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    This document discusses marketing communications and integrated marketing communication programs. It covers the role of marketing communications in informing, persuading, and reminding customers. The major components of the marketing communications mix are discussed, including advertising, sales promotion, public relations, direct marketing, personal selling, and word-of-mouth marketing. The document outlines the steps in developing effective communications, including identifying the target audience, determining objectives, designing communications, establishing a budget, and selecting channels. It also discusses models for measuring the communications process and factors to consider when designing an integrated marketing communications program.

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    This document discusses marketing communications and integrated marketing communication programs. It covers the role of marketing communications in informing, persuading, and reminding customers. The major components of the marketing communications mix are discussed, including advertising, sales promotion, public relations, direct marketing, personal selling, and word-of-mouth marketing. The document outlines the steps in developing effective communications, including identifying the target audience, determining objectives, designing communications, establishing a budget, and selecting channels. It also discusses models for measuring the communications process and factors to consider when designing an integrated marketing communications program.

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    3 views28 pages

    Kotler Mm14 Ch17 DPPT Designing and Managing Integrated Marketing Communications

    Uploaded by

    phidung0967685758
    This document discusses marketing communications and integrated marketing communication programs. It covers the role of marketing communications in informing, persuading, and reminding customers. The major components of the marketing communications mix are discussed, including advertising, sales promotion, public relations, direct marketing, personal selling, and word-of-mouth marketing. The document outlines the steps in developing effective communications, including identifying the target audience, determining objectives, designing communications, establishing a budget, and selecting channels. It also discusses models for measuring the communications process and factors to consider when designing an integrated marketing communications program.

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    of 28

    Phillip Kevin Lane

    Kotler • Keller
    Marketing Management • 14e
    1 7
    er
    pt
    a
    Ch

    Designing and Managing Integrated


    Marketing Communications
    Discussion Questions
    1. What is the role of marketing communications?
    2. How do marketing communications work?
    3. What are the major steps in developing
    effective communications?
    4. What is the communications mix, and how
    should it be set?
    5. What is an integrated marketing
    communication program?

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 28


    Role of Marketing Communications

    Inform

    Persuade

    Remind
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 28
    Marketing Communications Mix
    Word-of-Mouth

    Advertising

    Direct and Interactive


    Events and Experiences Marketing

    Sales Promotion
    Public Relations and Publicity Sales Force
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 28
    Communication Platforms
    Events and
    Advertising Sales Promotion
    Experiences
    ✔ Print and
    ✔ Contests, games, ✔ Sports
    broadcast ads
    sweepstakes, lotteries
    ✔ Packaging ✔ Entertainment
    ✔ Premiums and gifts
    ✔ Cinema ✔ Festivals
    ✔ Sampling
    ✔ Brochures ✔ Arts
    ✔ Fairs and trade shows
    ✔ Posters ✔ Causes
    ✔ Coupons
    ✔ Billboards ✔ Factory tours
    ✔ Rebates
    ✔ Display signs ✔ Company
    ✔ Trade-in allowances
    museums
    ✔ Point of purchase
    ✔ Tie-ins ✔ Street activities
    displays
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 28
    Communication Platforms
    Public Relations Direct and Interactive
    Personal Selling
    and Publicity Marketing
    ✔ Press kits ✔ Catalogs
    ✔ Sales presentations
    ✔ Speeches ✔ Mailings ✔ Samples
    ✔ Seminars ✔ Telemarketing ✔ Incentive programs
    ✔ Annual reports ✔ Electronic shopping ✔ Fairs / trade shows
    ✔ Charitable donations ✔ TV shopping
    ✔ Publications ✔ Email Word-of-Mouth

    ✔ Lobbying ✔ Company blogs ✔ Person-to-person


    ✔ Company magazine ✔ Web sites ✔ Chat rooms/Blogs

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 28


    Marketing Communication Effects

    TV Ads Sponsorship

    “Outdoors”

    SUBARU “Active”

    “Rugged”
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 28
    Communications Process Models

    Macromodel Micromodel

    Sender 🡪 Receiver Consumers’ Response

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 28


    .1
    17
    re
    g u Elements in the Communications Process
    Fi

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 28


    .2
    17
    re Response Hierarchy Models
    g u
    Fi

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 28


    Fragility of Communication Process
    Probability

    Awareness 50%

    Knowledge 50%

    Liking 50%
    .5 X .5 X .5 X .5 X .5 X .5 = 1.56%
    Preference 50%

    Conviction 50%

    Purchase 50%

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 28


    .3
    1 7
    re
    g u Steps in Developing Effective
    Fi
    Communications
    Identify target Determine Design
    audience objectives communications

    Decide on media
    Establish budget Select channels
    mix

    Measure results Manage IMC

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 28


    Developing Effective Communications
    The Basics

    Identify target Determine Design


    audience objectives communications

    Establish budget Select channels

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 28


    Identify the Target Audience

    Deciders or Influencers Potential Buyers

    Current Users
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 28
    Determine Objectives

    Category Needs

    Brand Purchase Intention

    Positive
    Negative

    Brand Attitude
    Brand Awareness
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 28
    Design Communications

    What to say?
    (Message Strategy)

    Who should say it?


    (Message source)

    How to say it?


    (Creative Strategy)
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 28
    Select Channels

    Personal Communications

    NonPersonal (Mass) Communications


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 28
    Establish Budget
    Competitive-Parity

    Affordable Method

    Objective-and-Task Percentage-of-Sales
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 28
    Marketing Communications Mix
    Characteristics

    Measuring

    Factors
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 28
    Marketing Communications Mix

    Advertising Pervasive, Amplified, Control

    Sales Promotion Attention-getting, Incentive, Invitation

    Public Relations High Credibility, Reach, Dramatization

    Events & Experiences Relevant, Engaging, Implicit

    Direct & Interactive Customized, Up-to-date, Interactive

    Word-of-Mouth Influential, Personal, Timely

    Sales Force Personal interaction, Cultivation, Response

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 28


    Factors in Setting the Mix

    Type of Product Market

    Buyer-Readiness Stage

    Product Life-Cycle Stage


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 28
    .4
    1 7
    re
    g u
    Fi Cost-Effectiveness / Buyer-Readiness

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 28


    Measuring Communication Results

    Reach Frequency

    Awareness

    Attitudes

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 28


    .5
    17
    re
    g u
    Fi Consumer States for Two Brands

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 28


    Integrated Marketing Communications

    Advertising Clarity
    Consistency
    Maximum Impact
    Direct Response

    Sales Force

    Events and Experiences

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 28


    e d
    fi n
    De Integrated Marketing
    Communications
    A planning process designed to assure
    that all brand contacts received by a
    customer or prospect for a product,
    service or organization are relevant to
    that person and consistent over time.

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 28


    Coordination and Implementation

    Stage 1
    Stage 2
    Stage 3

    Promotions Direct Sales


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 28

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