2. Designing and managing integrated
marketing communications
#markcomm
#imc
How communications work and what
marketing communications can do
for a company.
It addresses how holistic marketers
combine and integrate marketing
communications.
4. Communication Platforms
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Direct marketing
• Interactive marketing
• Word-of-mouth marketing
• Personal selling
6. Characteristics of Advertising
a nonpersonal presentation and promotion of
ideas, goods and services by a known sponsor
Pervasiveness : Repeated message
Amplified, expressiveness: Dramatize
Control
7. Communication Platforms
Sales Promotion
#short term incentives
Contests, games, sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity program
11. Communication Platforms
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
Company magazine
BELO BEAUTY 101
12. Characteristics of Public Relations and
Publicity
Programs directed internally and externally to
protect the company’s image
High credibility : new authentic stories
Ability to reach hard-to-find buyers
Dramatization: stories behind the company
23. 3. PRODUCT LIFE CYCLE STAGE
• Introduction stage : Advertising, events
and experiences, and publicity followed by
personal selling and direct marketing
• Growth stage : word of mouth and
interactive marketing.
• Maturity Stage: Advertising, events and
experiences, and personal selling
• Decline stage: sales promotion
1990 to present
27. AN IDEAL AD CAMPAIGN
The right consumer is exposed to the message at the right time and place
Causes consumer to pay attention
Reflects consumer’s level of understanding and behaviors with product
Correctly positions brand in terms of points-of-difference and points-of-
parity
Motivates consumers to consider purchase of the brand
Creates strong brand associations
28. SAMPLES OF BEST AD CAMPAIGNS
REAL DOVE BEAUTY SKETCHERS (TVAD)
A reminder to every woman that she is beautiful –no matter what other people
say. The ad prolongs engagement with the audience as it prompts them to visit
a site where they can view the individual sketches in the campaign.
29. SAMPLES OF BEST AD CAMPAIGNS
GULPihan sa 7 Eleven ( Interactive)
People were spoiling for a fight online because of the Philippines’
most controversial election. Gulp’s 7-Election wanted to own this.
30. Clear target audience in mind:
potential buyer
current users
deciders or influencers
individuals, groups, particular publics, or the
general public
IMPORTANT FACTORS: USAGE AND LOYALTY
STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS:
STEP 1: IDENTIFYTHETARGET AUDIENCE
32. STEP3 : DESIGNING COMMUNICATIONS
Message Strategy
Appeal to position brand
Establish point-of-parity or point-of-
difference
Service performance or other extrinsic
factors
Rational, social, sensory or ego
satisfaction with result-of-use, product-
in-use and incidental use experience
33. STEP3 : DESIGNING COMMUNICATIONS
CREATIVE STRATEGY
Informational Appeal: product and
service attributes
ADS: problem solution, product
demonstration, product comparison,
testimonials
Transformational Appeal: non-product
benefit or image; stir up emotion
Positive (motivational) or negative
appeal
35. STEP 4: SELECT COMMUNICATION CHANNELS
• PERSONAL COMMUNICATIONS CHANNEL
Direct and interactive marketing, word of mouth, personal selling
Advocate, expert and social channels
• NONPERSONAL CHANNELS
Advertising, sales promotion, events and experience, public relations
INTEGRATION : COMMUNICATION MEDIUMTO OPINION LEADERS TO LESS
INVOLVED POPULATION GROUP
37. Marketing Communication Expenditures Sample
Media PHP (Mn) % of Total
TV 72.1 40
Radio 23.7 13
Internet 45.8 25
Magazines 21.7 12
Newspaper 16.7 9
38. Events and Experiences -sample
• Php 300 Million spent on
sponsorship in 2015
66% sports
11% tours
7% festivals, fairs
2% arts
10% causes
39. STEP 6: DECIDING ON MEDIA MIX
STEP 7: MEASURE RESULTS AND MANAGE
IMC: integration of promotion, public
relations , package design,Web site
development, and direct-mailing
40. Positive and Negative Appeals
BURGER KING WHOOPER FREAK OUT CAMPAIGN (Interactive )
Burger King celebrated the 50th anniversary of theWhopper in 2007 by
showing the reactions of real customers in LasVegas to the news that the
Whopper had been discontinued. On October 30, 2007, hidden film crews
captured the reactions to news that their burger would no longer be
available.
43. MISSION:ADVERTISING OBJECTIVE
TARGET MARKET, BRAND POSITIONING AND
MARKETING PROGRAM
Informative advertising: brand awareness
PersuasiveAdvertising: comparative
advertising
Reminder Advertising: repeat purchase
Reinforcement Advertising: reinforce right
choice made by purchaser
MATURE BRANDS: INCREASE USAGE
NEW BRANDS : ESTABLISH SUPERIORITY
44. MONEY: ADVERTISING BUDGET
• Stage in the product life cycle: Newer products - more
• Market share and consumer base: higher market share and customer base - less
• Competition and clutter: higher number of competitors and higher advertising
spending market - more
• Advertising frequency: More repetitions - more
• Product substitutability: less differentiated products - more
45. MESSAGE
• Message generation and evaluation : What the ad wants to convey
• Creative development and execution: How the ad expresses a brand
claim
• Social-responsibility review: should not offend the general public,
ethnic groups, racial minorities, or special-interest groups
46. MEDIA:
Television
Advantages
Reaches broad spectrum of
consumers
Low cost per exposure
Ability to demonstrate product
use
Ability to portray image and brand
personality
Disadvantages
Brief
Clutter
High cost of production
High cost of placement
Lack of attention by viewers
48. Print Ads
Advantages
Detailed product information
Timely and pervasive
(newspaper)
Ability to communicate user
imagery ( magazine)
Flexibility
Ability to segment
Disadvantages
Passive medium
Clutter
Unable to demonstrate
product use
49. Print Ad Evaluation Criteria
PICTURE HEADLINE COPY
Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or explain the headline and
illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?
50. Deciding on Media and Measuring
Effectiveness
•Deciding on reach, frequency, and impact
•Choosing among major media types
•Selecting specific vehicles
•Deciding on media timing and allocation
•Evaluating advertising effectiveness
51. Media Selection
• Reach (R)—the number of different
persons or households that are
exposed to a particular media
schedule at least once during a
specified period.
• Frequency (F)—The number of times
within the specified period that an
average person or household is
exposed to the message.
• Impact (I)—the qualitative value of
an exposure through a given
medium.
53. Choosing Among Major MediaTypes
Consider Four MainVariables
Target audience and media habits
Product characteristics
Message characteristics
Cost
54. Alternative Advertising Options
• Place advertising (or out-of-home
advertising) is a broad category
including many creative and
unexpected forms to grab consumers’
attention where they work, play, and
shop.
• Billboards
• Public spaces
• Product placement
• Point-of-purchase
• Virtual Worlds
as a MediaVehicle
55. Selecting SpecificVehicles
• Audience size can be measured
by:
• Circulation—number of physical
units carrying the advertising.
• Audience—number of people
exposed to the vehicle.
• Effective audience—number of
people with target audience
characteristics exposed to the
vehicle
57. Deciding on MediaTiming and Allocation
• Continuity—exposures appear evenly
throughout a given period.
• Concentration—spending all ad
dollars in a single period.
• Flighting—advertise for a period,
followed by a period with no
advertising, followed by a second
period of advertising activity.
• Pulsing—continuous advertising at
low-weight levels reinforced
periodically by waves of heavier
activity
58. Evaluating Advertising Effectiveness
Communication-effect research
(called copy testing)—seeks to
determine whether an ad is
communicating effectively.
• Pretesting—before an ad is placed.
• Posttesting—after an ad is placed
Formula for measuring sales impact
of advertising:
• Share of expenditures
• Share of voice
• Share of mind and heart
• Share of market
59. Major Decisions in Using Sales Promotions:
Establish Objectives
Consumers: Sales Force:
> larger purchase > encourage support for new product or model
> trial for non users > more prospecting
> attracting switchers from competitors. > stimulating off season sales
Retailers :
> carry new items
> carry higher inventory
> off season buying
> offset competitive promotions
> brand loyalty
> entry to new retails outlets
60. Major Decisions in Using Sales Promotions:
Select tools
Things to consider:
Type of market
Sales promotion objective
Competitive conditions
Tools cost effectiveness
61. Major Decisions in Using Sales Promotions:
Develop Program
Things to consider:
Determine the size
Conditions for participation
Duration of the promotion
Distribution vehicle
Timing of promotion
Promotional budget
62. Major Decisions in Using Sales Promotions:
Implementation and Evaluation
Lead time – time necessary to prepare the program
Sell in time – from promo launch and when approx. 95% of the deal is on the hand s of
consumers
Ways to evaluate:
Using sales data
Consumer surveys
Experiments
64. Events and Experiences
• Identify with a particular target
market or life style
• Increase awareness of company or
product name
• Create or reinforce perceptions of key
brand image associations
• Enhance corporate image
• Create experiences and evoke
feelings
• Express commitment to the
community or on social issues
• Entertain key clients or reward key
employees
• Permit merchandising or promotional
opportunities
66. Customer Experience
Management: Experience
Providers
Experiential marketing not only
communicates features and
benefits but also connects a
product or service with unique
and interesting experiences
Communications
Identity
Product presence
Co-branding
Communications
Identity
Product presence
Co-branding
67. Public Relations #mpr
Public relations (PR)—includes a
variety of programs to promote or
protect a company’s image or
individual products.
PR Department Functions
• Press relations
• Product publicity
• Corporate communication
• Lobbying
• Counseling
Marketing Public Relations
• Launching new products
• Repositioning a mature product
• Building interest in a product category
• Influencing specific target groups
• Defending products that have
encountered public problems
• Building the corporate image in a way
that reflects favorably on its products
68. MajorTools in Marketing PR
•Publications
•Events
•Sponsorships
•News
•Speeches
•Public-service
activities
•Identity media
72. Direct Marketing
Direct marketing is the use of consumer-direct channels to
reach and deliver goods and services to customers without
using market middlemen.
Channels: Objective:
Direct mail To communicate directly with or
Catalog marketing solicit response or dialogue from
Telemarketing specific customers and prospects.
Kiosks
Web sites
Mobile devices
74. Public and Ethical Issues in Direct
Marketing
1. Irritation
2. Unfairness
3. Deception and fraud
4. Invasion of privacy
75. Interactive Marketing
Interactive marketing – online activities and programs
designed to engaged customers or prospects and
directly or indirectly raise awareness, improve image, or
elicit sales of products and services
Advantages/Disadvantages
• Tailored messages possible
• Easy to track responsiveness
• Contextual ad placement possible
• Search engine advertising possible
• Subject to click fraud
• Consumers develop selective attention
Average time spent per day with select media
according to US Consumers ,2009 (hrs:mins)
76. e-Marketing Guidelines
(How to maximize the marketing value of e-mails)
• Give the customer a reason to respond
• Personalize the content of your emails
• Offer something the customer could not get via direct mail
• Make it easy for customers to unsubscribe
• Combine with other communications such as social media
77. IMPACT OF MARKETING COMMUNICATIONS
BELO MEDICAL GROUP
26 years in the market
10 clinics in Manila, one each in Cebu and
Davao
2007Number one doctor in the world who has
done the most number ofThermage
procedures
2010 Reader’s DigestAward as one of the most
trusted brands
2013 First ambulatory clinic given international
accreditation by National Board of
Accreditation for Hospitals and Healthcare
Providers
Holds 60% of the market share ( Belo Help Desk)
3 out of 10 Filipinos undergo cosmetic surgery per day,
amounting to 100,000 pesos on the average
3 x 100,000 x365 = 109,500,000
5 out of 10 Filipinos undergo dermatologic procedures
Per day, amounting to 2,000 pesos on the average
5 x 2,000 x 365 = 3,650,000
total = 113,150,000 x 60%
= 67,890,000 pesos a year
78. SUMMARY
• The various forms or techniques of marketing communications
namely: advertising, sales promotions, events and experience, Direct and
personal selling, public relations and word-of-mouth were individually
identified, highlighting their salient features and uses through examples
DISCUSSION ON:
• Steps in creating an effective marketing communication
• Creation of marketing communication mix considering the nature of
products and services
• Emphasis on marketing as a dynamic undertaking requiring sensitivity and
skills to capture emerging opportunities in the market
