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Presentation on theme: "MARKETING MANAGEMENT 12th edition"— Presentation transcript:

17 Designing and Managing Integrated Marketing Communications Kotler Keller

2 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 how should it be set? What is an integrated marketing communications program?

3 Mini’s Guerrilla Marketing

4 Marketing Communications
The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

5 Figure 17.1 IMC Builds Brands

6 Table 17.1 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

7 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

8 Visitors to the Woodward Dream Cruise often tour Ford’s Factory Museum

9 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 Voice mail

10 Product Launch Communications Mix
Kleenex allocated its communications dollars: 75% Television 23% Print 2% Online

11 Figure17.2 Elements in the Communications Process

12 Field of Experience Sender’s field Receiver’s field

13 The Communications Process
Selective attention Selective distortion Selective retention

14 Figure 17.3 Response Hierarchy Models

15 Figure 17.4 Steps in Developing Effective Communications
Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC

16 Figure 17.5 Familiarity-Favorability Analysis

17 Image The set of beliefs, ideas, and impressions
a person holds regarding an object.

18 Communications Objectives
Category Need Brand Awareness Brand Attitude Purchase Intention

19 Designing the Communications
Message strategy Creative strategy Message source Personal communication channels Nonpersonal communication channels Integration

20 Creative Strategy Informational and transformational appeals
Positive and negative appeals Fear Guilt Shame Humor Love Pride Joy Click the video icon to launch a video about DDB Worldwide.

21 The Importance of Taglines
Brand Theme Ad Tagline Our hamburgers are bigger. Where’s the Beef? Our tissue is softer. Please Don’t Squeeze the Charmin. No hard sell, just a good car. Drivers Wanted We don’t rent as many cars, so we have to do more for our customers. We Try Harder

22 Message Source Celebrity Characteristics Expertise Trustworthiness

23 Personal Communications Channels
Advocate channels Expert channels Social channels

24 Stimulating Personal Influence Channels
Identify influential individuals and devote extra attention to them Create opinion leaders Use community influentials in testimonial advertising Develop advertising with high “conversation value” Develop WOM referral channels Establish an electronic forum Use viral marketing

25 Nonpersonal Communication Channels
Media Sales Promotion Events and Experiences Public Relations

26 Establish the Budget Affordable Percentage-of-Sales Competitive Parity

27 Objective-and-Task Method
Establish the market share goal. Determine the percentage that should be reached. Determine the percentage of aware prospects that should be persuaded to try the brand. Determine the number of advertising impressions per 1% trial rate. Determine the number of gross rating points that would have to be purchased. Determine the necessary advertising budget on the basis of the average cost of buying a GRP.

28 Characteristics of Communications
Advertising Pervasiveness Amplified expressiveness Impersonality Sales Promotion Communication Incentive Invitation

29 Characteristics of Communications
Public Relations and Publicity High credibility Ability to catch buyers off guard Dramatization Events and Experiences Relevant Involving Implicit

30 Characteristics of Communications
Direct Marketing Customized Up-to-date Interactive Personal Selling Personal interaction Cultivation Response

31 Factors in Setting Communications Mix
Type of product market Consumer readiness to make a purchase Stage in the product life cycle Market rank

32 Figure 17.6 Cost Effectiveness by Buyer Readiness Stage

33 Figure 17.7 Current Consumer States for Two Brands

34 Coordinating Media to Build Brand Equity
Brand Signature Ad Retrieval Cues Media Interactions

35 Marketing Debate What is the biggest obstacle to
integrating marketing communications? Take a position: The biggest obstacle to effective IMC programs is a lack of agency coordination across communication units. 2. The biggest obstacle to effective IMC programs is a lack of understanding as to how to optimally design and evaluate such programs.

36 Marketing Discussion Pick a brand and go to the Web site.
Locate as many forms of communication as you can find. Conduct an informal communications audit. What do you notice? How consistent are the different communications?

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