Lectures Marketing management - Chapter 17: Designing and managing integrated marketing communications provides students with the knowledge: The role of marketing communications, developing effective communications, deciding on the marketing communications mix,... Invite you to refer to the disclosures.
CHAPTER 17 DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vn Chapter Questions What is the role of marketing communications? How marketing communications work? What are the major steps in developing effective communications? What is the communications mix, and how should it be set? What is an integrated marketing communications program? © Nguyễn Tiến Dũng Main Contents The Role of Marketing Communications Developing Effective Communications Deciding on the Marketing Communications Mix Managing the Integrated Marketing Communications Process © Nguyễn Tiến Dũng The Role of Marketing Communications ● The Changing Marketing Communications Environment ● Marketing Communications, Brand Equity and Sales ● The Communications Process Models © Nguyễn Tiến Dũng The Changing Marketing Communication Environment ● Reduced effectiveness of the mass media ● Three (ABC, CBS, NBC) to a hundred ● Fragmentation of audiences with various communications technologies and Internet ● Mobile broadband: 3G, 4G ● High-speed Internet connection ● DVRs allow consumers to eliminate commercials with the push of fast-forward button © Nguyễn Tiến Dũng Marketing Communications, Brand Equity and Sales © Nguyễn Tiến Dũng © Nguyễn Tiến Dũng Macro Model of the Communication Process © Nguyễn Tiến Dũng Micro-models of Consumer Responses: Response Hierarchy Models © Nguyễn Tiến Dũng Developing Effective Communications © Nguyễn Tiến Dũng 10 Objective and task method Establish the market share goal Determine the percentage of the market that should be reached by advertising (E = Exposure) Determine the percentage of aware prospects that should be persuaded to try the brand Determine the number of advertising impressions per 1% trial rate (F = Frequency) Determine the number of gross rating points (GRP) that would have to be purchased: GRP = E x F Determine the necessary advertising budget on the basis of the average cost of buying a gross rating point © Nguyễn Tiến Dũng 22 Deciding on the Marketing Communications Mix ● Characteristics of the Marketing ● Communications Mix ● Factors in Setting the Marketing Communications Mix ● Measuring Communication Results © Nguyễn Tiến Dũng 23 Factors in setting the marketing communications mix ● Types of product market ● Consumer markets ● Business markets ● Product-life cycle stage ● Introduction: ads, PRs, events and experiences > personal selling, sales promotion, direct marketing ● Growth ● Maturity stage: ads, events and experiences, personal selling are more important ● Decline: sales promotion ● Buyer-readiness stage © Nguyễn Tiến Dũng 24 Advertising: ● Pervasiveness ● Amplified expressiveness ● Impersonality: not obliged to pay attention or respond to an ad © Nguyễn Tiến Dũng 25 Sales promotion ● Gain attention ● Incentive ● Invitation © Nguyễn Tiến Dũng 26 Public relations (PRs) ● High credibility ● Ability to catch buyers off guard ● Dramatization © Nguyễn Tiến Dũng 27 Events and Experiences ● Relevant ● Involving ● Implicit © Nguyễn Tiến Dũng 28 Direct and Interactive Marketing ● Customized ● Up-to-date ● Interactive © Nguyễn Tiến Dũng 29 Word-Of-Mouth Marketing ● Credible ● Personal ● Timely © Nguyễn Tiến Dũng 30 Personal Selling ● Personal interaction ● Cultivation ● Response © Nguyễn Tiến Dũng 31 Buyer-Readiness Stage © Nguyễn Tiến Dũng 32 Measuring communications results ● Communication effect: perception and attitudes ● Awareness ● Knowledge ● Liking and preferences ● Buying intention ● Sales effect ● Sales volume and value: before and after the program © Nguyễn Tiến Dũng 33 Managing the Integrated Marketing Communications Process ● Coordinating Media ● Implementing IMC ● How Integrated Is Your IMC Program? p 496 © Nguyễn Tiến Dũng 34 Managing the IMC process ● From single-vehicle, single-stage campaigns ● To multiple-vehicle, multiple-stage campaigns Events and PR © Nguyễn Tiến Dũng Paid ads with a response mechanism Direct mail Outbound telemarketing Personal selling Ongoing communications 35 Two programs © Nguyễn Tiến Dũng 36 ... © Nguyễn Tiến Dũng 27 Events and Experiences ● Relevant ● Involving ● Implicit © Nguyễn Tiến Dũng 28 Direct and Interactive Marketing ● Customized ● Up-to-date ● Interactive © Nguyễn Tiến Dũng. .. Sales © Nguyễn Tiến Dũng © Nguyễn Tiến Dũng Macro Model of the Communication Process © Nguyễn Tiến Dũng Micro-models of Consumer Responses: Response Hierarchy Models © Nguyễn Tiến Dũng Developing... = CPM3 = 2,000 © Nguyễn Tiến Dũng 19 Mini-case: John Deere, p 487 © Nguyễn Tiến Dũng 20 Step 5: Budgets ● Affordable method: ● maximum amount you can pay ● Percentage-of-sales method ● Current