Designing and managing integrated marketing communications
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Designing and managing integrated marketing communications
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Designing and managing integrated marketing communications
- 1. Kotler • Keller Phillip Kevin Lane Marketing Management • 14e
- 2. Designing and Managing Integrated Marketing Communications Chapter 17
- 3. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 28 Role of Marketing Communications Persuade Inform Remind
- 4. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 28 Marketing Communications Mix Advertising Public Relations and Publicity Sales Force Direct and Interactive Marketing Word-of-Mouth Events and Experiences Sales Promotion
- 5. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 28 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
- 6. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 28 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 Email Company blogs Web sites Sales presentations Samples Incentive programs Fairs / trade shows Word-of-Mouth Person-to-person Chat rooms/Blogs Communication Platforms
- 7. Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 28 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
- 8. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 28 Coordination and Implementation Stage 1 Stage 2 Stage 3 Promotions Direct Sales
Editor's Notes
- Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell. In a sense, marketing communications represent the voice of the company and its brands. Marketing communications can: help firms establish a dialogue and build relationships with consumers and strengthen customer loyalty, and thus contribute to customer equity. work for consumers when by showing how and why a product is used, by whom, where, and when. Consumers can learn who makes the product and what the company and brand stand for, and they can get an incentive for trial or use. allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things. contribute to brand equity by establishing the brand in memory and creating a brand image. drive sales and even affect shareholder value.
- The marketing communications mix consists of eight major modes of communication.
- Multi-vehicle, multi-stage campaigns through combining personal and nonpersonal communications channels should be used to maximize impact and to increase message reach and impact. Promotions can be more effective when combined with advertising, for example. Large ad agencies redefine themselves as communications companies that assist clients to improve their overall communications effectiveness by offering strategic and practical advice on many forms of communication. Many international clients such as IBM (Ogilvy), Colgate (Young & Rubicam), and GE (BBDO) have opted to put a substantial portion of their communications work through one full-service agency. The result is integrated and more effective marketing communications at a much lower total communications cost.