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17
Designing and
Integrating Marketing
Communications
 Chapter Questions

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?

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 Marketing Communications

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 Modes of Marketing Communications

Advertising Direct marketing

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

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 Table 17.1 Communication
Platforms
Advertising Sales Promotion
Print and broadcast ads Contests, games,
Packaging inserts sweepstakes
Motion pictures Premiums
Brochures and booklets Sampling
Posters Trade shows, exhibits
Billboards Coupons
POP displays Rebates
Logos Entertainment
Videotapes Continuity programs

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 Table 17.1 Communication
Platforms
Events/ Experiences Public Relations
Sports Press kits
Entertainment Speeches
Festivals Seminars
Art Annual reports
Causes Charitable donations
Factory tours Publications
Company museums Community relations
Street activities Lobbying
Identity media
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 Table 17.1 Communication
Platforms
Personal Selling Direct Marketing
Sales presentations Catalogs
Sales meetings Mailings
Incentive programs Telemarketing
Samples Electronic shopping
Fairs and trade shows TV shopping
Fax mail
E-mail
Voice mail
Websites

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 Figure 17.1 Elements in the
Communications Process

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 Figure 17.2 Micromodels of
Communications

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 An Ideal Ad Campaign
The right consumer is exposed to the
message at the right time and place
The ad causes consumer to pay attention
The ad reflects consumers level of
understanding and behaviors with product
The ad correctly positions brand in terms of
points-of-difference and points-of-parity
The ad motivates consumer to consider
purchase of the brand
The ad creates strong brand associations

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 Steps in Developing Effective
Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/manage IMC

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 Communications Objectives

Category need
Brand awareness
Brand attitude
Purchase intention

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 Designing the Communications

Message strategy
Creative strategy
Message source

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 Message Strategy

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 Creative Strategy
Informational and transformational appeals

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 Positive and Negative Appeals

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 Message Source

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 Select Communication Channels

Personal

Nonpersonal

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 Establish the Budget

Affordable
Percentage-of-sales
Competitive parity
Objective-and-task

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 Objective-and-Task Method
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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 Characteristics
of the Mix

Advertising Sales Promotion

Pervasiveness Communication

Amplified Incentive
expressiveness Invitation
Impersonality

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 Characteristics
of the Mix
Public Relations and Events and
Publicity Experiences
High credibility Relevant

Ability to catch Involving

buyers off guard Implicit

Dramatization

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 Characteristics
of the Mix
Direct Marketing Personal Selling
Customized Personal interaction

Up-to-date Cultivation

Interactive Response

Word of Mouth Marketing

Credible

Personal

Timely

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 Factors in Setting
Communications Mix
Type of product market
Buyer readiness stage
Product life cycle stage

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 Figure 17.4 Cost-Effectiveness
of Different Communication Tools

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 Figure 17.5 Current Consumer
States for Two Brands

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 For Review

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?

Copyright 2012 Pearson Education 17-27