Copyright 2005 Pearson Education Inc Integrated Marketing Communication

Copyright © 2005 Pearson Education Inc. Integrated Marketing Communication Strategy • Chapter 15 • Power. Point slides • Express version • Instructor name • Course name • School name • Date Principles of of Marketing, Sixth Canadian Edition

Learning Objectives 2 Copyright © 2005 Pearson Education Inc. • After studying this chapter, you should be able to: – Name and define the five tools of the marketing communications mix – Discuss the process and advantages of integrated marketing communications – Outline the steps in developing effective marketing communications – Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix Principles of Marketing, Sixth Canadian Edition

3 The Marketing Communications Mix Copyright © 2005 Pearson Education Inc. • The marketing communications mix: the specific mix of promotional tools used to pursue marketing objectives – Advertising – Sales promotion – Public relations – Personal selling – Direct marketing Figure 15. 1 • Integrated marketing communications: – Coordinating/integrating to deliver a clear, consistent, and compelling message on all communication channels Principles of Marketing, Sixth Canadian Edition

Copyright © 2005 Pearson Education Inc. Integrated Marketing Communications • • 4 Mass marketing has become segmented marketing Improvements in information technology Media fragmentation Need for integration: – Consumers do not differentiate the source of the message – Conflicting messages confuse the customer – Integration produces a consistent message which leads to stronger brand identity Principles of Marketing, Sixth Canadian Edition

5 Copyright © 2005 Pearson Education Inc. The Communication Process • Viewing communications as managing the customer relationship over time • Communications flow in both directions Figure 15. 2 Principles of Marketing, Sixth Canadian Edition

Steps in Developing Effective Communications 6 Copyright © 2005 Pearson Education Inc. • Identifying the target audience • Determining the desired response: – Will depend on what “stage” of the purchase decision process the buyer is presently at • Buyer readiness stages: Figure 15. 3 Principles of Marketing, Sixth Canadian Edition

Designing a Message Copyright © 2005 Pearson Education Inc. • Message content: 7 • The AIDA model: – Rational appeals – Emotional appeals – Moral appeals • Attract attention • Hold interest • Message structure: – Draw conclusion or not – One versus two-sided argument – Strongest argument first or last • Arouse desire • Obtain action • Message format: – Sight, sound, colour, and texture Principles of Marketing, Sixth Canadian Edition

Choosing Media 8 Copyright © 2005 Pearson Education Inc. • Personal communication channels: – Two or more people communicating directly with each other – Face to face, person to audience, telephone, electronically, or mail – Word of mouth influence – Buzz marketing • Non-personal communication channels: – Media that carry messages without personal contact – Major media, atmospheres, and events Principles of Marketing, Sixth Canadian Edition

Selecting the Message Source 9 Copyright © 2005 Pearson Education Inc. • Message impact affected by how the audience views the communicator – Messages delivered by highly credible sources are more persuasive – Use of celebrities to endorse products helps to attract attention, and consumers transfer feelings to the product – Use of celebrities can be dangerous when events tarnish their reputation • Collecting feedback on marketing communications an important element in the process: – Measure awareness, attitude, and resulting behaviour Principles of Marketing, Sixth Canadian Edition

Copyright © 2005 Pearson Education Inc. Setting the Promotional Budget Affordable method What management thinks the company can afford Percentage-of-sales method The budget as a percentage of forecasted sales Competitive-parity method Setting the budget to match competition spending Objective-and-task method 1. 2. 3. 4. 10 Defining specific objectives Determining tasks needed Estimating costs of tasks Adding total costs Principles of Marketing, Sixth Canadian Edition

Copyright © 2005 Pearson Education Inc. Nature of Promotional Tools • • • 11 Advertising Sales promotion Public relations Personal selling Direct marketing Principles of Marketing, Sixth Canadian Edition

Copyright © 2005 Pearson Education Inc. Push Versus Pull Promotional Strategies 12 • Refers to the direction of promotional effort • Exists as a range, yet most companies use a combination of both Figure 15. 4 Principles of Marketing, Sixth Canadian Edition

Checklist for Integrating the Promotion Mix 13 • Analyze trends that can affect your company’s ability to do Copyright © 2005 Pearson Education Inc. business • Audit the pockets of communications spending throughout the organization • Identify all contact points for the company and its brands • Team up in communications planning • Create compatible themes, tones, and quality across all communications media • Create performance measures that are shared by all communications elements • Appoint a director responsible for the company’s persuasive communications efforts Principles of Marketing, Sixth Canadian Edition

Copyright © 2005 Pearson Education Inc. Socially Responsible Marketing Communications 14 • Many legal and ethical issues surround marketing communications • Advertising and sales promotion: – Avoid false and deceptive advertising – Bait-and-switch selling tactics – Programming reflects Canadian social values – The Competition Act • Personal selling: – – Fair competition Consistency with advertising messages Cooling-off periods Ethical behaviour Principles of Marketing, Sixth Canadian Edition

In Conclusion… 15 Copyright © 2005 Pearson Education Inc. • The learning objectives for this chapter were: – Name and define the five tools of the marketing communications mix – Discuss the process and advantages of integrated marketing communications – Outline the steps in developing effective marketing communications – Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix Principles of Marketing, Sixth Canadian Edition