Marketing Management
Arab World Edition
Kotler, Keller, Hassan, Baalbaki and Shamma
Chapter 17
Designing and
Managing Integrated
Marketing
Communications
Chapter Questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing effective
communications?
4. What is the communications mix and how should it be
set?
5. What is an integrated marketing communications
program?
Copyright © 2012 Pearson Education 17-3
Chapter Question 1:
What is the role of
The Role of Marketing marketing
communications?
Communications
What are 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.
Copyright © 2012 Pearson Education 17-4
Chapter Question 1:
What is the role of
marketing
Marketing Communications, communications?
Brand Equity, and Sales
Marketing communications mix
The marketing communications mix consists of eight major modes of
communication:
1. Advertising 5. Direct marketing
2. Sales promotion 6. Interactive marketing
3. Events and experiences 7. Word-of-mouth marketing
4. Public relations and publicity 8. Personal selling
Copyright © 2012 Pearson Education 17-5
Chapter Question 1:
What is the role of
marketing
communications?
Advertising Sales Promotion
• Print and broadcast ads • Contests, games
• Packaging inserts • Premiums
• Motion pictures • Sampling
• Brochures and booklets • Trade shows, exhibits
• Posters • Coupons
• Billboards • Rebates
• POP displays • Entertainment
• Logos • Continuity programs
• Videotapes • Tie-ins
Copyright © 2012 Pearson Education 17-6
Chapter Question 1:
What is the role of
marketing
communications?
(cont.)
Events/ Experiences Public Relations
• Sports • Press kits
• Entertainment • Speeches
• Festivals • Seminars
• Art • Annual reports
• Causes • Charitable donations
• Factory tours • Publications
• Company museums • Community relations
• Street activities • Lobbying
• Identity media
• Company magazine
Copyright © 2012 Pearson Education 17-7
Chapter Question 1:
What is the role of
marketing
communications?
(cont.)
Personal Selling Direct Marketing Word-of-Mouth
• Sales presentations • Catalogs • Person-to-person
• Sales meetings • Mailings • Chat rooms
• Incentive programs • Telemarketing • Blogs
• Samples • Electronic shopping
• Fairs and trade • TV shopping
shows
• Fax mail
• E-mail
• Voice mail
• Blogs
• Websites
Copyright © 2012 Pearson Education 17-8
Chapter Question 1:
What is the role of
marketing
Marketing Communications, communications?
Brand Equity, and Sales
Marketing communications mix
As Figure 17.1 shows, marketing communications activities contribute
to brand equity and drives sales, by:
•Creating awareness of the brand;
•Linking the right associations to the brand image in consumers’
memory;
•Drawing positive brand judgments or feelings; and/or
•Facilitating a stronger consumer–brand connection.
Copyright © 2012 Pearson Education 17-9
Chapter Question 1:
Marketing Communications, What is the role of
Brand Equity, and Sales marketing
communications?
Fig. 17.1: Integrating Marketing Communications to Build
Brand Equity
Copyright © 2012 Pearson Education 17-10
Chapter Question 2:
How do marketing
The Communications Process communications work?
Models
Macromodel of the communications process:
Fig. 17.2: Elements in the Communications Process
إعالنات خطأ
Copyright © 2012 Pearson Education 17-11
Chapter Question 2:
How do marketing
communications work?
The Communications Process
Models
For a successful marketing communications campaign, marketers
must try to ensure that each step occurs.
For example, the ideal ad campaign would ensure that:
•The right consumer is exposed to the message at the right time and place
•The ad causes consumer to pay attention
•The ad reflects consumer’s level of understanding and behaviors with
product
•The ad correctly positions brand in terms of points-of-difference and points-
of-parity
•The ad motivates consumer to consider purchase of the brand
•The ad creates strong brand associations
Copyright © 2012 Pearson Education 17-12
Chapter Question 3:
What are the major steps in
Developing Effective developing effective
communications?
Communications
Figure 17.4 shows the eight steps
in developing effective
communications.
1.Identify target audience
2.Determine objectives
3.Design communications
4.Select channels
5.Establish budget
Fig. 17.4:
6.Decide on media mix Steps in
Developing
7.Measure results Effective
Communications
8.Manage IMC
Copyright © 2012 Pearson Education 17-13
Chapter Question 3:
What are the major steps in
developing effective
1- Identify the Target Audience communications?
• The process must start with a clear target audience in mind.
• The target audience is a critical influence on the communicator’s
decisions about what to say, how, when, where, and to whom.
• Often useful to profile the target audience in terms of:
o Usage New/current
o Loyalty loyal/competitors/switcher
o Brand knowledge Aware/not aware
Copyright © 2012 Pearson Education 17-14
Chapter Question 3:
What are the major steps in
developing effective
2. Determine the Communications communications?
Objectives
Four possible communications objectives are:
1. Category need – establishing a product or service as necessary to
fill a gap. (electrical cars)
2. Brand awareness – increasing the ability to identify the brand.
(Tesla)
3. Brand attitude – raising the brand’s perceived ability to meet a
need.
4. Purchase intention – promoting buying action.
Copyright © 2012 Pearson Education 17-15
Chapter Question 3:
What are the major steps in
developing effective
3. Design the Communications communications?
Designing the communications to get the desired response will require
solving three problems:
1.What to say (message strategy) rational – sensory – social – ego
satisfaction
2.How to say it (creative strategy) informational (logic reason) –
transformational (emotional – motives)
3.Who should say it (message source)
Copyright © 2012 Pearson Education 17-16
Chapter Question 3:
What are the major steps in
developing effective
3. Design the Communications communications?
Creative strategies are the way marketers translate their messages
into a specific communication.
Two broad categories:
•Informational appeals
(logic reason)
•Transformational appeals
(emotional – motives)
Michelin’s use of the Michelin Man brand
character in its advertising helps to
break through the clutter and reinforce
the brand’s key safety and trust
messages.
Copyright © 2012 Pearson Education 17-17
Chapter Question 3:
What are the major steps in
developing effective
3. Design the Communications communications?
Message source:
Messages can be delivered in many different ways.
• spokesperson
• celebrity
When a celebrity is used, the individual must have certain
characteristics:
• Expertise
• Trustworthiness
• Likeability
Copyright © 2012 Pearson Education 17-18
Chapter Question 3:
What are the major steps in
developing effective
4. Select the Communications communications?
Channels
Communications channels include:
•Personal communications channels
two or more persons communicating directly face-to-face, person-to-
audience, over the telephone, or through e-mail
•Non-personal communications channels
media, sales promotions, events and experiences, and public relations
•Integration of communications channels
mass media may be the most effective option
Copyright © 2012 Pearson Education 17-19
Chapter Question 3:
What are the major steps in
developing effective
5. Establishing the Total Marketing communications?
Communications Budget
How do companies decide on the promotion budget?
Four common methods:
•The affordable method (Not investment – hard to plan)
•The percentage-of-sales method (or sales price – cars)
Vary as the company afford- relationship with cost/sales
•The competitive-parity method (similar to competitors)
•The objective-and-task method (clear association with cost)
Copyright © 2012 Pearson Education 17-20
Chapter Question 4:
6. Deciding on the Marketing What is the
Communications Mix communications mix and
how should it be set?
Characteristics of the Marketing
Communications Mix
Each communication tool has its own characteristics and costs.
Advertising Sales Promotion
• Spread • Communication
• Amplified expression • Incentive
• Impersonality • Invitation
Copyright © 2012 Pearson Education 17-21
Chapter Question 4:
What is the
communications mix and
how should it be set?
Characteristics of the Marketing
Communications Mix
Public Relations and Events and Experiences
Publicity
• Relevant
•High credibility
• Involving
•Abilityto catch buyers
off guard • Implicit
•Dramatization
Copyright © 2012 Pearson Education 17-22
Chapter Question 4:
What is the
communications mix and
how should it be set?
Characteristics of the Marketing
Communications Mix
Direct Marketing Personal Selling
• Customized • Personal interaction
• Up-to-date • Cultivation
• Interactive • Response
Word-of-Mouth Marketing
• Credible
• Personal
• Timely
Copyright © 2012 Pearson Education 17-23
Chapter Question 4:
What is the
communications mix and
how should it be set?
Factors in Setting the Marketing
Communications Mix
Companies must consider
several factors in
developing their
communications mix:
•Type of product market
•Buyer readiness stage
•Product life cycle stage
Fig. 17.5: Cost-Effectiveness of
Three Different Communications
Tools at Different Buyer-
Readiness Stages
Copyright © 2012 Pearson Education 17-24
Chapter Question 4:
What is the
communications mix and
how should it be set?
7. Measuring Communications Results
Figure 17.6 provides an example of good feedback measurement:
Fig. 17.6: Current Consumer States for Two Brands
Copyright © 2012 Pearson Education 17-25
Chapter Question 5:
What is an integrated
8. Managing the Integrated marketing communications
Marketing Communications Process program?
Integrated marketing communications (IMC) is a concept of
marketing communications planning that recognizes the added value
of a comprehensive plan.
Mixed communication tools
Copyright © 2012 Pearson Education 17-26
Credits
• Slide 1 Alamy Images: ArkadiusKozera
• Slide 16 Art Directors and TRIP Photo Library: Helene
Rogers
