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Marketing Management: An Asian Perspective, 6th Edition
Marketing Management: An Asian Perspective, 6th Edition
An Asian Perspective,
6th Edition
Designing And Managing Integrated Marketing
Communications
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17
Learning Issues for Chapter Seventeen
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Chapter Outline
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The Role of Marketing Communications
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The Changing Marketing Communication
Environment
• Technology and other factors have profoundly changed the way
consumers process communications and even whether they choose to
process the information.
• Consumers not only have more choices of media, they can also decide
whether and how they want to receive commercial content.
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The Changing Marketing Communication
Environment
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Creative Use of New Technology in Media
Lancôme announced the debut of its new mascara with this form of advertising. Its mascara poster ad is made from electronic paper—a technology that
allows paper to be written and rewritten repeatedly. Thus, Lancôme’s ad is a paper poster hanging from the ceiling of a subway train with the image
changing. This paper technology allows for new images to be refreshed constantly
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Use of Technology in Marketing
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Use of Technology in Marketing
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The Different Types Of Social Media Platforms To
Serve Ads
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Facebook Tactics
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Twitter Tactics
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Quantitative Measurements
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Marketing Communications and Brand Equity
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Using MC To Build Brand Equity—IKEA in Japan
Rather than using mere poster ads, IKEA Japan generated buzz by delivering a brand experience with
its out-of-the-box “train jack” ad campaign.
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Marketing Communications and Brand Equity
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Marketing Communications Mix
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Marketing Communications Mix
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Marketing Communications Mix
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Marketing Communications Mix
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Table 17.1: Common Communication Platforms
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Marketing Communications Mix
• The product’s styling and price, the shape and color of the
package, the salesperson’s manner and dress, the store
décor, the company’s stationery—all communicate
something to buyers.
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Marketing Communication Effects
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Marketing Communication Effects
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Marketing Communication Effects
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The Communication Process Models
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Macro Model of the Communication Process
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Elements in Communication Process
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Macro Model of the Communication Process
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Macro Model of the Communication Process
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Micro Model of Consumer Responses
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Hierarchy-of-Effects Model
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Hierarchy-of-Effects Model
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Response Hierarchy Models
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Hierarchy-of-Effects Model—Key Stages
3. Liking—If target members know the brand, how do they feel about
it?
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Hierarchy-of-Effects Model—Key Stages
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To increase the odds for a successful marketing
communication campaign, marketers must attempt
to increase the likelihood that each step occurs.
1. The right consumer is exposed to the right message at the
right place and at the right time.
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To increase the odds for a successful marketing
communication campaign, marketers must attempt
to increase the likelihood that each step occurs.
4. The ad correctly positions the brand in terms of desirable
and deliverable points-of-difference and points-of-parity.
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Brand Association
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Another Example
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Developing Effective Communication
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Steps in Developing Effective Communications
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Identify the Target Audience
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Identify the Target Audience
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Identify the Target Audience
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Determine the Communication Objectives
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Message Strategy
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Message Strategy
a. Rational
b. Sensory
c. Social
d. Ego satisfaction
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Creative Strategy
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Informational Appeal
• Examples are:
a. Problem solving ads
b. Product demonstration ads
c. Product comparison ads
d. Testimonials
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Types of Informational Appeals
1. Conclusion drawing
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Transformational Appeal
• It might depict:
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Use of Transformational Appeals
Heaven & Earth’s campaign stirs interest and excitement by delivering the ad in 3-D and offering a
sampling experience.
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Using Negative Appeals
• Fear appeals work best when they are not too strong.
• Further, fear appeals work better when source credibility is high and
when the communication promises to relieve, in a believable and
efficient way, the fear it arouses.
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Negative appeal Positive appeal
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Emotional Appeals
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Getting Attention
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Attention Getter
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Message Source
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Message Source
Korean star, Lee Young Ae, was chosen to be the spokesmodel for LG Electronics after the success of her Korean drama, Daejanggeum, throughout Asia.
The distinctive characteristics of her role in the drama, caring and out-of-box thinker, perfectly match LG’s vision as an innovative company that cares
for its customers.
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Smart Commercial
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Factors Affecting Source Credibility
• The most highly credible source would be a person who scores high on all
three dimensions.
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Marketing Insights: Celebrity Endorsements as a
Strategy
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Principle of Congruity
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Principle of Congruity
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Selecting the Communication Channels
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Personal Communication Channels
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Personal Channels
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Personal Channels Carry More Influence
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Personal Channels Carry More Influence
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Non-Personal (Mass) Communication Channels
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Non-Personal (Mass) Communication Channels
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Non-Personal (Mass) Communication Channels
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Sponsorships—Samsung
Samsung sponsors sports events such as the Olympics to enhance its image.
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Guerilla Marketing Tactics
To promote its new line of televisions, LG pretended to launch a fake new TV series, even holding a
heavily promoted premiere
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Integration of Communication Channels
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Implications of Two-Step Flow
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Implications of Two-Step Flow
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Establish the Total Marketing Communications
Budget
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Establish the Total Marketing Communications
Budget
b. percentage-of-sales method
c. competitive-parity method
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Affordable Method
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Percentage-of-Sales Method
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Drawbacks of the Percentage-of-Sales Method
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Drawbacks of the Percentage-of-Sales Method
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Competitive-Parity Method
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Objective-and-Task Method
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Example of objective-and-task method: Pocari wants to
introduce a new natural energy drink called Xburst for the
casual athlete. Its objectives might be as follows:
1. Establish the market share goal. The company estimates 50
million potential users and sets a target of attracting 8
percent of the market—that is, four million users.
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Example of objective-and-task method: Pocari wants to
introduce a new natural energy drink called Xburst for the
casual athlete. Its objectives might be as follows:
3. Determine the percentage of aware prospects that should be
persuaded to try the brand. The advertiser would be pleased
if 25 percent of aware prospects (10 million) tried Xburst.
This is because it estimates that 40 percent of all triers, or
four million people, would become loyal users. This is the
market goal.
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Example of objective-and-task method: Pocari wants to
introduce a new natural energy drink called Xburst for the
casual athlete. Its objectives might be as follows:
5. Determine the number of gross rating points that would have
to be purchased. A gross rating point is one exposure to 1
percent of the target population. Because the company wants
to achieve 40 exposures to 80 percent of the population, it will
want to buy 3,200 gross rating points.
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Deciding on the Marketing Communications Mix
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Deciding on the Marketing Communications Mix
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Advertising
• Consumers might believe that the advertised brand must offer a “good
value.”
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Qualities of Advertising
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Sales Promotions
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Three distinctive benefits of Sales Promotions
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Sales Promotions—Use of Premiums
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Public Relations
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Public Relations and Philanthropy
Procter & Gamble’s philanthropic activities in China builds good relations between the company and
the society.
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Events and Experiences
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Sponsorship of the Youth Olympics (Singapore)
The first Youth Olympic Games held in Singapore saw sponsorships from Samsung, McDonald’s, Coca-
Cola, and Visa.
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Direct and Interactive Marketing
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Interactive Marketing
Frisomum engaged in an interactive augmented reality campaign to show the development of a virtual
fetus alongside an actual baby’s
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Word-of-Mouth Marketing
– Timely—It occurs when people want it to and when they are most
interested, and it often follows noteworthy or meaningful events or
experiences.
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Personal Selling
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Factors in Setting the Marketing Communications
Mix
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Type of Product Market
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Advertising combined with personal selling can
increase sales in the business markets, advertising
still plays a significant role:
i. Advertising can provide an introduction to the company and its products.
ii. If the product has new features, advertising can explain them.
iv. Advertisements offering brochures and carrying the company’s phone number
or web address are an effective way to generate leads for sales
representatives.
v. Sales representatives can use copies of the company’s ads to legitimize their
company and products.
vi. Advertising can remind customers how to use the product and reassure them
about their purchase.
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Corporate Advertising
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Personal selling can also make a strong contribution
in consumer-goods marketing.
• An effectively trained
company sales force can
make four important
contributions.
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Buyer-readiness Stage
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Figure 17.4: Cost-Effectiveness of Three Different
Communication Tools
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Product Life-cycle Stage
• In the growth stage, demand has its own momentum through word of
mouth.
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Measuring Communication Results
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Measuring Communication—Use of Smart Screens by
View Media
Smart screens are used on high-tech billboards in Singapore to capture characteristics of people
viewing the ad.
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Measuring Results of Marketing Communications
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Agro Asia (Double A)
Given the low interest in the product category, Thai photocopying paper manufacturer Agro Asia organized a regional campaign to
increase brand awareness. Double A’s campaign was so attention drawing that brand awareness rose to 70 to 97 percent regionally.
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Feedback Measurement
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Feedback Measurement
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Current Consumer States for Two Brands
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Managing the Integrated Marketing Communications
Process
• Many companies still rely on only one or two communication tools.
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What is ‘integrated marketing communications?’
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Managing the Integrated Marketing Communications
Process
• This planning process evaluates the strategic roles of a variety of
communications disciplines—for example, general advertising,
direct response, sales promotion, and public relations—and skillfully
combines these disciplines to provide clarity, consistency, and
maximum impact through the seamless integration of messages.
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Coordinating Media
• Media coordination can occur across and within media types, but
marketers should combine personal and non-personal
communications channels through multiple-vehicle, multiple-stage
campaigns to achieve maximum impact and increase message reach
and impact.
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Coordination in an IMC program—Nike
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Implementing IMC
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Implementing IMC
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Implementing IMC
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Marketing Memo: How integrated is your IMC
program?
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