Kotler Mm16e Inppt 13

Marketing Management
Sixteenth Edition
Chapter 13
Designing an Integrated
Marketing Campaign in
the Digital Age
Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Learning Objectives (1 of 2)
13.1 Describe the key principles in managing an integrated
marketing campaign.
13.2 Define the key aspects of managing an effective
advertising campaign.
13.3 Explain how to design and manage online
communications.
13.4 Describe key aspects of managing social media.
13.5 Explain how to manage mobile communications.
Learning Objectives (2 of 2)
13.6 Explain how to design meaningful events and
experiences.
13.7 Describe the role of word of mouth in marketing
communications.
13.8 Summarize how to manage publicity and public
relations.
13.9 Discuss the role of product packaging as a
communication tool.
Managing Integrated Marketing
Communications (1 of 3)
• Integrated marketing communications (IMC)
– An approach to managing a communication
campaign through a coordinated use of different
communication tools that work in concert and
reinforce one another to enable the company to
achieve its strategic goals
• Horizontal integration
• Vertical integration
• Internal integration
• External integration
• Ensuring communications integration
– Coverage
– Contribution
– Commonality
– Complementarity
– Conformability
– Cost
Advertising
• Advertising
– Any presentation and promotion of ideas, goods,
services, and brands by an identified sponsor using
paid media
Television Advertising (1 of 2)
• Strengths:
– Vividly demonstrate product attributes and consumer
benefits
– Portray user and usage imagery, brand personality, etc.
– Tap a captive audience during live programming
Television Advertising (2 of 2)
• Drawbacks:
– Message and brand may be overlooked
– Lots of clutter
– Cost
Print Advertising
• Print media is passive
– Newspapers
– Magazines
▪ Picture
▪ Headline
▪ Copy
Radio Advertising
• Pervasive medium
– Flexible
– Lacks visual images
Online Advertising (1 of 3)
• Advantages:
– Can trace effects by UVs clicks on a page/ad
– Contextual placement
– Can place advertising based on search engine
keywords
• Disadvantages
– Consumers can screen out most messages
– Ads can be less effective than they appear (bogus
clicks)
– Lost control over online messages via
hacking/vandalism
• Native advertising
– Involves materials resembling the publication’s
editorial content but is intended to promote the
advertiser’s product
Place Advertising
• Billboards
• Public spaces
• Product placement
• Point of purchase
Online Communication (1 of 2)
• Company websites
– Ease of use
– Physical attractiveness
• Microsites
Online Communication (2 of 2)
• Driving online traffic
– Search engine optimization
– Search engine marketing
Social Media (1 of 2)
• Means for consumers to share text, images, audio, and
video information with each other and with companies,
and vice versa
– Online communities/forums
– Blogs
– Social networks
– Customer reviews
Social Media (2 of 2)
• Social media are rarely the sole source of marketing
communications for a brand
– Only some consumers want to engage with some
brands, and, even then, only some of the time
Social Media Platforms
• Online communities and forums
• Blogs
• Social networks
– Influencer marketing
• Customer reviews
Mobile Communication
• Uniquely tied to one user
• Virtually always “on”
• Allows for immediate consumption
• Highly interactive
Events and Experiences
• Managing events
• Creating experiences
Managing Events (1 of 2)
• Managing Events
– To identify with a particular target market or lifestyle
– To increase the salience of a company or product
name
– To create or reinforce perceptions of key brand image
associations
Managing Events (2 of 2)
– To enhance corporate image
– To create experiences and evoke feelings
– To express commitment to the community or on
social issues
– To entertain key clients or reward key employees
– To permit merchandising or promotional
opportunities
Creating Experiences
• Let customers experience how the company’s offering fits
in their life
– Event sponsorship
Word of Mouth
• Power of word of
mouth
– Viral marketing
Publicity and Public Relations
• Goal of publicity:
– Attract attention to the company or its offerings
• Goal of public relations:
– Manage the overall reputation of the company and its
offering, while building relationships with the
community
Publicity (1 of 3)
• Publicity
– Involves securing editorial space—as opposed to
paid space—in the media to promote a product,
service, idea, place, person, or organization
Publicity (2 of 3)
• Advantage of publicity
– Free
– More credible
• Downside of publicity
– Lack of predictable outcome
Publicity (3 of 3)
• Publicity
– Builds awareness
– Builds credibility
– Boosts enthusiasm
– Minimizes promotion cost
Public Relations (1 of 3)
• Public relations (PR)
– A variety of programs to promote or protect a
company’s image among the relevant stakeholders
• PR functions:
– Provide press coverage
– Manage corporate communications
– Engage in lobbying
• Popular media formats
– Publications
– Events
– News
– Speeches
– Public service activities
– Identity media
Packaging
• Core principles:
– Visibility
– Differentiation
– Transparency
Discussion Questions (1 of 2)
• Presidential campaigns are an example of integrated
communication campaigns. Reflect on the most recent
election for U.S. president.
– How did the candidates create a consistent
experience for voters?
▪ Think about advertising, social media, publicity,
and events as you respond.
Discussion Questions (2 of 2)
• Discuss the power and drawbacks of social media as
form of marketing communication.
– How can influencers help shape marketing
communication?
– Do you see any drawbacks of influencers as a
marketing asset?
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