Transcript Marketing communications

Slide 19.1
LECTURE WEEK 6
Examining Integrated Marketing
Communications
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.2
Lecture questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing
effective marketing communications?
4. What is the marketing communications mix and
how should it be set?
5. What is an integrated marketing
communications programme?
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.3
What are
marketing communications?
Marketing communications are the means
by which firms attempt to inform, persuade
and remind consumers, directly or indirectly,
about the products and brands they sell.
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.4
Modes of marketing
communications
• Advertising
• Direct marketing
• Sales promotion
• Interactive
marketing
• Events and
experiences
• Public relations
and publicity
• Word-of-mouth
marketing
• Personal selling
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.5
Advertising
communication platforms
• Print and broadcast ads
• Packaging – outer and
inserts
• Motion pictures
• Brochures and booklets
• Posters and leaflets
• Directories
Table 19.1
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Reprints of ads
Billboards
Display signs
Point-of-purchase
displays
• Audiovisual material
• Symbols and logos
• Videotapes
Common communication platforms
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.6
Sales promotion
communication platforms
• Contests, games,
sweepstakes and
lotteries
• Premiums and gifts
• Sampling
• Fairs and trade shows
• Exhibits
• Demonstrations
Table 19.1
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Coupons
Rebates
Low-interest financing
Entertainment
Trade-in allowances
Continuity programmes
Tie-ins
Common communication platforms (continued)
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.7
Events & experiences
communication platforms
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Table 19.1
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities
Common communication platforms (continued)
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.8
Public relation & publicity
communication platforms
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Press kits
Speeches
Seminars
Annual reports
Charitable donations
Table 19.1
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Publications
Community relations
Lobbying
Identity media
Company magazine
Common communication platforms (continued)
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.9
Direct and interactive
communication platforms
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Table 19.1
Catalogues
Mailings
Telemarketing
Electronic shopping
Blogs
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TV shopping
Fax
Email
Voicemail
Websites
Common communication platforms (continued)
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.10
Other common
communication platforms
Word-of-mouth marketing
• Person to person
• Chatrooms
• Blogs
Table 19.1
Personal selling
• Sales presentations
• Sales meetings
• Incentive programmes
• Samples
• Fairs and trade shows
Common communication platforms (continued)
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.11
IMC builds brands
Figure 19.1
Integrating marketing communications to build brand equity
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.12
Figure 19.2
Elements in the communication process
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.13
Field of experience
Sender’s
field
Receiver’s
field
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.14
The communications process
Selective attention
Selective distortion
Selective retention
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.15
Figure 19.3
Response hierarchy models
Sources: aE. K. Strong (1925) The Psychology of Selling, New York: McGraw-Hill, p. 9; bR. J. Lavidge and G. A. Steiner, (1961) A model for predictive measurements of advertising
effectiveness, Journal of Marketing, October, 61; cE. M. Rogers (1962) Diffusion of Innovation, New York: Free Press, pp. 79-86; dVarious sources
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.16
An ideal ad campaign
• 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 consumers to consider
purchase of the brand.
• The ad creates strong brand associations.
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.17
Figure 19.4
Steps in developing effective communications
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.18
Communications objectives
Category need
Brand awareness
Brand attitude
Purchase intention
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.19
Designing the communications
• Message strategy
• Creative strategy
• Message source
• Global adaptation
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.20
Creative strategy
• Informational and transformational appeals
• Positive and negative appeals
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Fear
Guilt
Shame
Humor
Love
Pride
Joy
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.21
Message source
Celebrity characteristics
• Expertise
• Trustworthiness
• Likeability
For a video of some examples of celebrity
advertisements view:
www.youtube.com/watch?v=koi_xSHHvYg&featur
e=fvw
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.22
Issues facing global adaptations
• Is 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?
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.23
Select communication channels
Personal
Nonpersonal
Integration
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.24
Personal communications channels
Advocate channels
Expert channels
Social channels
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.25
Starting a buzz fire
• Identify influential individuals and devote extra
attention to them.
• Supply key influencers with samples.
• Work with local influencers.
• Develop word-of-mouth referral channels.
• Provide compelling information that customers
want to tell others.
View these videos in order for an introduction to starting a buzz fire:
www.youtube.com/watch?v=WIgeQiNC6A8
www.youtube.com/watch?v=vj29qmLnBiE&feature=related
www.youtube.com/watch?v=LlsyeU0FK1o&feature=related
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.26
Non-personal
communication channels
Media
Sales promotion
Events and experiences
Public relations
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.27
Establish the budget
Affordable
Percentage-of-sales
Competitive parity
Objective-and-task
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.28
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.
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.29
Characteristics of
the marketing communications mix
Advertising
• Pervasiveness
• Amplified
expressiveness
• Impersonality
Sales promotion
• Communication
• Incentive
• Invitation
For a general introduction to the marketing
communications mix view this video by Chris Fill:
www.youtube.com/watch?v=Fg_Xr3ZoKaU
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.30
Characteristics of
the marketing communications mix
(continued)
Public relations
and publicity
• High credibility
• Ability to catch
buyers off guard
• Dramatisation
Events and
experiences
• Relevant
• Involving
• Implicit
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.31
Characteristics of
the marketing communications mix
(continued)
Direct marketing
• Customised
• Up-to-date
• Interactive
Personal selling
• Personal interaction
• Cultivation
• Response
Word-of-mouth
marketing
• Credible
• Personal
• Timely
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.32
Factors in setting
communications mix
• Type of product market
• Buyer readiness stage
• Product life cycle stage
For some thoughts on whether the communications mix
should be different in a downturn view this video:
www.youtube.com/watch?v=MN9e7UkLwTk&feature=Pl
ayList&p=1FD8C438660A9767&playnext_from=PL&pla
ynext=2&index=10
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.33
Cost effectiveness by buyer
readiness stage
Cost effectiveness of three different communication tools at different
buyer readiness stages
Figure 19.5
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.34
Figure 19.6
Current consumer states for two brands
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.35
How integrated is your campaign?
Coverage
Complementarity
Contribution
Versatility
Commonality
Cost
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Slide 19.36
Recap: can you explain?
• What is the role of marketing communications?
• How do marketing communications work?
• What are the major steps in developing effective
marketing communications?
• What is the marketing communications mix and
how should it be set?
• What is an integrated marketing
communications programme?
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009