markmanchap17
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ChaDesigning and ManagingIntegrated Marketing Communications. Summary - Marketing Management by Philip Kotler, Kevin Lane KellerTRANSCRIPT
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Designing and ManagingIntegrated Marketing Communications
Marketing ManagementPhilip Kotler, Kevin Lane Keller
Narciso F. Atienza, Jr. MDMBAH/2009
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Chapter QuestionsWhat 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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Defining Marketing CommunicationsMeans by which firms attempt to
directly or indirectly, about the products and brands they sell.
remind consumers
inform persuade
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Defining Marketing Communications
“Voice” of the company
Means by which it can establish a dialogue and build relationships with consumers.
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Marketing Communications Mix
• 8 major modes on communication
Advertising
Sales promotion
Events and experience
Public relations and publicity
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Marketing Communications Mix8 major modes of communication
Direct marketing
Interactive marketing
Word-of-Mouth Marketing
Personal Selling
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Integrating Marketing Communications to Build Brand Equity
Advertising
Sales Promotion
Events and
ExperiencePublic
relations and
publicity
Interactive marketing
Direct marketing
Word-of-mouth
marketing
Personal Selling
Marketing Communications Program
Brand Equity
Brand Awareness
Brand Image
Brand responses
Brand relationshi
ps
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The Communication Process(Marcomodel)
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The Communications Process
Selective attention
Selective distortion
Selective retention
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Response Hierarchy Models(Micromodel)
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Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC
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Identify the Target Audience
Current users
Decision makers
Potential buyers
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Usage and loyaltyNew user
Loyal to the brand or competitor
Switches between brands
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Communication objectivesCategory need (certain segment
of the market).Brand Awareness (presence of
such product)Brand Attitude (product can
satisfy relevant need)Brand Purchase Intention
(whether product purchase can meet quotas)
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Designing the Communications
Message strategyCreative strategyMessage sourceGlobal adaptation
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Creative StrategyInformational and transformational
appealsPositive and negative appeals
◦ Fear◦ Guilt◦ Shame◦ Humor◦ Love◦ Pride◦ Joy
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Message Source
Celebrity Characteristics◦Expertise◦Trustworthiness◦Likeability
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Issues Facing Global AdaptationsIs the product restricted in some
countries?Are there restrictions on
advertising the product to a specific target market?
Can comparative ads be used?Can the same advertising be
used in all country markets?
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Select Communication Channels
Personal ChannelsAdvocate
ChannelsExpert ChannelsSocial Channels
Non Personal Channels
MediaSales promotionsEvents and
experiencesPublic relations
Integration of channels
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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 goalDetermine the percentage that should be
reachedDetermine 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 The Marketing Communications Mix
AdvertisingPervasivenes
sAmplified
expressiveness
Impersonality
Sales Promotion
Communication
IncentiveInvitation
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Deciding on the marketing communications mixAllocation of budget over the
eight major modes
Advertising
Sales promotion
Events and experience
Public relations and publicity
Direct marketing
Interactive marketing
Word-of-Mouth Marketing
Personal Selling
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Factors in Setting the Market Communications MixType of Product MarketBuyer-Readiness StageProduct Life Cycle Stage
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Managing the Integrated Marketing Communications ProcessCoordinating Media
◦Single-vehicle, single-stage◦Single-vehicle, multiple-stage◦Multiple-vehicle, multiple stage
Implementing IMC
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Application in Medical Practice
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ConclusionsThe role of marketing communications
is to inform, persuade, and remind consumers of products that a certain company sells or markets to consumers/clients. They also tell or show consumers how and why
Marketing mode methods are used to create a Marketing Communications Program, which helps in developing, which Brand Equity creates awareness, memory, responses, and consumer brand connection
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Defining Marketing CommunicationsMeans by which firms attempt to
directly or indirectly, about the products and brands they sell.
remind consumers
inform persuade
http://narcisoatienzamd.blogspot.com/http://ph.linkedin.com/in/narcisoatienzamd
Integrating Marketing Communications to Build Brand Equity
Advertising
Sales Promotion
Events and
ExperiencePublic
relations and
publicity
Interactive marketing
Direct marketing
Word-of-mouth
marketing
Personal Selling
Marketing Communications Program
Brand Equity
Brand Awareness
Brand Image
Brand responses
Brand relationshi
ps
http://narcisoatienzamd.blogspot.com/http://ph.linkedin.com/in/narcisoatienzamd
Designing and ManagingIntegrated Marketing Communications
Marketing ManagementPhilip Kotler, Kevin Lane Keller
Narciso F. Atienza, Jr. MDMBAH/2009