Manajemen Pemasaran

Kuliah XIV

Dr. Surya Budiman, S.E., M.B.A.

Program Pasca Sarjana UNPAM

1
Designing and Managing
Integrated Marketing
Communications

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What are
Marketing Communications?
Marketing communications are the
means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly,
about the products and brands they
sell.

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Marketing Communications Mix
Advertising Direct marketing
Sales promotion Interactive
Events and marketing
experiences Word-of-mouth
Public relations marketing
and publicity Personal selling

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Figure 17.1 IMC Builds Brands

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Table 17.1 Communication
Platforms
Advertising Sales Promotion
Print and broadcast Contests, games,
ads sweepstakes
Packaging inserts Premiums
Motion pictures Sampling
Brochures and Trade shows, exhibits
booklets Coupons
Posters Rebates
Billboards Entertainment
POP displays Continuity programs
Logos
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Videotapes
Table 17.1 Communication
Platforms
Events/ Public Relations
Experiences Press kits
Sports Speeches
Seminars
Entertainment
Annual reports
Festivals Charitable donations
Arts Publications
Causes Community relations
Factory tours Lobbying
Company museums Identity media
Company magazine
Street activities
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Table 17.1 Communication
Platforms
Personal Selling Direct Marketing
Sales presentations Catalogs
Sales meetings Mailings
Telemarketing
Incentive programs
Electronic shopping
Samples
TV shopping
Fairs and trade shows
Fax mail
E-mail
Voice mail
Blogs
Websites

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Word-of-Mouth Marketing
Person-to-person
Chat rooms
Blogs

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Figure17.2 Elements in the
Communications Process

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The Communications Process

Selective attention

Selective distortion

Selective retention

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Figure 17.3
Response Hierarchy Models

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Figure 17.4 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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Designing the Communications

Message strategy
Creative strategy
Message source
Global adaptation

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Creative Strategy
Informational and transformational appeals
Positive and negative appeals
Fear
Guilt
Shame
Humor
Love
Pride
Joy

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Message Source

Celebrity Characteristics
Expertise
Trustworthiness
Likeability

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Issues Facing Global
Adaptations
Is the product restricted in some
countries?
Are there restrictions on advertising
the product to a specific target
market?
Can comparative ads be used?
Can the same advertising be used in
all country markets?
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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 Marketing Communications Mix
Advertising Sales Promotion
Pervasiveness Communication
Amplified Incentive
expressiveness Invitation
Impersonality

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Characteristics of
the Marketing Communications Mix
Public Relations Events and
and Publicity Experiences
High credibility Relevant
Ability to catch Involving
buyers off guard Implicit
Dramatization

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Characteristics of
the Marketing Communications Mix
Direct Marketing Personal Selling
Customized Personal
Up-to-date interaction
Interactive Cultivation
Response
Word-of-Mouth Marketing
Credible
Personal
Timely
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Managing Mass Communications: Advertising,
Sales Promotions,
Events and Experiences, and Public Relations
Chapter Questions
What steps are involved in developing an
advertising program?
How should sales promotion decisions be
made?
What are the guidelines for effective brand-
building events and experiences?
How can companies exploit the potential of
public relations and publicity?

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What is Advertising?

Advertising is any paid form of

nonpersonal presentation and
promotion of ideas, goods, or services
by an identified sponsor.

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The Five M’s of Advertising

Mission
Money
Message
Media
Measurement

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Advertising Objectives

Informative
Persuasive
Reminder
Reinforcement

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Factors to Consider in Setting an
Advertising Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability

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Developing the
Advertising Campaign
Message generation and evaluation
Creative development and execution
Legal and social issues

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Creative Brief

Positioning Brand promise

statement Evidence of
Key message promise
Target market Media
Objectives Background
Key brand benefits Creative
considerations

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Television
Advantages Disadvantages
Reaches broad Brief
spectrum of Clutter
consumers High cost of
Low cost per exposure production
Ability to demonstrate High cost of
product use placement
Ability to portray Lack of attention by
image and brand viewers
personality

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Print Ads
Advantages Disadvantages
Detailed product Passive medium
information Clutter
Ability to Unable to
communicate user demonstrate
imagery product use
Flexibility
Ability to segment

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Print Ad Evaluation Criteria
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?

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Media Selection

Reach
Frequency
Impact
Exposure

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Choosing Among Major Media
Types
Target audience and media habits
Product characteristics
Message characteristics
Cost

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Major Media Types
Newspapers Outdoor
Television Yellow Pages
Direct mail Newsletters
Radio Brochures
Magazines Telephone
Internet

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Table 18.2 Marketing Communication
Expenditures (2007)

Media $ % of Total
TV 72.1 32

Radio 20.9 9

Internet 16.7 8

Magazines 23.7 11

Newspaper 45.8 20
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Place Advertising
Billboards
Public spaces
Product placement
Point-of-purchase

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Measures of Audience Size
Circulation
Audience
Effective audience
Effective ad-exposed audience

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Factors Affecting Timing Patterns

Buyer turnover
Purchase frequency
Forgetting rate

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Media Schedule Patterns

Continuity
Concentration
Flighting
Pulsing

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Evaluating Advertising
Effectiveness
Communication Effect Research
Consumer feedback method
Portfolio tests
Laboratory tests
Sales-Effect Research

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Measuring Sales Impact of
Advertising
Share of expenditures
Share of voice
Share of mind and heart
Share of market

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What is Sales Promotion?

Sales promotion consists of a

collection of incentive tools, mostly
short term, designed to stimulate
quicker or greater purchase of
particular products or services by
consumers or the trade.

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Sales Promotion Tactics
Consumer-directed Trade-directed
Samples Price offs
Coupons Allowances
Cash refund offers Free goods
Price offs Sales contests
Premiums Spiffs
Prizes Trade shows
Patronage rewards Specialty
Free trials advertising
Tie-in promotions
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Using Sales Promotions

Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results

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Events and Experiences

$14.9 billion spent on sponsorship in

2007
66% sports
11% tours
5% festivals, fairs
5% arts
10% causes

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Why Sponsor Events?
To identify with a particular target market or
life style
To increase brand awareness
To create or reinforce consumer perceptions
of key brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to community
To entertain key clients or reward employees
To permit merchandising or promotional
opportunities
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Using Sponsored Events

Establish objectives
Choose events
Design programs
Measure effectiveness

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Ideal Events

Audience closely matches target

audience
Event generates media attention
Event is unique with few sponsors
Event lends itself to ancillary activities
Event enhances brand image of
sponsor

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Customer Experience
Management: Experience Providers

Communications Environments
Identity Internet
Product presence Electronic media
Co-branding People

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Steps in the CEM Framework

Analyze the customer’s experiential

world
Build the experiential platform
Design the brand experience
Structure the customer interface
Engage in continuous innovation

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Tasks Aided by 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 favorable on products
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Public Relations Functions

Press relations
Product publicity
Corporate communications
Lobbying
Counseling

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Major Tools in Marketing PR

Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media

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Decisions in Marketing PR

Establish objectives
Choose message
Choose vehicles
Implement
Evaluate results

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Managing Personal Communications: Direct and
Interactive Marketing,
Word of Mouth, and Personal Selling
Direct Marketing Channels

Direct mail

Catalogs

Telemarketing

Other direct response

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Components of the Mailing

Outside envelope
Sales letter
Circular
Reply form
Reply envelope

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Public Issues in Direct Marketing

Irritation

Unfairness

Deception/fraud

Invasion of privacy
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Online Promotional
Opportunities
Websites Sponsorships
Microsites Alliances and
Search ads affiliate programs
Display ads Online
Interstitials communities
Internet-specific Email
ads and videos Mobile marketing

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How to Start Buzz
Identify influential individuals and companies
and devote extra effort to them
Supply key people with product samples
Work through community influentials
Develop word-of-mouth referral channels to
build business
Provide compelling information that
customers want to pass along

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Figure 19.4 Designing
a Sales Force
Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation
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Sales Tasks
Prospecting
Targeting
Communicating
Selling
Servicing
Information
gathering
Allocating

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Figure 19.8 Steps in Effective Selling

Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
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Figure 19.7 Managing the
Sales Force
Recruiting, selecting

Training

Supervising

Motivating

Evaluating

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Workload Approach to Determining
Sales Force Size
Customers are grouped into size classes
Desirable call frequencies are established
Number of accounts in each size class
multiplied by call frequency
Average number of calls possible per year
established
Number of reps equal to total annual calls
required divided by number possible

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Components of Sales Force
Compensation

Fixed amount

Variable amount

Expense allowances

Benefits

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