Chapter 6 Integrated Marketing Communication Strategy And Management

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Integrated marketing communications

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the practice of blending different elements of the communication mix in mutually reinforcing ways to inform, persuade, and induce consumer action

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Formulation of an integrated marketing communication strategy requires six major decisions

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1.What are the information requirements of target markets as they pro-ceed through the purchase process? 2.What objectives must the communication strategy achieve?
3.How might the mix of communication activities be combined to convey information to target markets?
4.How much should be budgeted for communicating with target markets, and in what manner should resources be allocated among various com-munication activities?
5.How should the communication be timed and scheduled?
6.How should the communication process be evaluated as to its effective-ness, and how should it be controlled?

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Primary demand

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-demand for the product or service class
-message focus on introducing the benefits of a product or service or overcoming objections to the product or service

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Selective demand

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-demand for a particular brand, product, or service
-message conveys benefits of a particular competitive offering and seeks to differentiate that offering from others

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three criteria common to any integrated marketing communications initiative

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be consistent, quantifiable, attainable

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Consumer touch points

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designate where, when, and how a customer or prospective buyer comes in contact with a product, service, organization, or brand message or impression

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highly technical offering

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one with benefits not readily apparent or one that is relatively expensive is likely to require personal selling

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advertising is a potent communication tool

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when the offering is not complex, is frequently purchased, is relatively inexpensive, or has benefits that readily differentiate it from competing offerings

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sales promotion

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main use is to induce immediate action on frequently purchased products

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personal selling strategy

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a target market consisting of a small number of potential buyers, existing in close proximity to one another and each purchasing in large quantities

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mass market that is geographically scattered generally calls for

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an emphasis on advertising

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Make-or-buy decisions

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If an organization decides to employ a particular communication activity, should it perform the activity internally ( that is, make it) or contract it out ( in other words, outsource it or buy it)?

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Cooperative advertising

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in which a manufacturer and intermediaries share the costs of advertising or sales promotion

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Push communication strategy

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-the offering is pushed through a marketing channel in a sequential fashion, with each channel level representing a distinct target market
-used when:
1. an organization has easily identifiable buyers
2. the offering is complex
3. buyers view the purchase as being risky
4. a product or service is early in its life cycle
5. the organization has limited funds for direct- to- consumer advertising

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Pull communication strategy

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-create initial interest among potential buyers
-who in turn demand the offering from intermediaries
-ultimately pulling the offering through a marketing channel
-employs heavy consumer advertising, free samples, and coupons to stimulate end-user awareness and interest

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Advertising opportunity exist when

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1.there is a favorable primary demand for a product or service category
2. the product or service to be advertised can be significantly differentiated from its competitors
3.the product or service has hidden qualities or benefits that can be portrayed effectively through advertising
4. there are strong emotional buying motives involved, such as buyers’ concern for health, beauty, status, or safety.

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transactional web sites

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-focus on converting an online browser into an online buyer
-feature well-known, branded products and services and a technological infrastructure designed to create a favorable shopping and buying experience

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promotional web sites

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-promote a company’s products and services and provide information on how items can be used and where they can be purchased
-can be used to create buzz

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viral marketing

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an Internet- enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail

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primary rule in determining a communication budget

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make the budget commensurate with the tasks required of the communication activities

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percentage-of-sales approach

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when sales increase communication expenditure increase

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competitive -parity approach

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an organization attempts to maintain a balance between its communication expenditures and those of its competitors

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advertising share of voice

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an organization’s advertising expenditure expressed as a percentage of total advertising by all competitors in a market at a point in time

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budget all available funds for communication

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approach might be employed in introducing a new offering for which maximum exposure is desired

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objective-task approach

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-organization budgets communication as a function of the objectives set for a communication program and the costs of the tasks to be performed to accomplish the objectives
-best approach

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3 steps to the objective-task approach

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1. define the communication objectives
2. identify the task needed to obtain the objectives
3. estimate the cost associated with the performance of these task

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vehicles

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specific entities in which advertising can appear

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vertical

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reaching more than one level of a marketing channel

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horizontal

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reaching only one level of a marketing channel

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media selection

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most important features are cost, reach, frequency, and audience characteristics

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cost

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usually expressed as cost per thousand (CPM)readers or viewers to facilitate cross-vehicle comparisons

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reach

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number of buyers potentially exposed to an advertisement in a particular vehicle

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frequency

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number of times buyers are exposed to an advertisement in a given time period

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total exposure

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reach multiplied by frequency

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blitz strategy

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to concentrate advertising dollars in a relatively short time period

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pulse strategy

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spend advertising dollars over the long term to maintain continuity

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sales-force budget allocation

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-NS = NC × FC × LC /TA
-NS=number of sales representatives
NC=number of customers
FC=necessary frequency of customer calls
LC=length of average customer call
TA=average available selling time per sales representative