Chapter 15 Designing and Managing Integrated Marketing Communications

8/3/2019 Chapter 15 Designing and Managing Integrated Marketing Communications

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MARKETING MANAGEMENT12th edition

15Designing andManaging Integrated

MarketingCommunications

Kotler Keller


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Chapter 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 howshould it be set?

What is an integrated marketing

communications program?


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The Role of Marketing Communications

Marketing communications are the means by which firmsattempt to inform, persuade, and remind consumersdirectly

or indirectlyabout the products and brands that they sell. Marketing communications represent the voice of the brand and are a

means by which it can establish a dialogue and build relationships with

consumers. Marketing communications performs many functions for consumers:

Told or shown how and why a product is used.

By what kind of person.

Where and when .

Learn about the product, the company, and what it stands for.

Allows consumers to be given an incentive or reward for usage or trial.

Allows companies to link their brands to people, places, feelings, and events.

Marketing communications can contribute to brand equity by establishing the

brand in memory and crafting a brand image.

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Marketing Communications

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

consumers, directly or indirectly, about

the products and brands they sell.


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Marketing Communications, Brand

Equity and Sales

Although advertising is often a central element of a marketing communicationsprogram, its not the only one- or even the most important one-in terms of building

brand equity and driving sales.

Marketing communications mix consists of six major modes of communication:

1. Advertising. (Any paid form of non-personal presentation and promotion of ideas, goods, orservice by an identified sponsor)

2. Sales promotion. (Short-term incentives to encourage trial or purchase of a product orservice)

3. Events and experiences.(Company-sponsored activities and programs designed to createbrand-related interactions)

4. Public relations and publicity. (Programs promoting or protecting company or productimage)

5. Direct marketing. (Use of mail, telephone, fax, e-mail, or internet to communicate directlywith or solicit response or dialogue from specific customers and prospects)

6. Interactive marketing.(Online activities and programs to engage customers or prospectsand directly or indirectly raise awareness, improve image, or elicit sales)

7. Word-of-mouth marketing.(People-to-people oral, written, or electronic communicationsrelated to the merits or experiences of purchasing or using products or services)

8. Personal selling.(Face-to-face interaction with prospective purchasers for the purpose of

making presentations, answering questions, and procuring orders) 15-5


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Communication Platforms

Advertising Print and broadcast ads

Packaging inserts

Motion pictures Brochures and booklets

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 Communication Platforms

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 Communication Platforms

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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The Communication Process Models

Marketers should understand the fundamental elements ofeffective communication. Two models are useful: a macro

model and a micro model.

a) Two represent the major parties in a communicationmajor parties in a communication: Sender.

Receiver.

a) Two represent the major communication toolsmajor communication tools: Message.

Media.

a) Four represent major communications functions:major communications functions:

Encoding. Decoding.

Response.

Feedback.

a) The last element is noisenoise.. (random and competing message that

may interfere with the intended communication) 15-9


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Elements in the Communications Process


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The model emphasizes the key factors in effective communication:1. Senders must know what audiences they want to reach and what response

they want to get.

2. They must encode their messages so that the target audience can decode

them.

3. They must transmit the message through media that reaches the targetaudience.

4. Develop feedback channels to monitor the responses.

Micro models of marketing communications concentrate on consumers

specific response to communications.

All these models assume that the buyer passes through a: Cognitive stage.

Affective stage.

Behavioral stage (in that order).

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This learn-feel-dolearn-feel-do sequence is appropriate when theaudience has a high involvement with a product category

perceived to have high differentiation.

An alternative sequence, do-feel-learndo-feel-learn is relevant when the

audience has high involvement but perceives little or nodifferentiation within the product category.

A third sequence, learn-do-feellearn-do-feel is relevant when the

audience has low involvement and perceives little

differentiation within the product category. By choosing the right sequence, the marketers can do a

better job of planning communications.

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Developing Effective Communications

There are eight steps in developing effective communications:

1. Identifying the target audience,

2. Determining the objectives,

3. Designing the communications,

4. Selecting the channels,

5. Establishing the budget,

6. Decide on the media mix,

7. Measure the results, and

8. Manage integrated marketing communications (IMC).

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Steps in Developing Effective Communications

Identify target audience

Determine objectives

Design communications

Select channels

Establish budgetDecide on media mix

Manage IMC


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IMC Builds Brands


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Response Hierarchy Models


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Thank You

Any Questions?

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Documents

Chapter 15 Designing and Managing Integrated Marketing Communications