Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
1. BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development
SQUARE Hospitals Ltd. Dhaka
2. Definition of Marketing
Definition of Marketing Communication mix
Defining Integrated Marketing Communication
Basic Elements of Promotional Mix
Developing & Managing the Advertising campaign
Classification of Advertising
Using the internet as an IMC tool
Sales promotion Versus Publicity
Publicity vehicles, Public Relation Tools
IMC Planning model
The marketing plan & Push Pull strategy
3. Learn the major steps in developing an effective
and integrated communication program
Understanding the steps involved in developing
an advertising program
Learn how companies can exploit the marketing
mix and Marketing communication mix
potential of sales
4.
5. IMC is a strategic business process used to plan,
develop, execute & evaluatecoordinated,measurable,
persuasive brand communication é consumers,
customers, prospects employees and other relevant
external & internal audiences.
IMC is the specific mix of advertising, personal
selling, sales promotion, and public relations that a
company uses to pursue its advertising and
marketing objectives.
The goal of IMC is to generate short-term financial
return & build long-term brand value.
6. IMC / Promotional mix is nothing but the use of several
different communication types to support marketing goals
including advertising, publicity & Sales promotions
IMC mix is inclusive of both direct & indirect methods to
brings the brand communication forwards to the target
market & shape the positioning of the brand & the
company
IMC plays a major role in the process of developing &
sustaining brand identity & equity
So, the marketing Communications mix consists of five
major modes of Communication: Advertising, Sales
Promotion, Public relation, Direct mail & Personal Selling
11. Traditional Compensation Performance Based Compensation
Traditional Compensation Performance Based Compensation
Media Advertising Multiple Forms of Communication
Mass Media Specialized Media
Manufacturer Dominance Retailer Dominance
General Focus Data Based Marketing
Low Agency Accountability Greater Agency Accountability
Limited Internet Availability Widespread Internet Availability
Media Advertising Multiple Forms of Communication
Mass Media Specialized Media
Manufacturer Dominance Retailer Dominance
General Focus Data Based Marketing
Low Agency Accountability Greater Agency Accountability
From Toward
12.
13.
14.
15. Advertising - Presentation and promotion of ideas,
goods, or services by an identified sponsor. Examples:
Print ads, radio, television, billboard, direct mail,
brochures and catalogs, signs, in-store displays, posters,
motion pictures, Web pages, banner ads, and emails.
(Always in Paid Form non personal)
Sales promotion - Media and non-media marketing
communication are employed for a pre-determined,
limited time to increase consumer demand, stimulate
market demand or improve product availability.
Examples: Coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums,
trade shows, trade-ins, and exhibitions.
16. Public relations - Paid intimate stimulation of supply
for a product, service, or business unit by planting
significant news about it or a favorable presentation of
it in the media. Examples: Newspaper and magazine
articles/reports, TV-Radio presentations, charitable
contributions, speeches, issue advertising & seminars
Personal selling - A process of helping and persuading
one or more prospects to purchase a good or service
or to act on any idea through the use of an oral
presentation. Examples: Sales presentations, sales
meetings, sales training and incentive programs for
intermediary salespeople, samples, and telemarketing.
Can be face-to-face or via telephone
17. Direct Marketing is often listed as a the fifth part of
the marketing mix.
Corporate image - The Image of an organization is a
crucial point in marketing. If the reputation of a
company is bad, consumers are less willing to buy a
product from this company as they would have
been, if the company had a good image.
Exhibitions - are try-outs. You make your product,
and let potential buyers try the product, this way,
you know directly what people see in your product.
The downside, your competitor can see exactly
what you are doing.
Sponsorship is sometimes added as an 8th aspect.
18. To reach large number of target audience in a cost effective
manner
To provide clients with creative ideas that will enhance
their overall marketing objectives while offering exceptional
services at reasonable prices.
Promotion has a key role in determining profitability and
market success and is one of the key.
Promotion is an important marketing force that provides
extra incentive for consumer the trade the sales & other
individual group.
Usually promotion covers a wide range of area.
Promotion is used to communicate with the customers
Define promotion and fit in marketing
19. 1. Build awareness
2. Create interest provide information
3. Stimulate demand
4. Reinforce the brand
5. Differentiate the product
6. To accelerate the value of the product
7. To stabilizes the sales
20. The seller’s 4 Ps. The buyer’s 4 Cs
Product Customers benefit
Price Customer Cost
Place Convenience
Promotion Communication
21. Clearly define and understand your target
audience
Get in the customer state of mind
Know how does this audience make purchasing
decision
What methods would be most effective in reaching
this target audience
Consider this group when developing promotions
1. Influencer- A person whose view or advice
influences the buying decisions
2. Buyer-A person who makes the purchase
transaction
3. User- A person who uses the product/ service
22. Create promotion strategies (and associated
budget based on…)
Your goal and objective
Costs of marketing activities
Promotional strategy Options:
Word of mouth
Publicity
Sampling
Discounting
Advertising
23. 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
Stages/Steps in Marketing Communications
Program Development
24. 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
25. AIDA ( Awareness, Interest, Action, Desire)
Push Pull Strategy
Major Media Types
Newspapers
Magazines
Direct mail
Television
Radio
Internet
Outdoor Billboard
Yellow pages
Newsletters
Brochures
Telephone
Point of Purchase
26. Deciding on Media Categories
Target audience’s media habits, nature of
the product and message, cost, Span,
Clutter( Mass, Confuse), Audience
Media Timing Decisions
Macro scheduling vs. micro scheduling
Continuity, concentration, flighting, and
pulsing scheduling options
Deciding on Geographical Allocation
27. 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
28. Message Design
Content
Structure
Format
Source
One-sided vs. two-
sided messages
Order of argument
presentation
29. 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
30. Message Design
Content
Structure
Format
Source
Message source
characteristics can
influence attention
and recall
Factors underlying
perceptions of
source credibility:
Expertise
Trustworthiness
Likability
32. Sales promotions are short-term incentives
designed to stimulate purchase among
consumers or trade
Purpose of sales promotion
Attract new tiers or brand switchers
Reward loyal customers
Increase repurchase rates
33. Establish objectives
Select consumer-
promotion tools
Select trade-
promotion tools
Select business-
and sales force
promotion tools
Develop the program
Pretest the program
Stages/Steps in Sales Promotion
Program Development
Implement and evaluate the program
36. 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
37. Public relations activities promote or
protect the image of a firm or product
Public relations functions:
Press relations
Product publicity
Corporate communications
Special Events (Tree Plantation)
Community Activities
lobbying
Counseling
40. 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.
41. 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
42. Face-to-face selling
Door –to-Door
Direct mail
Catalog marketing
Telemarketing
Fax
Direct-response
TV marketing
Kiosk marketing
E-marketing/online
Internet
Major Direct Marketing Tools
45. Non –paid for communication of information about company or products
/Received as /credible/Relatively inexpensive
Way to gain Publicity
Write an articles-writing articles on topics related to your business
expertise is an excellent business Promotion technique
Contact local/ TV Radio stations and offer to be interviewed.
Publish a newsletter/Speak at the local functions/ talk show
Offer or Sponsor a seminar Write news /press release :
Prepare good press release about new service, expansion, sponsoring,
award, events or containing information on that engaging enough people
interest and send them to the media Volunteer Sponsor a community
project or support a nonprofit org. or charity
Promote a cause Posting message in forms bulletin is a great way to male
your business know to people.
Use shared advertise that allow each business to use promotion techniques
that would be too expensive to implement alone .
Give out freebies as business promotion first 50 customer will get a red rose
or discount price/Use vehicle to promote your business your name phone
46. Passing of information by verbal means especially recommendation in
an informal, person to person manner rather than by media/advertising
Some statistics
A satisfied customer will tell 4 to 5 others about a pleasant brand
experience
An unsatisfied customer will tell 7 to 13 others
It costs 3 to 5 times more replace than to keep a customer
Earn it
Provide good experience
Service oriented
Be creative
Ask for referrals
implement an incentive programs for referrals
Provide business cards/ brochure
48. Step 4: Selecting Communication Channels
Personal communication channels
Effectiveness derives from
personalization and feedback
Several methods of stimulating personal
communication channels exist
Non personal communication channels
Influence derives from two-step flow-of-
communication process
49. 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
50. 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
52. Communications Mix
Selection
Types of promotional
tools
Selection factors
Consumer vs.
business market
Stage of buyer
readiness
Stage of product
life cycle
Market rank
53. 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
54. The Five Ms of
Advertising
Mission
Money
Message
Media
Measurement
Objectives can be
classified by aim:
Inform
Persuade
Remind
Reinforce
55. 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
56. 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
57. Developing media
strategy involves:
Deciding on reach,
frequency & impact
Selecting media and
vehicles
Determining media
timing
Deciding on geographical
media allocation
The Five Ms of
Advertising
Mission
Money
Message
Media
Measurement
60. Branding is the foundation of marketing and
is inseparable from business strategy.
It is therefore more than putting a label on
a fancy product. Nowadays, a corporation,
law firm, country, university, museum,
hospital, celebrity, and even you in your
career can be considered as a brand.
61. "A product is something that is made in a
factory; a brand is something that is bought
by a customer. A product can be copied by a
competitor; a brand is unique. A product
can be quickly outdated; a successful brand
is timeless."
S. King, WPP Group, London
62.
63. 90% under the sea,
which is planning face
10% you can see,
Only tip of the ice
Communication work is like an ice Berge
67. "Push or Pull"?
Marketing theory distinguishes between two main kinds of promotional
strategy - "push" and "pull".
Push: A “push” promotional strategy makes use of a company's sales force
and trade promotion activities to create consumer demand for a product.
The producer promotes the product to wholesalers, the wholesalers
promote it to retailers, and the retailers promote it to consumers.
A good example of "push" selling is mobile phones, where the major
handset manufacturers such as Nokia promote their products via retailers
such as Car phone Warehouse. Personal selling and trade promotions are
often the most effective promotional tools for companies such as Nokia -
for example offering subsidies on the handsets to encourage retailers to sell
higher volumes.
A "push" strategy tries to sell directly to the consumer, bypassing other
distribution channels (e.g. selling insurance or holidays directly). With this
type of strategy, consumer promotions and advertising are the most likely
promotional tools.
68. Pull
A “pull” selling strategy is one that requires high spending on advertising and
consumer promotion to build up consumer demand for a product.
If the strategy is successful, consumers will ask their retailers for the product, the
retailers will ask the wholesalers, and the wholesalers will ask the producers.
A good example of a pull is the heavy advertising and promotion of children's’ toys
– mainly on television. Consider the recent BBC promotional campaign for its new
pre-school program – the Fimbles. Aimed at 2 to 4-year-olds, 130 episodes of
Fimbles have been made and are featured everyday on digital children's channel
CBeebies and BBC.
As part of the promotional campaign, the BBC has agreed a deal with toy maker
Fisher-Price to market products based on the show, which it hopes will emulate the
popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop,
manufacture and distribute a range of Fimbles products including soft, plastic and
electronic learning toys.
In 2001, BBC Worldwide (the commercial division of the BBC) achieved sales of
£90m from its children's brands and properties last year. The demand created from
broadcasting of the Fimbles & a major advertising campaign is likely to “pull”
demand from children and encourage retailers to stock Fimbles toys in the stores
for Christmas 2002.
69. Marketing theory distinguishes between two main kinds
of promotional strategy Push and Pull