1. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 1 in Chapter 16
Designing andDesigning and
Managing IntegratedManaging Integrated
MarketingMarketing
CommunicationsCommunications

2. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 2 in Chapter 16
ObjectivesObjectives
 Learn the major steps in developing an
effective integrated marketing
communications program.
 Understand the steps involved in
developing an advertising program.
 Learn how companies can exploit the
marketing potential of sales promotion,
public relations, direct marketing, and
e-marketing.

3. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 3 in Chapter 16
Marketing CommunicationsMarketing Communications
 Advertising
 Sales
Promotion
 Public relations
 Direct
marketing
 Personal selling
Communications Platforms

4. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 4 in Chapter 16
The Marketing Communications
Mix
The Marketing Communications
Mix
AdvertisingAdvertising
Personal SellingPersonal Selling
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
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.

5. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 5 in Chapter 16
Figure : Elements in theFigure : Elements in the
Communication ProcessCommunication Process

6. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 6 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
 Identify target audience
 Determine objectives of
communication
 Design the message
 Select communication
channels
 Establish the budget
 Select the marketing
communications mix
 Measure results
 Manage the IMC
process
Steps in Marketing Communications
Program Development

7. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 7 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
 Step 1: Identifying the target audience
– Includes assessing the audience’s
perceptions of the company, product, and
competitors’ company/product image
 Step 2: Cognitive, affective, and
behavioral objectives may be set
 Step 3: AIDA model guides message
design

8. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 8 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
Message Design
 Content
 Structure
 Format
 Source
 Message content
decisions involve
the selection of
appeal, theme,
idea, or USP
 Types of appeals
– Rational appeals
– Emotional appeals
– Moral appeals

9. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 9 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
Message Design
 Content
 Structure
 Format
 Source
 One-sided vs.
two-sided
messages
 Order of
argument
presentation

10. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 10 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
Message Design
 Content
 Structure
 Format
 Source
 Message format
decisions vary with
the type of media,
but may include:
– Graphics, visuals
– Headline, copy or
script
– Sound effects,
voice qualities
– Shape, scent,
texture of package

11. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 11 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
Message Design
 Content
 Structure
 Format
 Source
 Message source
characteristics can
influence attention
and recall
 Factors underlying
perceptions of
source credibility:
– Expertise
– Trustworthiness
– Likability

12. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 12 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
 Step 4: Selecting Communication
Channels
– Personal communication channels
Effectiveness derives from
personalization and feedback
Several methods of stimulating personal
communication channels exist
– Nonpersonal communication channels
Influence derives from two-step flow-of-
communication process

13. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 13 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
 Devoting extra effort to
influential individuals or
companies
 Creating opinion leaders
 Working through influential
community members
 Using influential people in
testimonial advertising
 Developing advertising
with high “conversation
value”
 Use viral marketing
 Developing word-of-
mouth referral channels
 Establishing an electronic
forum
Methods of Stimulating Personal
Communication

14. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 14 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
 Step 5: Establishing the Marketing
Communications Budget
– Affordability method
– Percentage-of-sales method
– Competitive-parity method
– Objective-and-task method
 Step 6: Deciding on the Marketing
Communications Mix

15. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 15 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
Communications
Mix Selection
Types of
promotional tools
Selection factors
 Advertising
 Sales promotion
 Public relations
and publicity
 Direct marketing
 Personal selling

16. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 16 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
Communications
Mix Selection
 Types of
promotional tools
 Selection factors
 Consumer vs.
business market
 Stage of buyer
readiness
 Stage of product
life cycle
 Market rank

17. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 17 in Chapter 16
Developing Effective MarketingDeveloping Effective Marketing
CommunicationsCommunications
 Step 7: Measure Results
– Recognition, recall, attitudes, behavioral
responses
 Step 8: Manage the Integrated Marketing
Communications Process
– Provides stronger message consistency and
greater sales impact
– Improves firms’ ability to reach right
customers at right time with right message

18. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 18 in Chapter 16
Developing and Managing theDeveloping and Managing the
Advertising CampaignAdvertising Campaign
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement
 Objectives can be
classified by aim:
– Inform
– Persuade
– Remind
– Reinforce

19. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 19 in Chapter 16
Developing and Managing theDeveloping and Managing the
Advertising CampaignAdvertising Campaign
 Factors considered
when budget-setting:
– Stage of product life
cycle
– Market share and
consumer base
– Competition and
clutter
– Advertising frequency
– Product
substitutability
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement

20. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 20 in Chapter 16
Developing and Managing theDeveloping and Managing the
Advertising CampaignAdvertising Campaign
 Factors considered
when choosing the
advertising message:
– Message generation
– Message evaluation
and selection
– Message execution
– Social responsibility
review
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement

21. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 21 in Chapter 16
Developing and Managing theDeveloping and Managing the
Advertising CampaignAdvertising Campaign
 Developing media
strategy involves:
– Deciding on reach,
frequency, and impact
– Selecting media and
vehicles
– Determining media
timing
– Deciding on
geographical media
allocation
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement

22. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 22 in Chapter 16
Developing and Managing theDeveloping and Managing the
Advertising CampaignAdvertising Campaign
 Newspapers
 Television
 Direct mail
 Radio
 Magazines
 Outdoor
 Yellow pages
 Newsletters
 Brochures
 Telephone
 Internet
Major Media Types

23. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 23 in Chapter 16
Developing and Managing theDeveloping and Managing the
Advertising CampaignAdvertising Campaign
 Deciding on Media Categories
– Target audience’s media habits, nature of
the product and message, cost
 Media Timing Decisions
– Macroscheduling vs. microscheduling
– Continuity, concentration, flighting, and
pulsing scheduling options
 Deciding on Geographical Allocation

24. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 24 in Chapter 16
Developing and Managing theDeveloping and Managing the
Advertising CampaignAdvertising Campaign
 Evaluating
advertising
effectiveness
– Communication-
effect research
– Sales-effect
research
The Five Ms of
Advertising
 Mission
 Money
 Message
 Media
 Measurement

25. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 25 in Chapter 16
Sales PromotionSales Promotion
 Sales promotions are short-term
incentives designed to stimulate
purchase among consumers or trade
 Purpose of sales promotion
– Attract new triers or brand switchers
– Reward loyal customers
– Increase repurchase rates

26. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 26 in Chapter 16
Three Targeted Groups ofThree Targeted Groups of
Sales PromotionsSales Promotions
 Consumer Promotion: Targeting end users.
 Trade promotion: Targeting Intermediaries.
 Sales-force Promotion: Targeting Sales-force.

27. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 27 in Chapter 16
Sales PromotionSales Promotion
 Establish objectives
 Select consumer-
promotion tools
 Select trade-promotion
tools
 Select business- and
sales force promotion
tools
 Develop the program
 Pretest the program
Steps in Sales Promotion
Program Development
 Implement and evaluate the program

28. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 28 in Chapter 16
Sales PromotionSales Promotion
 Samples
 Coupons
 Cash refunds (rebates)
 Premiums
 Prizes (contests,
sweepstakes, games)
 Patronage awards
 Free trials
 Product warranties
 Tie-in promotions
 Cross-promotions
 Point-of-purchase
displays and
demonstrations
Major Consumer-Promotion Tools

29. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 29 in Chapter 16
Public RelationsPublic Relations
 Public relations activities promote or
protect the image of a firm or product
 Public relations functions:
– Press relations
– Product publicity
– Corporate communications
– Lobbying
– Counseling

30. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 30 in Chapter 16
Public RelationsPublic Relations
 Marketing Public Relations (MPR)
– Plays an important role in
New product launches
Repositioning of mature brand
Building interest in product category
Influencing specific target groups
Defending products with public problems
Building the corporate image
 Three Major MPR Decisions

31. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 31 in Chapter 16
Public RelationsPublic Relations
 Publications
 Events
 Sponsorships
 News
 Speeches
 Public-service
activities
 Identity media
Major Public Relations Tools

32. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 32 in Chapter 16
Direct MarketingDirect Marketing
 Direct marketing uses consumer-direct
channels to reach and deliver offerings
to consumers without intermediaries.
 Direct marketing is growing and offers
consumers key benefits.
 Firms are recognizing the importance
of integrated direct marketing efforts.

33. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 33 in Chapter 16
Setting the PromotionSetting the Promotion
MixMix
Setting the PromotionSetting the Promotion
MixMix
Nature of Each Promotion Tool
Advertising
Reaches Many Buyers, ExpressiveImpersonal
Advertising
Reaches Many Buyers, ExpressiveImpersonal
Personal Selling
Personal Interaction, Builds Relationships Costly
Personal Selling
Personal Interaction, Builds Relationships Costly
Sales Promotion
Provides Strong Incentives to BuyShort-Lived
Sales Promotion
Provides Strong Incentives to BuyShort-Lived
Public Relations
Believable, Effective, EconomicalUnderused by Many Companies
Public Relations
Believable, Effective, EconomicalUnderused by Many Companies
Direct Marketing
Nonpublic, Immediate, Customized,Interactive
Direct Marketing
Nonpublic, Immediate, Customized,Interactive

34. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 34 in Chapter 16
Factors in Developing Promotion MixFactors in Developing Promotion Mix
StrategiesStrategies
Factors in Developing Promotion MixFactors in Developing Promotion Mix
StrategiesStrategies
• 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

35. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 35 in Chapter 16
Changing Face of MarketingChanging Face of Marketing
CommunicationsCommunications
Changing Face of MarketingChanging Face of Marketing
CommunicationsCommunications
Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting
Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting
New Marketing Communications RealitiesNew Marketing Communications Realities
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting

36. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 36 in Chapter 16
Integrated MarketingIntegrated Marketing
CommunicationsCommunications
Integrated MarketingIntegrated Marketing
CommunicationsCommunications
Company Carefully Integrates and Coordinates Its Many
Communication Channels to Deliver a Clear, Consistent, Compelling
Message.
AdvertisingAdvertising
Personal
Selling
Personal
Selling
Public
Relations
Public
Relations
Sales
Promotion
Sales
Promotion
Direct
Marketing
Direct
Marketing
PackagingPackaging
Event
Marketing
Event
Marketing
Message

37. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 37 in Chapter 16
Promotion/Communications MixPromotion/Communications Mix
 Factors in setting the Marketing
Communications Mix
– Type of Product Market
 Advertising’s role in business markets:
– Advertising can provide an introduction to the company and its
products
– If the product embodies new features, advertising can explain them
– Reminder advertising is more economical than sales calls
– Buyer-Readiness Stage
– Product Life-Cycle Stage

38. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 38 in Chapter 16
Direct MarketingDirect Marketing
 Face-to-face selling
 Direct mail
 Catalog marketing
 Telemarketing
 Direct-response
TV marketing
 Kiosk marketing
 E-marketing
Major Direct Marketing Tools

39. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd
Edition Slide 39 in Chapter 16
Direct MarketingDirect Marketing
 Steps in Developing a Direct-Mail
Campaign:
– Step 1: Set objectives
– Step 2: Identify target markets
– Step 3: Define the offer
– Step 4: Test the elements
– Step 5: Measure results