lecture 7- managing communications

7/28/2019 Lecture 7- Managing Communications

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Design ing and Managing

In tegrated Marketing

Communicat ions


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Marketing Communications

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AdvertisingDirect

Marketing

Sales

Promotion

Public

Relations

Personal

Selling


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Discussion Scenario

Research has shown that many people treat their pets as they

would true members of the family.

Suppose you opened a bakery that made only nutritional pettreats, doggy birthday cakes and cheesecakes, and made-to-

order pet food. How could you use each of the previously

mentioned marketing communications platforms in your

business?

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Developing Effective Marketing Communications

Identify target audience

Determine objectives ofcommunication

Design the message

Select communication channels

Establish the budget

Select the marketingcommunications mix

Measure results Manage the IMC process

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Steps in Marketing Communications

Program Development


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Step 1: Identifying the target audience

Includes assessing the audiences perceptions of thecompany, product, and competitors company/product

image

Step 2: Cognitive, affective, and behavioralobjectives may be set

Step 3: AIDA model guides message design

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Figu re 16-1:

Response

Hierarchy Models


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Message Design

Content Structure

Format

Source

Message content

decisions involve the

selection of appeal,theme, and idea.

Types of appeals

Rational appeals

Emotional appeals

Moral appeals

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Discussion Scenario

Consider the pet bakery example discussed earlier in

this presentation.

What tactics would you use to make rational,emotional and/or moral appeals? Which type of

appeal would you favor using and why?

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Message Design

Content Structure

Format

Source

One-sided vs. two-

sided messages

Order of argumentpresentation

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Message Design

Content Structure

Format

Source

Message format decisionsvary with the type of media,but may include:

Graphics, visuals

Headline, copy or script

Sound effects,voice qualities

Shape, scent,

texture of package

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Message Design

Content Structure

Format

Source

Message sourcecharacteristics caninfluence attention and

recall Factors underlying

perceptions of sourcecredibility:

Expertise

Trustworthiness

Likability

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Step 4: Selecting Communication Channels

Personal communication channels

Effectiveness derives from personalization and feedback

Several methods of stimulating personal communication channels

exist

Nonpersonal communication channels

Influence derives from two-step flow-of-communication process

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Devoting extra effort toinfluential individuals orcompanies

Creating opinion leaders

Working through influential

community members Using influential people in

testimonial advertising

Developing advertising withhigh conversation value

Use viral marketing

Developing word-of-mouthreferral channels

Establishing an electronicforum

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Methods of Stimulating Personal

Communication


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Discussion Scenario

Once again, think back to the pet bakery example

discussed earlier in this presentation.

What specific methods would you undertake tostimulate personal communication, and how would

you go about implementation?

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Step 5: Establishing the Marketing CommunicationsBudget

Affordability method

Percentage-of-sales method

Competitive-parity method

Objective-and-task method

Step 6: Deciding on the Marketing Communications

Mix

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Figu re 16-2:

Cost-Effect iveness of Different Promotional Too ls at

Different Buyer-Readiness Stages


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Communications Mix

Selection

Types of promotional

tools

Selection factors

Advertising

Sales promotion

Public relations andpublicity

Direct marketing

Personal selling

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Communications Mix

Selection

Types of promotional

tools

Selection factors

Consumer vs. business

market

Stage of buyer readiness

Stage of product life cycle

Market rank

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Step 7: Measure Results

Recognition, recall, attitudes, behavioral responses

Step 8: Manage the Integrated Marketing Communications

Process

Provides stronger message consistency and greater sales impact

Improves firms ability to reach right customers at right time with right

message

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Developing and Managing the Advertising

Campaign

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Figu re 16-3:

The Five Ms of Ad vert is ing


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Campaign

The Five Ms of Advertising

Mission

Money Message

Media

Measurement

Objectives can be

classified by aim:

Inform Persuade

Remind

Reinforce

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Campaign


Mission

Money Message

Media

Measurement

Factors considered whenbudget-setting:

Stage of product life cycle

Market share and consumerbase

Competition and clutter

Advertising frequency

Product substitutability

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Campaign


Mission

Money Message

Media

Measurement

Factors considered when

choosing the advertising

message:

Message generation

Message evaluation and

selection

Message execution

Social responsibility review

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Campaign

The Five Ms ofAdvertising

Mission Money

Message

Media

Measurement

Developing media strategyinvolves:

Deciding on reach, frequency,

and impact Selecting media and vehicles

Determining media timing

Deciding on geographicalmedia allocation

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Campaign

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Radio Outdoor

Yellow Pages

Newspapers

Telephone

Direct Mail

Television

Magazines

Brochures

Internet

Newsletters

Major

Media

Types


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Campaign

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Does satellite

radio

threaten thefuture of

radio

advertising?


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Campaign

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Wireless

technologies

have recentlyemerged as a

new media

channel


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Campaign

Deciding on Media Categories

Target audiences media habits, nature of the product andmessage, cost

Media Timing Decisions Macroscheduling vs. microscheduling

Continuity, concentration, flighting, and pulsing schedulingoptions

Deciding on Geographical Allocation

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Campaign

The Five Ms ofAdvertising

Mission Money

Message

Media

Measurement

Evaluating advertising

effectiveness

Communication-effectresearch

Sales-effect research

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Campaign

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Figu re 16-4:

Formula for Measuring Sales Impact of Advert is ing


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Sales Promotion

Sales promotions are short-term incentives designed

to stimulate purchase among consumers or trade

Purpose of sales promotion Attract new triers or brand switchers

Reward loyal customers

Increase repurchase rates

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Sales Promotion

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Technology

simplifies

couponredemption

for online

consumers


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Sales Promotion

Establish objectives

Select consumer-promotion tools

Select trade-promotion tools

Select business- and sales force

promotion tools

Develop the program

Pretest the program

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Steps in Sales Promotion

Program Development

Implement and evaluate the program


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Sales Promotion

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Prizes Coupons

POP Displays & Demonstrations

Cross-Promotions

Patronage Awards

Samples

Product Warranties

Cash Refunds

Free Trials

Premiums

Tie-in Promotions

Major

Consumer

Sales

Promotion

Tools


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Public Relations

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Corporate Communications

Public relations activities promote or

protect the image of the firm via:

Counseling Lobbying

Product Publicity Public Relations


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Public Relations

Marketing Public Relations (MPR)

Plays an important role in

New product launches

Repositioning of mature brand Building interest in product category

Influencing specific target groups

Defending products with public problems

Building the corporate image

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Public Relations

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Major Public Relations Tools

Public-service Activities

Identity MediaSponsorships

Publications

SpeechesEvents

News


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Direct Marketing

Direct marketing uses consumer-direct channels to

reach and deliver offerings to consumers without

intermediaries.

Direct marketing is growing and offers consumers key

benefits.

Firms are recognizing the importance of integrated

direct marketing efforts.

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Direct Marketing Channels

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TV Marketing

Major Direct Marketing Tools

Kiosk Telemarketing

Catalog

Direct Mail

Online

Face-to-Face


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Direct Marketing

Steps in Developing a Direct-Mail Campaign:

Step 1: Set objectives

Step 2: Identify target markets

Step 3: Define the offer

Step 4: Test the elements

Step 5: Measure results

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lecture 7- managing communications

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