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Designing and ManagingIntegrated Marketing Communications

Marketing ManagementPhilip Kotler, Kevin Lane Keller

Narciso F. Atienza, Jr. MDMBAH/2009

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Chapter QuestionsWhat 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

communications program?

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Defining Marketing CommunicationsMeans by which firms attempt to

directly or indirectly, about the products and brands they sell.

remind consumers

inform persuade

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Defining Marketing Communications

“Voice” of the company

Means by which it can establish a dialogue and build relationships with consumers.

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Marketing Communications Mix

• 8 major modes on communication

Advertising

Sales promotion

Events and experience

Public relations and publicity

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Marketing Communications Mix8 major modes of communication

Direct marketing

Interactive marketing

Word-of-Mouth Marketing

Personal Selling

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Integrating Marketing Communications to Build Brand Equity

Advertising

Sales Promotion

Events and

ExperiencePublic

relations and

publicity

Interactive marketing

Direct marketing

Word-of-mouth

marketing

Personal Selling

Marketing Communications Program

Brand Equity

Brand Awareness

Brand Image

Brand responses

Brand relationshi

ps

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The Communication Process(Marcomodel)

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The Communications Process

Selective attention

Selective distortion

Selective retention

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Response Hierarchy Models(Micromodel)

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Developing Effective Communications

Identify target audience

Determine objectives

Design communications

Select channels

Establish budget

Decide on media mix

Measure results/ manage IMC

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Identify the Target Audience

Current users

Decision makers

Potential buyers

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Usage and loyaltyNew user

Loyal to the brand or competitor

Switches between brands

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Communication objectivesCategory need (certain segment

of the market).Brand Awareness (presence of

such product)Brand Attitude (product can

satisfy relevant need)Brand Purchase Intention

(whether product purchase can meet quotas)

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Designing the Communications

Message strategyCreative strategyMessage sourceGlobal adaptation

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Creative StrategyInformational and transformational

appealsPositive and negative appeals

◦ Fear◦ Guilt◦ Shame◦ Humor◦ Love◦ Pride◦ Joy

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Message Source

Celebrity Characteristics◦Expertise◦Trustworthiness◦Likeability

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Issues Facing Global AdaptationsIs the product restricted in some

countries?Are there restrictions on

advertising the product to a specific target market?

Can comparative ads be used?Can the same advertising be

used in all country markets?

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Select Communication Channels

Personal ChannelsAdvocate

ChannelsExpert ChannelsSocial Channels

Non Personal Channels

MediaSales promotionsEvents and

experiencesPublic relations

Integration of channels

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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 goalDetermine the percentage that should be

reachedDetermine 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

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Characteristics of The Marketing Communications Mix

AdvertisingPervasivenes

sAmplified

expressiveness

Impersonality

Sales Promotion

Communication

IncentiveInvitation

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Deciding on the marketing communications mixAllocation of budget over the

eight major modes

Advertising

Sales promotion

Events and experience

Public relations and publicity

Direct marketing

Interactive marketing

Word-of-Mouth Marketing

Personal Selling

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Factors in Setting the Market Communications MixType of Product MarketBuyer-Readiness StageProduct Life Cycle Stage

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Managing the Integrated Marketing Communications ProcessCoordinating Media

◦Single-vehicle, single-stage◦Single-vehicle, multiple-stage◦Multiple-vehicle, multiple stage

Implementing IMC

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Application in Medical Practice

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ConclusionsThe role of marketing communications

is to inform, persuade, and remind consumers of products that a certain company sells or markets to consumers/clients. They also tell or show consumers how and why

Marketing mode methods are used to create a Marketing Communications Program, which helps in developing, which Brand Equity creates awareness, memory, responses, and consumer brand connection

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Defining Marketing CommunicationsMeans by which firms attempt to

directly or indirectly, about the products and brands they sell.

remind consumers

inform persuade

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Integrating Marketing Communications to Build Brand Equity

Advertising

Sales Promotion

Events and

ExperiencePublic

relations and

publicity

Interactive marketing

Direct marketing

Word-of-mouth

marketing

Personal Selling

Marketing Communications Program

Brand Equity

Brand Awareness

Brand Image

Brand responses

Brand relationshi

ps

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Designing and ManagingIntegrated Marketing Communications

Marketing ManagementPhilip Kotler, Kevin Lane Keller

Narciso F. Atienza, Jr. MDMBAH/2009