Transcript Kotler_ch15 - Pearson Canada

A FRAMEWORK for
MARKETING MANAGEMENT
Chapter 15
Designing
and Managing
Integrated
Marketing
Communications
Kotler
Keller
Cunningham
Chapter Questions
• What is the role of marketing
communications?
• 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?
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Profile: Canadian Marketing Excellence
L’OREAL CANADA
• L’Oréal Canada is renowned
• In 2002, partnered with
for its integrated marketing
CanWest Global to develop a
communications strategies
series of TV vignettes by high
profile Canadian women
• Philosophy- to innovate in its
products and its distinctly
• In 2003, L’Oréal signed its
Canadian marketing initiatives
lower-priced Maybelline line
on as a major sponsor of
• Fully integrated, intelligent
Canadian Idol, leading to
messaging and savvy
increased sales
associations
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Marketing Communications
Marketing communications are the
means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell
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Figure 15.1 IMC to Build Brands
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Table 15.1 Communication Platforms
Advertising
• Print/broadcast ads
• Packaging inserts
• Motion pictures
• Brochures/booklets
• Posters
• Billboards
• POP displays
• Logos
Sales Promotion
• Contests, games,
sweepstakes
• Premiums
• Sampling
• Trade shows/exhibits
• Coupons
• Rebates
• Entertainment
• Continuity programs
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Table 15.1 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
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Table 15.1 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
• E-mail
• Voice mail
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Figure15.2 Elements in the
Communications Process
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Figure 15.3 Response Hierarchy Models
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Steps in Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC
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Communications Objectives
Category need
Brand awareness
Brand attitude
Purchase intention
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Design the Communications
Creative
strategy
Message
strategy
Informational
appeal
Transformational
appeal
Message
source
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Select Communication Channels
• Personal communication channels
• Non-personal communication channels
• Integration of communication channels
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Stimulating Personal Communications Channels
Identify influentials
Create opinion leaders
Use influentials in communications
Develop ads with high
“conversation value”
Use viral marketing
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Non-personal Communication Channels
Media
Sales promotion
Events and experiences
Public relations
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Establish the Budget
Affordable
Percentage-of-sales
Competitive parity
Objective-and-task
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Characteristics of Communications
Advertising
• Pervasiveness
• Amplified
expressiveness
• Impersonality
Sales Promotion
• Communication
• Incentive
• Invitation
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Characteristics of Communications
Public Relations
and Publicity
• High credibility
• Ability to catch
buyers off guard
• Dramatization
Events and
Experiences
• Relevant
• Involving
• Implicit
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Characteristics of Communications
Direct Marketing
• Customized
• Up-to-date
• Interactive
Personal Selling
• Personal interaction
• Cultivation
• Response
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Factors in Setting Communications Mix
•
•
•
•
Type of product market
Consumer readiness to make a purchase
Stage in the product life cycle
Market rank
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Figure 15.4 Cost Effectiveness
by Buyer Readiness Stage
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For Discussion
What are your favourite TV ads?
Why are these your favourites?
How effective are the message and
creative strategies?
How do they create brand equity?
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