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Unformatted text preview: Integrated Marketing Communication Strategy Communication Cha pte r 15 Objectives • Know the tools of the ma rke ting Know communica tions mix. c ommunica • Unde rs ta nd the proce s s a nd a dva nta ge s of Unde inte gra te d ma rke ting communica tions . inte • Le a rn the s te ps in de ve loping e ffe ctive Le ma rke ting communica tions . ma • Unde rs ta nd me thods for s e tting promotiona l Unde b udge ts a nd the fa ctors tha t a ffe ct the de s ign of the promotion mix. de Case Study UPS • UPS is a $31 UPS • Imple me nte d, “What Imple b illio n c o rpo rate Can Bro wn Do fo r g iant Yo u? ” c ampaig n Yo • UPS wante d to UPS • Re alig ne d its s ale s Re re po s itio n its e lf as a nd marke ting o rg anizatio n a s upply c hain Ads s o lutio ns pro vide r • Ads , we b s ite s , and s ale s pe o ple de live r • De ve lo pe d ne w De the me bas e d o n me s s ag e daily me Definition • Ma rke ting Communica tions Mix The s pe cific mix of a dve rtis ing, The p e rs ona l s e lling, s a le s promotion, a nd public re la tions a compa ny us e s to purs ue its a dve rtis ing a nd ma rke ting obje ctive s . ma Integrated Marketing Communications • The Ma rke ting Communica tions The Environme nt is Cha nging: E nvironme Ma s s ma rke ts ha ve fra gme nte d, ca us ing Ma m a rke te rs to s hift a wa y from ma s s ma rke ting ma Me dia fragm e ntation is incre as ing as we ll Me Improve me nts in informa tion te chnology Improve a re fa cilita ting s e gme nta tion Integrated Marketing Communications • The Ne e d for Inte gra te d Ma rke ting The Communica tions C ommunica C onflicting me s s a ge s from diffe re nt Conflicting s ource s or promotiona l a pproa che s ca n confus e compa ny or bra nd ima ge s c onfus T he proble m is particularly pre vale nt whe n functional s pe cialis ts handle individual form s of m arke ting com m unications inde pe nde ntly of Integrated Marketing Communications • The Ne e d for Inte gra te d Ma rke ting The Communica tions C ommunica The We b a lone ca nnot be us e d to build The b ra nds ; bra nd a wa re ne s s pote ntia l is limite d limite Be s t be t is to we d tra ditiona l bra nding Be e fforts with the inte ra ctivity a nd s e rvice ca pa bilitie s of online communica tions ca We b e fforts ca n e nha nce re la tions hips Integrated Marketing Communications • Inte gra te d Ma rke ting Communica tions The conce pt unde r which a compa ny The c a re fully inte gra te s a nd coordina te s its m a ny communica tions cha nne ls to de live r a c le a r, cons is te nt, a nd compe lling m e s s a ge a bout the orga niza tion a nd its products . p roducts IMC imple me nta tion ofte n re quire s the IMC hiring of a Ma rCom ma na ge r. h iring The Communication Process • C ommunica tions e fforts s hould be Communica vie we d from the pe rs pe ctive of m a na ging cus tome r re la tions hips ove r time . time • The communica tion proce s s be gins The with a n a udit of a ll pote ntia l conta cts . with • E ffe ctive communica tion re quire s Effe knowle dge of how communica tion works . works The Communication Process Ele me nts in the Co mmunic atio n Pro c e s s Co • S e nde r • Me s s a ge • Encoding • De coding • Me dia • Re ce ive r • R e s pons e Re • Fe e dba ck • Nois e Nois Developing Effective Communication • S te p 1: Ide ntifying the Ta rge t Audie nce Audie Affe cts de cis ions re la te d to wha t, how, Affe whe n, a nd whe re me s s a ge will be s a id, a s we ll a s who will s a y it • S te p 2: De te rmining Communica tion Obje ctive s O bje S ix buye r re a dine s s s ta ge s Developing Effective Communication Buye r-Re adine s s S tag e s B uye • Awa re ne s s • Knowle dge • P re fe re nce • Conviction • Liking • P urcha s e Developing Effective Communication • S te p 3: De s igning a Me s s a ge AIDA fra me work guide s me s s a ge de s ign Me s s a ge conte nt conta ins a ppe a ls or Me the me s de s igne d to produce de s ire d re s ults re R ational appe als Em otional appe als Em – Love , pride , joy, humor, fe a r, guilt, s ha me Moral appe als Moral Developing Effective Communication • S te p 3: De s igning a Me s s a ge Me s s a ge S tructure : Ke y de cis ions a re re quire d Me with re s pe ct to thre e me s s a ge s tructure is s ue s : with W he the r or not to draw a conclus ion One -s ide d vs . two-s ide d argum e nt O ne Orde r of argum e nt pre s e ntation O rde Me s s a ge Forma t: De s ign, la yout, copy, color, Me s ha pe , move me nt, words , s ounds , voice , body la ngua ge , dre s s , e tc. la Developing Effective Communication • S te p 4: Choos ing Me dia C hoos P e rs ona l communica tion cha nne ls Include s face -to-face , phone , m ail, and Inte rne t chat com m unications Inte W ord-of-m outh influe nce is ofte n critical Buz z m arke ting cultivate s opinion le ade rs B uz Nonpe rs ona l communica tion cha nne ls Include s m e dia, atm os phe re , and e ve nts Include Developing Effective Communication • S te p 5: S e le cting the Me s s a ge S ource Highly cre dible s ource s a re more Highly pe rs ua s ive pe A poor s poke s pe rs on ca n ta rnis h a bra nd • S te p 6: C olle cting Fe e dba ck R e cognition, re ca ll, a nd be ha viora l Re me a s ure s a re a s s e s s e d me Ma y s ugge s t cha nge s in Ma product/promotion p roduct/promotion Setting the Promotional Budget and Mix • S e tting the Tota l P romotiona l Budge t Afforda bility Me thod B udge t is s e t at a le ve l that a com pany can afford a fford P e rce nta ge -of-S a le s Me thod Pas t or fore cas te d s ale s m ay be us e d P as Compe titive -P a rity Me thod Budge t m atche s com pe titors ’ outlays B udge Setting the Promotional Budget and Mix • S e tting the Tota l P romotiona l Budge t Obje ctive -a nd-Ta s k Me thod S pe cific obje ctive s are de fine d T as ks re quire d to achie ve obje ctive s are d e te rm ine d C os ts of pe rform ing tas ks are e s tim ate d, the n s um m e d to cre ate the prom otional budge t Setting the Promotional Budget and Mix • S e tting the Ove ra ll P romotion Mix De te rmine d by the n ature of e ach De prom otion tool a nd the s e le cte d p rom prom otion m ix s trate gy p rom Setting the Promotional Budget and Mix P ro mo tio n Pro To o ls To • Adve rtis ing • Pe rs onal S e lling • S ale s Prom otion • Public R e lations • Dire ct Marke ting • • • • • • R e a che s la rge , ge ogra phica lly Re d is pe rs e d a udie nce s , ofte n with high fre que ncy with Low cos t pe r e xpos ure , Low though ove ra ll cos ts a re high though C ons ume rs pe rce ive Cons a dve rtis e d goods a s more le gitima te le Dra ma tize s compa ny/bra nd Builds bra nd ima ge ; ma y Builds s timula te s hort-te rm s a le s Impe rs ona l; one -wa y Impe communica tion c ommunica Setting the Promotional Budget and Mix P ro mo tio n Pro To o ls To • Adve rtis ing • Pe rs onal S e lling • S ale s Prom otion • Public R e lations • Dire ct Marke ting • Mos t e ffe ctive tool for building Mos b uye rs ’ pre fe re nce s , convictions , a nd a ctions c onvictions • P e rs ona l inte ra ction a llows for fe e dba ck a nd a djus tme nts fe • Re la tions hip-orie nte d • Buye rs a re more a tte ntive • S a le s force re pre s e nts a longte rm commitme nt • Mos t e xpe ns ive of the Mos promotiona l tools p romotiona Setting the Promotional Budget and Mix P ro mo tio n Pro To o ls To • Adve rtis ing • Pe rs onal S e lling • S ale s Prom otion • Public R e lations • Dire ct Marke ting • • • • • • Ma y be ta rge te d a t the tra de Ma or ultima te cons ume r or Ma ke s us e of a va rie ty of Ma forma ts : pre miums , coupons , conte s ts , e tc. c onte Attra cts a tte ntion, offe rs Attra s trong purcha s e ince ntive s , d ra ma tize s offe rs , boos ts s a gging s a le s S timula te s quick re s pons e S hort-live d Not e ffe ctive a t building longte rm bra nd pre fe re nce s Setting the Promotional Budget and Mix P ro mo tio n Pro To o ls To • Highly cre dible • • Adve rtis ing • Pe rs onal S e lling Ma ny forms : ne ws s torie s , Ma n e ws fe a ture s , e ve nts a nd s pons ors hips , e tc. • • S ale s Prom otion • Public R e lations R e a che s ma ny pros pe cts Re m is s e d via othe r forms of promotion p romotion • Dra ma tize s compa ny or Dra be ne fits be • O fte n the mos t unde rus e d Ofte e le me nt in the promotiona l mix m ix • Dire ct Marke ting Setting the Promotional Budget and Mix P ro mo tio n Pro To o ls To • Adve rtis ing • Pe rs onal S e lling • S ale s Prom otion • Public R e lations • Dire ct Marke ting • Ma ny forms : Te le phone Ma m a rke ting, dire ct ma il, online ma rke ting, e tc. o nline • F our dis tinctive Four cha ra cte ris tics : c ha Nonpublic Imme dia te Cus tomize d Inte ra ctive • We ll-s uite d to highly We ta rge te d ma rke ting e fforts Setting the Promotional Budget and Mix • P romotion Mix S tra te gie s Pus h s trate gy: tra de promotions a nd p e rs ona l s e lling e fforts pus h the product through the dis tribution cha nne ls . through Pull s trate gy: p roduce rs us e a dve rtis ing a nd cons ume r s a le s promotions to g e ne ra te s trong cons ume r de ma nd for products . p roducts Setting the Promotional Budget and Mix • Che cklis t: Inte gra ting the P romotion Mix Ana lyze tre nds (inte rna l a nd e xte rna l) Audit communica tions s pe nding Ide ntify a ll points of conta ct Te a m up in communica tions pla nning Ma ke a ll communica tion e le me nts Ma compa tible c ompa Cre a te pe rforma nce me a s ure s Appoint a n IMC ma na ge r Socially Responsible Communications • Adve rtis ing a nd S a le s P romotion Avoid fa ls e a nd de ce ptive a dve rtis ing Bait and s witch adve rtis ing B ait Tra de promotions ca n not fa vor ce rta in Tra cus tome rs ove r othe rs c us Us e a dve rtis ing to promote s ocia lly Us re s pons ible progra ms a nd a ctions re Socially Responsible Communications • P e rs ona l S e lling S a le s pe ople mus t follow the rule s of “fa ir compe tition” c ompe Thre e da y cooling-off rule prote cts ultima te Thre cons ume rs from high pre s s ure ta ctics c ons Bus ine s s -to-bus ine s s s e lling B ribe ry, indus trial e s pionage , and m aking fals e and dis paraging s tate m e nts about a com pe titor are forbidde n c om ...
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