Objectives
                                                Objectives
            Learn the major steps in developing an 
                effective integrated marketing 
                communications program.
            Understand the steps involved in 
                developing an advertising program.
            Learn how companies can exploit the 
                marketing potential of sales promotion, 
                public relations, direct marketing, and e-
                marketing.
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 2 in Chapter 16
     Marketing Communications
     Marketing Communications
                           Communications Platforms
                    Advertising                                                    Public relations
                    Sales                                                          Direct 
                         Promotion                                                      marketing
                                                Personal selling
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 3 in Chapter 16
                           Developing Effective 
                           Developing Effective 
           Marketing Communications
            Marketing Communications
           Steps in Marketing Communications 
                                   Program Development
              Identify target audience                                           Establish the budget
              Determine objectives of                                            Select the marketing 
                  communication                                                        communications mix
              Design the message                                                
                                                                                       Measure results
              Select communication                                              
                  channels                                                             Manage the IMC process
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 4 in Chapter 16
                           Developing Effective 
                           Developing Effective 
           Marketing Communications
            Marketing Communications
               Step 1: Identifying the target audience
                      –Includes assessing the audience’s 
                          perceptions of the company, product, and 
                          competitors’ company/product image
               Step 2: Cognitive, affective, and 
                    behavioral objectives may be set
               Step 3: AIDA model guides message 
                    design
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 5 in Chapter 16
                           Developing Effective 
                           Developing Effective 
           Marketing Communications
            Marketing Communications
          Message Design                                                        Message content 
                                                                                     decisions involve 
                                                                                     the selection of 
         Content                                                                    appeal, theme, 
                                                                                     idea, or USP
         Structure                                                            
                                                                                     Types of appeals
         Format                                                                      – Rational appeals
                                                                                      – Emotional appeals
         Source                                                                      – Moral appeals
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 6 in Chapter 16