MARKETING MANAGEMENT12th edition

17 Designing and

Managing Integrated Marketing

Communications

Kotler Keller

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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?

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Mini’s Guerrilla Marketing

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Marketing Communications

The means by which firms attempt to inform, persuade, and remind

consumers, directly or indirectly, aboutthe products and brands they sell.

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Figure 17.1 IMC Builds Brands

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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

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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

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

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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

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Product Launch Communications Mix

Kleenex allocated its communications dollars:•75% Television•23% Print•2% Online

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Figure17.2 Elements in the Communications Process

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Field of Experience

Receiver’s

field

Sender’s

field

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The Communications Process

Selective attention

Selective distortion

Selective retention

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Figure 17.3 Response Hierarchy Models

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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

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Figure 17.5 Familiarity-Favorability Analysis

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Image

The set of beliefs, ideas, and impressionsa person holds regarding an object.

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Communications Objectives

Category Need

Brand Awareness

Brand Attitude

Purchase Intention

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Designing the Communications

• Message strategy• Creative strategy• Message source• Personal

communication channels

• Nonpersonal communication channels

• Integration

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Creative Strategy

• Informational and transformational appeals

• Positive and negative appeals– Fear– Guilt– Shame– Humor– Love– Pride– Joy

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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

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Message Source

Celebrity Characteristics– Expertise– Trustworthiness– Likeability

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Personal Communications Channels

Advocate channels

Expert channels

Social channels

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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

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Nonpersonal Communication Channels

Media

Sales Promotion

Events and Experiences

Public Relations

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Establish the Budget

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task

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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.

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Characteristics of Communications

Advertising• Pervasiveness• Amplified

expressiveness• Impersonality

Sales Promotion• Communication• Incentive• Invitation

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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

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Characteristics of Communications

Direct Marketing• Customized• Up-to-date• Interactive

Personal Selling• Personal interaction• Cultivation• Response

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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

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Figure 17.6 Cost Effectiveness by Buyer Readiness Stage

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Figure 17.7 Current Consumer States for Two Brands

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Coordinating Media to Build Brand Equity

Brand Signature

Media Interactions

Ad Retrieval

Cues

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Marketing Debate

What is the biggest obstacle to integrating marketing communications?Take a position:1. The biggest obstacle to effective IMCprograms is a lack of agency coordinationacross communication units.2. The biggest obstacle to effective IMCprograms is a lack of understanding as tohow to optimally design and evaluate suchprograms.

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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? Howconsistent are the different

communications?