unit slides

tunisianhomeDéveloppement de logiciels

17 févr. 2014 (il y a 3 années et 5 mois)

57 vue(s)

MARKETING MANAGEMENT

1
4
th

edition

17

Designing and
Managing Integrated

Marketing
Communications



Kotler







Keller

CHP:
17
&18
-
2

Marketing Communications

The means by which firms attempt to

inform, persuade, and remind

consumers, directly or indirectly, about

the products and brands they sell.

CHP:
17
&18
-
3

The Changing
Communications Environment





Two Factors

are Changing the Face of Today’s

Marketing Communications:











Improvements in

Information Technology

Has Led to

Segmented Marketing

More
Narrowcasting




Marketers Have Shifted

Away From Mass

Marketing

Less
Broadcasting



Market Fragmentation Led to


Media Fragmentation

CHP:
17
&18
-
4

The Need for Integrated
Marketing Communications

With
Integrated Marketing
Communications

(IMC), the Company
Carefully Integrates and Coordinates
Its Many Communications Channels to
Deliver a Clear, Consistent, and
Compelling Message About the
Organization and Its Product or
Service.

CHP:
17
&18
-
5

IMC Builds Brands

CHP:
17
&18
-
6

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

CHP:
17
&18
-
7

Communication Platforms

Events/ Experiences


Sports


Entertainment


Festivals


Arts


Causes


Factory tours


Company museums


Street activities

Public Relations


Press kits


Speeches


Seminars


Annual reports


Charitable donations


Publications


Community relations


Lobbying

CHP:
17
&18
-
8

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

CHP:
17
&18
-
9

Product Launch Communications Mix

Kleenex allocated its
communications
dollars:


75% Television


23% Print


2% Online


CHP:
17
&18
-
10



Strategy that
Calls for
Spending A Lot
on Advertising
and Consumer
Promotion to
Build Up (
Pull
)
Consumer
Demand.

Strategy
Selected
Depends
on:

Type of
Product
-
Market &

Product
Life
-
Cycle
Stage



Strategy that
Calls for Using
the Salesforce
and Trade
Promotion to
Push

the
Product Through
the Channels.

Promotion Mix Strategies

CHP:
17
&18
-
11

Elements in the Communications
Process

CHP:
17
&18
-
12

The Communications Process

Selective attention

Selective distortion

Selective retention

CHP:
17
&18
-
13

Response Hierarchy Models

CHP:
17
&18
-
14

Steps in Developing Effective
Communications

Identify target audience

Determine objectives

Design communications

Select channels

Establish budget

Decide on media mix

Manage IMC

CHP:
17
&18
-
15

Communications Objectives

Category Need

Brand Awareness

Brand Attitude

Purchase Intention

CHP:
17
&18
-
16

Designing the Communications


Message strategy


Creative strategy


Message source


Personal
communication
channels


Nonpersonal
communication
channels


Integration

CHP:
17
&18
-
17

Creative Strategy


Informational and transformational
appeals


Positive and negative appeals


Fear


Guilt


Shame


Humor


Love


Pride


Joy

CHP:
17
&18
-
18

Message Source


Celebrity Characteristics


Expertise


Trustworthiness


Likeability

CHP:
17
&18
-
19


Affordable

Based on What the


Company Can Afford


Objective
-
and
-
Task

Based on Determining

Objectives & Tasks, Then

Estimating Costs


Percentage of Sales

Based on a Certain Percentage

of Current or Forecasted Sales

Competitive
-
Parity

Based on the Competitor’s

Promotion Budget


One of the Hardest Marketing Decisions Facing a
Company is How Much to Spend on Promotion.

Setting the Total Promotion
Budget

CHP:
17
&18
-
20

Advertising


Personal

Selling

Sales

Promotion

Public

Relations


Direct

Marketing

Reach Many Buyers, Repeat Message
Many Times, Impersonal, Expensive

Personal Interaction, Relationship
Building, Most Expensive Promo Tool

Wide Assortment of Tools, Rewards
Quick Response, Efforts Short
-
Lived

Very Believable, Dramatize a Company
or Product, Underutilized

Nonpublic, Immediate, Customized,
Interactive

Setting the Promotion Mix

CHP:
17
&18
-
21

Characteristics of Communications

Advertising


Pervasiveness


Amplified
expressiveness


Impersonality

Sales Promotion


Communication


Incentive


Invitation

CHP:
17
&18
-
22

Characteristics of Communications

Public Relations
and Publicity


High credibility


Ability to catch
buyers off guard


Dramatization


Events and
Experiences


Relevant


Involving


Implicit

CHP:
17
&18
-
23

Characteristics of Communications

Direct Marketing


Customized


Up
-
to
-
date


Interactive



Personal Selling


Personal interaction


Cultivation


Response


CHP:
17
&18
-
24

Cost Effectiveness by Buyer
Readiness Stage

MARKETING MANAGEMENT

1
4
th

edition


18

Managing Mass
Communications



Kotler







Keller

CHP:
17
&18
-
26

Advertising

Any paid form of nonpersonal presentation

and promotion of ideas, goods, or

services by an identified sponsor.

CHP:
17
&18
-
27

The Five M’s of Advertising

CHP:
17
&18
-
28

Advertising Objectives

Informative

advertising

Reminder

advertising

Reinforcement

advertising

Persuasive

advertising

CHP:
17
&18
-
29

Creative Brief


Positioning statement


Key message


Target market


Objectives


Key brand benefits


Brand promise


Evidence of promise


Media


Background


Creative
considerations

CHP:
17
&18
-
30

Television

Advantages


Reaches broad
spectrum of
consumers


Low cost per exposure


Ability to demonstrate
product use


Ability to portray
image and brand
personality

Disadvantages


Brief


Clutter


High cost of
production


High cost of
placement


Lack of attention by
viewers

CHP:
17
&18
-
31

Print Ads

Advantages


Detailed product
information


Ability to communicate
user imagery


Flexibility


Ability to segment

Disadvantages


Passive medium


Clutter


Unable to
demonstrate product
use

CHP:
17
&18
-
32

Media Selection


Reach


Frequency


Impact


Exposure

CHP:
17
&18
-
33

Relationship among Trial, Awareness,
and the Exposure Function

CHP:
17
&18
-
34

Reach x Frequency = GRPs

CHP:
17
&18
-
35

Major Media Types


Newspapers


Television


Direct mail


Radio


Magazines


Outdoor


Yellow pages


Newsletters


Brochures


Telephone


Internet

CHP:
17
&18
-
36

Marketing Communication
Expenditures


1
5
-

37

Turkish Market

Communication Expenditures (20
1
2)

Media

MTL

% of Total

TV

2.607

56,0

Internet

421

9,0

Radio

129

2,8

Outdoor

328

7,1

Magazines

101

2,2

Newspaper

Cinema

TOTAL

1.012

54

4.652

21,8

1,1

100,0

Online Advertising in Europe


CHP:
17
&18
-
38

CHP:
17
&18
-
39

Turkish
Communication
s

E
nvironment (2009)

Media

Count

Newspaper

TV


National


Regional


Local

260

16

15

229

32

Magazines

85

Ad Agency

Radio


National


Regional


Local

1.200

30

108

1.062

83

Media Agency

12

CHP:
17
&18
-
40

Place Advertising


Billboards


Public spaces


Product placement


Point
-
of
-
purchase

CHP:
17
&18
-
41

Evaluating Advertising Effectiveness


Communication Effect
Research


Consumer
feedback method


Portfolio tests


Laboratory tests


Sales
-
Effect Research

CHP:
17
&18
-
42

Sales Promotion

Collection of incentive tools, mostly

short term, designed to stimulate

quicker or greater purchase

of particular products or services

by consumers or the trade.

CHP:
17
&18
-
43

Sales Promotion Tactics

Consumer
-
directed


Samples


Coupons


Cash refund offers


Price offs


Premiums


Prizes


Patronage rewards


Free trials


Tie
-
in promotions

Trade
-
directed


Price offs


Allowances


Free goods


Sales contests


Spiffs


Trade shows


Specialty advertising

CHP:
17
&18
-
44

Sample

Coupons

Cash Refunds

Price Packs

Premiums

Advertising

Specialties

Trial amount of a product

Savings when purchasing specified
products

Refund of part of the purchase price

Reduced prices marked on the label or
package

Goods offered free or low cost as an
incentive to buy a product

Articles imprinted with an advertiser’s
name given as gifts

Major Consumer Sales
Promotion Tools

CHP:
17
&18
-
45

Patronage Rewards

Point
-
of
-
Purchase

Contests

Sweepstakes

Game

Cash or other rewards for the use of a
certain product

Displays and demonstrations that take
place at the point of sale

Consumers submit an entry to be judged

Consumers submit their names for a
drawing

Presents consumers with something every
time they buy

Major Consumer Sales
Promotion Tools