Chapter 17: Designing and ManagingIntegrated Marketing Communications: Marketing Management: Philip Kotler , Kevin Lane Keller

1. Designing and ManagingIntegrated Marketing Communications Marketing Management Philip Kotler, Kevin Lane Keller Narciso F. Atienza, Jr. MD MBAH/2009

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

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

6. Marketing Communications Mix 8 major modes of communication Direct marketing Interactive marketing Word-of-Mouth Marketing Personal Selling

7. Integrating Marketing Communications to Build Brand Equity Advertising Brand Awareness Sales Promotion Events and Experience Brand Image Public relations and publicity Brand responses Marketing Communications Program Brand Equity Direct marketing Interactive marketing Brand relationships Word-of-mouth marketing Personal Selling

8. The Communication Process(Marcomodel)

9. The Communications Process Selective attention Selective distortion Selective retention

10. Response Hierarchy Models(Micromodel)

11. Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC

12. Identify the Target Audience Potential buyers Current users Decision makers

13. Usage and loyalty New user Loyal to the brand or competitor Switches between brands

14. Communication objectives Category 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 Communications Message strategy Creative strategy Message source Global adaptation

16. Creative Strategy Informational and transformational appeals Positive and negative appeals Fear Guilt Shame Humor Love Pride Joy

17. Message Source Celebrity Characteristics Expertise Trustworthiness Likeability

18. Issues Facing Global Adaptations Is 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 Channels Personal Channels Advocate Channels Expert Channels Social Channels Non Personal Channels Media Sales promotions Events and experiences Public relations Integration of channels

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

21. 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

22. Characteristics of The Marketing Communications Mix Advertising Pervasiveness Amplified expressiveness Impersonality Sales Promotion Communication Incentive Invitation

23. Deciding on the marketing communications mix Allocation of budget over the eight major modes Advertising Direct marketing Sales promotion Interactive marketing Events and experience Word-of-Mouth Marketing Public relations and publicity Personal Selling

24. Factors in Setting the Market Communications Mix Type of Product Market Buyer-Readiness Stage Product Life Cycle Stage

25. Managing the Integrated Marketing Communications Process Coordinating Media Single-vehicle, single-stage Single-vehicle, multiple-stage Multiple-vehicle, multiple stage Implementing IMC

26. Application in Medical Practice

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

29. Integrating Marketing Communications to Build Brand Equity Advertising Brand Awareness Sales Promotion Events and Experience Brand Image Public relations and publicity Brand responses Marketing Communications Program Brand Equity Direct marketing Interactive marketing Brand relationships Word-of-mouth marketing Personal Selling

30. Designing and ManagingIntegrated Marketing Communications Marketing Management Philip Kotler, Kevin Lane Keller Narciso F. Atienza, Jr. MD MBAH/2009