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Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing Communications
12th edition
15
Designing and
Managing Integrated
Marketing
Communications
Kotler Keller
Chapter Questions
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Marketing Communications
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Marketing Communications, Brand
Equity and Sales
• Although advertising is often a central element of a marketing communications
program, it’s not the only one- or even the most important one-in terms of building
brand equity and driving sales.
• Marketing communications mix consists of six major modes of communication:
1. Advertising. (Any paid form of non-personal presentation and promotion of ideas, goods, or
service by an identified sponsor)
2. Sales promotion. (Short-term incentives to encourage trial or purchase of a product or
service)
3. Events and experiences. (Company-sponsored activities and programs designed to create
brand-related interactions)
4. Public relations and publicity. (Programs promoting or protecting company or product
image)
5. Direct marketing. (Use of mail, telephone, fax, e-mail, or internet to communicate directly
with or solicit response or dialogue from specific customers and prospects)
6. Interactive marketing. (Online activities and programs to engage customers or prospects
and directly or indirectly raise awareness, improve image, or elicit sales)
7. Word-of-mouth marketing. (People-to-people oral, written, or electronic communications
related to the merits or experiences of purchasing or using products or services)
8. Personal selling. (Face-to-face interaction with prospective purchasers for the purpose of
making presentations, answering questions, and procuring orders)
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Communication Platforms
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Table 17.1 Communication Platforms
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The Communication Process Models
• Marketers should understand the fundamental elements of
effective communication. Two models are useful: a macro
model and a micro model.
a) Two represent the major parties in a communication:
communication
Sender.
Receiver.
a) Two represent the major communication tools:
tools
Message.
Media.
a) Four represent major communications functions:
Encoding.
Decoding.
Response.
Feedback.
a) The last element is noise. (random and competing message that
may interfere with the intended communication)
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Elements in the Communications Process
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The Communication Process Models
• The model emphasizes the key factors in effective communication:
1. Senders must know what audiences they want to reach and what response
they want to get.
2. They must encode their messages so that the target audience can decode
them.
3. They must transmit the message through media that reaches the target
audience.
4. Develop feedback channels to monitor the responses.
• Micro models of marketing communications concentrate on consumer’s
specific response to communications.
• All these models assume that the buyer passes through a:
Cognitive stage.
Affective stage.
Behavioral stage (in that order).
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The Communication Process Models
• This “learn-feel-do” sequence is appropriate when the
audience has a high involvement with a product category
perceived to have high differentiation.
• An alternative sequence, “do-feel-learn” is relevant when the
audience has high involvement but perceives little or no
differentiation within the product category.
• A third sequence, “learn-do-feel” is relevant when the
audience has low involvement and perceives little
differentiation within the product category.
• By choosing the right sequence, the marketers can do a
better job of planning communications.
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Developing Effective Communications
• There are eight steps in developing effective communications:
1. Identifying the target audience,
2. Determining the objectives,
3. Designing the communications,
4. Selecting the channels,
5. Establishing the budget,
6. Decide on the media mix,
7. Measure the results, and
8. Manage integrated marketing communications (IMC).
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Steps in Developing Effective Communications
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Response Hierarchy Models
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Thank You
Any Questions?
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