CH17Designing-and-Managing-Integrated-Marketing-Co

MARKETINGMANAGEMENT12theditionKotlerKeller17DesigningandManagingIntegratedMarketingCommunications17-2ChapterQuestionsWhatistheroleofmarketingcommunications?Howdomarketingcommunicationswork?Whatarethemajorstepsindevelopingeffectivecommunications?Whatisthecommunicationsmixandhowshoulditbeset?Whatisanintegratedmarketingcommunicationsprogram?17-3MarketingCommunicationsThemeansbywhichfirmsattempttoinform,persuade,andremindconsumers,directlyorindirectly,abouttheproductsandbrandstheysell.17-4Table17.1CommunicationPlatformsAdvertisingPrintandbroadcastadsPackaginginsertsMotionpicturesBrochuresandbookletsPostersBillboardsPOPdisplaysLogosVideotapesSalesPromotionContests,games,sweepstakesPremiumsSamplingTradeshows,exhibitsCouponsRebatesEntertainmentContinuityprograms17-5Table17.1CommunicationPlatformsEvents/ExperiencesSportsEntertainmentFestivalsArtsCausesFactorytoursCompanymuseumsStreetactivitiesPublicRelationsPresskitsSpeechesSeminarsAnnualreportsCharitabledonationsPublicationsCommunityrelationsLobbying17-6Table17.1CommunicationPlatformsPersonalSellingSalespresentationsSalesmeetingsIncentiveprogramsSamplesFairsandtradeshowsDirectMarketingCatalogsMailingsTelemarketingElectronicshoppingTVshoppingFaxmailE-mailVoicemail17-7Figure17.2ElementsintheCommunicationsProcessSenderMessageReceiverResponseFeedbackNoise17-8TheCommunicationsProcessSelectiveattentionSelectivedistortionSelectiveretention17-9Figure17.4StepsinDevelopingEffectiveCommunicationsIdentifytargetaudienceDetermineobjectivesDesigncommunicationsSelectchannelsEstablishbudgetDecideonmediamixManageIMC17-10ImageThesetofbeliefs,ideas,andimpressionsapersonholdsregardinganobject.17-11CommunicationsObjectivesCategoryneedBrandawarenessBrandattitudePurchaseintention17-12DesigningtheCommunicationsMessagestrategyCreativestrategyMessagesourcePersonalcommunicationchannelsNonpersonalcommunicationchannelsIntegration17-13CreativeStrategyInformationalandtransformationalappealsPositiveandnegativeappealsFearGuiltShameHumorLovePrideJoy17-14TheImportanceofTaglinesBrandThemeAdTaglineOurhamburgersarebigger.Where’stheBeef?Ourtissueissofter.PleaseDon’tSqueezetheCharmin.Nohardsell,justagoodcar.DriversWantedWedon’trentasmanycars,sowehavetodomoreforourcustomers.WeTryHarder17-15MessageSourceCelebrityCharacteristicsExpertiseTrustworthinessLikeability17-16PersonalCommunicationsChannelsAdvocateChannelsExpertChannelsSocialChannels17-17StimulatingPersonalInfluenceChannelsIdentifyinfluentialindividualsanddevoteextraattentiontothemCreateopinionleadersUsecommunityinfluentialsintestimonialadvertisingDevelopadvertisingwithhigh“conversationvalue”DevelopWOMreferralchannelsEstablishanelectronicforumUseviralmarketing17-18NonpersonalCommunicationChannelsMediaSalesPromotionEventsandExperiencesPublicRelations17-19EstablishtheBudgetAffordablePercentage-of-SalesCompetitiveParityObjective-and-Task17-20Objective-and-TaskMethodEstablishthemarketsharegoal.Determinethepercentagethatshouldbereached.Determinethepercentageofawareprospectsthatshouldbepersuadedtotrythebrand.Determinethenumberofadvertisingimpressionsper1%trialrate.Determinethenumberofgrossratingpointsthatwouldhavetobepurchased.DeterminethenecessaryadvertisingbudgetonthebasisoftheaveragecostofbuyingaGRP.17-21CharacteristicsofCommunicationsAdvertisingPervasivenessAmplifiedexpressivenessImpersonalitySalesPromotionCommunicationIncentiveInvitation17-22CharacteristicsofCommunicationsPublicRelationsandPublicityHighcredibilityAbilitytocatchbuyersoffguardDramatizationEventsandExperiencesRelevantInvolvingImplicit17-23CharacteristicsofCommunicationsDirectMarketingCustomizedUp-to-dateInteractivePersonalSellingPersonalinteractionCultivationResponse17-24FactorsinSettingCommunicationsMixTypeofProductMarketConsumerReadinesstoMakeaPurchaseStageintheProductLifeCycleMarketRank17-25CoordinatingMediatoBuildBrandEquityBrandSignaturesAdRetrievalCuesMediaInteractions