Kotler Keller

Marketing Management 14e

Phillip

Kevin Lane

Designing and Managing Integrated Marketing Communications

Discussion Questions
1. What is the role of marketing communications?

2. How do marketing communications work?

3. What are the major steps in developing effective communications? 4. What is the communications mix, and how should it be set?

5. What is an integrated marketing communication program?

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Role of Marketing Communications

Inform

Persuade Remind
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Marketing Communications Mix

Word-of-Mouth

Advertising Direct and Interactive Marketing

Events and Experiences

Sales Promotion
Public Relations and Publicity
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Sales Force
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Communication Platforms
Advertising
Print and broadcast ads Packaging

Sales Promotion
Contests, games, sweepstakes, lotteries

Events and Experiences

Sports Entertainment Festivals Arts Causes Factory tours Company museums

Premiums and gifts

Sampling Fairs and trade shows

Cinema
Brochures Posters

Coupons
Rebates Trade-in allowances

Billboards
Display signs Point of purchase displays

Tie-ins

Street activities
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Communication Platforms
Public Relations and Publicity
Press kits Speeches

Direct and Interactive Personal Selling Marketing

Catalogs Mailings Sales presentations Samples Incentive programs Fairs / trade shows

Seminars
Annual reports

Telemarketing
Electronic shopping

Charitable donations TV shopping

Publications
Lobbying Company magazine

Email
Company blogs Web sites

Word-of-Mouth
Person-to-person Chat rooms/Blogs

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Marketing Communication Effects

TV Ads Sponsorship

Outdoors

SUBARU

Active

Rugged
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Communications Process Models

Macromodel
Sender Receiver

Micromodel
Consumers Response

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Elements in the Communications Process

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Response Hierarchy Models

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Fragility of Communication Process

Probability

Awareness Knowledge Liking

50% 50%

50%

.5 X .5 X .5 X .5 X .5 X .5 = 1.56%

Preference
Conviction Purchase

50% 50% 50%

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Steps in Developing Effective Communications

Identify target audience Determine objectives Design communications

Decide on media mix

Establish budget

Select channels

Measure results
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Manage IMC
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Developing Effective Communications

The Basics
Identify target audience Determine objectives Design communications

Establish budget

Select channels

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Identify the Target Audience

Deciders or Influencers

Potential Buyers

Current Users
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Determine Objectives
Category Needs

Brand Purchase Intention

Positive Negative

Brand Attitude
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Brand Awareness
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Design Communications

What to say?
(Message Strategy)

Who should say it?

(Message source)

How to say it?

(Creative Strategy)
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Select Channels

Personal Communications

NonPersonal (Mass) Communications

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Establish Budget
Competitive-Parity

Affordable Method

Objective-and-Task
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Percentage-of-Sales
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Marketing Communications Mix

Characteristics

Measuring

Factors
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Marketing Communications Mix

Advertising Sales Promotion Public Relations Pervasive, Amplified, Control Attention-getting, Incentive, Invitation High Credibility, Reach, Dramatization

Events & Experiences Relevant, Engaging, Implicit Direct & Interactive Word-of-Mouth Sales Force Customized, Up-to-date, Interactive Influential, Personal, Timely Personal interaction, Cultivation, Response
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Factors in Setting the Mix

Type of Product Market

Buyer-Readiness Stage

Product Life-Cycle Stage

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Cost-Effectiveness / Buyer-Readiness

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Measuring Communication Results

Reach

Frequency

Awareness

Attitudes
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Consumer States for Two Brands

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Integrated Marketing Communications

Advertising Clarity Consistency Maximum Impact

Direct Response

Sales Force

Events and Experiences

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Integrated Marketing Communications

A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time.

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Coordination and Implementation

Stage 1

Stage 2
Stage 3

Promotions
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Direct Sales
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