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A FRAMEWORK for MARKETING MANAGEMENTChapter 15 Designing and Managing Integrated Marketing Communications Kotler Keller Cunningham
© Copyright 2008 Pearson Education CanadaChapter 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
Profile: Canadian Marketing Excellence L’OREAL CANADAL’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
Marketing CommunicationsMarketing 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
Figure 15.1 IMC to Build Brands© Copyright 2008 Pearson Education Canada
Table 15.1 Communication PlatformsAdvertising 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
Table 15.1 Communication PlatformsEvents/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
Table 15.1 Communication PlatformsPersonal 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
Figure15.2 Elements in the Communications Process© Copyright 2008 Pearson Education Canada
Figure 15.3 Response Hierarchy Models© Copyright 2008 Pearson Education Canada
Steps in Developing Effective CommunicationsIdentify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC © Copyright 2008 Pearson Education Canada
Communications ObjectivesCategory need Brand awareness Brand attitude Purchase intention © Copyright 2008 Pearson Education Canada
Design the CommunicationsInformational appeal Creative strategy Transformational appeal Message strategy Message source © Copyright 2008 Pearson Education Canada
Select Communication ChannelsPersonal communication channels Non-personal communication channels Integration of communication channels © Copyright 2008 Pearson Education Canada
Stimulating Personal Communications ChannelsIdentify influentials Create opinion leaders Use influentials in communications Develop ads with high “conversation value” Use viral marketing © Copyright 2008 Pearson Education Canada
Non-personal Communication ChannelsMedia Sales promotion Events and experiences Public relations © Copyright 2008 Pearson Education Canada
© Copyright 2008 Pearson Education CanadaEstablish the Budget Affordable Percentage-of-sales Competitive parity Objective-and-task © Copyright 2008 Pearson Education Canada
Characteristics of CommunicationsAdvertising Pervasiveness Amplified expressiveness Impersonality Sales Promotion Communication Incentive Invitation © Copyright 2008 Pearson Education Canada
Characteristics of CommunicationsPublic Relations and Publicity High credibility Ability to catch buyers off guard Dramatization Events and Experiences Relevant Involving Implicit © Copyright 2008 Pearson Education Canada
Characteristics of CommunicationsDirect Marketing Customized Up-to-date Interactive Personal Selling Personal interaction Cultivation Response © Copyright 2008 Pearson Education Canada
Factors in Setting Communications MixType of product market Consumer readiness to make a purchase Stage in the product life cycle Market rank © Copyright 2008 Pearson Education Canada
Figure 15.4 Cost Effectiveness by Buyer Readiness Stage© Copyright 2008 Pearson Education Canada
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
The Promotional Mix Sports & Entertainment Marketing.
Integrated Marketing Communications
Session #4 Pricing & Marketing Distribution Channels
Integrated Marketing Communications Strategy
Designing and Managing Integrated Marketing Communications
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 16 Chapter 16 Designing and Managing Integrated.
Integrated Marketing Communication
MARKETING MANAGEMENT 12 th edition KotlerKeller 17 Designing and Managing Integrated Marketing Communications.
MARKETING MANAGEMENT 12th edition
Seminar Pemasaran Strategi Komunikasi.
17-1 Chapter Questions What is the role of marketing communication? How can marketing communications work? What is an integrated marketing communications.
Chapter 19 Managing Integrated Marketing Communications by
Copyright © 2006 Pearson Education Canada 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What.
Copyright 2009, Prentice-Hall, Inc.15-1 A Framework for Marketing Management Chapter 15 Designing and Managing Integrated Marketing Communications.
Marketing Management (MKT 261)
17 Designing and Integrating Marketing Communications 1.
Copyright © 2003 Prentice-Hall, Inc Chapter 19 Managing Integrated Marketing Communications by PowerPoint by Milton M. Pressley University of New.
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