MARKETING MANAGEMENT 12 th edition 17 Designing and

MARKETING MANAGEMENT 12 th edition 17 Designing and Managing Integrated Marketing Communications Kotler Keller

Chapter Questions What is the role of marketing communications? n How do marketing communications work? n What are the major steps in developing effective communications? n What is the communications mix and how should it be set? n What is an integrated marketing communications program? n 2

Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. 3

Table 17. 1 Communication Platforms Advertising Sales Promotion n Print and broadcast ads n Contests, games, sweepstakes n Packaging inserts n Premiums n Motion pictures n Brochures and booklets n Sampling n Trade shows, exhibits n Posters n Coupons n Billboards n Rebates n POP displays n Entertainment n Logos n Continuity programs n Videotapes 4

Table 17. 1 Communication Platforms Events/ Experiences n Sports n Entertainment n Festivals n Arts n Causes n Factory tours n Company museums n Street activities Public Relations n Press kits n Speeches n Seminars n Annual reports n Charitable donations n Publications n Community relations n Lobbying 5

Table 17. 1 Communication Platforms Personal Selling n Sales presentations n Sales meetings n Incentive programs n Samples n Fairs and trade shows Direct Marketing n Catalogs n Mailings n Telemarketing n Electronic shopping n TV shopping n Fax mail n E-mail n Voice mail 6

Figure 17. 2 Elements in the Communications Process Sender n Message n Receiver n Response n Feedback n Noise n 7

The Communications Process Selective attention n Selective distortion n Selective retention n 8

Figure 17. 4 Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC 9

Image The set of beliefs, ideas, and impressions a person holds regarding an object. 10

Communications Objectives Category need n Brand awareness n Brand attitude n Purchase intention n 11

Designing the Communications Message strategy n Creative strategy n Message source n Personal communication channels n Nonpersonal communication channels n Integration n 12

Creative Strategy Informational and transformational appeals n Positive and negative appeals n ¨ Fear ¨ Guilt ¨ Shame ¨ Humor ¨ Love ¨ Pride ¨ Joy 13

The Importance of Taglines Brand Theme Ad Tagline Our hamburgers are bigger. Our tissue is softer. Where’s the Beef? No hard sell, just a good car. We don’t rent as many cars, so we have to do more for our customers. Please Don’t Squeeze the Charmin. Drivers Wanted We Try Harder 14

Message Source Celebrity Characteristics ¨ Expertise ¨ Trustworthiness ¨ Likeability 15

Personal Communications Channels Advocate Channels n Expert Channels n Social Channels n 16

Stimulating Personal Influence Channels n n n n Identify influential individuals and devote extra attention to them Create opinion leaders Use community influentials in testimonial advertising Develop advertising with high “conversation value” Develop WOM referral channels Establish an electronic forum Use viral marketing 17

Nonpersonal Communication Channels Media n Sales Promotion n Events and Experiences n Public Relations n 18

Establish the Budget Affordable n Percentage-of-Sales n Competitive Parity n Objective-and-Task n 19

Objective-and-Task Method n n n Establish the market share goal. Determine the percentage that should be reached. Determine the percentage of aware prospects that should be persuaded to try the brand. Determine the number of advertising impressions per 1% trial rate. Determine the number of gross rating points that would have to be purchased. Determine the necessary advertising budget on the basis of the average cost of buying a GRP. 20

Characteristics of Communications Advertising n Pervasiveness n Amplified expressiveness n Impersonality Sales Promotion n Communication n Incentive n Invitation 21

Characteristics of Communications Public Relations and Publicity n High credibility n Ability to catch buyers off guard n Dramatization Events and Experiences n Relevant n Involving n Implicit 22

Characteristics of Communications Direct Marketing n Customized n Up-to-date n Interactive Personal Selling n Personal interaction n Cultivation n Response 23

Factors in Setting Communications Mix Type of Product Market n Consumer Readiness to Make a Purchase n Stage in the Product Life Cycle n Market Rank n 24

Coordinating Media to Build Brand Equity Brand Signatures n Ad Retrieval Cues n Media Interactions n 25