Page 244 - DMGT408DMGT203_Marketing Management

Unit 10: Integrated Marketing Communications

(c) The marketing communicator should know the buyer’s readiness stages and must Notes
assess where the target audience is at a particular point of time, since the
communication may need slight modification from one stage to another.
3. How should messages be developed
(a) Message content - “What has to be told”

(i) Communicator has to figure out what to say to the target audience in order to
produce the desired response. This is called ‘theme’ or ‘USP’ (Unique Selling
Proposition).
(ii) There are three types of appeals which can be developed in the message:
Rational Appeal, Emotional Appeal and Moral Appeal.

(b) Message structure: “How to say it logically”
The major issues in message structure are:
(i) Conclusion drawing

(ii) One or two sided arguments
(iii) Order of persuasion (strongest point to be told first or last depends upon
audience reaction and perception).
(c) Message format: “ How to say it symbolically”
(i) Print - Head Line, Illustration, colour, picture.
(ii) Radio - Voice, Music, Message, Source - Celebrities.

(iii) TV - In addition body language.
4. What media should be selected: There are two choices available:
(a) Personal communication

(b) Non-Personal communication (Newspaper, Magazine, TV, radio, etc.)
Advocate Channel—Company sales personal.
Expert Channel—consists of independent persons with expertise making statements
to target buyers.
Social Channels or word of mouth—through friends, family members (product is
costly and risky, product has got significant social status, etc.).
5. What source should be chosen
(a) Source is the originator of the communication. The communicator has direct influence
on the audience.
(b) Messages delivered by highly credible sources will add to the persuasiveness of the
image itself.
6. Collecting feedback
(a) This generally involves creating a sample of members of the target audience and
asking them relevant questions to check the effectiveness of promotional
decisions.

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