kotler chapter 17: designing and managing integrated marketing communication
TRANSCRIPT
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Designing and Managing Integrated Marketing
CommunicationI’m telling you this, but my words may not
be enough.
Mariel Angelou A. ParulanMay 12, 2010
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I ’m Telling You This
OUTLINE:I. What’s it to me?II. Traveling the Language highwayIII. Let’s make communicationIV. Mixing it upV. Managing the IMC process
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I. What’s it to me?
• The Role of Communication– What’s going on?
– Goal: Brand equity & driving sales
• Kotler: Nike• Local: Century Tuna• Medical: health campaigns
– Mix of modes– Marketing effects
CONCEPT # 1
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• Communications Process Models
– Highway (macromodel of communication process)
– Alley (micromodel of consumer responses)
II. Traveling the Language Highway
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MEDIA
RECEIVER
encode
decode
feedback
response
SENDER
II. Traveling the Language Highway: macromodel
CONCEPT # 2
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Response hierarchy model
2
1
3
II. Traveling the Language Highway: micromodel
A) LEARN FEEL DO
CONCEPT # 3
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II. Traveling the Language Highway: micromodel
B) DO FEEL LEARN2
1
3Response hierarchy model
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Response Hierarchy model
II. Traveling the Language Highway: micromodel
1
2
3 C) LEARN DO FEEL
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• Kottler:– Pottsville
• Local:– PBA, Collezione
• Medical:– TMC
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III. Let’s Make Communication!
Loyal user
New user
heavy-user Old user
light-user
Step 1: Who?- Know your target!
CONCEPT # 4
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III. Let’s Make Communication!
Step 2: What?- Know your objectives
CONCEPT # 5
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III. Let’s Make Communication!
Step 3: How?- Design!
ExpertTrustworthylikeably
CONCEPT # 6
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On Strategy appeals
• Kotler– Pringles
• Local– Voter’s campaign (2009-2010)
• Medical– ASMPH
III. Let’s Make Communication!
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On message source
• Kotler: – Tiger Woods
• Local– The Aquino’s
• Medical– Hayden Koh
III. Let’s Make Communication!
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III. Let’s Make Communication!
Step 4: where?- Set your channel
CONCEPT # 7
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III. Let’s Make Communication!
Step 4: How much?- Name your price!
Objective & Task Method
CONCEPT # 8
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III. Let’s Make Communication!
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IV. Mixing it upCONCEPT # 9
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IV. Mixing it upCONCEPT # 9
PR
Direct selling
Promo
Events
Word of mouth
Direct marketing
ads
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• Need to prepare first and know your:– market (your kitchen) – buyer (food-tasters)– product (ingredients)
IV. Mixing it up
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“How much is this?”
IV. Mixing it up
FINAL PRODUCT
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V. Managing the IMC process
IMC = ASMPH
roles
disciplines
Comprehensive plans
CONCEPT # 10
coordinating
implementing
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summary
I. What’s it to me?II. Traveling the Language highwayIII. Let’s make communicationIV. Mixing it upV. Managing the IMC
I ’m Telling You This
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Overview of the 10 concepts
1. Role of marketing communications2. Micromodel for communication process3. Macromodel for consumer response4. Identifying target5. Determining objectives6. Design communications7. Channels8. Marketing communications mix9. The IMC process
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Words can be very powerful.
But only if you know how to use them