Integrated Marketing Communication StrategyObjectivesSlide 2DefinitionIntegrated Marketing CommunicationsSlide 6Slide 7Slide 7Slide 9Slide 9The Communication ProcessSlide 11Developing Effective CommunicationSlide 14Slide 14Slide 15Slide 17Slide 17Slide 19Slide 19Slide 21Slide 22Slide 23Slide 24Setting the Promotional Budget and MixSlide 26Slide 27Setting the Promotional Budget and MixSlide 29Slide 30Slide 31Slide 32Slide 32Slide 34Slide 34Slide 36Socially Responsible CommunicationsSlide 37Slide 39Slide 40Integrated Integrated Marketing Marketing Communication Communication StrategyStrategyChapter 15Chapter 1515- 2ObjectivesKnow the tools of the marketing Know the tools of the marketing communications mix.communications mix.Understand the process and advantages Understand the process and advantages of integrated marketing communications.of integrated marketing communications.Learn the steps in developing effective Learn the steps in developing effective marketing communications.marketing communications.Understand methods for setting Understand methods for setting promotional budgets and the factors that promotional budgets and the factors that affect the design of the promotion mix.affect the design of the promotion mix.15- 3UPS is a $31 billion UPS is a $31 billion corporate giantcorporate giantUPS wanted to UPS wanted to reposition itself as reposition itself as a supply chain a supply chain solutions providersolutions providerDeveloped new ad Developed new ad theme based on theme based on customer inputcustomer inputImplemented, Implemented, “What “What Can Brown Do for You?”Can Brown Do for You?” campaigncampaignRealigned its sales and Realigned its sales and marketing organizationmarketing organizationAds, web sites, and Ads, web sites, and salespeople deliver salespeople deliver message dailymessage dailycUPSUPS15- 4DefinitionThe Marketing The Marketing Communications MixCommunications MixThe specific mix of The specific mix of advertising, personal advertising, personal selling, sales selling, sales promotion, and public promotion, and public relations a company relations a company uses to pursue its uses to pursue its advertising and advertising and marketing objectives.marketing objectives.15- 5The Marketing Communications The Marketing Communications Environment is Changing:Environment is Changing:Mass markets have fragmented, causing Mass markets have fragmented, causing marketers to shift away from marketers to shift away from mass marketingmass marketing Media fragmentation Media fragmentation is increasing is increasing Improvements in Improvements in information technology information technology are facilitating segmentationare facilitating segmentationIntegrated Marketing Communications15- 6The Need for Integrated Marketing The Need for Integrated Marketing CommunicationsCommunicationsConflicting messages from different Conflicting messages from different sources or promotional approaches sources or promotional approaches can confuse company or brand imagescan confuse company or brand images The problem is particularly prevalent The problem is particularly prevalent when functional specialists handle when functional specialists handle individual forms of marketing individual forms of marketing communications independently communications independentlyIntegrated Marketing Communications15- 7The Need for Integrated Marketing The Need for Integrated Marketing CommunicationsCommunicationsThe Web alone cannot be used to build The Web alone cannot be used to build brands; brand awareness potential is limitedbrands; brand awareness potential is limitedBest bet is to wed traditional branding efforts Best bet is to wed traditional branding efforts with the interactivity and service capabilities with the interactivity and service capabilities of online communicationsof online communicationsWeb efforts can Web efforts can enhance relationshipsenhance relationshipsIntegrated Marketing Communications15- 8Figure 15-1: Integrated MarketingCommunications15- 9Integrated Marketing CommunicationsIntegrated Marketing CommunicationsThe concept under which a company The concept under which a company carefully integrates and coordinates its many carefully integrates and coordinates its many communications channels to deliver a clear, communications channels to deliver a clear, consistent, and compelling message about consistent, and compelling message about the organization and its products.the organization and its products.IMC implementation often requires the hiring IMC implementation often requires the hiring of a MarCom managerof a MarCom managerIntegrated Marketing Communications15- 10Saturn’s advertising program is integrated with sales efforts and website communications15- 11Communications efforts should be viewed Communications efforts should be viewed from the perspective of managing from the perspective of managing customer relationships over timecustomer relationships over timeThe communication process begins with The communication process begins with an audit of all potential contactsan audit of all potential contactsEffective communication requires Effective communication requires knowledge of how communication worksknowledge of how communication worksThe Communication Process15- 12Figure 15-2: Elements in theCommunication Process15- 13Step 1:Step 1: Identifying Identifying the Target Audiencethe Target AudienceAffects decisions Affects decisions related to what, how, related to what, how, when, and where when, and where message will be message will be said, as well as who said, as well as who will say itwill say itDeveloping Effective Communication15- 14Step 2:Step 2: Determining Determining Communication Communication ObjectivesObjectivesObjectives may be set to move buyers Objectives may be set to move buyers through the six readiness stagesthrough the six readiness stagesDeveloping Effective Communication15- 15Figure 15-3: Buyer-Readiness Stage15- 16Which buyer-readiness stages do these ads appeal to?15- 17Step 3:Step 3: Designing a MessageDesigning a MessageAIDA framework guides AIDA framework guides message designmessage designMessage contentMessage contentRational Rational Emotional appeals: fear, Emotional appeals: fear, humor, guilt, shame, lovehumor, guilt, shame, loveMoral appealsMoral appealsDeveloping Effective Communication15- 18Humor has long been used in the marketing of soft