Mkt Mgt # Chap19 Marketing Communication

Chapter # 19 Managing integrated marketing communications

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The marketing communications mix Advertising - Any paid form of non-personal presentation by an identified sponsor. Personal Selling- Personal presentations by a firm’s sales force. Sales Promotion - Short-term incentives to encourage sales Public Relations & publicity – A variety of programs designed to promote or protect a company’s image or its individual products. Direct Marketing – Direct communications with individuals to obtain an immediate response. 2

The Communication Process Sender

Encoding

Feedback

Noise

Message Media

Response

Decoding

Receiver

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Steps in developing effective communication • Step 1 Identifying the target audience • Step 2 Determining the communication objectives • Step 3 Design message • Step 4 Selecting channels • Step 5 Establish budget • Step 6 Decide on media mix • Step 7 Measure result • Step 8 Managing integrated Marketing communication 4

Step 1. Identifying the target audience Audience may be current buyer or potential buyer decider or influencer . Audience may be individuals, groups, special publics or the general publics. The target buyer audience will heavily affect the communicator’s decisions on what to say how to say when to say where to say who to say

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Step 2. Determining the communication objectives The target audience may be at any of six buyer readiness stages, the stages consumer normally pass through on their way to make any purchase. Awareness Knowledge Liking Preference Conviction Purchase 6

Step 3. Design message

AIDA model – includes • What to say (message content) • How to say logically (message structure) • How to say symbolically (message format) • Who should say it (message source)

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Step 3. Design message (cont..) Message Content – Mgt search for an appeal, theme, idea or USP. Rational appeals – quality,value, economy or performance Emotional appeals – • negative emotional appeal - fear, shame , guilt • positive emotional appeal – love, pride, joy • Moral appeals – directed to audience’s sense of what is ‘right and proper’- clean environment, aid to disadvantages. 8

Step 3. Design message (cont..) Message Structure – communicator must decide how to handle three message structure decision Draw conclusions or leave it to consumer Argument type – one side or two sides Argument order – to present strong argument first or last

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Step 3. Design message (cont..)

Message format In a print ad,decide to headline, copy, color. In a radio message decide to choose words, voice,vocalization If the massage is to carried on television or in person words & sounds,body language

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Step 3. Design message (cont..)

Message source Source should be attractive & popular Spokes person should be credibility Credibility – Expertise, trustworthiness, Liability Expertise – specialized knowledge Trustworthiness Likability – source’s attractiveness 11

Step 4 Selecting channels Personal communication channels Face –to- face Over telephone The mail Buzz marketing Non-personal communication channels Media – print media – broadcast mediadisplay media – online media. 12

Step 5 Establish budget

• Affordable method • Percentage-of-sales method • Competitive-parity method • Objective-and-task method

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Step 6 Decide on media mix Advertisement Public presentation Pervasiveness Amplified expressiveness Impersonality

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Step 6 Decide on media mix Sales promotion Communication Incentive Invitation

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Step 6 Decide on media mix Public relations & publicity High credibility Ability to catch buyer off guard Dramatization

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Step 6 Decide on media mix Personal selling Personal confrontation Cultivation Response

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Step 6 Decide on media mix

Direct marketing Nonpublic Customer Up – to-date Interactive

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