Transcript KotlerMM_ch17 - UMM Directory

MARKETING MANAGEMENT
12th edition
17
Designing and
Managing Integrated
Marketing
Communications
Kotler
Keller
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
17-3
Marketing Communications
The means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
17-4
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
17-6
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
17-7
Visitors to the Woodward Dream Cruise
often tour Ford’s Factory Museum
17-8
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
17-11
Field of Experience
Sender’s
field
Receiver’s
field
17-12
The Communications Process
Selective attention
Selective distortion
Selective retention
17-13
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 FamiliarityFavorability Analysis
17-16
Image
The set of beliefs, ideas, and impressions
a person holds regarding an object.
17-17
Communications Objectives
Category Need
Brand Awareness
Brand Attitude
Purchase Intention
17-18
Designing the Communications
•
•
•
•
Message strategy
Creative strategy
Message source
Personal
communication
channels
• Nonpersonal
communication
channels
• Integration
17-19
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.
Our tissue is softer.
Where’s the Beef?
Please Don’t Squeeze
the Charmin.
No hard sell, just a good Drivers Wanted
car.
We don’t rent as many
We Try Harder
cars, so we have to do
more for our customers.
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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
17-25
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
Ad
Retrieval
Cues
Media
Interactions
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Marketing Debate
 What is the biggest obstacle to
integrating marketing communications?
Take a position:
1. The biggest obstacle to effective IMC
programs is a lack of agency coordination
across communication units.
2. The biggest obstacle to effective IMC
programs is a lack of understanding as to
how to optimally design and evaluate such
programs.
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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? How
consistent are the different
communications?
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