MARKETING MANAGEMENT

12th edition

Kotler Keller

17Designing and

Managing IntegratedMarketing

Communications

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Chapter Questions

What is the role of marketingcommunications?

How do marketing communicationswork?

What are the major steps in developingeffective communications?

What is the communications mix andhow should it be set?

What is an integrated marketingcommunications program?

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Marketing Communications

The means by which firms attempt toinform, persuade, and remind

consumers, directly or indirectly, aboutthe products and brands they sell.

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Table 17.1 CommunicationPlatforms

Advertising

Print and broadcastads

Packaging inserts

Motion pictures

Brochures andbooklets

Posters

Billboards

POP displays

Logos

Videotapes

Sales Promotion

Contests, games,sweepstakes

Premiums

Sampling

Trade shows, exhibits

Coupons

Rebates

Entertainment

Continuity programs

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Table 17.1 CommunicationPlatforms

Events/ Experiences

Sports

Entertainment

Festivals

Arts

Causes

Factory tours

Company museums

Street activities

Public Relations

Press kits

Speeches

Seminars

Annual reports

Charitable donations

Publications

Community relations

Lobbying

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Table 17.1 CommunicationPlatforms

Personal Selling

Sales presentations

Sales meetings

Incentive programs

Samples

Fairs and trade shows

Direct Marketing

Catalogs

Mailings

Telemarketing

Electronic shopping

TV shopping

Fax mail

E-mail

Voice mail

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Figure17.2 Elements in theCommunications Process

Sender

Message

Receiver

Response

Feedback

Noise

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The Communications Process

Selective attention

Selective distortion

Selective retention

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Figure 17.4 Steps in DevelopingEffective Communications

Identify target audience

Determine objectives

Design communications

Select channels

Establish budget

Decide on media mix

Manage IMC

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Image

The set of beliefs, ideas, and impressionsa person holds regarding an object.

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Communications Objectives

Category need

Brand awareness

Brand attitude

Purchase intention

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Designing the Communications

Message strategy

Creative strategy

Message source

Personal communication channels

Nonpersonal communication channels

Integration

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Creative Strategy

Informational and transformationalappeals

Positive and negative appealsFear

Guilt

Shame

Humor

Love

Pride

Joy

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The Importance of Taglines

We Try HarderWe don’t rent as manycars, so we have to domore for ourcustomers.

Drivers WantedNo hard sell, just agood car.

Please Don’t Squeezethe Charmin.

Our tissue is softer.

Where’s the Beef?Our hamburgers arebigger.

Ad TaglineBrand Theme

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Message Source

Celebrity CharacteristicsExpertise

Trustworthiness

Likeability

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Personal Communications Channels

Advocate Channels

Expert Channels

Social Channels

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Stimulating Personal Influence Channels

Identify influential individuals and devoteextra attention to them

Create opinion leaders

Use community influentials in testimonialadvertising

Develop advertising with high “conversationvalue”

Develop WOM referral channels

Establish an electronic forum

Use viral marketing

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Nonpersonal CommunicationChannels

Media

Sales Promotion

Events and Experiences

Public Relations

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Establish the Budget

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task

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Objective-and-Task Method

Establish the market share goal.

Determine the percentage that should bereached.

Determine the percentage of awareprospects that should be persuaded to trythe brand.

Determine the number of advertisingimpressions per 1% trial rate.

Determine the number of gross ratingpoints that would have to be purchased.

Determine the necessary advertising budgeton the basis of the average cost of buying a

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Characteristics of Communications

Advertising

Pervasiveness

Amplifiedexpressiveness

Impersonality

Sales Promotion

Communication

Incentive

Invitation

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Characteristics of Communications

Public Relations andPublicity

High credibility

Ability to catchbuyers off guard

Dramatization

Events andExperiences

Relevant

Involving

Implicit

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Characteristics of Communications

Direct Marketing

Customized

Up-to-date

Interactive

Personal Selling

Personal interaction

Cultivation

Response

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Factors in SettingCommunications Mix

Type of Product Market

Consumer Readiness to Make aPurchase

Stage in the Product Life Cycle

Market Rank

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Coordinating Media to Build BrandEquity

Brand Signatures

Ad Retrieval Cues

Media Interactions