KOTCHA14.ppt 87KB Sep 15 2006 07:07:24 PM

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PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong

Chapter
Chapter 14
14
Integrated Marketing
Communication
Strategy
Copyright 1999 Prentice Hall

The
The Marketing
Marketing Communications
Communications
Mix
Mix

Advertising
Advertising

Any
AnyPaid
PaidForm
Formof
ofNonpersonal
Nonpersonal
Presentation
by
an
Presentation by anIdentified
Identified
Sponsor.
Sponsor.

Personal
Personal Selling
Selling

Personal Presentations by
a Firm’s Sales Force.

Sales Promotion

Short-term Incentives to
Encourage Sales.

Public Relations
Direct Marketing

Building Good Relations with
Various Publics by Obtaining
Favorable Unpaid Publicity.
Direct Communications
With Individuals to Obtain
an Immediate Response.

 Copyright 1999 Prentice Hall

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The
The Communication
Communication Process
Process
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 Copyright 1999 Prentice Hall

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Steps
Steps in
in Developing
Developing Effective

Effective
Communication
Communication

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Step
Step 1.
1. Identifying
Identifying the
the Target
Target Audience
Audience
Step
Step 2.
2. Determining
Determining the
the Communication
Communication Objectives

Objectives
Buyer
Buyer Readiness
Readiness Stages
Stages

Awareness
Knowledge
Liking
Preference
Conviction
 Copyright 1999 Prentice Hall

Purchase
Purchase

Steps
Steps in
in Developing
Developing Effective
Effective
Communication
Communication
Step
Step 3.
3. Designing
Designing aa Message
Message
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals

Attention
Attention

Message Structure
Draw Conclusions
Argument Type
Argument Order

Interest
Interest

Desire
Desire

 Copyright 1999 Prentice Hall

Message Format
Headline, Copy, Color,
Words, & Sounds,
Body Language
Action
Action

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Steps
Steps in
in Developing
Developing Effective
Effective
Communication
Communication
Step
Step 4.
4. Choosing
Choosing Media
Media
Personal Communication
Channels
Nonpersonal Communication
Channels

Step
Step 5.
5. Selecting
Selecting the
the Message
Message Source
Source

Step
Step 6.
6. Collecting
Collecting Feedback
Feedback
 Copyright 1999 Prentice Hall

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Setting
Setting the
the Total
Total Promotion
Promotion Budget
Budget

Affordable
Method

CompetitiveParity
Method

Percentageof-Sales
Method

Objectiveand-Task
Method

 Copyright 1999 Prentice Hall

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Setting
Setting the
the Promotion
Promotion Mix
Mix
Nature of Each Promotion Tool
Advertising
Advertising

Reaches
Reaches Many
ManyBuyers,
Buyers, Expressive
Expressive
Impersonal
Impersonal

Personal
Personal Selling
Selling

Personal
Personal Interaction,
Interaction, Builds
BuildsRelationships
Relationships
Costly
Costly

Sales
Sales Promotion
Promotion

Provides
Provides Strong
Strong Incentives
Incentives to
to Buy
Buy
Short-Lived
Short-Lived

Public
Public Relations
Relations

Believable,
Believable, Effective,
Effective, Economical
Economical
Underused
Underusedby
byMany
ManyCompanies
Companies

Direct
Direct Marketing
Marketing

Nonpublic,
Nonpublic, Immediate,
Immediate, Customized,
Customized,
Interactive
Interactive
 Copyright 1999 Prentice Hall

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Factors
Factors in
in Developing
Developing Promotion
Promotion Mix
Mix
Strategies
Strategies
• Push Strategy - “Pushing” the Product Through

Distribution Channels to Final Consumers.

• Pull Strategy - Producer Directs It’s Marketing
Activities Toward Final Consumers to Induce Them
to Buy the Product.

Product
Life-Cycle
Stage

Type of
Product/
Market
Buyer/
Readiness
Stage

 Copyright 1999 Prentice Hall

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Changing
Changing Face
Face of
of Marketing
Marketing
Communications
Communications
New
New Marketing
Marketing Communications
Communications Realities
Realities

Marketers
Marketers Have
Have Shifted
Shifted
Away
Away From
From Mass
Mass
Marketing
Marketing
Less
Less Broadcasting
Broadcasting

Improvements
Improvements in
in
Information
Information Technology
Technology
Has
Has Led
Led to
to
Segmented
Segmented Marketing
Marketing
More
More Narrowcasting
Narrowcasting

 Copyright 1999 Prentice Hall

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Integrated
Integrated Marketing
Marketing Communications
Communications
Company Carefully Integrates and
Coordinates Its Many Communication
Channels to Deliver a Clear, Consistent,
Compelling Message.
Packaging
Packaging
Event
Event
Marketing
Marketing

Advertising
Advertising

Message

Direct
Direct
Marketing
Marketing

Personal
Personal
Selling
Selling
Sales
Sales
Promotion
Promotion

Public
Public
Relations
Relations
 Copyright 1999 Prentice Hall

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