2. Arab World Edition Kotler, Keller, Hassan, Baalbaki and Shamma
Marketing Management
Arab World Edition
Kotler, Keller, Hassan, Baalbaki and Shamma
Chapter 17
Designing and
Managing Integrated Marketing
Communications

3. 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?
Copyright © 2012 Pearson Education

4. The Role of Marketing Communications
Chapter Question 1:
What is the role of marketing communications?
The Role of Marketing Communications
What are marketing communications?
Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
Copyright © 2012 Pearson Education

5. Marketing Communications, Brand Equity, and Sales
Chapter Question 1:
What is the role of marketing communications?
Marketing Communications, Brand Equity, and Sales
Marketing communications mix
The marketing communications mix consists of eight major modes of communication:
Advertising
Sales promotion
Events and experiences
Public relations and publicity
Direct marketing
Interactive marketing
Word-of-mouth marketing
Personal selling
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6. What is the role of marketing communications?
Chapter Question 1:
What is the role of marketing communications?
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes
Sales Promotion
Contests, games
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity programs
Tie-ins
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7. What is the role of marketing communications?
Chapter Question 1:
What is the role of marketing communications?
(cont.)
Events/ Experiences
Sports
Entertainment
Festivals
Art
Causes
Factory tours
Company museums
Street activities
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
Company magazine
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8. What is the role of marketing communications?
Chapter Question 1:
What is the role of marketing communications?
(cont.)
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
Blogs
Websites
Word-of-Mouth
Person-to-person
Chat rooms
Blogs
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9. Marketing Communications, Brand Equity, and Sales
Chapter Question 1:
What is the role of marketing communications?
Marketing Communications, Brand Equity, and Sales
Marketing communications mix
As Figure 17.1 shows, marketing communications activities contribute to brand equity and drives sales, by:
Creating awareness of the brand;
Linking the right associations to the brand image in consumers’ memory;
Drawing positive brand judgments or feelings; and/or
Facilitating a stronger consumer–brand connection.
Copyright © 2012 Pearson Education

10. Marketing Communications, Brand Equity, and Sales
Chapter Question 1:
What is the role of marketing communications?
Marketing Communications, Brand Equity, and Sales
Fig. 17.1: Integrating Marketing Communications to Build Brand Equity
Copyright © 2012 Pearson Education

11. The Communications Process Models
Chapter Question 2:
How do marketing communications work?
The Communications Process Models
Macromodel of the communications process:
Fig. 17.2: Elements in the Communications Process
إعلانات خطأ
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12. The Communications Process Models
Chapter Question 2:
How do marketing communications work?
The Communications Process Models
For a successful marketing communications campaign, marketers must try to ensure that each step occurs.
For example, the ideal ad campaign would ensure that:
The right consumer is exposed to the message at the right time and place
The ad causes consumer to pay attention
The ad reflects consumer’s level of understanding and behaviors with product
The ad correctly positions brand in terms of points-of-difference and points-of-parity
The ad motivates consumer to consider purchase of the brand
The ad creates strong brand associations
Copyright © 2012 Pearson Education

13. Developing Effective Communications
Chapter Question 3:
What are the major steps in developing effective communications?
Developing Effective Communications
Figure 17.4 shows the eight steps in developing effective communications.
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results
Manage IMC
Fig. 17.4:
Steps in Developing Effective Communications
Copyright © 2012 Pearson Education

14. 1- Identify the Target Audience
Chapter Question 3:
What are the major steps in developing effective communications?
1- Identify the Target Audience
The process must start with a clear target audience in mind.
The target audience is a critical influence on the communicator’s decisions about what to say, how, when, where, and to whom.
Often useful to profile the target audience in terms of:
Usage New/current
Loyalty loyal/competitors/switcher
Brand knowledge Aware/not aware
Copyright © 2012 Pearson Education

15. 2. Determine the Communications Objectives
Chapter Question 3:
What are the major steps in developing effective communications?
2. Determine the Communications Objectives
Four possible communications objectives are:
Category need – establishing a product or service as necessary to fill a gap. (electrical cars)
Brand awareness – increasing the ability to identify the brand. (Tesla)
Brand attitude – raising the brand’s perceived ability to meet a need.
Purchase intention – promoting buying action.
Copyright © 2012 Pearson Education

16. 3. Design the Communications
Chapter Question 3:
What are the major steps in developing effective communications?
3. Design the Communications
Designing the communications to get the desired response will require solving three problems:
What to say (message strategy) rational – sensory – social – ego satisfaction
How to say it (creative strategy) informational (logic reason) – transformational (emotional – motives)
Who should say it (message source)
Copyright © 2012 Pearson Education

17. 3. Design the Communications
Chapter Question 3:
What are the major steps in developing effective communications?
3. Design the Communications
Creative strategies are the way marketers translate their messages into a specific communication.
Two broad categories:
Informational appeals
(logic reason)
Transformational appeals
(emotional – motives)
Michelin’s use of the Michelin Man brand character in its advertising helps to break through the clutter and reinforce the brand’s key safety and trust messages.
Copyright © 2012 Pearson Education

18. 3. Design the Communications
Chapter Question 3:
What are the major steps in developing effective communications?
3. Design the Communications
Message source:
Messages can be delivered in many different ways.
spokesperson
celebrity
When a celebrity is used, the individual must have certain characteristics:
Expertise
Trustworthiness
Likeability
Copyright © 2012 Pearson Education

19. 4. Select the Communications Channels
Chapter Question 3:
What are the major steps in developing effective communications?
4. Select the Communications Channels
Communications channels include:
Personal communications channels
two or more persons communicating directly face-to-face, person-to-audience, over the telephone, or through
Non-personal communications channels
media, sales promotions, events and experiences, and public relations
Integration of communications channels
mass media may be the most effective option
Copyright © 2012 Pearson Education

20. 5. Establishing the Total Marketing Communications Budget
Chapter Question 3:
What are the major steps in developing effective communications?
5. Establishing the Total Marketing Communications Budget
How do companies decide on the promotion budget?
Four common methods:
The affordable method (Not investment – hard to plan)
The percentage-of-sales method (or sales price – cars)
Vary as the company afford- relationship with cost/sales
The competitive-parity method (similar to competitors)
The objective-and-task method (clear association with cost)
Copyright © 2012 Pearson Education

21. 6. Deciding on the Marketing Communications Mix
Chapter Question 4:
What is the communications mix and how should it be set?
6. Deciding on the Marketing Communications Mix
Characteristics of the Marketing Communications Mix
Each communication tool has its own characteristics and costs.
Advertising
Spread
Amplified expression
Impersonality
Sales Promotion
Communication
Incentive
Invitation
Copyright © 2012 Pearson Education

22. What is the communications mix and how should it be set?
Chapter Question 4:
What is the communications mix and how should it be set?
Characteristics of the Marketing Communications Mix
Public Relations and Publicity
High credibility
Ability to catch buyers off guard
Dramatization
Events and Experiences
Relevant
Involving
Implicit
Copyright © 2012 Pearson Education

23. What is the communications mix and how should it be set?
Chapter Question 4:
What is the communications mix and how should it be set?
Characteristics of the Marketing Communications Mix
Direct Marketing
Customized
Up-to-date
Interactive
Personal Selling
Personal interaction
Cultivation
Response
Word-of-Mouth Marketing
Credible
Personal
Timely
Copyright © 2012 Pearson Education

24. What is the communications mix and how should it be set?
Chapter Question 4:
What is the communications mix and how should it be set?
Factors in Setting the Marketing Communications Mix
Companies must consider several factors in developing their communications mix:
Type of product market
Buyer readiness stage
Product life cycle stage
Fig. 17.5: Cost-Effectiveness of Three Different Communications Tools at Different Buyer-Readiness Stages
Copyright © 2012 Pearson Education

25. Fig. 17.6: Current Consumer States for Two Brands
Chapter Question 4:
What is the communications mix and how should it be set?
7. Measuring Communications Results
Figure 17.6 provides an example of good feedback measurement:
Fig. 17.6: Current Consumer States for Two Brands
Copyright © 2012 Pearson Education

26. 8. Managing the Integrated Marketing Communications Process
Chapter Question 5:
What is an integrated marketing communications program?
8. Managing the Integrated Marketing Communications Process
Integrated marketing communications (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.
Mixed communication tools
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27. Credits Slide 1 Alamy Images: ArkadiusKozera
Slide 16 Art Directors and TRIP Photo Library: Helene Rogers