NILAMADHAB MOHANTY

TSM-PGDM
 Designing and Managing Integrated Marketing
Communications
 What is the role of marketing communications?
 How do marketing communications work?
 What are the major steps in developing effective communications?
 What is the communications mix, and how should it be set?
 What is an integrated marketing communications program?

 Integrated marketing communications planning model

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 REVIEW OF MARKETING PLAN
 ANALYSIS OF PROMOTIONAL PROGRAM SITUATION
 ANALYSIS OF COMMUNICATION PROCESS
 BUDGET DETERMINATION
 DEVELOP INTEGRATED MARKETING COMMUNICATIONS
PROGRAM
 INTEGRATE AND IMPLEMENT MARKETING
COMMUNICATIONS STRATEGIES
 MONITOR,EVALUATE, AND CONTROL INTEGRATED
MARKETING COMMUNICATIONS PROGRAM

INTEGRATED MARKETING COMMUNICATIONS PLANNING MODEL 3

 Marketing communications
 The means by which firms attempt to inform, persuade, and remind
consumers—directly or indirectly—about the products and brands
they sell
 Integrated marketing communications (IMC)
 Planning process designed to assure that all brand contacts
received by a customer or prospect for a product, service, or
organization are relevant to that person and consistent over time.
 AMERICAN MARKETING ASSOCIATION

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 Any Paid Form of Nonpersonal
Advertising Presentation by an Identified
Sponsor.

Sales Promotion Short-term Incentives to

Encourage Trial or Purchase.

Protect and/or Promote

Public Relations Company’s Image/products.

Personal Selling Personal Presentations.

Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
 TYPE OF PRODUCT MARKET
 Consumer vs. Business market
 Consumer market –sales promotion and advertising
 Business market - personal selling

 PRODUCT LIFE-CYCLE STAGE

 Introduction stage: advertising, events and experiences, and publicity
 Growth stage :word of mouth and interactive marketing
 Maturity stage: advertising, events and experiences, and personal selling
all become more important
 Decline stage : sales promotion

 BUYER-READINESS STAGE
 Awareness-building stage - Advertising and publicity
 Customer comprehension- advertising and personal selling
 Closing the sale : personal selling and sales promotion
 Reordering : personal selling and sales promotion, reminder advertising

Factors affecting Marketing Communications Mix 6

 The Communications Process Models
 MACROMODEL OF THE COMMUNICATIONS PROCESS- nine key factors in
effective communication
 Major parties— sender and receiver
 Major tools—message and media
 Major communication functions—encoding, decoding, response, and feedback
 Random and competing messages that may interfere with the intended
communication - noise
 MICROMODEL OF CONSUMER RESPONSES - consumers’ specific responses to
communications
 Cognitive, Affective, and Behavioral stages
 “learn-feel-do”
 Audience has high involvement with a product category perceived to have high
differentiation,
 An automobile or house
 “do-feel-learn,”
 Audience has high involvement but perceives little or no differentiation within
the product category,
 Airline ticket or personal computer
 “learn-do-feel,”
 Audience has low involvement and perceives little differentiation
 Salt or batteries

MARKETING COMMUNICATION EFFECTS 7

Key factors in effective communication 8
consumers’ specific responses to communications 9
 Identify the Target Audience
 Determine the Communications Objectives
 Design the Communications
 Select the Communications Channels
 Integration Of Communications Channels
 Establish the total Marketing Communications Budget
 Measuring communication results

DEVELOPING EFFECTIVE COMMUNICATIONS 10

 Identify the Target Audience
 Potential buyers of the company’s products, current users, deciders, or
influencers, and individuals, groups, particular publics, or the general public
 Decisions about what to say, how, when, where, and to whom

 Determine the Communications Objectives

 Category Need
 Establishing a product or service category as necessary to remove or satisfy a
perceived discrepancy between a current motivational state and a desired
motivational state
 Brand Awareness
 Fostering the consumer’s ability to recognize or recall the brand within the
category
 Brand Attitude
 Helping consumers evaluate the brand’s perceived ability to meet a currently
relevant need
 Positive or negative
 Brand Purchase Intention
 Moving consumers to decide to purchase the brand or take purchase-related action

DEVELOPING EFFECTIVE COMMUNICATIONS 11

Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives

Buyer Readiness Stages

Awareness

Knowledge

Liking

Preference

Conviction

Purchase
 Design the Communications
 Message Strategy :
 Appeals
 Informational : elaborates on product or service attributes or benefits
 Transformational appeal elaborates on a non-product-related benefit or image
 Negative appeals such as fear, guilt, and shame
 Themes
 Central idea
 Ideas
 Creative strategy
 Content and delivery of the message
 MESSAGE SOURCE
 Messages delivered by attractive or popular sources can achieve higher attention and
recall
 Expertise is the specialized knowledge the communicator possesses to back the
claim.
 Trustworthiness describes how objective and honest the source is perceived to be
 Likability describes the source’s attractiveness

DEVELOPING EFFECTIVE COMMUNICATIONS 13

 Designing the Message

Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Format
Layout,
Words, & Sounds,
Body Language
Message Source
Expertise,
Trustworthiness,
Congruity
 Rational appeal
 https://www.youtube.com/watch?v=mJHBx7WnmIQ

 Emotional appeal
 https://www.youtube.com/watch?v=UF7oU_YSbBQ

 Moral appeal
 https://www.youtube.com/watch?v=SfAxUpeVhCg

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 Select the Communications Channels
 Personal :
 Two or more persons communicate face-to-face or person-to-audience
through a phone, surface mail, or e-mail
 Non-personal
 Communications directed to more than one person and include
advertising, sales promotions, events and experiences, and public
relations

 Integration Of Communications Channels

DEVELOPING EFFECTIVE COMMUNICATIONS 16

 Establish the total Marketing Communications Budget
 The affordable method
 Setting the communication budget at what the company think it can
afford
 The percentage-of-sales method
 Setting communication expenditures at a specified percentage of current
or anticipated sales or of the sales price
 The competitive- parity method
 Setting the communication budget to achieve share-of-voice parity with
competitors
 The objective-and-task method
 Develop communication budgets by defining specific objectives,
determining the tasks that must be performed to achieve these
objectives, and estimating the costs of performing them

DEVELOPING EFFECTIVE COMMUNICATIONS 17

 Measuring communication results
 Recognize or recall the message
 How many times they saw it
 What points they recall
 How they felt about the message
 What are their previous and current attitudes toward the product
and the company
 Behavioral measures of audience response – How many purchased,
liked, talked about the product

DEVELOPING EFFECTIVE COMMUNICATIONS 18

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