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1、452LEARNING OBJECTIVESAfter reading this chapter, students should:Know what is the role of marketing communicationsKnow how marketing communications workKnow what are the major steps in developing effective communicationsKnow what is the communications mix and how should it be setKnow what is an int
2、egrated marketing communications programCHAPTER SUMMARY Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible to target customers. Companies must also communicate with present and potential stakeholders, and with the general public. The mar
3、keting communications mix consists of six major modes of communications: advertising, sales promotion, public relations and publicity, events and experiences, direct marketing, and personal selling. The communication process consists of nine elements: sender, receiver, message, media, encoding, deco
4、ding, response, feedback, and noise. To get their messages through, marketers must encode their messages in a way that takes into account how the target audience usually decodes messages. They must also transmit the message through efficient media that reach the target audience and develop feedback
5、channels to monitor response to the message. Consumer response to a communication can be often modeled in terms of a response hierarchy and “learn-feel-do” sequence. Developing effective communications involves eight steps: (1) Identify the target audience, (2) determine the communications objective
6、s, (3) design the communication, (4) select the communication channels, (5) establish the total communications budget, (6) decide on the communications mix, (7) measure the communications results, and (8) manage the integrated marketing communications process. In identifying the target audience, the
7、 marketer needs to close any gap that exists between current public perception and the image sought. Communications objectives C H A P T E R 17 17DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONSChapter 17: Designing and Managing Integrated Marketing Communications 453may involve category n
8、eeds, brand awareness, brand attitude, or brand purchase intention. Formulating the communication requires solving three problems: what to say (message strategy), how to say it (creative strategy), and who should say it (message source). Communication channels may be personal (advocate, expert, and
9、social channels) or non-personal (media, atmospheres, and events). The objective- and-task method of setting the promotion budget, which calls upon marketers to develop their budgets by defining specific objectives, is most desirable. In deciding on the marketing communications mix, marketers must e
10、xamine the distinct advantages and costs of each communication tool and the companys market rank. They must also consider the type of product market in which they are selling, how ready consumers are to make a purchase, and the products stage in the products life cycle. Measuring the marketing commu
11、nications mixs effectiveness involves asking members of the target audience whether they recognize or recall the communication, how many times they saw it, what points they recall, how they felt about the communication, and their previous and current attitudes toward the product and the company. Man
12、aging and coordinating the entire communications process calls for integrated marketing communications (IMC): marketing communications planning which recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these dis
13、ciplines to provide clarity, consistency, and maximum impact through the seamless integration of discrete messages. OPENING THOUGHT Perhaps, the most challenging aspect of this chapter is the section on the nine elements of the communications process: sender, receiver, message, media, encoding, deco
14、ding, response, feedback, and noise. Students not previously exposed to these concepts in other marketing or communications courses will find these concepts somewhat difficult to fully understand and perceive without good use of examples and trial. The instructor is encouraged to use examples gleame
15、d from advertisers Web sites, advertisers, television or print commercials to demonstrate via dissection these concepts especially encoding and decoding. The remainder of the chapter covers material previously reviewed such as identifying the target market, and designing the marketing message. What
16、is different in this chapter is the integration of all of the communications “mix” or elements of communicating to the target audience in a consistent and effective manner. Finally, the coordination and integration of all of the elements of the communications mix and their effect/affect on the total message (evaluation of their effectiveness) remains a challenge to prove. The fact is that the concept of the combined effectiveness of the
