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Chapter 17 - Designing and managing integrated marketing communications. In this chapter, we will address the following questions: What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications? What is the communications mix, and how should it be set? What is an integrated marketing communication program?
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e Ch r e t p a Designing and Managing Integrated Marketing Communications Discussion Questions What is the role of marketing communications? How marketing communications work? What are the major steps in developing effective communications? What is the communications mix, and how should it be set? What is an integrated marketing communication program? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 28 Role of Marketing Communications Inform Remind Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Persuad e Slide of 28 Marketing Communications Mix Word-ofMouth Advertisin g Direct and Interactive Marketing Events and Experiences Public Relations and Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Sales Promotion Sales Force Slide of 28 Communication Platforms Advertising Sales Promotion Print and broadcast ads Contests, games, sweepstakes, lotteries Packaging Premiums and gifts Cinema Sampling Brochures Fairs and trade Posters shows Events and Experiences Sports Entertainment Festivals Arts Causes Billboards Coupons Display signs Point of purchase displays Rebates Factory tours Company museums Trade-in allowances Street activities Tie-ins Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 28 Communication Platforms Public Relations and Publicity Direct and Interactive Marketing Press kits Speeches Catalogs Seminars Mailings Annual reports Telemarketing Charitable donations Personal Selling Sales presentations Samples Incentive programs Electronic shopping Fairs / trade shows TV shopping Publications Email Lobbying Company blogs Company Web sites Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Word-of-Mouth Person-to-person Slide of 28 Marketing Communication Effects TV Ads Sponsorshi p “Outdoors” SUBAR U “Active” “Rugged ” Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 28 Communications Process Models Macromodel Micromodel Sender Receiver Consumers’ Response Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 28 e r u g Fi 7.1 Elements in the Communications Process Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 28 The Basics Developing Effective Communications Identify target audience Determine objectives Design communications Establish budget Select channels Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 28 Identify the Target Audience Deciders or Influencers Current Users Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Potential Buyers Slide 15 of 28 Determine Objectives Category Needs Brand Purchase Intention Positive Negative Brand Attitude Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Brand Slide 16 of 28 Design Communications What to say? (Message Strategy) Who should say it? How to say it? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall (Message source) Slide 17 of 28 Select Channels Personal Communications NonPersonal (Mass) Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 18 of 28 Establish Budget CompetitiveParity Affordable Method Objective-andTask Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Percentage-of-Sales Slide 19 of 28 Marketing Communications Mix Characteristics Measurin g Factors Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 28 Marketing Communications Mix Advertising Pervasive, Amplified, Control Sales Promotion Attention-getting, Incentive, Invitation Public Relations High Credibility, Reach, 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 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 28 Factors in Setting the Mix Type of Product Market Buyer-Readiness Stage Product Life-Cycle Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 22 of 28 e r u g Fi 7.4 Cost-Effectiveness / BuyerReadiness Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 28 Measuring Communication Results Reach Frequency Awareness Attitudes Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 28 e r u g Fi 7.5 Consumer States for Two Brands Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 25 of 28 Integrated Marketing Communications Advertisin g Direct Response Clarity Consistency Maximum Impact Sales Force Events and Experiences Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 26 of 28 d e in f e D Integrated Marketing Communications 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 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 27 of 28 Coordination and Implementation Stage Stage Stage Promotion Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Direct Sales Slide 28 of 28 ... sites Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Word-of-Mouth Person-to-person Slide of 28 Marketing Communication Effects TV Ads Sponsorshi p “Outdoors” SUBAR U “Active”... CompetitiveParity Affordable Method Objective-andTask Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Percentage-of-Sales Slide 19 of 28 Marketing Communications Mix Characteristics... Events & Experiences Relevant, Engaging, Implicit Direct & Interactive Customized, Up-to-date, Interactive Word-of-Mouth Influential, Personal, Timely Sales Force Personal interaction, Cultivation,