Transcript Kotler Keller 2

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Designing and
Integrating Marketing
Communications
Marketing Communications
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Modes of Marketing Communications
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Advertising
Sales promotion
Events and
experiences
Public relations and
publicity
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Direct marketing
Interactive
marketing
Word-of-mouth
marketing
Personal selling
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Figure 17.1 Elements in the
Communications Process
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An Ideal Ad Campaign
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The right consumer is exposed to the
message at the right time and place
The ad causes consumer to pay attention
The ad reflects consumer’s level of
understanding and behaviors with product
The ad correctly positions brand in terms of
points-of-difference and points-of-parity
The ad motivates consumer to consider
purchase of the brand
The ad creates strong brand associations
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Basic Media Concept
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Media Mix
Media Vehicle
Media Plan
Reach
Frequency
Impression/Exposure/View
Ratings
Circulations
Media Salespeople or Media Reps
QUESTION
Maximize Reach or Frequency?
PRINT MEDIA
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Print advertising includes printed
advertisements in newspapers,
magazines, brochures, posters, and
outdoor boards
Print provides more detailed information,
rich imagery, and a longer message life
Newspaper Advertising
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Classifieds…advertising by the individuals or
local businesses and counts about approx
40% of all advertising revenue of newspapers
Newspaper Advertising
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Display… the most dominant form of newspaper
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advertising, some time further divided in to Local
(retail) and National (General)
ROP Rate and PP Rate
Newspaper Advertising
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Supplements… are syndicated, which means
an independent publisher sells its publications
to newspapers throughout a country.
Advertising inserts, small sized magazines or
booklets that mostly appear in Sunday
editions.
FSI Ads
MAGAZINES
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Most magazines today are special interest
publications aimed at narrower target markets
Specialty magazines seem to have an edge over
more general publications in terms of maintaining
growth
Upscale magazines provide an ideal place for
the image advertising of luxury products
Consumer Magazines
Business Magazines
Geography
Demographics
Editorial Contents etc…
Magazine Advertising
Magazine must fill a niche with
unique editorial content to
satisfy specific group of
readers.
Quality of reproduction and
readers spending more time
reading a magazine are the
two biggest strengths.
Out-of-Home Advertising
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Billboards (Printed Posters and Painted Bulletin,
Cutouts or Extensions)
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Hot Air Balloons
Ads on Buses
Posters on Walls
Telephone Kiosks
Painted semi trucks
Posters in the public locations
The Industry use a system based on
showings (based on traffic count)
USING PRINT
Use Newspapers If…
You are a local business
Desire extensive market
coverage
Product is consumed in a
predictable manner
No need to demonstrate the
product
Moderate to large budget
Use Magazines If…
Well-defined target audience
Want to reinforce or remind
audience
Product must be shown
accurately and beautifully
Need to relate moderate to
extensive information
Moderate to large budget
Using Print Advertising
Use Out-of-Home If…
Local business that wants to
sell locally
Regional or national business
that wants to remind or
reinforce
Product requires little
information and little
demonstration
Small to moderate budget
Broadcast Media
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Transmit sounds or images
electronically
Include radio and television
Broadcast engages more
senses than reading and adds
audio as well as motion for
television
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Using Broadcast Advertising
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Use Radio If…
Local business
Highly targeted audience
Small budget
Timing consideration
Align interests with
program
Personal message with
human voice
Works in musical form or
strong in mental imagery
Need reminder message
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Use Television If…
Want wider mass
audience
Align interests with
program
Good budget
Product needs both sight
and sound
Prove something to
audience
Halo effect
Create or reinforce brand
image and personality
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Using Broadcast Advertising
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Use Movie Ads If…
National brand
Have budget to do
high-quality
commercials
Want to associate
brand with movie stars
Movie audience
matches brand’s target
audience
Substantial visual
impact and quality
production
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Use Placement If…
Want to associate
brand with stars and
story
Viewing audience
matches brand’s target
audience
Natural fit between
product and storyline
Opportunity for brand
as star
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Steps in Developing Effective
Communications
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Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/manage IMC
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Communications Objectives
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Category need
Brand awareness
Brand attitude
Purchase intention
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Designing the Communications
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Message strategy
Creative strategy
Message source
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Message Strategy
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Creative Strategy
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Informational and transformational appeals
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Positive and Negative Appeals
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Message Source
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Select Communication Channels
Personal
Nonpersonal
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Factors in Setting
Communications Mix
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Type of product market
Buyer readiness stage
Product life cycle stage
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