kotler_mm_14e_17_ippt.ppt
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The document discusses the key elements of an integrated marketing communications plan, including identifying the target audience, determining objectives, designing communications, selecting channels, and establishing a budget. It outlines the major components of the marketing communications mix, such as advertising, sales promotion, public relations, direct marketing, and personal selling. It also describes best practices for developing an effective integrated marketing communications strategy.
kotler_mm_14e_17_ippt.ppt
- 2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-2 Marketing Communications Mix Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling
- 3. Table 17.1 Communication Platforms Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-3
- 4. Table 17.1 Communication Platforms Events/ Experiences Sports Entertainment Festivals Art Causes Factory tours Company museums Street activities Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying Identity media Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-4
- 5. Table 17.1 Communication Platforms Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail Websites Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-5
- 6. Figure 17.1 Elements in the Communications Process Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-6
- 7. Figure 17.2 Micromodels of Communications Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-7
- 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-8 Figure 17.4 Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC
- 9. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-9 Communications Objectives Category need Brand awareness Brand attitude Purchase intention
- 10. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-10 Designing the Communications Message strategy Creative strategy Message source
- 11. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-11 Message Source
- 12. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-12 Select Communication Channels Personal Nonpersonal
- 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-13 Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task
- 14. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-14 Objective-and-Task Method Establish the market share goal. Determine the percentage that should be reached. Determine the percentage of aware prospects that should be persuaded to try the brand. Determine the number of advertising impressions per 1% trial rate. Determine the number of gross rating points that would have to be purchased. Determine the necessary advertising budget on the basis of the average cost of buying a GRP.
- 15. Characteristics of the Mix Advertising Pervasiveness Amplified expressiveness Impersonality Sales Promotion Communication Incentive Invitation Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-15
- 16. Characteristics of the Mix Public Relations and Publicity High credibility Ability to catch buyers off guard Dramatization Events and Experiences Relevant Involving Implicit Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-16
- 17. Characteristics of the Mix Direct Marketing Customized Up-to-date Interactive Word of Mouth Marketing Credible Personal Timely Personal Selling Personal interaction Cultivation Response Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-17