Chapter 19 Managing Integrated Marketing Communications by

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Chapter 19 Managing Integrated Marketing
Communicationsby
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Kotler on Marketing

• Integrated marketing communications is a way
  of looking at the whole marketing process from
  the viewpoint of the customer.

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Chapter Objectives
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The Marketing Communications Mix
Advertising
Personal Selling
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Elements in the Communication Process
SENDER
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Figure 19.2 Steps in Developing Effective
Communication
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Effective Communications
Step 1. Identifying the Target Audience
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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Response Hierarchy Models
Communi- cations Model d
AIDA Model a
Innovation- Adoption Model c
Hierarchy-of- Effects Model b
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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, Cong
ruity
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Message Problems
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Step 4. Select Communications Channel
Personal Communication Channels
Nonpersonal Communication Channels
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Step 5. Establish the Budget
Affordable
Of Sales
Competitive Parity
Objective Task
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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
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Step 7. Measure Results
Step 8. Manage the IMC Process
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Factors in Developing Promotion Mix Strategies
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Push Versus Pull Strategy
Producer
Push Strategy
Producer
Pull Strategy
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Figure 19.6 Cost-Effectiveness of Different
Promotional Tools
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Managing the Integrated Marketing Communications
Process

• Integrated Marketing Communications (IMC)

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Chapter 20 Managing Advertising, Sales
Promotion, Public Relations, and Direct
Marketingby
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Chapter Objectives

• In this chapter, we focus on the following
  questions
• What steps are involved in developing an
  advertising program?
• What explains the growing use of sales promotion,
  and how are sales-promotion decisions made?
• How can companies exploit the potential of public
  relations and publicity?
• How can companies use integrated direct
  marketing for competitive advantage?
• How can companies do effective e-marketing?

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Objectives Setting
Major Decisions in Advertising
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Advertising Objectives

• Specific Communication Task
• Accomplished with a Specific Target Audience
• During a Specific Period of Time

Informative Advertising Build Primary Demand
Persuasive Advertising Build Selective Demand
Reminder Advertising Keeps Consumers
Thinking About a Product.
Comparison Advertising Compares One Brand to
Another
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The Five Ms of Advertising
Mission Sales goals Adver- tising objectives
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Advertising Budget Factors
Market Share Consumer Base
Competition Clutter
Stage in the Product Life Cycle
Advertising Frequency
Product Substitutability
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Figure 20.2 Relationship Among Trial, Awareness,
and the Exposure Function
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Profiles of Major Media Types
Newspapers Advantages Flexibility, timeliness
good local market coverage broad acceptance,
high believability Limitations Short life poor
reproduction quality small pass-along audience
Television Advantages Combines sight, sound,
motion high attention
high reach appealing to senses Limitations Hi
gh absolute costs high clutter fleeting
exposure less audience selectivity
Direct Mail Advantages Audience selectivity
flexibility, no ad compe- tition within same
medium allows personalization Limitations Relat
ive high cost junk mail image
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Profiles of Major Media Types
Radio Advantages Mass use high geographic and
demographic selectivity low cost Limitations
Audio only fleeting exposure lower attention
nonstandardized rates
fragmented audiences
Magazines Advantages High geographic and
demographic selectivity credibility and
prestige high-quality reproduction long life
good pass-along readership Limitations Long ad
purchase lead time waste circulation
no guarantee of position
Outdoor Advantages Flexibility high repeat
exposure low cost low
message competition Limitations Little audience
selectivity creative limitations
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Classification ofAdvertising Timing Patterns
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Simplified Rating Sheet for Ads
(Attention) How well does the ad catch the
readers attention? __20
(Read-through) How well does the ad lead the
reader to read further? __20
(Cognitive) How clear is the central message or
benefit? __20
(Affective) How effective is the particular
appeal? __20
(Behavior) How well does the ad suggest
follow-through action? __20
__Total
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Advertising Strategy Message Execution
Testimonial Evidence
Slice of Life
Turning the Big Idea Into an Actual Ad to
Capture the Target Markets Attention and
Interest.
Lifestyle
Scientific Evidence
Fantasy
Technical Expertise
Mood or Image
Personality Symbol
Musical
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Advertising Evaluation
Advertising Program Evaluation
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Why the increase in Sales Promotion?

• Growing retailer power
• Declining brand loyalty
• Increased promotional sensitivity
• Brand proliferation
• Fragmentation of consumer market
• Short-term focus
• Increased managerial accountability
• Competition
• Clutter

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Long-Term Promotional Allocation
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Channels of Sales Promotions
MANUFACTURER
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Consumer Promotion
Consumer-Promotion Objectives
Consumer-Promotion Tools
Entice Consumers to Try a New Product
Lure Customers Away From Competitors Products
Get Consumers to Load Up on a Mature Product
Hold Reward Loyal Customers
Consumer Relationship Building
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Trade Promotions
Trade-Promotion Tools
Trade-Promotion Objectives
Persuade Retailers or Wholesalers to Carry a
Brand
Give a Brand Shelf Space
Promote a Brand in Advertising
Push a Brand to Consumers
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Business-to-Business Promotion
Business-Promotion Objectives
Business-Promotion Tools
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
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Major Public Relations Tools
Web Site
News
Public Service Activities
Speeches
Corporate Identity Materials
Special Events
Audiovisual Materials
Written Materials
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Direct Marketing

• Direct-Order Marketing
• Customer Relationship Marketing
• The Growth of Direct Marketing
• Market Demassification
• The Benefits of Direct Marketing
• Integrated Direct Marketing

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Direct Marketing

• Major Channels for Direct Marketing
• Face-To-Face Selling
• Direct Mail
• New Forms of Mail Delivery
• Fax mail
• E-mail
• Voice mail

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Direct Marketing

• Direct marketing has passed through a number of
  stages
• Carpet bombing
• Database marketing
• Interactive marketing
• Real-time personalized marketing
• Lifetime value marketing
• Constructing a Direct-Mail Campaign
• Objectives
• Target Markets and Prospects
• Offer Elements
• Testing Elements
• Measuring Campaign Success Lifetime Value

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Direct Marketing

• Catalog Marketing
• Telemarketing and M-Commerce
• Inbound telemarketing
• Outbound telemarketing
• Four types of telemarketing
• Telesales
• Telecoverage
• Teleprospecting
• Customer service and technical support

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Direct Marketing

• Other Media for Direct-Response Marketing
• Direct-response advertising
• At-home shopping channels
• Videotext and interactive TV
• Kiosk Marketing

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Direct Marketing

• E-Marketing
• Permission Marketing
• Levels of Permission Marketing
• No permission level
• Low permission level
• Medium permission level
• High permission level
• Transaction level
• E-Marketing Guidelines
• Give the customer a reason to respond
• Personalize the content of your e-mails
• Offer something the customer could not get via
  direct mail
• Make it easy for the customer to unsubscribe