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Designing and Managing
Integrated Marketing
Communications
Marketing Management, 13th
ed
17
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-2
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-3
What are
Marketing Communications?
Marketing communications are the
means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-4
Modes of Marketing Communications
• Advertising
• Sales promotion
• Events and
experiences
• Public relations and
publicity
• Direct marketing
• Interactive
marketing
• Word-of-mouth
marketing
• Personal selling
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-5
Table 17.1 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-6
Table 17.1 Communication Platforms
Events/ Experiences
• Sports
• Entertainment
• Festivals
• Art
• Causes
• Factory tours
• Company museums
• Street activities
Public Relations
• Press kits
• Speeches
• Seminars
• Annual reports
• Charitable donations
• Publications
• Community relations
• Lobbying
• Identity media
• Company magazine
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-7
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
• Blogs
• Websites
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-8
Word-of-Mouth Marketing
• Person-to-person
• Chat rooms
• Blogs
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-9
Elements in the
Communications Process
• Sender
• Encoding
• Message
• Decoding
• Receiver
• Response
• Noise
• Feedback
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-10
The Communications Process
• Selective attention
• Selective distortion
• Selective retention
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-11
An Ideal Ad Campaign
• 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-12
Steps in Developing Effective
Communications
• Identify target audience
• Determine objectives
• Design communications
• Select channels
• Establish budget
• Decide on media mix
• Measure results/manage IMC
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-13
Communications Objectives
• Category need
• Brand awareness
• Brand attitude
• Purchase intention
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-14
Designing the Communications
• Message strategy
• Creative strategy
• Message source
• Global adaptation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-15
Creative Strategy
• Informational and transformational appeals
• Positive and negative appeals
• Fear
• Guilt
• Shame
• Humor
• Love
• Pride
• Joy
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-16
Message Source
Celebrity Characteristics
• Expertise
• Trustworthiness
• Likeability
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-17
Issues Facing Global Adaptations
• Is the product restricted in some
countries?
• Are there restrictions on advertising the
product to a specific target market?
• Can comparative ads be used?
• Can the same advertising be used in all
country markets?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-18
Select Communication Channels
• Personal channels
• Nonpersonal channels
• Integration of channels
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-19
Personal
Communications Channels
• Advocate channels
• Expert channels
• Social channels
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-20
Stimulating
Personal Influence Channels
• 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-21
Nonpersonal
Communication Channels
• Media
• Sales promotion
• Events and experiences
• Public relations
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-22
Establish the Budget
• Affordable
• Percentage-of-sales
• Competitive parity
• Objective-and-task
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-23
Objective-and-Task Method
• 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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-24
Characteristics of
the Marketing Communications Mix
Advertising
• Pervasiveness
• Amplified
expressiveness
• Impersonality
Sales Promotion
• Communication
• Incentive
• Invitation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-25
Characteristics of
the Marketing Communications Mix
Public Relations
and Publicity
• High credibility
• Ability to catch
buyers off guard
• Dramatization
Events and
Experiences
• Relevant
• Involving
• Implicit
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-26
Characteristics of
the Marketing Communications Mix
Direct Marketing
• Customized
• Up-to-date
• Interactive
Personal Selling
• Personal interaction
• Cultivation
• Response
Word-of-Mouth Marketing
• Credible
• Personal
• Timely
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-27
Factors in Setting
Communications Mix
• Type of product market
• Buyer readiness stage
• Product life cycle stage

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Designing and managing integrated marketing communication

  • 1. Designing and Managing Integrated Marketing Communications Marketing Management, 13th ed 17
  • 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-2 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?
  • 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-3 What are Marketing Communications? Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
  • 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-4 Modes of Marketing Communications • Advertising • Sales promotion • Events and experiences • Public relations and publicity • Direct marketing • Interactive marketing • Word-of-mouth marketing • Personal selling
  • 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-5 Table 17.1 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
  • 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-6 Table 17.1 Communication Platforms Events/ Experiences • Sports • Entertainment • Festivals • Art • Causes • Factory tours • Company museums • Street activities Public Relations • Press kits • Speeches • Seminars • Annual reports • Charitable donations • Publications • Community relations • Lobbying • Identity media • Company magazine
  • 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-7 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 • Blogs • Websites
  • 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-8 Word-of-Mouth Marketing • Person-to-person • Chat rooms • Blogs
  • 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-9 Elements in the Communications Process • Sender • Encoding • Message • Decoding • Receiver • Response • Noise • Feedback
  • 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-10 The Communications Process • Selective attention • Selective distortion • Selective retention
  • 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-11 An Ideal Ad Campaign • 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
  • 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-12 Steps in Developing Effective Communications • Identify target audience • Determine objectives • Design communications • Select channels • Establish budget • Decide on media mix • Measure results/manage IMC
  • 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-13 Communications Objectives • Category need • Brand awareness • Brand attitude • Purchase intention
  • 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-14 Designing the Communications • Message strategy • Creative strategy • Message source • Global adaptation
  • 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-15 Creative Strategy • Informational and transformational appeals • Positive and negative appeals • Fear • Guilt • Shame • Humor • Love • Pride • Joy
  • 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-16 Message Source Celebrity Characteristics • Expertise • Trustworthiness • Likeability
  • 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-17 Issues Facing Global Adaptations • Is the product restricted in some countries? • Are there restrictions on advertising the product to a specific target market? • Can comparative ads be used? • Can the same advertising be used in all country markets?
  • 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-18 Select Communication Channels • Personal channels • Nonpersonal channels • Integration of channels
  • 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-19 Personal Communications Channels • Advocate channels • Expert channels • Social channels
  • 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-20 Stimulating Personal Influence Channels • 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
  • 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-21 Nonpersonal Communication Channels • Media • Sales promotion • Events and experiences • Public relations
  • 22. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-22 Establish the Budget • Affordable • Percentage-of-sales • Competitive parity • Objective-and-task
  • 23. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-23 Objective-and-Task Method • 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.
  • 24. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-24 Characteristics of the Marketing Communications Mix Advertising • Pervasiveness • Amplified expressiveness • Impersonality Sales Promotion • Communication • Incentive • Invitation
  • 25. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-25 Characteristics of the Marketing Communications Mix Public Relations and Publicity • High credibility • Ability to catch buyers off guard • Dramatization Events and Experiences • Relevant • Involving • Implicit
  • 26. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-26 Characteristics of the Marketing Communications Mix Direct Marketing • Customized • Up-to-date • Interactive Personal Selling • Personal interaction • Cultivation • Response Word-of-Mouth Marketing • Credible • Personal • Timely
  • 27. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-27 Factors in Setting Communications Mix • Type of product market • Buyer readiness stage • Product life cycle stage

Notas do Editor

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