1. MARKETING MANAGEMENT 12th edition17
Designing and Managing Integrated
Marketing Communications
Kotler Keller

2. Chapter Questions What 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. Mini’s Guerrilla Marketing

4. Marketing Communications
The means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.

5. Figure 17.1 IMC Builds Brands

6. Table 17.1 Communication Platforms
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes
Sales Promotion
Contests, games, sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity programs

7. Table 17.1 Communication Platforms
Events/ Experiences
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying

8. Visitors to the Woodward Dream Cruise often tour Ford’s Factory Museum

9. Table 17.1 Communication Platforms
Personal Selling
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows
Direct Marketing
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
Voice mail

10. Product Launch Communications Mix
Kleenex allocated its communications dollars:
75% Television
23% Print
2% Online

11. Figure17.2 Elements in the Communications Process

12. Field of Experience
Sender’s
field
Receiver’s
field

13. The Communications Process
Selective attention
Selective distortion
Selective retention

14. Figure 17.3 Response Hierarchy Models

15. Figure 17.4 Steps in Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC

16. Figure 17.5 Familiarity-Favorability Analysis

17. Image The set of beliefs, ideas, and impressions
a person holds regarding an object.

18. Communications Objectives
Category Need
Brand Awareness
Brand Attitude
Purchase Intention

19. Designing the Communications
Message strategy
Creative strategy
Message source
Personal communication channels
Nonpersonal communication channels
Integration

20. Creative Strategy Informational and transformational appeals
Positive and negative appeals
Fear
Guilt
Shame
Humor
Love
Pride
Joy
Click the video icon to launch a video about DDB Worldwide.

21. The Importance of Taglines
Brand Theme
Ad Tagline
Our hamburgers are bigger.
Where’s the Beef?
Our tissue is softer.
Please Don’t Squeeze the Charmin.
No hard sell, just a good car.
Drivers Wanted
We don’t rent as many cars, so we have to do more for our customers.
We Try Harder

22. Message Source Celebrity Characteristics Expertise Trustworthiness
Likeability

23. Personal Communications Channels
Advocate channels
Expert channels
Social channels

24. Stimulating Personal Influence Channels
Identify influential individuals and devote extra attention to them
Create opinion leaders
Use community influentials in testimonial advertising
Develop advertising with high “conversation value”
Develop WOM referral channels
Establish an electronic forum
Use viral marketing

25. Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations

26. Establish the Budget Affordable Percentage-of-Sales Competitive Parity
Objective-and-Task

27. Objective-and-Task Method
Establish the market share goal.
Determine the percentage that should be reached.
Determine the percentage of aware prospects that should be persuaded to try the brand.
Determine the number of advertising impressions per 1% trial rate.
Determine the number of gross rating points that would have to be purchased.
Determine the necessary advertising budget on the basis of the average cost of buying a GRP.

28. Characteristics of Communications
Advertising
Pervasiveness
Amplified expressiveness
Impersonality
Sales Promotion
Communication
Incentive
Invitation

29. Characteristics of Communications
Public Relations and Publicity
High credibility
Ability to catch buyers off guard
Dramatization
Events and Experiences
Relevant
Involving
Implicit

30. Characteristics of Communications
Direct Marketing
Customized
Up-to-date
Interactive
Personal Selling
Personal interaction
Cultivation
Response

31. Factors in Setting Communications Mix
Type of product market
Consumer readiness to make a purchase
Stage in the product life cycle
Market rank

32. Figure 17.6 Cost Effectiveness by Buyer Readiness Stage

33. Figure 17.7 Current Consumer States for Two Brands

34. Coordinating Media to Build Brand Equity
Brand Signature
Ad Retrieval Cues
Media Interactions

35. Marketing Debate What is the biggest obstacle to
integrating marketing communications?
Take a position:
The biggest obstacle to effective IMC
programs is a lack of agency coordination
across communication units.
2. The biggest obstacle to effective IMC
programs is a lack of understanding as to
how to optimally design and evaluate such
programs.

36. Marketing Discussion Pick a brand and go to the Web site.
Locate as many forms of
communication as you can find.
Conduct an informal communications
audit. What do you notice? How
consistent are the different
communications?