Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e

Part 7
Communicating Value
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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?
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What are
Marketing Communications?

Marketing communications are the

means by which firms attempt to
inform, persuade, and remind
consumers--directly or indirectly--
about the products and brands they
sell.

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Role of Marketing Communications

Inform

Persuade

Remind
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Marketing Communication, Brand Equity,
&Sales
• In this new communication environement,
although ads is often a central element of a
marketing communication program, it is
usually not the only one—or even the most
important one—for sales & building brand &
customer equity  Marketing
Communication Mix.

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 Marketing Communications Mix

2. Sales Promotion
1. Advertising
5&6. Direct and Interactive
3. Events and Experiences Marketing

7. Word-of-Mouth

4. Public Relations and Publicity 8. Personal Selling

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Marketing Communication Mix
• Advertising: any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified
sponsor via print media, broadcast media, network media,
electronic media, and display media.
• Sales promotion: a variety of short-term incentives to
encourage trial or purchase o a product or service, including
consumer promotions, trade promotions, and business and
sales force promotions.
• Events and experiences: company-sponsored activities an
programs designed to create daily or special brand-related
interactions with consumers, including sports, arts,
entertainment, and cause events as well as less formal
activities.

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Marketing Communication Mix
• Public relations and publicity: a variety of programs directed
internally to employees of the company or externally to
consumers, other firms, the government, and media to
promote or protect a company’s image or its individual
product communications.
• Direct marketing: use of mail, telephone, fax to communicate
directly with or solicit response or dialogue from specific
customers and prospects.
• Interactive marketing: online activities and programs
designed to engage customers or prospects and directly or
indirectly raise awareness, improve image, or elicit sales of
products and services.

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Marketing Communication Mix
• Word-of-mouth marketing: people-to-people oral, written, or
electronic comunications that relate to the merits or
experiences or purchasing or using products or services.
• Personal selling: face-to-face interaction with one or more
prospective purchases for the purpose of making
presentations, answering questions and procuring orders.

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 Communication Platforms
Events and
Advertising Sales Promotion
Experiences
 Print and  Contests, games,
broadcast ads  Sports
sweepstakes, lotteries
 Packaging  Entertainment
 Premiums and gifts
 Cinema  Festivals
 Sampling
 Brochures  Arts
 Fairs and trade shows
 Posters  Causes
 Coupons
 Billboards  Factory tours
 Rebates
 Company
 Display signs  Trade-in allowances museums
 Point of purchase
displays  Tie-ins  Street activities

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 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
Word-of-Mouth
 Publications  Email
 Lobbying  Company blogs  Person-to-person
 Company magazine  Web sites  Chat rooms/Blogs

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 Marketing Communication Effects

TV Ads Sponsorship

“.........”

AMK “.........”
“Aqua”
“..........”
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Communications Process Models

Macromodel Micromodel

Sender  Receiver Consumers’ Response

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 .1
1 7
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 .2
1 7
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g u
Fi

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 .3
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g u r Steps in Developing Effective
Fi
Communications
1. Identify target 2. Determine 3. Design
audience objectives communications

6. Decide on 5. Establish
4. Select channels
media mix budget

7. Measure
8. Manage IMC
results

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 1. Identify the Target Audience
 Current Users

Potential Buyers

 Individual, groups, particular

publics, general publics


 What to say, who,
when, where,
 Deciders or Influencers
whom?
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2. Determine the Communication Objectives

Category Needs
Brand Awareness

Positive
Negative

Brand Attitude Brand Purchase Intention

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3. Design the Communications (1)

What to say?
(Message Strategy)

Who should say it?

(Message source)
How to say it?
(Creative Strategy)
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3. Design the Communications (2)

Message Strategy
• Searches appeals, themes, or idea that will tie in
to the brand positioning, and help establish PoP
or PoD.
3. Design the Communications (3)

Creative Strategy
• Informational and transformational appeals
• Positive and negative appeals
– Fear
– Guilt
– Shame
– Humor
– Love
– Pride
– Joy
3. Design the Communications (4)

Message Source

Celebrity Characteristics
– Expertise
– Trustworthiness
– Likeability
 4. Select the Communication Channels

1. Personal Communications

2. NonPersonal (Mass) Communications

3. Integration of Communication Channels

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Personal
Communications Channels
Direct marketing
Interactive marketing
WOM
Personal selling

Advocate channels
Expert channels
Social channels
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Nonpersonal
Communication Channels

Advertising

Sales Promotion

Events and Experiences

Public Relations

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

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5. Establish the Budget

Affordable Method

Percentage-of-Sales
Competitive-Parity

Objective-and-Task
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6. Deciding on the MC Mix (1)
Characteristics

Factors
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6. Deciding on the MC Mix (2)
Caracteristics of the Marketing Communications
Mix Pervasiveness, Amplified expressiveness,
Advertising
Control
Ability to be attention-getting, Incentive,
Sales Promotion
Invitation
High Credibility, Ability to reach hard-to-
Public Relations
find buyers, 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

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6. Deciding on the MC Mix (3)
Factors in Setting the MC Mix

Type of Product Market

Buyer-Readiness Stage

Product Life-Cycle Stage

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 .4
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7. Measuring Communication Results

Reach Frequency

Awareness

Attitudes
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Consumer States for Two Brands

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8. Manage IMC (1)
Integrated Marketing
Communications (IMC)
is 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.

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8. Manage IMC (2)
Coordinating Media & Implementing IMC

Media coordination can occur across and

within media types, but marketer should
combine personal and nonpersonal
communications channels through multiple-
vehicle, multiple-stage campaigns to
achieve maximum impact and increase
message reach and impact.

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