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

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

3. The Marketing Communications Mix
This CTR relates to the material on pp
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.

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

5. Message Problems Selective Attention Selective Distortion
Selective Retention

6. 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

7. 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

8. 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

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

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

11. 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

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

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

14. 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

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