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Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Designing and Managing Integrated Marke/ng Communica/ons
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 3 of 28
Discussion Ques/ons
1. What is the role of marke/ng communica/ons?
2. How do marke/ng communica/ons work?
3. What are the major steps in developing effec/ve communica/ons?
4. What is the communica/ons mix, and how should it be set?
5. What is an integrated marke/ng communica/on program?
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 4 of 28
Role of Marke/ng Communica/ons
Persuade
Inform
Remind
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Marke/ng Communica/ons Mix
Adver2sing
Public Rela2ons and Publicity Sales Force
Direct and Interac2ve Marke2ng
Word-‐of-‐Mouth
Events and Experiences
Sales Promo2on
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 6 of 28
Adver2sing Sales Promo2on Events and Experiences
ü Print and broadcast ads
ü Packaging
ü Cinema
ü Brochures ü Posters
ü Billboards ü Display signs ü Point of purchase
displays
ü Contests, games, sweepstakes, loTeries
ü Premiums and giUs
ü Sampling
ü Fairs and trade shows ü Coupons
ü Rebates ü Trade-‐in allowances
ü Tie-‐ins
ü Sports ü Entertainment
ü Fes/vals ü Arts
ü Causes
ü Factory tours ü Company
museums
ü Street ac/vi/es
Communica/on PlaZorms
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 7 of 28
Public Rela2ons and Publicity
Direct and Interac2ve Marke2ng Personal Selling
ü Press kits ü Speeches
ü Seminars
ü Annual reports
ü Charitable dona/ons
ü Publica/ons ü Lobbying
ü Company magazine
ü Catalogs ü Mailings
ü Telemarke/ng
ü Electronic shopping
ü TV shopping
ü Email
ü Company blogs
ü Web sites
ü Sales presenta/ons ü Samples
ü Incen/ve programs ü Fairs / trade shows
Word-‐of-‐Mouth
ü Person-‐to-‐person ü Chat rooms/Blogs
Communica/on PlaZorms
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Communica/ons Process Models
Macromodel Micromodel
Sender à Receiver Consumers’ Response
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Elements in the Communica/ons Process
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Response Hierarchy Models
Learn
Feel
Do
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Fragility of Communica/on Process
Awareness
Knowledge
Convic/on
Purchase
Preference
Liking
50%
50%
50%
50%
50%
50%
Probability
.5 X .5 X .5 X .5 X .5 X .5 = 1.56%
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 12 of 28
Iden/fy target audience
Determine objec/ves
Design communica/ons
Select channels Establish budget Decide on media mix
Measure results Manage IMC (Integrated Marke-ng
Communica-on)
Steps in Developing Effec/ve Communica/ons
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Developing Effec/ve Communica/ons
Iden/fy target audience
Determine objec/ves
Design communica/ons
Select channels Establish budget
The Basics
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Iden/fy the Target Audience
Poten2al Buyers
Current Users
Deciders or Influencers
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Determine Objec/ves
Category Needs
Brand Awareness
Brand Purchase Inten2on
Posi/ve
Nega/ve
Brand AJtude
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 16 of 28
Design Communica/ons
How to say it? (Crea/ve Strategy)
What to say? (Message Strategy)
Who should say it? (Message source)
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Select Channels
Personal Communica2ons
NonPersonal (Mass) Communica2ons
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Establish Budget
Affordable Method
Percentage-‐of-‐Sales
Compe22ve-‐Parity
Objec2ve-‐and-‐Task
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Marke/ng Communica/ons Mix
Characteris2cs
Factors
Measuring
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 20 of 28
Marke/ng Communica/ons Mix
Adver2sing Pervasive, Amplified, Control
Sales Promo2on ATen/on-‐gejng, Incen/ve, Invita/on
Public Rela2ons High Credibility, Reach, Drama/za/on
Events & Experiences Relevant, Engaging, Implicit
Direct & Interac2ve Customized, Up-‐to-‐date, Interac/ve
Word-‐of-‐Mouth Influen/al, Personal, Timely
Sales Force Personal interac/on, Cul/va/on, Response
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 21 of 28
Factors in Sejng the Mix
Product Life-‐Cycle Stage
Buyer-‐Readiness Stage
Type of Product Market
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Cost-‐Effec/veness / Buyer-‐Readiness
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Measuring Communica/on Results
Ajtudes
Frequency Reach
Awareness
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Consumer States for Two Brands
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 25 of 28
A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organiza/on are relevant to that person and consistent over /me.
Integrated Marke2ng Communica2ons
Copyright © 2012 Pearson Educa/on, Inc. Publishing as Pren/ce Hall Slide 26 of 28
Coordina/on and Implementa/on
Stage 1 Stage 2
Stage 3
Promo/ons Direct Sales
