Integrated Marketing Communication & Strategy

Integrated Marketing Communication & Strategy
Chapter -14

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

¦     The Communication Process: Consists of six major modes of communication:

1.       Advertising: Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

2.      Sales presentation: A variety of short term incentives to encourage trial or purchase of a product or service.

3.      Events and Experience: Company-sponsored activities and programs design to create special brand-related interactions.

4.      Public Relations & Publicity: A variety of programs designed to promote or protect company’s image or its individual products.

5.      Direct Marketing: Use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit response or dialogue from specific customers and prospects.

6.      Personal Selling: Face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.

¦   The Need for Integrated Marketing Communications:

With Integrated Marketing Communications (IMC), the company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its product    or service.

¦  Integrated Marketing Communications:

¦  Elements in the Communication Process:

¦  Steps in Developing Effective Communications

1.      Identify the Target Audience

The target audience will heavily affect the communicator’s decisions on:

·        What will be said

·        How it will be said

·        When it will be said

·        Where it will be said &

·        Who will say it.

2.     Determine the Communication Objective

a.    Brand Awareness

b.   Brand Purchase Intention

·       Six Buyers Readiness Stages:

3.      Designing a Message: Follow AIDA Model

Message Strategy: What to say

ØProduct or service performance

ØExtrinsic Considerations

¦     Creative Strategy: How to say

a.   Rational appeals:

Rational Appeals: Relates to audience’s self-inertest. “Show that the product will produce desired benefits.” Messages showing Product’s:

i.       Quality

ii.     Economy

iii.   Value

iv.   Performance.

b.  Moral appeals:

Moral Appeals: Relates to audience’s senses of what is right and wrong or proper. “Show the reasons why this is more effective than others.”

c.   Emotional appeals

Emotional Appeals: Stir up either positive or negative emotions that can motivate to purchase.

              Positive Appeals:                     Negative Appeals:

)        Love                                       Fear

)        Pride                                      Guilt

)        Joy                                          Shame               

)        Humor.

¦   Message Structures:

1.  Whether to draw conclusion or leave it to the audiences.
2.  Whether to present strongest argument first or last.
3.  Whether to present one-sided argument or two-sided arguments.

¦   Message Format:

       Print: Headlines, copy, illustration and colors.

       Radio: Words, sound or voices.

       Television: Sounds, colors, gestures, body languages, shape, movement, motion etc.

       Personal: all plus Body languages.

       Packages: Texture, scent, color, size and shape.

¦   Developing Effective Communications: Choosing Media

¦     Personal Communication Channels: Channels through which  two or more people communicate directly with each other, including face to face, person to audience, over the telephone, or through the mail.

a.      Word-of mouth influence: Personal communication about a product between target buyers and neighbors, friends, family members or associations.

b.      BUZZ MARKETING: Cultivating opinions leaders and getting them to spread information about a product or service to others in their communities.

¦     Non-personal Communication Channels: Media that carry messages without personal contact or feedback, including major media, atmospheres, and events.

a.    Media: print, broadcast, network, electronic & Display.

b.   Sales promotion: Consumer, trade, business and sales-force.

c.    Events and experience

d.   Public relations

¦   Message Source: Who should say it

Factors underlying source credibility

üExpertise

üTrustworthiness

üCredibility

¦   Collecting Feedback

üBy asking people

üBy counting sales

üBy surveying

üBy measuring the satisfaction

¦  Push Vs. Pull Strategy