establish an electronic forum
• Use viral marketing
Nonpersonal Communication Channels

Media Advertising

Sales Promotion

Events and Experiences

Public Relations
Modes of Establishing the Budget

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task
 Objective-and-Task Method
• Establish the 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
 Characteristics of
The Marketing Communications Mix

Advertising Sales Promotion

• Pervasiveness • Communication
• Amplified • Incentive
expressiveness • Invitation
• Impersonality
 Characteristics of
the Marketing Communications Mix..
Public Relations and Events and Experiences
Publicity • Relevant
• High credibility • Involving
• Ability to catch • Implicit
buyers off guard
• Dramatization
 Characteristics of
the Marketing Communications Mix..

Direct Marketing Personal Selling

• Customized • Personal interaction
• Up-to-date • Cultivation
• Interactive • Response
Word-of-Mouth Marketing
• Credible
• Personal
• Timely
 Factors in Setting
Communications Mix
• Type of product market
• Buyer readiness stage
• Product life cycle stage
Cost Effectiveness by Buyer
Readiness Stage
Current Consumer States for Two
Brands
 Marketing Debate

 Has TV advertising lost power?

Take a position:
1. TV advertising has faded in importance.
or
2. TV advertising is still the most powerful
advertising medium.