Integrated Marketing Communications

Marketing communications are

the means by which firms attempt
to inform, persuade, and remind
consumers, directly or indirectly,
about the products and brands
they sell.

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Marketing communications are
the means by which firms attempt
to inform, persuade, and
remind consumers, directly or
indirectly, about the products and
brands they sell.

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 Advertising Direct marketing
Sales promotion Interactive
Events and marketing
experiences Word-of-mouth
Public relations marketing
and publicity Personal selling

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Senders Receivers
field field

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 Selective attention

Selective distortion

Selective retention

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 Social learning theory outlines three
requirements for people to learn and
model behaviour include
attention: retention (remembering
what one observed),
reproduction (ability to reproduce
the behaviour), and
motivation (good reason) to want to
adopt the behaviour.
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1. Market
2. Mission
3. Message
4. Media
5. Money
6. Measurement
 Consumer Segments
Buyer Readiness Stage
Consumer Needs
A B
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 Marketing Objectives

Share, Usage, Penetration
Communication Objectives

Buyer Readiness Stage
Quantify
Category Need Brand Awareness

Brand Attitude Purchase Intention

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 Message
strategy
Creative
strategy
Message source
Global
adaptation

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 Informational and transformational
appeals
Positive and negative appeals
Fear
Guilt
Shame
Humor
Love
Pride
Joy

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Advertising Sales Promotion
Print and broadcast Contests, games,
ads sweepstakes
Packaging inserts Premiums
Motion pictures Sampling
Brochures and Trade shows, exhibits
booklets Coupons
Posters Rebates
Billboards Entertainment
POP displays Continuity programs
Logos
Videotapes

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Events/ Experiences Public Relations
Sports Press kits
Entertainment Speeches
Festivals Seminars
Arts Annual reports
Causes Charitable donations
Factory tours Publications
Company museums Community relations
Street activities Lobbying
Identity media
Company magazine

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Advertising Sales Promotion
Pervasiveness Incentive
Amplified Invitation
expressiveness
Impersonality

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Public Events and
Relations Experiences
and Publicity Relevant
High credibility Involving
Ability to catch Implicit
buyers off
guard
Dramatization

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 Direct Personal Selling
Marketing Personal
Customized interaction
Up-to-date Cultivation
Interactive Response
Word-of-Mouth Marketing
Credible
Personal
Timely

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 Type of product market
Buyer readiness stage
Product life cycle stage

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 Reach
unduplicated portion of audience
exposed to an ad at least once
Frequency
average number of times the audience
reached by the campaign is exposed to
the ad
 Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task

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 Establish the market share goal
Determine the percentage that should be
reached
Determine the percentage of aware prospects
that should be persuaded to try the brand
Determine the number of advertising
impressions per 1% trial rate
Determine the number of gross rating points
that would have to be purchased
Determine the necessary advertising budget
on the basis of the average cost of buying a
GRP
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 Against Quantified Mission
 The right consumer is exposed to the
message at the right time and place
The campaign causes consumer to pay
attention
The campaign reflects consumers level of
understanding and behaviors with product
The campaign correctly positions brand in
terms of points-of-difference and points-of-
parity
The campaign motivates consumers to
consider purchase of the brand
The campaign creates strong brand
associations