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A FRAMEWORK for MARKETING MANAGEMENT
Chapter 15 Designing and Managing Integrated Marketing Communications Kotler Keller Cunningham
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© Copyright 2008 Pearson Education Canada
Chapter Questions What is the role of marketing communications? 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 2008 Pearson Education Canada
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Profile: Canadian Marketing Excellence L’OREAL CANADA
L’Oréal Canada is renowned for its integrated marketing communications strategies Philosophy- to innovate in its products and its distinctly Canadian marketing initiatives Fully integrated, intelligent messaging and savvy associations In 2002, partnered with CanWest Global to develop a series of TV vignettes by high profile Canadian women In 2003, L’Oréal signed its lower-priced Maybelline line on as a major sponsor of Canadian Idol, leading to increased sales © Copyright 2008 Pearson Education Canada
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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 2008 Pearson Education Canada
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Figure 15.1 IMC to Build Brands
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Table 15.1 Communication Platforms
Advertising Print/broadcast ads Packaging inserts Motion pictures Brochures/booklets Posters Billboards POP displays Logos Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows/exhibits Coupons Rebates Entertainment Continuity programs © Copyright 2008 Pearson Education Canada
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Table 15.1 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 © Copyright 2008 Pearson Education Canada
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Table 15.1 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 © Copyright 2008 Pearson Education Canada
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Figure15.2 Elements in the Communications Process
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Figure 15.3 Response Hierarchy Models
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Steps in Developing Effective Communications
Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC © Copyright 2008 Pearson Education Canada
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Communications Objectives
Category need Brand awareness Brand attitude Purchase intention © Copyright 2008 Pearson Education Canada
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Design the Communications
Informational appeal Creative strategy Transformational appeal Message strategy Message source © Copyright 2008 Pearson Education Canada
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Select Communication Channels
Personal communication channels Non-personal communication channels Integration of communication channels © Copyright 2008 Pearson Education Canada
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Stimulating Personal Communications Channels
Identify influentials Create opinion leaders Use influentials in communications Develop ads with high “conversation value” Use viral marketing © Copyright 2008 Pearson Education Canada
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Non-personal Communication Channels
Media Sales promotion Events and experiences Public relations © Copyright 2008 Pearson Education Canada
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© Copyright 2008 Pearson Education Canada
Establish the Budget Affordable Percentage-of-sales Competitive parity Objective-and-task © Copyright 2008 Pearson Education Canada
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Characteristics of Communications
Advertising Pervasiveness Amplified expressiveness Impersonality Sales Promotion Communication Incentive Invitation © Copyright 2008 Pearson Education Canada
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Characteristics of Communications
Public Relations and Publicity High credibility Ability to catch buyers off guard Dramatization Events and Experiences Relevant Involving Implicit © Copyright 2008 Pearson Education Canada
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Characteristics of Communications
Direct Marketing Customized Up-to-date Interactive Personal Selling Personal interaction Cultivation Response © Copyright 2008 Pearson Education Canada
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Factors in Setting Communications Mix
Type of product market Consumer readiness to make a purchase Stage in the product life cycle Market rank © Copyright 2008 Pearson Education Canada
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Figure 15.4 Cost Effectiveness by Buyer Readiness Stage
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For Discussion What are your favourite TV ads?
Why are these your favourites? How effective are the message and creative strategies? How do they create brand equity? © Copyright 2008 Pearson Education Canada
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