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Business-Finance

Published on January 7, 2009

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Chapter 16 : To accompany A Framework for Marketing Management, 2nd Edition Slide 0 in Chapter 16 Chapter 16 Designing and Managing Integrated Marketing Communications PowerPoint by Karen E. James Louisiana State University - Shreveport Objectives : To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 16 Objectives Learn the major steps in developing an effective integrated marketing communications program. Understand the steps involved in developing an advertising program. Learn how companies can exploit the marketing potential of sales promotion, public relations, direct marketing, and e-marketing. Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 16 Marketing Communications Advertising Sales Promotion Public relations Direct marketing Personal selling Communications Platforms Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 16 Developing Effective Marketing Communications Identify target audience Determine objectives of communication Design the message Select communication channels Establish the budget Select the marketing communications mix Measure results Manage the IMC process Steps in Marketing Communications Program Development Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 16 Developing Effective Marketing Communications Step 1: Identifying the target audience Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image Step 2: Cognitive, affective, and behavioral objectives may be set Step 3: AIDA model guides message design Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 16 Developing Effective Marketing Communications Message Design Content Structure Format Source Message content decisions involve the selection of appeal, theme, idea, or USP Types of appeals Rational appeals Emotional appeals Moral appeals Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 16 Developing Effective Marketing Communications Message Design Content Structure Format Source One-sided vs. two-sided messages Order of argument presentation Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 16 Developing Effective Marketing Communications Message Design Content Structure Format Source Message format decisions vary with the type of media, but may include: Graphics, visuals Headline, copy or script Sound effects, voice qualities Shape, scent, texture of package Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 16 Developing Effective Marketing Communications Message Design Content Structure Format Source Message source characteristics can influence attention and recall Factors underlying perceptions of source credibility: Expertise Trustworthiness Likability Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 16 Developing Effective Marketing Communications 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 Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 16 Developing Effective Marketing Communications Devoting extra effort to influential individuals or companies Creating opinion leaders Working through influential community members Using influential people in testimonial advertising Developing advertising with high “conversation value” Use viral marketing Developing word-of-mouth referral channels Establishing an electronic forum Methods of Stimulating Personal Communication Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 16 Developing Effective Marketing Communications Step 5: Establishing the Marketing Communications Budget Affordability method Percentage-of-sales method Competitive-parity method Objective-and-task method Step 6: Deciding on the Marketing Communications Mix Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 16 Developing Effective Marketing Communications Communications Mix Selection Types of promotional tools Selection factors Advertising Sales promotion Public relations and publicity Direct marketing Personal selling Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 16 Developing Effective Marketing Communications Communications Mix Selection Types of promotional tools Selection factors Consumer vs. business market Stage of buyer readiness Stage of product life cycle Market rank Developing Effective Marketing Communications : To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 16 Developing Effective Marketing Communications 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 Developing and Managing the Advertising Campaign : To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 16 Developing and Managing the Advertising Campaign The Five Ms of Advertising Mission Money Message Media Measurement Objectives can be classified by aim: Inform Persuade Remind Reinforce Developing and Managing the Advertising Campaign : To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 16 Developing and Managing the Advertising Campaign Factors considered when budget-setting: Stage of product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability The Five Ms of Advertising Mission Money Message Media Measurement Developing and Managing the Advertising Campaign : To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 16 Developing and Managing the Advertising Campaign Factors considered when choosing the advertising message: Message generation Message evaluation and selection Message execution Social responsibility review The Five Ms of Advertising Mission Money Message Media Measurement Developing and Managing the Advertising Campaign : To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 16 Developing and Managing the Advertising Campaign Developing media strategy involves: Deciding on reach, frequency, and impact Selecting media and vehicles Determining media timing Deciding on geographical media allocation The Five Ms of Advertising Mission Money Message Media Measurement Developing and Managing the Advertising Campaign : To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 16 Developing and Managing the Advertising Campaign Newspapers Television Direct mail Radio Magazines Outdoor Yellow pages Newsletters Brochures Telephone Internet Major Media Types Developing and Managing the Advertising Campaign : To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 16 Developing and Managing the Advertising Campaign Deciding on Media Categories Target audience’s media habits, nature of the product and message, cost Media Timing Decisions Macroscheduling vs. microscheduling Continuity, concentration, flighting, and pulsing scheduling options Deciding on Geographical Allocation Developing and Managing the Advertising Campaign : To accompany A Framework for Marketing Management, 2nd Edition Slide 21 in Chapter 16 Developing and Managing the Advertising Campaign Evaluating advertising effectiveness Communication-effect research Sales-effect research The Five Ms of Advertising Mission Money Message Media Measurement Sales Promotion : To accompany A Framework for Marketing Management, 2nd Edition Slide 22 in Chapter 16 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 Sales Promotion : To accompany A Framework for Marketing Management, 2nd Edition Slide 23 in Chapter 16 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 Steps in Sales Promotion Program Development Implement and evaluate the program Sales Promotion : To accompany A Framework for Marketing Management, 2nd Edition Slide 24 in Chapter 16 Sales Promotion Samples Coupons Cash refunds (rebates) Premiums Prizes (contests, sweepstakes, games) Patronage awards Free trials Product warranties Tie-in promotions Cross-promotions Point-of-purchase displays and demonstrations Major Consumer-Promotion Tools Public Relations : To accompany A Framework for Marketing Management, 2nd Edition Slide 25 in Chapter 16 Public Relations Public relations activities promote or protect the image of a firm or product Public relations functions: Press relations Product publicity Corporate communications Lobbying Counseling Public Relations : To accompany A Framework for Marketing Management, 2nd Edition Slide 26 in Chapter 16 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 Three Major MPR Decisions Public Relations : To accompany A Framework for Marketing Management, 2nd Edition Slide 27 in Chapter 16 Public Relations Publications Events Sponsorships News Speeches Public-service activities Identity media Major Public Relations Tools Direct Marketing : To accompany A Framework for Marketing Management, 2nd Edition Slide 28 in Chapter 16 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. Direct Marketing : To accompany A Framework for Marketing Management, 2nd Edition Slide 29 in Chapter 16 Direct Marketing Face-to-face selling Direct mail Catalog marketing Telemarketing Direct-response TV marketing Kiosk marketing E-marketing Major Direct Marketing Tools Direct Marketing : To accompany A Framework for Marketing Management, 2nd Edition Slide 30 in Chapter 16 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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