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Ch19: Designing and Managing Integrated Marketing Communications…
Ch19: Designing and Managing Integrated Marketing Communications
Marketing Communications Mix
Advertising
Sales promotion
Events and experiences
Public relations and publicity
Online and social media marketing
Mobile marketing
Direct and database marketing
Personal selling
Communications process models
Macromodel of the communications process
Micromodel of consumer responses
The right consumer is exposed to the message at the right place and time
The ad causes the consumer to pay attention
The ad reflects consumer’s level of understanding of brand
The ad positions points-of-difference and points-of-parity
The ad motivates consumers to consider purchase
The ad creates strong brand associations
Response Hierarchy Models
Developing Effective Communications
Identify the target audience
Design the Communications
Message strategy
Creative strategy
Informational appeals
Transformational appeals
Message source
delivered by attractive or popular sources
Select Channels
Personal communications
Nonpersonal channels
Establish Budget
Decide on Media Mix
Measure Results
Managing Integrated Marketing Communications
Set the Objectives
Establish need for category
Build brand awareness
Build brand attitude
Influence brand purchase intention
