kotler mm14 ch17 dppt
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Phillip Kotler PPTTRANSCRIPT
Kotler • KellerPhillip Kevin Lane
Marketing Management • 14e
Designing and Managing Integrated Marketing Communications
Chapter 17
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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
Persuade
Inform
Remind
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Marketing Communications Mix
Advertising
Public Relations and Publicity Sales Force
Direct and Interactive Marketing
Word-of-Mouth
Events and Experiences
Sales Promotion
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Advertising Sales Promotion Events and Experiences
Print and broadcast ads
Packaging
Cinema
Brochures
Posters
Billboards
Display signs Point of purchase
displays
Contests, games, sweepstakes, lotteries
Premiums and gifts
Sampling
Fairs and trade shows
Coupons
Rebates
Trade-in allowances
Tie-ins
Sports
Entertainment
Festivals
Arts
Causes
Factory tours Company
museums
Street activities
Communication Platforms
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Public Relations and Publicity
Direct and Interactive Marketing Personal Selling
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Lobbying
Company magazine
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Company blogs
Web sites
Sales presentations
Samples
Incentive programs Fairs / trade shows
Word-of-Mouth
Person-to-person
Chat rooms/Blogs
Communication Platforms
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Marketing Communication Effects
“Outdoors”
“Active”
“Rugged”
SUBARU
TV Ads Sponsorship
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Communications Process Models
Macromodel Micromodel
Sender Receiver Consumers’ Response
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Figu
re
17.1Elements in the Communications Process
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Figu
re
17.2
Response Hierarchy Models
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Fragility of Communication Process
Awareness
Knowledge
Conviction
Purchase
Preference
Liking
50%
50%
50%
50%
50%
50%
Probability
.5 X .5 X .5 X .5 X .5 X .5 = 1.56%
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Figu
re
17.3
Identify target audience
Determine objectives
Design communications
Select channelsEstablish budgetDecide on media mix
Measure results Manage IMC
Steps in Developing Effective Communications
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Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channelsEstablish budget
The Basics
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Identify the Target Audience
Potential Buyers
Current Users
Deciders or Influencers
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Determine Objectives
Category Needs
Brand Awareness
Brand Purchase Intention
Positive
Negative
Brand Attitude
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Design Communications
How to say it? (Creative Strategy)
What to say?(Message Strategy)
Who should say it? (Message source)
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Select Channels
Personal Communications
NonPersonal (Mass) Communications
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Establish Budget
Affordable Method
Percentage-of-Sales
Competitive-Parity
Objective-and-Task
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Marketing Communications Mix
Characteristics
Factors
Measuring
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Marketing Communications Mix
Advertising Pervasive, Amplified, Control
Sales Promotion Attention-getting, Incentive, Invitation
Public Relations High Credibility, Reach, Dramatization
Events & Experiences Relevant, Engaging, Implicit
Direct & Interactive Customized, Up-to-date, Interactive
Word-of-Mouth Influential, Personal, Timely
Sales Force Personal interaction, Cultivation, Response
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Factors in Setting the Mix
Product Life-Cycle Stage
Buyer-Readiness Stage
Type of Product Market
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Figu
re
17.4 Cost-Effectiveness / Buyer-Readiness
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Measuring Communication Results
Attitudes
FrequencyReach
Awareness
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Figu
re
17.5
Consumer States for Two Brands
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Integrated Marketing Communications
Advertising
Direct Response
Sales Force
Events and Experiences
ClarityConsistencyMaximum Impact
Defined
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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.
Integrated Marketing Communications
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Coordination and Implementation
Stage 1Stage 2
Stage 3
Promotions Direct Sales