Managing Integrated Communication

Marketing communication

• Purpose: Seek a cognitive, affective or behavioural response from the target audience

• Marketing communication mix

Integrated marketing communication

Advertising • Any paid form of non-personal presentation and

promotion of ideas or products by an identified sponsor

• Objectives– Inform– Persuade– Remind– Reinforce

Advertising

Strengths

Informs, persuades, reminds,

reinforces

Builds brand equity

Can reach large audiences

Weaknesses

Expensive

Cluttered

Sales promotion

Increases value

Decreases price

Increases value

Decreases price

OR OR AND

Changes the price-value relationship of a product

Sales promotion tools

Consumer sales

promotionPrice

discounts

Coupons

Sampling

Rebates Contests

Sweepstakes

Loyalty points

Point-of-purchase

Sales promotion tools

Trade sales

promotionAllowances

Sales contests

Price deals Trade shows

Training programmes

Cooperative advertising

Sales promotionStrengths

Immediate results

Direct impact on sales

Measurable

Clears extra inventory

Fights competitive promotions

Gets trade support

Less expensive than advertising

Weaknesses

Short-term results

Makes consumers deal prone

May erode brand equity & loyalty

Cluttered

Direct marketing

• One-to-one approach that uses advertising media to produce an inquiry, a transaction and some other immediate response

• No intermediary between manufacturer & customer

• Requires a database

Direct mail

Direct response TV/radio

Mail-order catalogues

Internet

Telemarketing…

Direct marketing

Strengths

Highly targeted

Measurable

Personalization & customization possible

Two-way communication

Relationship building

Weaknesses

Expensive

Not suitable for large audiences

Publicity

• Non-personal communication by third-party sources regarding an organization’s products

Tools • Press releases• Press conferences• Special events• Opinion polls• Interviews• Contests • Weblog writeups…

Public relations

• Positively influencing public opinion to build goodwill, and earn appreciation and acceptance

• May result in publicity

Tools• Publicity tools• Community affairs• Events and

conventions• Corporate

advertising• Lobbying…

Publicity/PR

Strengths

Builds goodwill

Low cost

Reaches many audiences

Weaknesses

Little control

Hidden costs

Difficult to measure

No direct impact on sales