Chapter 11 Integrated Marketing
Communication
Introduc-
tion
Slides
Case
Questions
Readings
BACK
“Hero”
Introduction
1,IMC
2,The Marketing Communications Mix
3,Effective Communications
4,Developing & Managing
Advertising Program
4
1.The Integrated Marketing Communication
Integrated Marketing
Communications is a way of
looking at the whole marketing
process from the point of receiver
5
2.The Principles of IMC
It’s a Stimulus-Response Model:
Marketer sends out stimulus
Consumer responds to these
It’s a two-way process based on a common field
of experience:
Sender’s
field of
experience
Receiver’s
field of
experience
Message
6
2.The Principles of IMC
All Marketing is Communication:
All marketing activity is a form of communication
- product design/formulation
- brand name/ packaging design
- promotion
- pricing/distribution
- trade press/transport
- even the telephone receptionist……
7
2.The Principles of IMC
All Marketing is Communication:
All these offer meaning,offer to meet need
The consumer responds not only individually,
but to the whole thing……
8
Advertising
Personal Selling
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
Sales Promotion Short-term Incentives to Encourage Trial or Purchase.
Public Relations
Direct Marketing Direct Communications With Individuals to Obtain
an Immediate Response.
Protect and/or Promote
Company’s Image/products.
Personal Presentations.
3.The Marketing Communications Mix
9
4.Elements in the Communication
Process
SENDER Encoding Decoding RECEIVER
Media
Message
Feedback Response
Noise
10
5.Effective Communications
Identify the
Target Audience
Step 1
Familiarity Scale
Favorability Scale
11
Message Problems
Selective Attention
Selective Distortion
Selective Retention
12Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Determining the Communication Objectives
Buyer Readiness Stages
Step 2
13
Response Hierarchy Models
Communi-cations
Modeld
AIDAModela Innovation-Adoption
Modelc
Hierarchy-of-Effects
Modelb
Stages
Cognitivestage
Affectivestage
Behaviorstage
Awareness
Trial
Adoption
Interest
Evaluation
Purchase
Liking
Preference
Conviction
Awareness
Knowlege
Attention
Interest
Desire
Action Behavior
Attitude
Intention
Exposure
Reception
Cognitiveresponse
14
Step 3
Message Source
Expertise,
Trustworthiness,
likebility
Designing the Message
Message Format
Layout,Color
Words,& Sounds,
Body Language
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
15
Select Communications Channel
Nonpersonal Communication
Channels
Personal Communication
Channels
Step 4
16
口碑影响什么？（ Word-of-Mouth,WOM）
13% 的行业很大程度上受口碑影响：
玩具、体育用品、
电影、广播、
娱乐服务业、
时尚业
54%的行业部分受影响：
金融与投资产品、
酒店、电子产品、
印刷出版、烟草、
汽车、制药与卫生保健、交通、食品和饮料、农业
33%很大程度上不受影响：
石油及天然气、
化工、铁路、
保险、公用事业
17
口碑是精心策划的市场营销活动的结果培养消费先锋，引导潮流限量供应，“奇货可居”
制造名人效应借助“排行榜”力量依靠“铁杆用户”
18
Nonpersonal Communication
Channels
Media,Print media,Broadcast
media,Electronic media
Display media
Atmospheres
Events
19
Establish the Budget
Competitive
Parity
Objective
& Task
Affordable % OfSales
Step 5
20
As brands move to the more mature phase of PLC,
allocate less to Ads and more to Promotions
Brand is well-differentiated from the competition,
allocate more Ads relative to Promotions
When formal rewards are focused on short-term results,
allocate less Ads relative to Promotions
Retailers have more influence,allocate less Ads relative
to Promotions
21
Step 6,Decide on Communications Mix
Step 7,Measure Results
Step 8,Manage the IMC Process
22
Product
Life-Cycle
Stage
Type of
Product/
Market
Push vs,
Pull
Strategy
Factors in Developing Promotion
Mix Strategies
Buyer/
Readiness
Stage
23
Consumer goods
Sales promotion
Advertising
Personal
selling
PR
Relative spending
Industrial goods
Personal selling
Sales promotion
Advertising
PR
Relative spending
24
Push Versus Pull Strategy
Producer
Producer
Interme-diaries
Marketingactivities
End users
Marketingactivities
Demand Interme-
diaries
Demand
Push Strategy
Pull Strategy
End users
Marketing activities
Demand
25
6.Developing & Managing
Advertising Program
Major Decisions in Advertising
Advertising Objectives
The Five Ms of Advertising
Advertising Budget Factors
Profiles of Major Media Types
Advertising Evaluation
26
Major Decisions in Advertising
Objectives Setting
Budget Decisions
Message Decisions Media Decisions
Campaign Evaluation
27
Advertising Objectives
Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to
Another
Reminder Advertising
Keeps Consumers Thinking
About a Product.
28
The Five Ms of Advertising
Mission
Sales
goals
Adver-
tising
objectives
Money
Factors toconsider:
Stage in PLC
Market shareand con-
sumer base
Competitionand clutter
Advertisingfrequency
Productsubstituta-
bility
Message
Message generation
Message evaluationand selection
Message execution
Social-responsibilityreview
Media
Reach,frequency,impact
Major media types
Specific mediavehicles
Media timing
Geographicalmedia allocation
Measure-ment
Communi-cation
impact
Salesimpact
29
Advertising Budget Factors
Stage in the
Product Life Cycle
Market Share &
Consumer Base
Competition &
Clutter
Advertising
Frequency
Product
Substitutability
30
Profiles of Major Media Types
Newspapers
Advantages,Flexibility,timeliness;
good local market coverage;
broad acceptance,high believability
Limitations,Short life; poor reproduction quality;
small pass-along audience
31
Television
Advantages,Combines sight,sound,motion;
high attention;high reach;
appealing to senses
Limitations,High absolute costs; high clutter;
fleeting exposure;
less audience selectivity
32
Direct Mail
Advantages,Audience selectivity; flexibility,
no ad competition within same medium;
allows personalization
Limitations,Relative high cost;,junk mail” image
33
Radio
Advantages,Mass use; high geographic and demographic selectivity; low cost
Limitations,Audio only; fleeting exposure; lower attention;nonstandardized rates; fragmented audiences
Magazines
Advantages,High geographic and demographic selectivity;credibility and prestige; high-quality reproduction;
long life; good pass-along readership
Limitations,Long ad purchase lead time; waste circulation;
no guarantee of position
Outdoor
Advantages,Flexibility; high repeat exposure; low cost;
low message competition
Limitations,Little audience selectivity; creative limitations
Communication
Introduc-
tion
Slides
Case
Questions
Readings
BACK
“Hero”
Introduction
1,IMC
2,The Marketing Communications Mix
3,Effective Communications
4,Developing & Managing
Advertising Program
4
1.The Integrated Marketing Communication
Integrated Marketing
Communications is a way of
looking at the whole marketing
process from the point of receiver
5
2.The Principles of IMC
It’s a Stimulus-Response Model:
Marketer sends out stimulus
Consumer responds to these
It’s a two-way process based on a common field
of experience:
Sender’s
field of
experience
Receiver’s
field of
experience
Message
6
2.The Principles of IMC
All Marketing is Communication:
All marketing activity is a form of communication
- product design/formulation
- brand name/ packaging design
- promotion
- pricing/distribution
- trade press/transport
- even the telephone receptionist……
7
2.The Principles of IMC
All Marketing is Communication:
All these offer meaning,offer to meet need
The consumer responds not only individually,
but to the whole thing……
8
Advertising
Personal Selling
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
Sales Promotion Short-term Incentives to Encourage Trial or Purchase.
Public Relations
Direct Marketing Direct Communications With Individuals to Obtain
an Immediate Response.
Protect and/or Promote
Company’s Image/products.
Personal Presentations.
3.The Marketing Communications Mix
9
4.Elements in the Communication
Process
SENDER Encoding Decoding RECEIVER
Media
Message
Feedback Response
Noise
10
5.Effective Communications
Identify the
Target Audience
Step 1
Familiarity Scale
Favorability Scale
11
Message Problems
Selective Attention
Selective Distortion
Selective Retention
12Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Determining the Communication Objectives
Buyer Readiness Stages
Step 2
13
Response Hierarchy Models
Communi-cations
Modeld
AIDAModela Innovation-Adoption
Modelc
Hierarchy-of-Effects
Modelb
Stages
Cognitivestage
Affectivestage
Behaviorstage
Awareness
Trial
Adoption
Interest
Evaluation
Purchase
Liking
Preference
Conviction
Awareness
Knowlege
Attention
Interest
Desire
Action Behavior
Attitude
Intention
Exposure
Reception
Cognitiveresponse
14
Step 3
Message Source
Expertise,
Trustworthiness,
likebility
Designing the Message
Message Format
Layout,Color
Words,& Sounds,
Body Language
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
15
Select Communications Channel
Nonpersonal Communication
Channels
Personal Communication
Channels
Step 4
16
口碑影响什么？（ Word-of-Mouth,WOM）
13% 的行业很大程度上受口碑影响：
玩具、体育用品、
电影、广播、
娱乐服务业、
时尚业
54%的行业部分受影响：
金融与投资产品、
酒店、电子产品、
印刷出版、烟草、
汽车、制药与卫生保健、交通、食品和饮料、农业
33%很大程度上不受影响：
石油及天然气、
化工、铁路、
保险、公用事业
17
口碑是精心策划的市场营销活动的结果培养消费先锋，引导潮流限量供应，“奇货可居”
制造名人效应借助“排行榜”力量依靠“铁杆用户”
18
Nonpersonal Communication
Channels
Media,Print media,Broadcast
media,Electronic media
Display media
Atmospheres
Events
19
Establish the Budget
Competitive
Parity
Objective
& Task
Affordable % OfSales
Step 5
20
As brands move to the more mature phase of PLC,
allocate less to Ads and more to Promotions
Brand is well-differentiated from the competition,
allocate more Ads relative to Promotions
When formal rewards are focused on short-term results,
allocate less Ads relative to Promotions
Retailers have more influence,allocate less Ads relative
to Promotions
21
Step 6,Decide on Communications Mix
Step 7,Measure Results
Step 8,Manage the IMC Process
22
Product
Life-Cycle
Stage
Type of
Product/
Market
Push vs,
Pull
Strategy
Factors in Developing Promotion
Mix Strategies
Buyer/
Readiness
Stage
23
Consumer goods
Sales promotion
Advertising
Personal
selling
PR
Relative spending
Industrial goods
Personal selling
Sales promotion
Advertising
PR
Relative spending
24
Push Versus Pull Strategy
Producer
Producer
Interme-diaries
Marketingactivities
End users
Marketingactivities
Demand Interme-
diaries
Demand
Push Strategy
Pull Strategy
End users
Marketing activities
Demand
25
6.Developing & Managing
Advertising Program
Major Decisions in Advertising
Advertising Objectives
The Five Ms of Advertising
Advertising Budget Factors
Profiles of Major Media Types
Advertising Evaluation
26
Major Decisions in Advertising
Objectives Setting
Budget Decisions
Message Decisions Media Decisions
Campaign Evaluation
27
Advertising Objectives
Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to
Another
Reminder Advertising
Keeps Consumers Thinking
About a Product.
28
The Five Ms of Advertising
Mission
Sales
goals
Adver-
tising
objectives
Money
Factors toconsider:
Stage in PLC
Market shareand con-
sumer base
Competitionand clutter
Advertisingfrequency
Productsubstituta-
bility
Message
Message generation
Message evaluationand selection
Message execution
Social-responsibilityreview
Media
Reach,frequency,impact
Major media types
Specific mediavehicles
Media timing
Geographicalmedia allocation
Measure-ment
Communi-cation
impact
Salesimpact
29
Advertising Budget Factors
Stage in the
Product Life Cycle
Market Share &
Consumer Base
Competition &
Clutter
Advertising
Frequency
Product
Substitutability
30
Profiles of Major Media Types
Newspapers
Advantages,Flexibility,timeliness;
good local market coverage;
broad acceptance,high believability
Limitations,Short life; poor reproduction quality;
small pass-along audience
31
Television
Advantages,Combines sight,sound,motion;
high attention;high reach;
appealing to senses
Limitations,High absolute costs; high clutter;
fleeting exposure;
less audience selectivity
32
Direct Mail
Advantages,Audience selectivity; flexibility,
no ad competition within same medium;
allows personalization
Limitations,Relative high cost;,junk mail” image
33
Radio
Advantages,Mass use; high geographic and demographic selectivity; low cost
Limitations,Audio only; fleeting exposure; lower attention;nonstandardized rates; fragmented audiences
Magazines
Advantages,High geographic and demographic selectivity;credibility and prestige; high-quality reproduction;
long life; good pass-along readership
Limitations,Long ad purchase lead time; waste circulation;
no guarantee of position
Outdoor
Advantages,Flexibility; high repeat exposure; low cost;
low message competition
Limitations,Little audience selectivity; creative limitations
