Kotler17 Media

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MARKETING MANAGEMENT12 th edition

17Designing and

Managing IntegratedMarketingCommunications

Kotler



17-2

Chapter Qu estions

What is the role of marketing commu nications?

How do marketing commu nications work? What are the major steps in developing effe ctive commu nications?

What is the commu nications mix an d how sho uld it be set? What is an integrate d m arketing commu nications progra m?



17-3

Mini¶s Gu errilla Marketing



17-4

Marketing Co mmu nications

The m eans by which fir ms atte mpt to infor m, pers ua de , an d re mind

cons um ers , d irectly or indirectly, a boutthe pro duc ts an d b ran ds the y sell.



17-5

Fig ure 17.1 IMC Bu ilds Bran ds



17-6

Ta ble 17.1 Co mmu nication P latfor ms

AdvertisingP rint an d b roa dc ast a dsP a ckaging inserts

Motion picturesBrochures an d b ookletsP osters

Billboar dsPOP d ispla ys

Logos Videotapes

Sales Promotion Contests , ga m es ,sweepstakes

P re mium s Sam plingTra de shows , exhi bits

CouponsRe batesEntertain ment

Continuity progra ms



17-7


Events/ Exp eriences SportsEntertain ment

Festivals Arts Causes

Factor y tours Compan y mu se um s Street a ctivities

Public RelationsP ress kits

Spee ches

Sem inars Ann ual reports Charita ble donations

Pub lications Commu nity relations Lobby ing



17-8

Visitors to the Woo dwar d D rea m Cr uise often tour For d¶s Fa ctor y Mu se um



17-9


Personal Selling Sales presentations Sales meetings

Incentive progra ms Samples Fairs an d tra de shows

Direct Marketing CatalogsMailings

Tele marketingElectroni c shoppingTV shopping

Fax m ailE-mail

Voice mail



17-10

P roduc t Launch Co mmu nications Mix

Kleenex allo cate d its commu nications dollars:

75% Television23% P rint2% Online



17-11

Fig ure17.2 Elements in the Co mmu nications P rocess



17-12

Fiel d of Experien ce

Re ceiver¶s field

Sen der¶s field



17-13

The Co mmu nications P rocess

Sele ctive attention

Sele ctive distortion

Sele ctive retention



17-14

Fig ure 17.3 Response Hierar chy Models



17-15

Fig ure 17.4 Steps in Developing Effective Co mmu nications

Identif y target a ud ien ce

Deter mine ob jectives

Design commu nications

Sele ct channels

Esta blish bud getDe cide on me dia mix

Manage IMC



17-16

Fig ure 17.5 Fa miliarity-Favora bility Anal ysis



17-17

Image

The set of beliefs , ideas , an d impressionsa person hol ds regar ding an ob ject.



17-18

Co mmu nications Ob jectives

Categor y Nee d

Bran d Awareness

Bran d Attitud e

Pu r chase Intention



17-19

Designing the Co mmu nications

Message strateg y Creative strateg yMessage so ur ce

P ersonal commu nication channelsNonpersonal commu nication channelsIntegration



17-20

Creative Strateg y

Infor m ational an d transfor mational appealsP ositive an d negative appeals

± Fear ± Gu ilt ± Sha me ± Hum or ± Love ± P ride ± Jo y



17-21

The Importan ce of Taglines

B rand Theme Ad Tagline

Ou r ha mbu rgers are

bigger.

Where¶s the Beef?

Ou r tiss ue is softer. P lease Don¶t Sq ueeze the Char min.

No har d sell , just a goo dcar.

Drivers Wante d

We don¶t rent as man ycars , so we have to do

more for our cu sto m ers.

We Tr y Har der



17-22

Message So ur ce

Celebrity Characteristics ± Expertise

± Tr ustworthiness ± Likea bility



17-23

P ersonal Co mmu nications Channels

Ad vo cate channels

Expert channels

So cial channels



17-24

Sti mu lating P ersonal Influen ce Channels

Identif y influential individu als an d d evote extra attention to the m

Create opinion lea ders

Use commu nity influentials in testi monial a dvertisingDevelop a dvertising with high ³c onversation val ue´Develop WOM referral channelsEsta blish an ele ctroni c for um

Use viral marketing



17-25

Nonpersonal Co mmu nication Channels

Me dia

Sales P romotion

Events an d E xperien ces

Pub lic R elations



17-26

Esta blish the Bud get

Affor da ble

P er centage-of-Sales

Co mpetitive P arit y

Ob jective-an d-Task



17-27

Ob jective-an d-Task Metho d

Esta blish the market share goal.Deter mine the per centage that sho uld b e rea che d.Deter mine the per centage of aware prospe cts that sho uld b e pers ua de d to tr y the bran d.Deter mine the numb er of a dvertising impressions per 1% trial rate.Deter mine the numb er of gross rating points that would have to be pur chase d.Deter mine the ne cessar y a dvertising bud get on the basis of the average cost of buy ing a GRP .



17-28

Chara cteristi cs of Co mmu nications

AdvertisingP ervasiveness

Am plifiedexpressivenessImpersonalit y

Sales Promotion Commu nicationIncentiveInvitation



17-29


Public Relationsand Publicity

High cre dibility

Ab ility to cat ch buy ers off guar dDra matization

Events andExp eriencesRelevant

InvolvingImplicit



17-30


Direct Marketing Custo mize d Up-to-dateIntera ctive

Personal SellingP ersonal intera ction

CultivationResponse



17-31

Fa ctors in Setting Co mmu nications Mix

Type of pro duc t market

Cons um er rea diness to make a pur chase

Stage in the pro duc t life cyc le

Market rank



17-32

Fig ure 17.6 Cost Effectiveness by Buy er Rea diness Stage



17-33

Fig ure 17.7 Current Cons um er States for Two Bran ds



17-34

Coor dinating Me dia to Bu ild B ran d E quity

B randSignature

MediaInteractions

AdRetrieval

Cues



17-35

Marketing De bate

What is the biggest obsta cle to integrating marketing commu nications?Take a position:1. The biggest obsta cle to effe ctive IMCprogra ms is a lack of agen cy c oor dinationa cross commu nication units.

2. The biggest obsta cle to effe ctive IMCprogra ms is a lack of understan ding as tohow to opti mally d esign an d eval uate s uc hprogra ms.



17-36

Marketing Discu ssion

P ick a bran d an d go to the We b site.

Locate as man y for ms of commu nication as you c an find.Con duc t an infor mal commu nications

a ud it. What do you noti ce? Howconsistent are the different

commu nications?

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