Kotler/Keller – Chapter 14: Designing and Managing Integrated Marketing Communications

Identify the 8 major modes of communication used in the marketing communication mix.
1. Advertising
2. Sales promotion
3. Events and experiences
4. Public relations and publicity
5. Online and social media marketing
6. Mobile marketing
7. Direct and database marketing
8. Personal selling
Identify the four major communication functions.
Encoding, Decoding, Response, Feedback
Two majors parties in communication model.
sender and receiver
The communications process must begin with a clear _____ ______ in mind.
Target Audience
Identify the four communication objectives as defined by John Rossiter and Larry Percy.
1. Establish need for category
2. Build brand awareness
3. Build brand attitude
4. Influence Brand purchase intention
Define “informational Appeal”
An appeal which elaborates on product or service attributes or benefits (e.g., provides additional information)
Define “Transformational Appeal”
An appeal which elaborates on a non-product-related benefit or image (e.g., a type of person who would use the product, an experience which will result from use of the product, etc.)
Which method of budgeting for marketing communications focuses on achieving a share-of-voice parity with competitors?
Competitive-Parity Method
Identify 6 of the 8 communications tools. 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
Identify the stage of buyer readiness in which Advertising and Publicity are most effective.
Awareness Stage
Identify the stage of buyer readiness in which Sales Promotion is most effective.
Re-order Stage
Identify the stage of buyer readiness in which Personal Selling is most effective.
Order Stage
Marketing Communications
Means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell.
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via various medias.
Sales Promotion
Short term incentives to encourage trial or purchase of a product or service including consumer promotions, and business sales force promotions.
Events and experience
company sponsored activities and programs, designed to create brand related interactions with consumers.
Public relations + publicity
Programs directed internally to employees of the company or externally to consumers or other entities.
Online and social media marketing
Online activies and programs to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales.
Mobile marketing
A special form of online marketing that places communications on phone, or tablets.
Directs + database marketing
Use of mail, telephone, fax, email or internet to communicate directly with or solicit response with the consumer.
Personal selling
Face-to-face interaction with prospective purchasers for the purpose of making presentation, answering, and procuring orders
Principle of contgruity
implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.
Personal communication channels
let two or more personas communicate face to face to audience through phone, surface mail, or email.
Integrated marketing communications mix
IMC – as 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.
Factors in setting communication mix
Type of product market, consumer readiness, and stage of product life cycle.
Steps in Developing Effective Communications
1. Identify target audience
2. Set objectives
3. Design communications
4. Select channels
5. Establish budget
6. Decide on media mix
7. Measure results
8. Manage integrated marketing communications