W7 Lecture 6: Intergrated Marketing Management

Question 1

Marketing communications

Answer 1

The means by which firms attempt to inform,
persuade, and remind consumers about the
products and brands they sell

Question 2

Marketing Communications Mix (8 COMMON PLATFORMS)

Answer 2

• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Online and social media marketing
• Mobile marketing
• Direct and database marketing
• Personal selling

Question 3

MACROMODEL of the communication process

Answer 3

a

Question 4

MICROMODEL of customer response

Answer 4

b (p585 Kotler & Keller)

Question 5

Developing Effective Communication

Answer 5

1) Identify the target audience
2) Set the communications objectives
◦ Establish need for category
◦ Build brand awareness
◦ Build brand attitude
◦ Influence brand purchase intention
3) Design the Communications
4) Select the communications channels
◦ Personal communications
◦ Non-personal channels
5) Establish the total marketing communications budget
◦ Affordable method
◦ Percentage-of-sales method
◦ Competitive-parity method
◦ Objective-and-task method
6) Decide on the media mix
7) Measure results
8) Manage Integrated Marketing
Communications (IMC)

Question 6

Why the need to review IMC?

Answer 6

• Developments in ICT
• Media fragmentation
• Changes in information processing by consumers
• Changes in communications agency structures
• Fragmented industry structure (-specialists)
• Changing company structures
• Increasing sophistication of clients & retailers
• Increasing cost of advertising media
• Perceived decreasing effectiveness of traditional media
• Increasing global competition
• Decreasing cost of database usage

Question 7

Barriers to implementing IMC

Answer 7

 Taxonomy & language
 Mind set
 Structure & organisation
 Dimensions of integration (external comm in harmony w internal communication or not?)

Question 8

New approach to looking at IMC

Answer 8

 Non-personal communications (NPCs)
◦ one way, delayed response
◦ used for image management & brand building
 Personal communications (PCs)
◦ two-way, immediate response
◦ used for sales, service and customer contact
management

Question 9

Coordinating media & implementing IMC

Answer 9

Coverage 
Contribution
Cost
Commonality
Conformability 
Complementarity