Designing and Managing Integrated Marketing Communications What is

Designing and Managing Integrated Marketing Communications

What is Promotion? l l l Communication process in marketing It is used to create a favorable predisposition toward brand concept, services, idea, or person. Implementing the three other marketing mix factors Achieving market segmentation, product differentiation, and positioning Enhancing revenues and profits

Promotional Mix l A blend of communication tools and activities used by a firm l l l Advertising Sales Promotion Publicity/Public Relations Direct Marketing Interactive/Internet marketing Personal Selling

Communication l l Advertising is, first of all, a form of communication. Communication l l l The passing of information The exchange of ideas The process of establishing a commonness or oneness of thought between a sender and a receiver.

Communication Process

Elements in the Communication Process l l Sender/Source: the person or organization that has information to share with another person or group of people. Receiver/Audience: the person(s) with whom the sender shares thoughts or information. Message: the information or meaning the source hopes to convey. Channel: the method by which the communication travels from the source or sender to the receiver. l Personal: salespeople, word-of-mouth. l Nonpersonal (mass media): broadcast, print.

Elements in the Communication Process l l Encoding: the process that the source puts thoughts, ideas, or information into a symbolic form (words, symbols, pictures, or video). Decoding: the process that the receiver transforms the sender’s message back into thought.

Symbol

Picture

Video l l l Dentyne – Frost Bites, Ice Seat belt – 1, 2 BRIDGESTONE: Designed to save life.

Gaps between Encoding and Decoding

Elements in the Communication Process l l l Noise: unplanned distortion or interference. Response: the receiver’s set of reactions after seeing, hearing, or reading the message. Feedback: the part of the receiver’s response that is communicated back to the sender.

The Elaboration Likelihood Model (Petty, Cacioppo, and Schumann, 1983) l l Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information Routes to attitude change

Routes to attitude change l l Central route to persuasion: ability and motivation to process a message is high and close attention is paid to message content. Peripheral route to persuasion: ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content.

Ads Following Central Route

An Ad Following Peripheral Route

Think l Does a spokesman always represent a peripheral cue?

Major Decisions in Advertising

Message Content l l Appeal, theme, idea, or unique selling proposition (USP) Rational or emotional appeals l Rational l Positive, e. g. SUZUKI, PHILIP寬螢幕, Rejoice. Negative, e. g. Dia香皂, Cinturon皮帶, careerbuilder. com. Emotional, e. g. 可口可樂, 中華汽車, PSP – 1, 2, 3.

Do Humorous Ads Wear Out Too Fast? l l Two opposing opinions Solution: humorous campaigns consisting of many different commercials. l l l KFC – 會客篇, 監獄篇 AMERIQUEST – 廚房篇, 飛機篇 BRAHMA Beer – 1, 2

Fear Appeals and Message Acceptance Rejection Acceptan ce Facilitating effects Resultant nonmonotonic curve Level of fear Inhibiting effects

Message Sidedness l l l One-sided message: mention only positive attributes or benefits. Two-sided message: present both good and bad points. Two-sided message may enhance the credibility of the source. E. g. Avis: “We are No. 2. We try harder. ”; Listerine: “ 你一天必須痛恨這種氣味兩次!”; 全聯福利中心. Factors: education, audience’s attitude.

Two-Sided Message