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 Communication Process Models
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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The Communication Process Models
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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