Integrated marketing communication, IMC , Marketing

1. Designing & Managing
Integrated Marketing Communication

2. Submitted to:
Prof.(Dr.) J.D. Jadeja
Professor of Marketing
Faculty of Management Studies
The M.S. University of Baroda
Prepared by:
Brahmbhatt Bhumika
Parekh Neera
Jha Rashmi
Kanani Akash
Dabasara Anand
Year:2014-15

3. Role of Marketing Communication
• Marketing Communication:
- Means by which the firms attempt to inform,
persuade, and remind consumers- directly or
indirectly.
• Marketing communication mix consists of six
major modes of communication.

4. Advertising
Sales
Promotion
Events &
Experiences
Public relations
and publicity
Personal
selling
Direct
marketing
Marketing
Communication
Program
Brand Equity
Brand
Awareness
Brand
image
Brand
responses
Brand
relationship
Integrated Marketing Communication to
build brand equity

5. The Communication Process Models
• Macro-model of the communication process
Sender Receiver
Noise
DecodingEncoding
Feedback Response
Message
Media

6. The Tools of Marketing
Communications Mix
Advertising
Personal Selling
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
Sales Promotion Short-term Incentives to
Encourage Sales.
Public Relations
Building Good Relations with
Various Publics by Obtaining
Favorable Unpaid Publicity.
Direct Marketing
Direct Communications With
Individuals to Obtain an
Immediate Response.
Personal Presentations by a
Firm’s Sales Force.

7. Micro-model of consumer responses
STAGES AIDA Hierarchy-of-
Effects Model
Innovation-
Adoption
Model
Communication
Model
Cognitive Stage
Affective Stage
Behavior Stage
Attention
Interest
Desire
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Awareness
Interest
Evaluation
Trial
Adoption
Exposure
Reception
Cognitive responses
Attitude
Intension
Behavior

8. Steps in Developing Effective Communication
Collecting Feedback
Selecting the Message Source
Choosing a Media
Designing a Message
Determining the Communication Objectives
Identifying the Target Audience

9. Step 1. Identifying the Target Audience
Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Purchase
Conviction
Preference
Liking
Knowledge
Awareness

10. Step 3. Designing a Message
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Format
Headline, Illustration,
Copy, & Color
Body Language

11. Designing the Message - Content
Rational Appeals
appeal to audience
self-interest
Moral Appeals
what is right or
proper
Emotional Appeals
fear, guilt, shame,
humor, joy, love,
pride

12. Designing the Message – Structure
• Conclusion Drawing
negative when communicator is viewed as
untrustworthy, if seen as explaining the
obvious, if issue is too personal
• One vs. Two-sided Message
one-better with favorably predisposed, two
better with well-educated, those exposed to
counter propaganda
• Order of Presentation
primacy effect, recency effect

13. Message Format
• Color, Sound, Appearance, Text,
Illustration
• Media Channels
– Personal (word-of-mouth; sales person)
– Impersonal (media, atmospheres, events,Socail
media)

14. Selecting the Message Source
• Message Source
credibility important
– expertise
– trustworthiness
– likability

15. Collecting the Feedback
• Feedback
– awareness?
– trial?
– satisfaction?

16. Marketing Communication
Mix through 4 Ps

17. IMC
Product
Price
Place
Promotion
Advertising
Personal
Selling
Sales
Promotion
Direct
Marketing
Public
Relation
Event and
Experiences

18. Setting the Total Promotion Budget
Affordable
Method
Percentage-
of-Sales
Method
Competitive
Parity
Objective-
and-Task
Method

19. Marketing communication through
product cues
Physical features
• Its material, design,
shape, color and
finish
• Communication can
be visual or tactile-
through touching
Package
• Provides the first
appeal to customer.
Colors
• Used in marketing,
product design,
packaging and
advertising
• Right color scheme
will communicate
the nature of
contents

20. Package Design
• Good package
design is eye-
catching
• Bad package
design can harm
the total product
message
Brand Name
and logo
• Buyer
distinguishes
product with a
brand name
• It is supported by
logo and slogans
Company Name
• Such
communication
has a special utility
while introduction
of a new product.

21. Marketing Communication through
Price Cues
Price Quality
Equation
Price-status
Equation
Price, an
indicator of
technological
superiority
Consumer’
concept of a
reasonable
price

22. Place as a component of marketing
Communication
Store level
merchandizing
• Store as a whole
becomes a display
unit
Store, a powerful
communication
instrument
• Important for
image-led products
and brands
Store choice is linked
to store image
• Comparison of
image , as
communicated by
the store with his
evaluative criteria
of a good store

23. Factors in Developing Promotion Mix
Strategies
• Push Strategy - “Pushing” the Product Through
Distribution Channels to Final Consumers.
• Pull Strategy - Producer Directs It’s Marketing
Activities Toward Final Consumers to Induce Them to
Buy the Product.
Type of
Product/
Market Buyer/
Readiness
Stage
Product Life-
Cycle Stage

24. Promotion Mix Strategies
PRODUCER RETAILER &
WHOLESALERS
CONSUMER
PRODUCER
Producer Marketing
Activities (Personal Selling,
Trade Promotions, etc.,
Reseller Marketing
Activities (Personal
Selling, Advertising,
Sales Promotion
RETAILER &
WHOLESALERS
CONSUMER
Demand
Demand
Producer Marketing Activities(Consumer
Advertising, Sales promotions, others)

25. Deciding on the marketing
Communication Mix
• Characteristic
Pervasiveness
Amplified
expressiveness
Impersonality
Advertising
Communication
incentive
Invitation
Sales Promotion
High Credibility
Ability to catch
buyers off guard
Dramatization
Public relations and publicity

26. Deciding on the marketing
Communication Mix
Relevant
Involving
Implicit
Events and Experiences
Customized
Up-to-date
Interactive
Direct Marketing
Personal Interaction
cultivation
Response
Personal selling

27. Managing the integrated marketing
communication process
• It is a concept of marketing communications
planning
• Coordinating media:
- Personal and non-personal communications
should be combined to achieve maximum
impact.

28. News campaign about a new product
Paid ad with a response mechanism
Direct mail
Outbound telemarketing
Face-to-face sales call

29. Implementing IMC
• Slow to take hold for several years
• Use of a large number of ad agencies
• Facilitation of one-stop shopping
• Many clients put a substantial portion of
their communication through one agency
• It can produce stronger message consistency
and greater sales impact.
• Description as a way of looking at a whole
marketing process instead of focusing on
individual parts of it.

30. How
integrated is
your IMC
program?
Coverage
Contribution
Commonality
Complementarity
Versatility
Cost

31. Case-Study

32. Values: sharing,
happiness, fun,
tradition of coke…
What is Goal of IMC??
To remain close to its
consumers,
To be part of their daily life,
To become a kind of ritual
attached to specific moments
Social media and social marketing
through social responsibility
For example, they raise funds for
social causes like earthquake or
hurricane.

33. Advertising:
EX: print media, POS, TV
commercials, billboards…

34. Direct Marketing:
Offerings throughout
partnerships such as
Hotels,
Restaurants, but also
campaigns including
emailing,
texting/SMS,
sponsorships…

35. Sales Promotion:
Consumer oriented strategy: Visibility
in shelves, eye-catching positions…
Trade: Discounts, merchandising, free
goodies, return back allowance…

36. Public Relations:
Coca uses PR in its strategy through
events (culture, music, cinema…),
social causes, CSR,…

37. Events and Sponsorship:
Partner of FIFA since 1974

38. Digital Marketing
Interactive & entertaining website, social networks, advertising…
Facebook Campaign.. Coke Zone Mobile App..

39. Coke Zone… Share a Coke- Twitter…