MARKETING MANAGEMENT

12th edition

Designing and Managing Integrated Marketing Communications

15

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?
15-2

The Role of Marketing Communications

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumersdirectly or indirectlyabout the products and brands that they sell.
Marketing communications represent the voice of the brand and are a means by which it can establish a dialogue and build relationships with consumers. Marketing communications performs many functions for consumers:
Told or shown how and why a product is used. By what kind of person. Where and when . Learn about the product, the company, and what it stands for. Allows consumers to be given an incentive or reward for usage or trial. Allows companies to link their brands to people, places, feelings, and events. Marketing communications can contribute to brand equity by establishing the brand in memory and crafting a brand image.

15-3

Marketing Communications

The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

15-4

Marketing Communications, Brand Equity and Sales

Although advertising is often a central element of a marketing communications program, its not the only one- or even the most important one-in terms of building brand equity and driving sales. Marketing communications mix consists of six major modes of communication:
1. Advertising. (Any paid form of non-personal presentation and promotion of ideas, goods, or
service by an identified sponsor)

2. Sales promotion. (Short-term incentives to encourage trial or purchase of a product or

service)

3. Events and experiences. (Company-sponsored activities and programs designed to create

brand-related interactions)

4. Public relations and publicity. (Programs promoting or protecting company or product

image)

5. Direct marketing. (Use of mail, telephone, fax, e-mail, or internet to communicate directly
with or solicit response or dialogue from specific customers and prospects)

6. Interactive marketing. (Online activities and programs to engage customers or prospects

and directly or indirectly raise awareness, improve image, or elicit sales)

7. Word-of-mouth marketing. (People-to-people oral, written, or electronic communications

related to the merits or experiences of purchasing or using products or services)

8. Personal selling. (Face-to-face interaction with prospective purchasers for the purpose of
making presentations, answering questions, and procuring orders)
15-5

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
15-6

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
15-7

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
15-8

The Communication Process Models

Marketers should understand the fundamental elements of effective communication. Two models are useful: a macro model and a micro model.
a) Two represent the major parties in a communication: communication
Sender. Receiver.

a) Two represent the major communication tools: tools

Message. Media.

a) Four represent major communications functions:

Encoding. Decoding. Response. Feedback.

a) The last element is noise. (random and competing message that may interfere with the intended communication)
15-9

Elements in the Communications Process

15-10

The Communication Process Models

The model emphasizes the key factors in effective communication:
1. 2. 3. 4. Senders must know what audiences they want to reach and what response they want to get. They must encode their messages so that the target audience can decode them. They must transmit the message through media that reaches the target audience. Develop feedback channels to monitor the responses.

Micro models of marketing communications concentrate on consumers specific response to communications. All these models assume that the buyer passes through a:
Cognitive stage. Affective stage. Behavioral stage (in that order).

15-11

The Communication Process Models

This learn-feel-do sequence is appropriate when the audience has a high involvement with a product category perceived to have high differentiation. An alternative sequence, do-feel-learn is relevant when the audience has high involvement but perceives little or no differentiation within the product category. A third sequence, learn-do-feel is relevant when the audience has low involvement and perceives little differentiation within the product category. By choosing the right sequence, the marketers can do a better job of planning communications.

15-12

Developing Effective Communications

There are eight steps in developing effective communications:
1. 2. 3. 4. 5. 6. 7. 8. Identifying the target audience, Determining the objectives, Designing the communications, Selecting the channels, Establishing the budget, Decide on the media mix, Measure the results, and Manage integrated marketing communications (IMC).

15-13

Steps in Developing Effective Communications

Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC
15-14

IMC Builds Brands

15-15

Response Hierarchy Models

15-16

Thank You Any Questions?

15-17