Transcript KotlerMM_ch14

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17
Designing and Integrating
Marketing
Communications
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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14-2
Marketing Communications
The means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
14-3
Integrating Marketing Communications to Build Brand Equity
Advertising
Brand
Awareness
Sales
Promotion
Events &
Experiences
Marketing
Communications
Program
Brand
Equity
Brand
Image
Brand
Responses
Public Relations
& Publicity
WOM
Personal
Selling
Brand
Relationships
Direct
Marketing
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Table 17.1 Communication Platforms (1)
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 (2)
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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Table 17.1 Communication Platforms (3)
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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Integrated Marketing Communications
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14-9
Magnum’s IMC Campaign
14-10
Promotion Strategy
Planning,
implementing, and
controlling an
organization’s
communications to its
customers and other
target audiences.
Integrated Marketing Communication

IMC: A planned
combination of
various
communication tools
and techniques to
produce clear,
consistent, and high
impact marketing
messages.
Figure 17.2 Micromodels of Communications
Copyright © 2012 Pearson Education
17-13
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
New Media Habits of
Indonesian People
Media habit of Indonesian People
Percentage of Indonesian people (>10 years old) who
are exposed to media
2003
2006
2009
Listen to the
radio
50.29
40.26
23.5
Watch TV
84.94
85.86
90.27
Read
newspaper
23.7
23.46
18.94
Source: Central Bureau of Statistics (2009)
TV penetration is highest and keeps increasing.
Media habits of Indonesian People
Internet
Mobile
Radio
Students
Young
working
adults
TV
(Freeto-air)
Newspaper
Passive
Magazines
Outdoor
ads
Active
Interactive
Older
working
adults
with
families
Active
Silvers
Passive
Active
Passive
Interactive
Active
Source: Nielsen Ethno Immersion Study, 2010
Active
Interactive
Passive
The Mobile Culture: Engagement in Internet and Mobile Phone
Blackberry is the fastest
growth smart phone in
Indonesia because of its
Blackberry Messenger
(BBM) Service !
Circle of friends
will encourage
ones to buy a
Blackberry, too!
Indonesian User Age Distribution on
Facebook
The Fast Growth of Social Media in
Indonesia
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Facebook is the most popular
social media.
The Controversy of Facebook
 In May 2009, a group of Muslim clerics from Indonesia’s
largest Islamic organization, the Nahdatul Ulama,
recommended devising regulations to govern how
Muslims use Facebook — pitting the nation’s religious
against its increasing modernity.
 The clerics were concerned that social-networking sites
could be used to flirt, leading to illicit affairs, adultery or
the unimaginable. Their concerns are valid in the Islamic
community and it is not the first time -- Muslim leaders in
Indonesia have had concerns with Friendster and
MySpace before Facebook became popular.
 However, the discourse is not followed by further actions
such as issuing ‘fatwa’ (a religious edict).
Figure17.2: Elements in the Communications Process
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Sender
Message
Receiver
Response
Feedback
Noise
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The Communications Process
Selective attention
 Selective distortion
 Selective retention
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Figure and Ground Strategy to gain attention
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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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Target Audience analysis
(on their image of the company)
Image:
The set of beliefs,
ideas, and
impressions
a person holds
regarding an object.
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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
Personal communication
channels
Nonpersonal
communication channels
Integration
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Creative Strategy
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Informational and transformational appeals
Positive and negative appeals
 Fear
 Guilt
 Shame
 Humor
 Love
 Pride
 Joy
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Comment on their relative positioning
and creative strategies……
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Humor
appeals
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Sexual appeals
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Fear appeals
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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
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Advocate Channels
Expert Channels
Social Channels
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Stimulating Personal Influence Channels
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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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An ad with high conversational
value
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Nonpersonal Communication Channels
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Media
Sales Promotion
Events and Experiences
Public Relations
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Establish the Budget
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Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
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Objective-and-Task Method
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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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Figure 17.4 Cost-Effectiveness
of Different Communication Tools
Figure 17.5 Current Consumer States for Two
Brands
Public Relations Challenges
Public Relations
Challenges
Factors in Setting Communications Mix
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Type of Product Market
Consumer Readiness to Make a Purchase
Stage in the Product Life Cycle
Market Rank
14-52
Coordinating Media to Build Brand Equity
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Brand Signatures
Ad Retrieval Cues
Media Interactions
14-53
IMC as a branding
strategy
Communicating
through Social
Networking Sites
14-55