- 1. TOP 10 Learning ConceptsCh 17: Designing and Managing
Integrated Marketing Communication Jan Kenneth Obar April 7, 2011
http://jankenneth-obar.blogspot.com
2. Outline:
- 8 Elements of Communication
- Marketing Communication Mix
- Developing Effective Communication
- Determine Communication Objective
http://jankenneth-obar.blogspot.com 3. Outline: 6)Communication
Design 7)Global Adaptation 8)Select Communication Channel 9)Sales
Promo 10)Coordinating Media http://jankenneth-obar.blogspot.com 4.
Concept 1:8 Elements of the Communication Process
http://jankenneth-obar.blogspot.com Media SenderEncodingMessage
Decoding Receiver Response Feedback Noise From Philip Kotlers,
Marketing Management 13th edition 5. Concept 1:Companies needs to
communicate with customers http://jankenneth-obar.blogspot.com
Media SenderEncodingMessage Decoding Receiver Response Feedback
Noise From Philip Kotlers, Marketing Management 13th edition 6.
Concept 1:Companies needs the right media and message
http://jankenneth-obar.blogspot.com Media SenderEncodingMessage
Decoding Receiver Response Feedback Noise From Philip Kotlers,
Marketing Management 13th edition 7. Concept 1:Competitive clutter
is the noise that interferes with your message
http://jankenneth-obar.blogspot.com Media SenderEncodingMessage
Decoding Receiver Response Feedback Noise From Philip Kotlers,
Marketing Management 13th edition 8. Concept 1:If customers believe
your message they buy your product or service
http://jankenneth-obar.blogspot.com Media SenderEncodingMessage
Decoding Receiver Response Feedback Noise From Philip Kotlers,
Marketing Management 13th edition 9. Concept 1:Customer
Satisfaction or delight can be measured informally of formally
http://jankenneth-obar.blogspot.com Media SenderEncodingMessage
Decoding Receiver Response Feedback Noise From Philip Kotlers,
Marketing Management 13th edition 10. Concept 2:Marketing
Communication Mix, 4 Modes of Mass Communication: MASS 1)
Advertising 2) Sales Promotion 3) Events and Experiences 4) Public
Relations/Publicity 11. Concept 2:Marketing Communication Mix, 4
Modes of Personal Communication: Personal 1) Direct Marketing 2)
Interactive Marketing 3) Word of Mouth 4) Personal Selling 12.
Concept 2:For effective communication: MIX and Match the 8
Communication Modes Personal 1) Direct Marketing 2) Interactive
Marketing 3) Word of Mouth 4) Personal Selling MASS 1) Advertising
2) Sales Promotion 3) Events and Experiences 4) Public
Relations/Publicity 13. Concept 3:Consumer Response Model: Buyers
Passes through 3 stages in order. Cognitive Stage (learn) Affective
Stage (feel) Behavior Stage (do) From Philip Kotlers, Marketing
Management 13th edition 14. Concept 3:Consumer Response Model:If
the target audience is unaware of the object, 1 sttask is to build
awareness Cognitive Stage (learn) Affective Stage (feel) Behavior
Stage (do) Awareness From Philip Kotlers, Marketing Management 13th
edition 15. Concept 3:Consumer Response Model:Target audience may
have brand awareness but not know much more. Cognitive Stage
(learn) Affective Stage (feel) Behavior Stage (do) 1) Awareness 2)
Knowledge From Philip Kotlers, Marketing Management 13th edition
16. Concept 3: If target audience knows the brand, how do they feel
about it? Cognitive Stage (learn) Affective Stage (feel) Behavior
Stage (do) 1) Awareness 2) Knowledge 3) Liking From Philip Kotlers,
Marketing Management 13th edition 17. Concept 3:They might like it,
but do they prefer it over others? Cognitive Stage (learn)
Affective Stage (feel) Behavior Stage (do) 1) Awareness 2)
Knowledge 3) Liking 4) Preference From Philip Kotlers, Marketing
Management 13th edition 18. Concept 3:Develop a conviction about
buying the product. Cognitive Stage (learn) Affective Stage (feel)
Behavior Stage (do) 1) Awareness 2) Knowledge 3) Liking 4)
Preference 5) Conviction From Philip Kotlers, Marketing Management
13th edition 19. Concept 3:Lead these consumers to make the final
step. (offer at a low price, premiums, sample) Cognitive Stage
(learn) Affective Stage (feel) Behavior Stage (do) 1) Awareness 2)
Knowledge 3) Liking 4) Preference 5) Conviction 6) Purchase From
Philip Kotlers, Marketing Management 13th edition 20. Concept 4:8
Steps in Developing Effective Communication Identify Target
Audience DetermineObjectives Design Communication SelectChannels
EstablishBudget Decide onMedia Mix MeasureResults
ManageIntegratedMarketingCommunication From Philip Kotlers,
Marketing Management 13th edition
http://jankenneth-obar.blogspot.com 21. Concept 4:Start with a
clear target audience in mind. Identify Target Audience
- -Potential Buyers of the Product
http://jankenneth-obar.blogspot.com 22. Concept 4:The most
effective communications often can achieve multiple objectives
Identify Target Audience DetermineObjectives
http://jankenneth-obar.blogspot.com 23. Concept 4:Formulating
the communications to achieve the desired response. Identify Target
Audience DetermineObjectives Design Communication
http://jankenneth-obar.blogspot.com 24. Concept 4:Selecting
efficient means to carry the message becomes more difficult as
channels of communication become more fragmented. Identify Target
Audience DetermineObjectives Design Communication SelectChannels
http://jankenneth-obar.blogspot.com 25. Concept 4:One of the most
difficult decisions is determining how much to spend on marketing
communication and promotion. Identify Target Audience
DetermineObjectives Design Communication SelectChannels
EstablishBudget http://jankenneth-obar.blogspot.com 26. Concept
4:Each communication tool has its own uniqe characteristic and
costs. Identify Target Audience DetermineObjectives Design
Communication SelectChannels EstablishBudget Decide onMedia Mix
http://jankenneth-obar.blogspot.com 27. Concept 4:Senior managers
wants to know the outcomes and revenues resulting from their
communication investments. Identify Target Audience
DetermineObjectives Design Communication SelectChannels
EstablishBudget Decide onMedia Mix MeasureResults
http://jankenneth-obar.blogspot.com 28. Concept 4:Evaluates the
strategic roles of a variety of communication disciplines. Identify
Target Audience DetermineObjectives Design Communication
SelectChannels EstablishBudget Decide onMedia Mix MeasureResults
ManageIntegratedMarketingCommunication
http://jankenneth-obar.blogspot.com 29. Concept 5:Determine
Communication Objective: Four Possible Objectives
DetermineObjectives
http://jankenneth-obar.blogspot.com 30. Concept 5:Establishing a
product or service category as necessary:Ex: Electric Cars
DetermineObjectives
http://jankenneth-obar.blogspot.com 31. Concept 5:Ability to
recognize or recall the brand within the category.
DetermineObjectives
http://jankenneth-obar.blogspot.com 32. Concept 5:Brand
perceived ability to meet a currently relevant need.
DetermineObjectives
http://jankenneth-obar.blogspot.com 33. Concept
5:Self-instruction to purchase the brand or to take purchase
related action. DetermineObjectives
http://jankenneth-obar.blogspot.com 34. Concept 6:Design the
Communications: Desired response will require solving three
problems. Message Strategy Creative Strategy Message Source
http://jankenneth-obar.blogspot.com 35. Concept 6:What to say?
Message Strategy Creative Strategy Message Source
http://jankenneth-obar.blogspot.com 36. Concept 6:How you say it?
Message Strategy Creative Strategy Message Source
http://jankenneth-obar.blogspot.com 37. Concept 6:Who to say it?
Message Strategy Creative Strategy Message Source Message Strategy
Creative Strategy Message Source
http://jankenneth-obar.blogspot.com 38. Concept 7:Global
Adaptations: Multinational companies wrestle withchallenges in
developing globalcommunications
program.http://jankenneth-obar.blogspot.com 39. Concept 7:Many
products are restricted or forbidden in certain parts of the world.
Product Alcoholic beverages cannot be advertised or sold in Muslim
countires. http://jankenneth-obar.blogspot.com 40. Concept 7:In
some countries (Norway and Sweden for ex.) no ads may be directed
at children under12. Market Segment To play it safe,
Mcdonald'sMarketed itself as a family restaurant in Sweden.
http://jankenneth-obar.blogspot.com 41. Concept 7:Comparative ads
are common in US and Canada but is illegal in Japan, Brazil and
India. Style http://jankenneth-obar.blogspot.com 42. Concept
7:Companies are attempting to build a global brand image by using
the same advertising in all markets. Local or Global
http://jankenneth-obar.blogspot.com 43. Concept 8:Select
Communication Channels: Situation in Pharmaceutical Industry 94,000
Sales Reps Only40%of sales calls lead to seeing the Doctor A Med
Sales Rep only get 2 minutesof Doctors Time
http://jankenneth-obar.blogspot.com 44. Concept 8:Pharmaceutical
companies turned to other Communication Channels such as: 1)Ads in
medicalJournal 2) direct mail 3) free samples 4) telemarketing 5)
Sponsoredconferences - http://jankenneth-obar.blogspot.com 45.
Concept 9:Sales Promotion: Tools used to draw a strongerand quicker
buyer response. -Coupons -Contests -Premiums
http://jankenneth-obar.blogspot.com 46. Concept 10: Multiple Stage
Communication Campaign New Campaignabout anew product Paid AD with
A response mechanism Direct Mail OutboundTelemarketing Face to
FaceSales call Ongoing Communication
http://jankenneth-obar.blogspot.com 47. Summary:
- 8 Elements of Communication
- Marketing Communication Mix
- Developing Effective Communication
- Determine Communication Objective
http://jankenneth-obar.blogspot.com 48. Summary: 6)Communication
Design 7)Global Adaptation 8)Select Communication Channel 9)Sales
Promo 10)Coordinating Media http://jankenneth-obar.blogspot.com
