Designing and ManagingIntegrated Marketing Communications<br />Marketing Management<br />Philip Kotler, Kevin Lane Keller<...
Chapter Questions<br />What is the role of marketing communications?<br />How do marketing communications work?<br />What ...
Defining Marketing Communications<br />Means by which firms attempt to <br />remind consumers <br />inform<br />persuade<b...
Defining Marketing Communications<br />“Voice” of the company<br />Means by which it can establish a dialogue and build re...
Marketing Communications Mix<br /><ul><li>8 major modes on communication</li></ul>Advertising<br />Sales promotion<br />Ev...
Marketing Communications Mix<br />8 major modes of communication<br />Direct marketing<br />Interactive marketing<br />Wor...
Integrating Marketing Communications to Build Brand Equity<br />Advertising<br />Brand Awareness<br />Sales Promotion<br /...
The Communication Process(Marcomodel)<br />
The Communications Process<br />Selective attention<br />Selective distortion<br />Selective retention<br />
 Response Hierarchy Models(Micromodel)<br />
Developing Effective Communications<br />Identify target audience<br />Determine objectives<br />Design communications<br ...
Identify the Target Audience<br />Potential buyers<br />Current users<br />Decision makers<br />
Usage and loyalty<br />New user<br />Loyal to the brand or competitor<br />Switches between brands<br />
Communication objectives<br />Category need (certain segment of the market).<br />Brand Awareness (presence of such produc...
Designing the Communications<br />Message strategy<br />Creative strategy<br />Message source<br />Global adaptation<br />
Creative Strategy<br />Informational and transformational appeals<br />Positive and negative appeals<br />Fear<br />Guilt<...
Message Source<br />Celebrity Characteristics<br />Expertise<br />Trustworthiness<br />Likeability<br />
Issues Facing Global Adaptations<br />Is the product restricted in some countries?<br />Are there restrictions on advertis...
Select Communication Channels<br />Personal Channels<br />	Advocate Channels<br />	Expert Channels<br />	Social Channels<b...
Establish the Budget<br />Affordable<br />Percentage-of-Sales<br />Competitive Parity<br />Objective-and-Task<br />
Objective-and-Task Method<br />Establish the market share goal<br />Determine the percentage that should be reached<br />D...
Characteristics of The Marketing Communications Mix<br />Advertising<br />Pervasiveness<br />Amplified expressiveness<br /...
Deciding on the marketing communications mix<br />Allocation of budget over the eight major modes<br />Advertising<br />Di...
Factors in Setting the Market Communications Mix<br />Type of Product Market<br />Buyer-Readiness Stage<br />Product Life ...
Managing the Integrated Marketing Communications Process<br />Coordinating Media<br />Single-vehicle, single-stage<br />Si...
Application in Medical Practice<br />
Conclusions<br />The role of marketing communications is to inform, persuade, and remind consumers of products that a cert...
Defining Marketing Communications<br />Means by which firms attempt to <br />remind consumers <br />inform<br />persuade<b...
Integrating Marketing Communications to Build Brand Equity<br />Advertising<br />Brand Awareness<br />Sales Promotion<br /...
Designing and ManagingIntegrated Marketing Communications<br />Marketing Management<br />Philip Kotler, Kevin Lane Keller<...
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Chapter 17: Designing and Managing Integrated Marketing Communications: Marketing Management: Philip Kotler , Kevin Lane Keller

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Markmanchap17

  1. 1. Designing and ManagingIntegrated Marketing Communications<br />Marketing Management<br />Philip Kotler, Kevin Lane Keller<br />Narciso F. Atienza, Jr. MD<br />MBAH/2009<br />
  2. 2. Chapter Questions<br />What is the role of marketing communications?<br />How do marketing communications work?<br />What are the major steps in developing effective communications?<br />What is the communications mix and how should it be set?<br />What is an integrated marketing communications program? <br />
  3. 3. Defining Marketing Communications<br />Means by which firms attempt to <br />remind consumers <br />inform<br />persuade<br />directly or indirectly, about the products and brands they sell.<br />
  4. 4. Defining Marketing Communications<br />“Voice” of the company<br />Means by which it can establish a dialogue and build relationships with consumers.<br />
  5. 5. Marketing Communications Mix<br /><ul><li>8 major modes on communication</li></ul>Advertising<br />Sales promotion<br />Events and experience<br />Public relations and publicity<br />
  6. 6. Marketing Communications Mix<br />8 major modes of communication<br />Direct marketing<br />Interactive marketing<br />Word-of-Mouth Marketing<br />Personal Selling<br />
  7. 7. Integrating Marketing Communications to Build Brand Equity<br />Advertising<br />Brand Awareness<br />Sales Promotion<br />Events and Experience<br />Brand Image<br />Public relations and publicity<br />Brand responses<br />Marketing Communications Program<br />Brand Equity<br />Direct marketing<br />Interactive marketing<br />Brand relationships<br />Word-of-mouth marketing<br />Personal Selling<br />
  8. 8. The Communication Process(Marcomodel)<br />
  9. 9. The Communications Process<br />Selective attention<br />Selective distortion<br />Selective retention<br />
  10. 10. Response Hierarchy Models(Micromodel)<br />
  11. 11. Developing Effective Communications<br />Identify target audience<br />Determine objectives<br />Design communications<br />Select channels<br />Establish budget<br />Decide on media mix<br />Measure results/ manage IMC<br />
  12. 12. Identify the Target Audience<br />Potential buyers<br />Current users<br />Decision makers<br />
  13. 13. Usage and loyalty<br />New user<br />Loyal to the brand or competitor<br />Switches between brands<br />
  14. 14. Communication objectives<br />Category need (certain segment of the market).<br />Brand Awareness (presence of such product)<br />Brand Attitude (product can satisfy relevant need)<br />Brand Purchase Intention (whether product purchase can meet quotas)<br />
  15. 15. Designing the Communications<br />Message strategy<br />Creative strategy<br />Message source<br />Global adaptation<br />
  16. 16. Creative Strategy<br />Informational and transformational appeals<br />Positive and negative appeals<br />Fear<br />Guilt<br />Shame<br />Humor<br />Love<br />Pride<br />Joy <br />
  17. 17. Message Source<br />Celebrity Characteristics<br />Expertise<br />Trustworthiness<br />Likeability<br />
  18. 18. Issues Facing Global Adaptations<br />Is the product restricted in some countries?<br />Are there restrictions on advertising the product to a specific target market?<br />Can comparative ads be used?<br />Can the same advertising be used in all country markets?<br />
  19. 19. Select Communication Channels<br />Personal Channels<br /> Advocate Channels<br /> Expert Channels<br /> Social Channels<br />Non Personal Channels<br /> Media<br /> Sales promotions<br /> Events and experiences<br /> Public relations<br />Integration of channels<br />
  20. 20. Establish the Budget<br />Affordable<br />Percentage-of-Sales<br />Competitive Parity<br />Objective-and-Task<br />
  21. 21. Objective-and-Task Method<br />Establish the market share goal<br />Determine the percentage that should be reached<br />Determine the percentage of aware prospects that should be persuaded to try the brand<br />Determine the number of advertising impressions per 1% trial rate<br />Determine the number of gross rating points that would have to be purchased<br />Determine the necessary advertising budget on the basis of the average cost of buying a GRP<br />
  22. 22. Characteristics of The Marketing Communications Mix<br />Advertising<br />Pervasiveness<br />Amplified expressiveness<br />Impersonality<br />Sales Promotion<br />Communication<br />Incentive<br />Invitation<br />
  23. 23. Deciding on the marketing communications mix<br />Allocation of budget over the eight major modes<br />Advertising<br />Direct marketing<br />Sales promotion<br />Interactive marketing<br />Events and experience<br />Word-of-Mouth Marketing<br />Public relations and publicity<br />Personal Selling<br />
  24. 24. Factors in Setting the Market Communications Mix<br />Type of Product Market<br />Buyer-Readiness Stage<br />Product Life Cycle Stage<br />
  25. 25. Managing the Integrated Marketing Communications Process<br />Coordinating Media<br />Single-vehicle, single-stage<br />Single-vehicle, multiple-stage<br />Multiple-vehicle, multiple stage<br />Implementing IMC<br />
  26. 26. Application in Medical Practice<br />
  27. 27. Conclusions<br />The role of marketing communications is to inform, persuade, and remind consumers of products that a certain company sells or markets to consumers/clients. They also tell or show consumers how and why<br />Marketing mode methods are used to create a Marketing Communications Program, which helps in developing, which Brand Equity creates awareness, memory, responses, and consumer brand connection <br />
  28. 28. Defining Marketing Communications<br />Means by which firms attempt to <br />remind consumers <br />inform<br />persuade<br />directly or indirectly, about the products and brands they sell.<br />
  29. 29. Integrating Marketing Communications to Build Brand Equity<br />Advertising<br />Brand Awareness<br />Sales Promotion<br />Events and Experience<br />Brand Image<br />Public relations and publicity<br />Brand responses<br />Marketing Communications Program<br />Brand Equity<br />Direct marketing<br />Interactive marketing<br />Brand relationships<br />Word-of-mouth marketing<br />Personal Selling<br />
  30. 30. Designing and ManagingIntegrated Marketing Communications<br />Marketing Management<br />Philip Kotler, Kevin Lane Keller<br />Narciso F. Atienza, Jr. MD<br />MBAH/2009<br />

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