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Kotler Chapter 17 Individual Report
The document discusses integrated marketing communications and effective communication strategies. It explains that marketing helps build brand equity and sales, and the most effective communications can achieve multiple objectives. It also notes that determining the who, what and why of a message is important for effective communication. Finally, it introduces integrated marketing communications as a comprehensive plan that combines various communication disciplines to provide clarity and consistency through integrated messaging.
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Kotler Chapter 17 Individual Report
- 1. Chapter 17: Designingand Managing Integrated Marketing CommunicationsMerce Kristin F. Tumibay
- 2. OutlineMarketing helps buildbrand equity and salesMicromodels of marketing communications concentrate on consumer’s specific responses to communications.Most effective communication can have achieve multiple objectivesThe Who, What, and Why of helps effective communicationThere are several ways of communicating your message through various channels. Choose the right communication mixIntegrated marketing communications
- 3. Marketing helps buildbrand equity, and sales
- 4. Marketing helps buildbrand equity, and sales
- 5. Marketing helps buildbrand equity, and sales
- 6. Micromodels of marketingcommunications concentrate on consumer’s specific responses to communications.
- 8. Micromodels of marketingcommunications concentrate on consumer’s specific responses to communications.
- 9. There are 8steps in developing an effective marketing strategy
- 10. The most effectivecommunications often can achieve multiple objectives.TKO, TKOIodized salt
- 11. Formulating the communicationsto achieve the desired response will require solving three problems: the who, the what, and the why of the message.
- 13. There areseveral ways of communicating your message through various channels.
- 14. There are severalways of communicating your message through various channels
- 15. There are severalways of communicating your message through various channels
- 16. Choose the rightmarketing communication mix!
- 17. Choose the rightmarketing communication mix!
- 18. Choose the rightmarketing communication mix!vs.
- 19. Integrated marketing communications(IMC) is a comprehensive plan that combines various communication disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages.
- 20. Integrated marketing communications(IMC) is a comprehensive plan to market a product.
- 21. Integrated marketing communications(IMC) is a comprehensive plan to market a product.
- 22. OutlineMarketing helps buildbrand equity and salesMicromodels of marketing communications concentrate on consumer’s specific responses to communications.Most effective communication can have achieve multiple objectivesThe Who, What, and Why of helps effective communicationThere are several ways of communicating your message through various channels. Choose the right communication mixIntegrated marketing communications
- 23. Chapter 17: Designingand Managing Integrated Marketing CommunicationsMerce Kristin F. Tumibay
Editor's Notes
- #4 Kotler: LebronPH: ClearMed
- #5 LebronsElectoral candidatesMed?
- #7 Macromodel of communication shows the nine elements of communication, micromodels concentrate on the specific responses to communications.This is important in planning communication.Lean-feel-do High involvement, high differentiation automobile houseDo feel learn high involvement little/no differentiaiton airline ticketLearn do feel low involvement, little differentiation salt or batteries
- #8 Product demosLearn you try it you like it!
- #13 UNAIDS Goodwill Ambassador HRH Crown Princess Mette-Marit of Norway
- #14 Personal communication channels – two or more persons communicate face-to-face, person-to-audience, over the telephone, or through emailNonpersonal communication channels – directed to more than one person and include media, sales promotions, events and experiences, and public relations
- #15 Pharma groups have med reps (personal), tv ads, billboards, promos, events (mass communication), Veet?
- #16 Free delivery of medicinesAlaga hotlineAlaga health assistanceAlaga card2% discount on meds
- #17 Product market - consumers - businessBuyer-readiness stage - awareness-building stage: advertising and publicity - customer comprehension – advertising and personal selling - customer conviction – personal selling - closing the sale – personal selling and sales promotion - reordering – personal selling and sales promotionProduct life cycle stage - introduction stage – advertising, events and experiences, and publicity highest cost effectiveness = personal selling to gain distribution coverage = sales promotion and direct marketing to induce trial - growth stage – word of mouth - maturity stage – advertising, events, and experiences and personal selling - decline stage – sales promotion