The document discusses integrated marketing communications, detailing its role in informing, persuading, and reminding consumers about products. It outlines the communication process, major communication modes, and steps for developing effective marketing strategies, focusing on building brand equity. It emphasizes the importance of tailoring communication messages and channels according to target audiences and objectives.

1. Designing and ManagingIntegrated Marketing CommunicationsMarketing ManagementPhilip Kotler, Kevin Lane KellerNarciso F. Atienza, Jr. MDMBAH/2009

2. Chapter QuestionsWhat 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?

3. Defining Marketing CommunicationsMeans by which firms attempt to remind consumers informpersuadedirectly or indirectly, about the products and brands they sell.

4. Defining Marketing Communications“Voice” of the companyMeans by which it can establish a dialogue and build relationships with consumers.

5. Marketing Communications Mix8 major modes on communicationAdvertisingSales promotionEvents and experiencePublic relations and publicity

6. Marketing Communications Mix8 major modes of communicationDirect marketingInteractive marketingWord-of-Mouth MarketingPersonal Selling

7. Integrating Marketing Communications to Build Brand EquityAdvertisingBrand AwarenessSales PromotionEvents and ExperienceBrand ImagePublic relations and publicityBrand responsesMarketing Communications ProgramBrand EquityDirect marketingInteractive marketingBrand relationshipsWord-of-mouth marketingPersonal Selling

8. The Communication Process(Marcomodel)

9. The Communications ProcessSelective attentionSelective distortionSelective retention

10. Response Hierarchy Models(Micromodel)

11. Developing Effective CommunicationsIdentify target audienceDetermine objectivesDesign communicationsSelect channelsEstablish budgetDecide on media mixMeasure results/ manage IMC

12. Identify the Target AudiencePotential buyersCurrent usersDecision makers

13. Usage and loyaltyNew userLoyal to the brand or competitorSwitches between brands

14. Communication objectivesCategory need (certain segment of the market).Brand Awareness (presence of such product)Brand Attitude (product can satisfy relevant need)Brand Purchase Intention (whether product purchase can meet quotas)

15. Designing the CommunicationsMessage strategyCreative strategyMessage sourceGlobal adaptation

16. Creative StrategyInformational and transformational appealsPositive and negative appealsFearGuiltShameHumorLovePrideJoy

17. Message SourceCelebrity CharacteristicsExpertiseTrustworthinessLikeability

18. Issues Facing Global AdaptationsIs the product restricted in some countries?Are there restrictions on advertising the product to a specific target market?Can comparative ads be used?Can the same advertising be used in all country markets?

19. Select Communication ChannelsPersonal Channels Advocate Channels Expert Channels Social ChannelsNon Personal Channels Media Sales promotions Events and experiences Public relationsIntegration of channels

20. Establish the BudgetAffordablePercentage-of-SalesCompetitive ParityObjective-and-Task

21. Objective-and-Task MethodEstablish the market share goalDetermine the percentage that should be reachedDetermine the percentage of aware prospects that should be persuaded to try the brandDetermine the number of advertising impressions per 1% trial rateDetermine the number of gross rating points that would have to be purchasedDetermine the necessary advertising budget on the basis of the average cost of buying a GRP

22. Characteristics of The Marketing Communications MixAdvertisingPervasivenessAmplified expressivenessImpersonalitySales PromotionCommunicationIncentiveInvitation

23. Deciding on the marketing communications mixAllocation of budget over the eight major modesAdvertisingDirect marketingSales promotionInteractive marketingEvents and experienceWord-of-Mouth MarketingPublic relations and publicityPersonal Selling

24. Factors in Setting the Market Communications MixType of Product MarketBuyer-Readiness StageProduct Life Cycle Stage

25. Managing the Integrated Marketing Communications ProcessCoordinating MediaSingle-vehicle, single-stageSingle-vehicle, multiple-stageMultiple-vehicle, multiple stageImplementing IMC

26. Application in Medical Practice

27. ConclusionsThe 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 whyMarketing 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

28. Defining Marketing CommunicationsMeans by which firms attempt to remind consumers informpersuadedirectly or indirectly, about the products and brands they sell.

29. Integrating Marketing Communications to Build Brand EquityAdvertisingBrand AwarenessSales PromotionEvents and ExperienceBrand ImagePublic relations and publicityBrand responsesMarketing Communications ProgramBrand EquityDirect marketingInteractive marketingBrand relationshipsWord-of-mouth marketingPersonal Selling

30. Designing and ManagingIntegrated Marketing CommunicationsMarketing ManagementPhilip Kotler, Kevin Lane KellerNarciso F. Atienza, Jr. MDMBAH/2009