Integrated Marketing Communication

INTEGRATED MARKETING COMMUNICATION Course: Marketing Management Made By: Syeda Tabinda

MARKETING + COMMUNICATION MARKETING

Creating demand for your product

COMMUNICATION

To transmit information

Marketing Communications

The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

EXAMPLE OF MARKETING COMMUNICATION According to Arshad Chaudry ( Pakistan’s no 1 sales trainer) C.V is the best marketing communication tool

• Product is the one applying for job • Consumer is the one who is hiring someone for job • Needs of consumer are job requirements

Marketing Communication Mix- 6 Models Any Paid Form of Non personal Presentation

1

Advertising

2

Personal Selling

Personal Presentations by a Firm’s Sales Force.

3

Sales Promotion

Short-term Incentives to Encourage Sales.

4

5

Public Relations Direct Marketing

6 Events & Experiences

by an Identified Sponsor.

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

Company sponsored activities and programs

Advertising

•Print & broadcast Ads

•Directories

•Packaging-outer

•Bill Boards

•Packaging-inserts

•Display Signs

•Motion Pictures

•Audio Visual

•Brochure &Booklets

•Symbols & Logos

•Posters & Leaflets

Sales Promotion

• Contests ,Games ,lotteries

• Demonstrations • Coupons

• Premiums & gifts

• Rebates

• Samples

• Low Interest Financing

• Fairs & Trade Shows

• Trade in Allowances

• Exhibitions

Public Relations

•Press kits •Speeches •Seminars •Annual Reports •Donations •Sponsorships •Publications

• Community Relations • Lobbying • Identity Media • Company Magazine • Events

Personal Selling

Sales Presentation Sales meetings Incentive Programmes Samples Fairs & Trade Shows

Direct Marketing

•Catalogs •Mailings

•TV Shopping •Fax Mail •E-mail

•Telemarketing •Electronic Shopping

•Voice Mail

Communication Process SENDER

Encoding

Message

Decoding

NOISE

Feedback

Response

RECEIVER

INTEGRATED MARKETING COMMUNICATION (IMC)

• IMC is a way of looking at the whole marketing process From the viewpoint of the receiver.

• The integrated marketing communications (IMC)

a concept of marketing communication planning that recognizes added value of a comprehensive plan.

Steps in Developing Effective Communication Step 1. Identifying the Target Audience

You can’t meet the needs of an audience if you don’t know who that audience is. Therefore idetifying target audience is an important step.

Target audience: potential buyers of the company’s products, current users, deciders, or influencers; individuals, groups, particular publics, or the general public.

STEPS IN DEVELOPING EFFECTIVE COMMUNICATION Step 2. Determining the Communication Objectives

Category need Brand Awareness Brand attitude Brand purchase intention

Steps in Developing Effective Communication Step 2: Determining the Communication Objectives

Knowing the target audience and its perceptions, the marketing communicator can now decide on the desired audience response, communicator’s decisions about what to say, how to say it, when to say it, where to say it, and to whom to say it.

Steps in Developing Effective Communication Step 3: Designing the Message

Message Content: What to say

Message Structure How to say

Message Format Through what ways to express

AIDA MODEL

Get Attention

Hold Interest

Arouse Desire

Obtain Action

Step 3: Designing the Message

The message should gain attention, hold interest, arouse desire, and elicit action Message Content: An appeal, theme, idea, or unique selling proposition that will produce desired response. ➤ Rational appeals relates to the audience’s self interest. ➤ Emotional appeals attempt to move up negative or positive emotions that will motivate purchase. ➤ Moral appeals are directed to the audience’s sense of what is right and proper.

Step 3: Designing the Message

Message Structure The order in which arguments are presented is also an important part of message structure. Message Format Print ad: headline, copy, illustration, and color For radio: words, voice qualities, and vocalization On television: all of these elements plus body language (nonverbal clues) Carried by the product or its packaging: color, texture, scent, size, and shape Message Source Messages delivered by attractive or popular sources achieve higher attention. Messages delivered by highly credible sources are more persuasive,

STEPS IN DEVELOPING EFFECTIVE COMMUNICATION step 4. choosing media

Personal Communication Channels Non personal Communication Channels

Personal Communication Channels

Personal communication channels involve two or more persons communicating directly with each other face to face. -Face to face, phone , mail , email, internet chat. -Personal communication is effective because it allows personal addressing feedback. -Tools of personal communication: COMPANY: Sales staff INDEPENDENT EXPERTS: Buying guides WORD OF MOUTH: Friends, Neighbours, Family -Opinion leaders are the people within reference group who because of special skills , knowledge, presonality or other exerts social influence on others

Non Personal Communication Channels

Non personal channels include media, atmospheres, and events. Media consist of print media (newspapers, magazines, direct mail), broadcast media (radio, television), electronic media (audiotape, videotape, CD-ROM, DVD, Web page), and display media (billboards, signs, posters). Most non personal messages come through paid media. Although personal communication is often more effective, non personal channels affect personal attitudes and behavior through a two-step flow-of-communication process

Steps in Developing Effective Communication Step 5: Establishing the Marketing Communications Budget Industries and companies vary considerably in how much they spend on promotion; with variations from company to company. How do companies decide on the promotion budget? Here are four common methods: ➤ Affordable method. Set the promotion budget at what management thinks the firm can afford. ➤ Percentage-of-sales method. Many firms set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price. it provides no logical basis for choosing the specific percentage. ➤ Competitive-parity method. Some companies set their promotion budget to achieve share-of-voice parity with competitors. Furthermore, there is no evidence that competitive parity discourages promotional wars. ➤ Objective-and-task method. Here, marketers develop promotion budgets by defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks

Step 6: Developing and Managing the Marketing Communications Mix

Advertising

Reaches Many Buyers, Expressive Impersonal

Personal Selling

Personal Interaction, Builds Relationships Costly

Sales Promotion

Provides Strong Incentives to Buy Short-Lived

Public Relations

Believable, Effective, Economical Underused by Many Companies

Direct Marketing

Nonpublic, Immediate, Customized, Interactive

Factors in Setting the Marketing Communications Mix

Companies must consider several factors in developing their promotion mix: ➤ Type of product market. Industrial or Consumer good

Factors in Setting the Marketing Communications Mix

➤ Push-versus-pull strategy. It involves the manufacturer using sales force and trade promotion to encourage intermediaries to carry, promote, and sell the product to end users. ➤ Buyer-readiness stage. Promotional tools vary in cost effectiveness at different stages of buyer readiness, Closing the sale is influenced mostly by personal selling and sales promotion. Reordering is also affected mostly by personal selling and sales promotion, and somewhat by reminder advertising. ➤ Product-life cycle stage. It also vary in cost effectiveness at different stages of PLC. Advertising and publicity are most cost effective in the introduction stage; Sales promotion, advertising, and personal selling grow more important in the maturity stage. In the decline stage, sales promotion continues strong, advertising and publicity are reduced. ➤ Company market rank. Market leaders derive more benefit from advertising than from sales promotion. Conversely, smaller competitors gain more by using sales promotion in their marketing communications mix.

Steps in Developing Effective Communication Step 7: Measuring Results

After implementing the promotional plan, the communicator must measure its impact. how many times they saw it, what points they recall, how they felt about the message, and their previous and current attitudes toward the product and company.

Steps in Developing Effective Communication Step 8: Managing Integrated Marketing Communications Process

Given the fragmenting of mass markets into mini markets, companies need to use a wider range of communication tools, messages, and audiences. Integrated marketing communications (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines for example, general advertising, direct response, sales promotion and public relations—and combines these disciplines to provide clarity, consistency, & maximum communications’ IMC produces stronger message and greater sales impact; it also gives someone responsibility to unify the company’s various brand images and messages. Properly implemented, IMC will improve the company’s ability to reach the right customers with the right messages at the right time and in the right place