Designing and Managing Chapter 18 Designing and Managing Integrated Marketing Communications Marketing Management Tenth Edition Philip Kotler

Objectives The Communications Process Developing Effective Communications Deciding on the Marketing Communications Mix Managing and Coordinating Integrated Marketing Communications

The Marketing Communications Mix This CTR relates to the material on pp. 422-423. The Marketing Communications Mix Advertising Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Tools of The Marketing Communications Mix Advertising. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising often utilizes mass media and may be adapted to take advantages of a given mediums strengths to convey information. Sales Promotion. Sales promotions consist of short-term incentives to encourage purchase of sales of a product or service. Limited time offers or dated coupons are common sales promotions. Public Relations. Public relations is an on-going process of building good relations with the various publics of the company. Key elements in the process are obtaining favorable publicity, building and projecting a good "corporate image," and designing an information support and response team to respond proactively to unfavorable rumors, stories, or events. Personal Selling. Personal selling describes the use of oral presentations in a conversation with one or more prospective buyers for the purposes of making a sale. Personal selling combines product information and benefits with the interpersonal dynamics of the sales person. Good interpersonal relationship skills and effective oral communication skills are needed for personal selling. Direct Marketing. Directed communications with carefully targeted individual consumers to obtain an immediate response. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Personal Selling Public Relations Protect and/or Promote Company’s Image/products. Personal Presentations. Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response.

Elements in the Communication Process SENDER Media Message RECEIVER Encoding Decoding Noise Response Feedback

Message Problems Selective Attention Selective Distortion Selective Retention

Effective Communications Step 1. Identifying the Target Audience Effective Communications Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase

Response Hierarchy Models AIDA Model a Hierarchy-of- Effects Model b Innovation- Adoption Model c Communi- cations Model d Stages Cognitive stage Affective Behavior Attention Interest Desire Action Purchase Liking Preference Conviction Awareness Knowlege Awareness Trial Adoption Interest Evaluation Behavior Attitude Intention Exposure Reception Cognitive response

Step 3. Designing the Message Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity

Step 4. Select Communications Channel Personal Communication Channels Nonpersonal Communication Channels

Step 5. Establish the Budget Affordable % Of Sales Competitive Parity Objective & Task

Public Relations & Publicity Step 6. Decide on Communications Mix Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive

Step 8. Manage the IMC Process Step 7. Measure Results Step 8. Manage the IMC Process

Factors in Developing Promotion Mix Strategies Type of Product/ Market Buyer/ Readiness Stage Push vs. Pull Strategy Product Life-Cycle Stage

Push Versus Pull Strategy Producer Interme- diaries Marketing activities End users Marketing activities Demand Push Strategy End users Marketing activities Producer Interme- diaries Demand Demand Pull Strategy

Review The Communications Process Developing Effective Communications Deciding on the Marketing Communications Mix Managing and Coordinating Integrated Marketing Communications