Kotler17_media.ppt 3799KB Aug 31 2008 10:11:58 PM
MARKETING MANAGEMENT
12th edition
17
Designing and
Managing Integrated
Marketing
Communications
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?
17-2
Mini’s Guerrilla Marketing
17-3
Marketing Communications
The means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
17-4
Figure 17.1 IMC Builds Brands
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
17-6
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
17-7
Visitors to the Woodward Dream Cruise
often tour Ford’s Factory Museum
17-8
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
17-9
Product Launch Communications Mix
Kleenex allocated its
communications
dollars:
•75% Television
•23% Print
•2% Online
17-10
Figure17.2 Elements in the
Communications Process
17-11
Field of Experience
Sender’s
field
Receiver’s
field
17-12
The Communications Process
Selective attention
Selective distortion
Selective retention
17-13
Figure 17.3 Response Hierarchy Models
17-14
Figure 17.4 Steps in Developing
Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC
17-15
Figure 17.5 FamiliarityFavorability Analysis
17-16
Image
The set of beliefs, ideas, and impressions
a person holds regarding an object.
17-17
Communications Objectives
Category Need
Brand Awareness
Brand Attitude
Purchase Intention
17-18
Designing the Communications
•
•
•
•
Message strategy
Creative strategy
Message source
Personal
communication
channels
• Nonpersonal
communication
channels
• Integration
17-19
Creative Strategy
• Informational and transformational
appeals
• Positive and negative appeals
– Fear
– Guilt
– Shame
– Humor
– Love
– Pride
– Joy
17-20
The Importance of Taglines
Brand Theme
Ad Tagline
Our hamburgers are
bigger.
Where’s the Beef?
Our tissue is softer.
Please Don’t Squeeze
the Charmin.
No hard sell, just a good Drivers Wanted
car.
We don’t rent as many
cars, so we have to do
more for our customers.
We Try Harder
17-21
Message Source
Celebrity Characteristics
– Expertise
– Trustworthiness
– Likeability
17-22
Personal Communications Channels
Advocate channels
Expert channels
Social channels
17-23
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
17-24
Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
17-25
Establish the Budget
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
17-26
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.
17-27
Characteristics of Communications
Advertising
• Pervasiveness
• Amplified
expressiveness
• Impersonality
Sales Promotion
• Communication
• Incentive
• Invitation
17-28
Characteristics of Communications
Public Relations
and Publicity
• High credibility
• Ability to catch
buyers off guard
• Dramatization
Events and
Experiences
• Relevant
• Involving
• Implicit
17-29
Characteristics of Communications
Direct Marketing
• Customized
• Up-to-date
• Interactive
Personal Selling
• Personal interaction
• Cultivation
• Response
17-30
Factors in Setting
Communications Mix
• Type of product
market
• Consumer readiness
to make a purchase
• Stage in the product
life cycle
• Market rank
17-31
Figure 17.6 Cost Effectiveness by
Buyer Readiness Stage
17-32
Figure 17.7 Current Consumer
States for Two Brands
17-33
Coordinating Media to Build Brand Equity
Brand
Signature
Ad
Retrieval
Cues
Media
Interactions
17-34
Marketing Debate
What is the biggest obstacle to
integrating marketing communications?
Take a position:
1. The biggest obstacle to effective IMC
programs is a lack of agency coordination
across communication units.
2. The biggest obstacle to effective IMC
programs is a lack of understanding as to
how to optimally design and evaluate such
programs.
17-35
Marketing Discussion
Pick a brand and go to the Web site.
Locate as many forms of
communication as you can find.
Conduct an informal communications
audit. What do you notice? How
consistent are the different
communications?
17-36
12th edition
17
Designing and
Managing Integrated
Marketing
Communications
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?
17-2
Mini’s Guerrilla Marketing
17-3
Marketing Communications
The means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
17-4
Figure 17.1 IMC Builds Brands
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
17-6
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
17-7
Visitors to the Woodward Dream Cruise
often tour Ford’s Factory Museum
17-8
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
• Voice mail
17-9
Product Launch Communications Mix
Kleenex allocated its
communications
dollars:
•75% Television
•23% Print
•2% Online
17-10
Figure17.2 Elements in the
Communications Process
17-11
Field of Experience
Sender’s
field
Receiver’s
field
17-12
The Communications Process
Selective attention
Selective distortion
Selective retention
17-13
Figure 17.3 Response Hierarchy Models
17-14
Figure 17.4 Steps in Developing
Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC
17-15
Figure 17.5 FamiliarityFavorability Analysis
17-16
Image
The set of beliefs, ideas, and impressions
a person holds regarding an object.
17-17
Communications Objectives
Category Need
Brand Awareness
Brand Attitude
Purchase Intention
17-18
Designing the Communications
•
•
•
•
Message strategy
Creative strategy
Message source
Personal
communication
channels
• Nonpersonal
communication
channels
• Integration
17-19
Creative Strategy
• Informational and transformational
appeals
• Positive and negative appeals
– Fear
– Guilt
– Shame
– Humor
– Love
– Pride
– Joy
17-20
The Importance of Taglines
Brand Theme
Ad Tagline
Our hamburgers are
bigger.
Where’s the Beef?
Our tissue is softer.
Please Don’t Squeeze
the Charmin.
No hard sell, just a good Drivers Wanted
car.
We don’t rent as many
cars, so we have to do
more for our customers.
We Try Harder
17-21
Message Source
Celebrity Characteristics
– Expertise
– Trustworthiness
– Likeability
17-22
Personal Communications Channels
Advocate channels
Expert channels
Social channels
17-23
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
17-24
Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
17-25
Establish the Budget
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
17-26
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.
17-27
Characteristics of Communications
Advertising
• Pervasiveness
• Amplified
expressiveness
• Impersonality
Sales Promotion
• Communication
• Incentive
• Invitation
17-28
Characteristics of Communications
Public Relations
and Publicity
• High credibility
• Ability to catch
buyers off guard
• Dramatization
Events and
Experiences
• Relevant
• Involving
• Implicit
17-29
Characteristics of Communications
Direct Marketing
• Customized
• Up-to-date
• Interactive
Personal Selling
• Personal interaction
• Cultivation
• Response
17-30
Factors in Setting
Communications Mix
• Type of product
market
• Consumer readiness
to make a purchase
• Stage in the product
life cycle
• Market rank
17-31
Figure 17.6 Cost Effectiveness by
Buyer Readiness Stage
17-32
Figure 17.7 Current Consumer
States for Two Brands
17-33
Coordinating Media to Build Brand Equity
Brand
Signature
Ad
Retrieval
Cues
Media
Interactions
17-34
Marketing Debate
What is the biggest obstacle to
integrating marketing communications?
Take a position:
1. The biggest obstacle to effective IMC
programs is a lack of agency coordination
across communication units.
2. The biggest obstacle to effective IMC
programs is a lack of understanding as to
how to optimally design and evaluate such
programs.
17-35
Marketing Discussion
Pick a brand and go to the Web site.
Locate as many forms of
communication as you can find.
Conduct an informal communications
audit. What do you notice? How
consistent are the different
communications?
17-36