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1、MARKETING MANAGEMENT 12th editionKotlerKeller17 Designing and Managing Integrated Marketing Communications1Chapter QuestionsnWhat is the role of marketing communications?nHow do marketing communications work?nWhat are the major steps in developing effective communications?nWhat is the communications
2、 mix and how should it be set?nWhat is an integrated marketing communications program? 2Marketing CommunicationsThe means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.3Table 17.1 Communication PlatformsAdvertisingnP
3、rint and broadcast adsnPackaging insertsnMotion picturesnBrochures and bookletsnPostersnBillboardsnPOP displaysnLogosnVideotapesSales PromotionnContests, games, sweepstakesnPremiumsnSamplingnTrade shows, exhibitsnCouponsnRebatesnEntertainmentnContinuity programs4Table 17.1 Communication PlatformsEve
4、nts/ ExperiencesnSportsnEntertainmentnFestivalsnArtsnCausesnFactory toursnCompany museumsnStreet activitiesPublic RelationsnPress kitsnSpeechesnSeminarsnAnnual reportsnCharitable donationsnPublicationsnCommunity relationsnLobbying5Table 17.1 Communication PlatformsPersonal SellingnSales presentation
5、snSales meetingsnIncentive programsnSamplesnFairs and trade showsDirect MarketingnCatalogsnMailingsnTelemarketingnElectronic shoppingnTV shoppingnFax mailnE-mailnVoice mail6Figure17.2 Elements in the Communications ProcessnSendernMessagenReceivernResponsenFeedbacknNoise7The Communications ProcessnSe
6、lective attentionnSelective distortionnSelective retention8Figure 17.4 Steps in Developing Effective CommunicationsIdentify target audienceDetermine objectivesDesign communicationsSelect channelsEstablish budgetDecide on media mixManage IMC9ImageThe set of beliefs, ideas, and impressions a person ho
7、lds regarding an object.10Communications ObjectivesnCategory neednBrand awarenessnBrand attitudenPurchase intention11Designing the CommunicationsnMessage strategynCreative strategynMessage sourcenPersonal communication channelsnNonpersonal communication channelsnIntegration12Creative StrategynInform
8、ational and transformational appealsnPositive and negative appealsFearGuiltShameHumorLovePrideJoy 13The Importance of TaglinesBrand ThemeAd TaglineOur hamburgers are bigger. Wheres the Beef?Our tissue is softer.Please Dont Squeeze the Charmin. No hard sell, just a good car.Drivers WantedWe dont rent
9、 as many cars, so we have to do more for our customers.We Try Harder14Message SourceCelebrity CharacteristicsExpertiseTrustworthinessLikeability15Personal Communications ChannelsnAdvocate ChannelsnExpert ChannelsnSocial Channels16Stimulating Personal Influence ChannelsnIdentify influential individua
10、ls and devote extra attention to themnCreate opinion leadersnUse community influentials in testimonial advertisingnDevelop advertising with high “conversation value”nDevelop WOM referral channelsnEstablish an electronic forumnUse viral marketing17Nonpersonal Communication ChannelsnMedianSales Promot
11、ionnEvents and ExperiencesnPublic Relations18Establish the BudgetnAffordablenPercentage-of-SalesnCompetitive ParitynObjective-and-Task19Objective-and-Task MethodnEstablish the market share goal.nDetermine the percentage that should be reached.nDetermine the percentage of aware prospects that should
12、be persuaded to try the brand.nDetermine the number of advertising impressions per 1% trial rate.nDetermine the number of gross rating points that would have to be purchased.nDetermine the necessary advertising budget on the basis of the average cost of buying a GRP. 20Characteristics of Communicati
13、onsAdvertisingnPervasivenessnAmplified expressivenessnImpersonalitySales PromotionnCommunicationnIncentivenInvitation21Characteristics of CommunicationsPublic Relations and PublicitynHigh credibilitynAbility to catch buyers off guardnDramatizationEvents and ExperiencesnRelevantnInvolvingnImplicit22C
14、haracteristics of CommunicationsDirect MarketingnCustomizednUp-to-datenInteractivePersonal SellingnPersonal interactionnCultivationnResponse23Factors in Setting Communications MixnType of Product MarketnConsumer Readiness to Make a PurchasenStage in the Product Life CyclenMarket Rank24Coordinating Media to Build Brand EquitynBrand SignaturesnAd Retrieval CuesnMedia Interactions25
