Solved by verified expert:The chapter states that the marketing communications mix consists of six major modes of communication and that every brand contact delivers an impression that can strengthen, or weaken, a customer’s view of the company.Select a company/ brand you like or buy and see if its messages are consistent across the following major modes of media: advertising, sales promotion, public relations, and events and experiences.The brand I choose is Lyft. Write about 1.5 pages double space.
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Chapter
19
Designing and
Managing Integrated
Marketing
Communications
Copyright © 2016 Pearson Education, Inc.
18-1
Learning Objectives
1.
What is the role of marketing communications?
2.
What is the marketing communications mix?
3.
How do marketing communications work?
4.
5.
6.
What are the major steps in developing effective
communications?
How should the communications mix be set and
evaluated?
What is an integrated marketing communications
program?
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The Role of Marketing
Communications
• Marketing communications
– The means by which firms attempt to inform,
persuade, and remind consumers about the
products and brands they sell
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Marketing Communications Mix
• Advertising
• Sales promotion
• Events and
experiences
• Public relations and
publicity
• Online and social
media marketing
• Mobile marketing
• Direct and database
marketing
• Personal selling
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Common Communication
Platforms
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How Does Marketing
Communications Work?
• The communications
process models
– Macromodel of the
communications
process
– Micromodel of
consumer responses
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Figure 19.1
Elements in Communications Process
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Figure 19.2
Response Hierarchy Models
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Micromodel of Consumer
Responses
• With an ideal ad campaign:
1. The right consumer is exposed to the message at
the right place and time
2. The ad causes the consumer to pay attention
3. The ad reflects consumer’s level of understanding of
brand
4. The ad positions points-of-difference and points-ofparity
5. The ad motivates consumers to consider purchase
6. The ad creates strong brand associations
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Developing Effective
Communications
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Developing Effective
Communications
• Identify the target audience
• Set the communications
objectives
– Establish need for category
– Build brand awareness
– Build brand attitude
– Influence brand purchase
intention
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Developing Effective
Communications
• Design the Communications
Message strategy
Creative strategy
Message source
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Creative Strategy
• Informational appeals
– One-sided vs. two-sided arguments
• Transformational appeals
– Negative/fear vs. positive appeals
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Message source
• Messages delivered by attractive or popular
sources can achieve higher attention and
recall
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Developing Effective
Communications
• Select the communications channels
– Personal communications
– Nonpersonal channels
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Establish the Marketing
Communications Budget
• Affordable method
• Percentage-of-sales
method
• Competitive-parity
method
• Objective-and-task
method
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Objective-and-Task Method
✓ Establish market share goal
✓ Select % of market reached by advertising
✓ Estimate % of prospects who should try brand
✓ Calculate ad impressions per 1% trial rate
✓ Find gross rating points to be purchased
✓ Calculate budget for cost of gross rating point
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OBJECTIVE & TASK METHOD
• The objective-and-task method has the advantage of
requiring management to spell out its assumptions
about the relationship among dollars spent,
exposure levels, trial rates, and regular usage:
• Establish the market share goal.
– The company estimates 50 million potential
users and sets a target of attracting 8 percent
of the market—that is, 4 million users.
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• Select the percentage of the market that
should be reached by advertising.
– The advertiser hopes to reach 80 percent of
the market (40 million prospects) with its
advertising message.
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• Estimate the percentage of aware prospects
who should be persuaded to try the brand.
– The advertiser would be pleased if 25 percent
of aware prospects (10 million) tried Sunburst.
It estimates that 40 percent of all triers, or 4
million people, will become loyal users. This is
the market share goal.
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• Calculate the number of advertising
impressions per 1 percent trial rate.
– The advertiser estimates that 40 advertising
impressions (exposures) for every 1 percent
of the population will bring about a 25 percent
trial rate.
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• Find the number of gross rating points to be
purchased.
– A gross rating point is one exposure to 1
percent of the target population. Because the
company wants to achieve 40 exposures to
80 percent of the population, it will want to
buy 3,200 gross rating points.
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• Calculate the necessary advertising budget on
the basis of the average cost of buying a gross
rating point.
– Suppose it costs an average of $3,277 to
expose 1 percent of the target population to
one impression. Then 3,200 gross rating
points will cost $10,486,400 (= $3,277 X
3,200) in the introductory year.
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Selecting the Marketing
Communications Mix
•
•
•
•
•
•
•
•
Advertising
Sales promotion
Events and experiences
Public relations and publicity
Online and social media marketing
Mobile marketing
Direct and database marketing
Sales force
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Marketing Communications Mix
Characteristics
• Advertising
– Pervasiveness
– Amplified expressiveness
– Control
• Sales Promotion
– Ability to be attentiongetting
– Incentive
– Invitation
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Marketing Communications Mix
Characteristics
• Events and experiences
– Relevant
– Engaging
– Implicit
• Public relations and publicity
– High credibility
– Ability to reach hard-to-find buyers
– Dramatization
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Marketing Communications Mix
Characteristics
• Online and social media marketing
– Rich
– Interactive
– Up to date
• Mobile marketing
– Timely
– Influential
– Pervasive
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Marketing Communications Mix
Characteristics
• Direct and database marketing
– Personal
– Proactive
– Complementary
• Personal selling
– Customized
– Relationship-oriented
– Response-oriented
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Setting the Marketing
Communications Mix
• Type of product market
– Consumer vs. business
marketers
– Advertising/sales
promotion vs. personal
selling
• Product life-cycle stage
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Setting the Marketing
Communications Mix
• Buyer-readiness stage
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Measuring Communication
Results
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Managing Integrated Marketing
Communications
• Integrated marketing communications (IMC)
– “A planning process designed to assure that
all brand contacts received by a customer or
prospect for a product, service, or
organization are relevant to that person and
consistent over time”
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Managing Integrated Marketing
Communications
• Coordinating media & implementing IMC
Coverage
Contribution
Commonality
Cost
Conformability
Complementarity
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