Designing and

Managing
Integrated
Marketing
Widya Adilla
Communications
 1. What is the role of marketing
1 communications?
outline

2 2. How do marketing communications work?

3. What are the major steps in developing

3 effective communications?

4. What is the communications mix, and how

4 should it be set?

5. What is an integrated marketing

5 communications program?
1. What is the role of marketing
communications?
The Role of Marketing
Communications

Definition
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.
Marketing communications also work for
consumers when they show how and why a
product is
used, by whom, where, and when. Consumers
can learn who makes the product and what
the company and brand stand for, and they
can get an incentive for trial or use.
The ChangingMarketingCommunicationsenvironment

Technology and other factors

have profoundly changed the
way consumers process
communications, and even
whether they choose to
process them at all. The rapid
diffusion of multipurpose
smart phones, broadband
and wireless Internet
connections, and ad-skipping
digital video
MARKETINGCOMMUNICATIONSMIXThemarketing

communications mix consists

of eight major modes of
communication:
1. Advertising
2. Sales Promotion
3. Events and Experience
4. Public Relations and Publicity
5. Direct Marketing
6. Interactive Marketing
7. Word of mouth marketing
8. Personal Sales
Effects of Marketing Communication:

• • All things that can cause customers to know and pay attention
to brands (such as sponsorships and advertisements outside the
home) can increase brand awareness, at least in terms of brand
recognition.
• • However, to improve brand memory, more intense and
thorough processing is needed.
Establish the Total Marketing
Communications Budget
• AFFORDABLE METHOD
• PERCENTAGE-OF-SALES METHOD
• COMPETITIVE-PARITY METHOD
• OBJECTIVE-AND-TASK METHOD
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
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
COMMUNICATION BUDGET TRADE-OFFS
• “Marketing communications budgets tend to be higher when there is
low channel support, much change in the marketing program over
time, many hard-to-reach customers, more complex customer
decision making, differentiated products and nonhomogeneous
customer needs, and frequent product purchases in small quantities.”
Characteristics of The Marketing Communications Mix

Advertising Sales Promotion Public Relations Events and

• Pervasiveness • Communication and Publicity Experiences
• Amplified • Incentive • High credibility • Relevant
expressiveness • Ability to catch • Involving
• Invitation
• Impersonality buyers off guard • Implicit
• Dramatization
Characteristics of
the Marketing Communications Mix

Direct Marketing Personal Selling

• Customized • Personal interaction
• Up-to-date • Cultivation
• Interactive • Response

Word-of-Mouth Marketing
• Credible
• Personal
• Timely
Copyright © 2009 Pearson Education, Inc. Publishing as
Prentice Hall 17-15
Factors in Setting
Communications Mix
• Type of product market
• Buyer readiness stage
• Product life cycle stage

Copyright © 2009 Pearson Education, Inc. Publishing as

Prentice Hall 17-16
Figure 17.5 Cost Effectiveness by Buyer Readiness Stage

Copyright © 2009 Pearson Education, Inc. Publishing as

Prentice Hall 17-17
Figure 17.6 Current Consumer States for Two Brands

Copyright © 2009 Pearson Education, Inc. Publishing as

Prentice Hall 17-18
 Coordinating Media to Build Brand Equity

Brand
Signature
Ad
Retrieval
Cues

Media
Interactions

Copyright © 2009 Pearson Education, Inc. Publishing as

Prentice Hall 17-19
Marketing Debate

 Has TV advertising lost power?

Take a position:
1. TV advertising has faded in importance.
or
2. TV advertising is still the most powerful
advertising medium.

Copyright © 2009 Pearson Education, Inc. Publishing as

Prentice Hall 17-20
Marketing Discussion

 Pick a brand and go to the Website.

Locate as many forms of
communication as you can find.
 Conduct an informal communications
audit. What do you notice? How
consistent are the different
communications?

Copyright © 2009 Pearson Education, Inc. Publishing as

Prentice Hall 17-21
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