Marketing Management, Millenium Edition - epiheirimatikotita.gr

280 CHAPTER 15 DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONSFigure 5-7 Cost Effectiveness of Different Promotional Tools at DifferentBuyer-Readiness Stagesand company. The communicator should also collect behavioral measures of audienceresponse, such as how many people bought the product, liked it, and talked toothers about it.Suppose that 80 percent of the targeted customers are aware of the brand, 60percent have tried it, and only 20 percent who have tried it are satisfied. This indicatesthat the communications program is effective in creating awareness, but the productfails to meet consumer expectations. However, if 40 percent of the targeted customersare aware of the brand and only 30 percent have tried it—but 80 percent of those whohave tried it are satisfied—the communications program needs to be strengthened totake advantage of the brand’s power.Step 8: Managing the Integrated Marketing CommunicationsProcessGiven the fragmenting of mass markets into minimarkets, the proliferation of newtypes of media, and the growing sophistication of consumers, companies need to use awider range of communication tools, messages, and audiences. To do this most effectively,companies must embrace integrated marketing communications. As defined bythe American Association of Advertising Agencies, integrated marketing communications(IMC) is a concept of marketing communications planning that recognizes the addedvalue of a comprehensive plan that evaluates the strategic roles of a variety of communicationsdisciplines—for example, general advertising, direct response, sales promotionand public relations—and combines these disciplines to provide clarity, consistency,and maximum communications’ impact through the seamless integration ofdiscrete messages.Warner-Lambert, maker of Benadryl, has creatively used IMC to promote itsantihistamine drug. The company used advertising and public relations to increasebrand awareness among allergy sufferers and to promote a toll-free number that