MARKETING MANAGEMENT 12th edition 17 Designing and Managing Integrated Marketing Communications Kotler Keller

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?

Mini’s Guerrilla Marketing

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

Figure 17.1 IMC Builds Brands

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

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

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

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

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

Figure17.2 Elements in the Communications Process

Field of Experience Sender’s field Receiver’s field

The Communications Process Selective attention Selective distortion Selective retention

Figure 17.3 Response Hierarchy Models

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

Figure 17.5 Familiarity-Favorability Analysis

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

Communications Objectives Category Need Brand Awareness Brand Attitude Purchase Intention

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

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.

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

Message Source Celebrity Characteristics Expertise Trustworthiness Likeability

Personal Communications Channels Advocate channels Expert channels Social channels

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

Nonpersonal Communication Channels Media Sales Promotion Events and Experiences Public Relations

Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task

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.

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

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

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

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

Figure 17.6 Cost Effectiveness by Buyer Readiness Stage

Figure 17.7 Current Consumer States for Two Brands

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

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.

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?