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Principles of Marketing, Arab World Edition Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed Tolba Presentation prepared by Annelie Moukaddem Baalbaki CHAPTER ELEVEN Communicating Customer Value: Integrated Marketing Communications Strategy Lecturer: Insert your name here Ch 11 - 0 Copyright © 2011 Pearson Education Ch 11 -1 Copyright © 2011 Pearson Education Chapter Learning Outcomes The Promotion Mix Topic Outline Marketing Communication Mix 11 1 The 11.1 Th P Promotion ti Mi Mix 11.2 Integrated Marketing Communications 11.3 A View of the Communications Process 11.4 Steps in Developing Effective Marketing Communications The promotion mix or marketing communication mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. 11.5 Setting the Total Promotion Budget and Mix 11 6 Socially 11.6 S i ll Responsible R ibl M Marketing k ti C Communications i ti Ch 11 - 2 Copyright © 2011 Pearson Education Ch 11 - 3 Copyright © 2011 Pearson Education 1 The Promotion Mix The Promotion Mix Major Promotion Tools Major Promotion Tools Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. • Broadcast • Print • Discounts • Coupons • Displays • Internet • Demonstrations • Outdoor Ch 11 - 4 Sales promotion is the short short-term term incentives to encourage the purchase or sale of a product or service. Copyright © 2011 Pearson Education Ch 11 - 5 Copyright © 2011 Pearson Education The Promotion Mix The Promotion Mix Major Promotion Tools Major Promotion Tools Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. • Press releases • Sponsorships • Special events • Sales presentations • Trade shows p g • Incentive programs • Web pages Ch 11 - 6 Copyright © 2011 Pearson Education Ch 11 - 7 Copyright © 2011 Pearson Education 2 The Promotion Mix Integrated Marketing Communications Major Promotion Tools The New Marketing Communications Landscape Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers. • Catalog • Consumers are better informed • More communication • Less mass marketing • Changing communications technology g • Telemarketing • Kiosks Ch 11 - 8 Copyright © 2011 Pearson Education Ch 11 - 9 Copyright © 2011 Pearson Education Integrated Marketing Communications Integrated Marketing Communications The Shifting Marketing Communications Model The Need for Integrated Marketing Communications • Th The explosive l i d developments l iin communications i i technology h l and changes in marketer and customer communication strategies have had a dramatic impact on marketing communications. Integrated marketing communications is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. • Many large advertisers are shifting their advertising budgets away from network television in favor of more targeted, cost-effective, interactive, and engaging media. Ch 11 - 10 Copyright © 2011 Pearson Education Ch 11 - 11 Copyright © 2011 Pearson Education 3 Integrated marketing Communications Ch 11 - 12 Copyright © 2011 Pearson Education Steps in Developing Effective Marketing Communications Identify the target audience A View of the Communication Process Ch 11 - 13 Copyright © 2011 Pearson Education Steps in Developing Effective Marketing Communications Identifying the Target market Determine the communication objectives Design the message Choose the media Select the message source Collecting Feedback Ch 11 - 14 Copyright © 2011 Pearson Education Ch 11 - 15 Copyright © 2011 Pearson Education 4 Steps in Developing Effective Marketing Communications Steps in Developing Effective Marketing Communications Determining the Communication Objectives Determining the Communication Objectives Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness. Ch 11 - 16 Copyright © 2011 Pearson Education Steps in Developing Effective Marketing Communications Steps in Developing Effective Marketing Communications Designing a Message Designing a Message AIDA Model: Get Attention, Hold Interest, Arouse Desire, Obtain Action Message content M t t is i an appeall or theme th that th t will ill produce d the th desired response. • Rational appeal relates to the audience’s self-interest. When putting the message together, the marketing communicator must decide: • Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase. y ( message g content ) • What to say • Moral appeal is directed at the audience’s sense of right and d proper. • How to say it ( message structure and format ) Ch 11 - 18 Copyright © 2011 Pearson Education Ch 11 - 19 Copyright © 2011 Pearson Education 5 Steps in Developing Effective Marketing Communications Steps in Developing Effective Marketing Communications Designing a Message Designing a Message Message Structure: Message Format: • Do they draw a conclusion or leave it to the audience? • • Do they present the strongest arguments first or last? Color, text, copy, images, headline, illustration, color, message size and position, body language… • Is the message one sided (strengths only) or two-sided? Ch 11 - 20 Copyright © 2011 Pearson Education Ch 11 - 21 Copyright © 2011 Pearson Education Steps in Developing Effective Marketing Communications Steps in Developing Effective Marketing Communications Choosing Media Choosing Media Personal communication involves two or more people communicating directly with each other. • Face to face • Phone • Control of personal communication • Company • Mail • Independent experts • E-mail E mail • Internet chat Ch 11 - 22 Personal communication is effective because it allows personal addressing and feedback. Copyright © 2011 Pearson Education • Word of mouth Ch 11 - 23 Copyright © 2011 Pearson Education 6 Steps in Developing Effective Marketing Communications Steps in Developing Effective Marketing Communications Choosing Media: Personal Communication Non-Personal Communication Channels Opinion leaders are people within a reference group who, because of their special skills, knowledge, personality, or other characteristics, exert social influence on others. Non-personal communication is media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly. Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others h in i their h i communities. ii Ch 11 - 24 Copyright © 2011 Pearson Education Ch 11 - 25 Copyright © 2011 Pearson Education Steps in Developing Effective Marketing Communications Steps in Developing Effective Marketing Communications Non-Personal Communication Channels Selecting the Message Source Major M j media di include i l d print, i b broadcast, d di display, l and d online li media. The message’s impact on the target audience is affected by how the audience views the communicator. Celebrities Atmospheres are designed environments that create or reinforce the buyer’s leanings toward buying a product. Events are staged occurrences that communicate messages to target audiences: press conferences, grand openings, exhibits, public tours. Ch 11 - 26 Copyright © 2011 Pearson Education • Athletes • Entertainers Professionals • Health care providers Ch 11 - 27 Copyright © 2011 Pearson Education 7 Steps in Developing Effective Marketing Communications Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Collecting Feedback 1. Affordable budget method The communicator must research the effect of the message on the target audience by measuring the behavior resulting from the message. 2. Percentage-of-sales method 3. Competitive-parity method 4. Objective-and-task method Ch 11 - 28 Copyright © 2011 Pearson Education Ch 11 - 29 Copyright © 2011 Pearson Education Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Setting the Total Promotion Budget Affordable budget method sets the budget at an affordable level. Percentage of sales method sets the budget at a certain percentage of current or forecasted sales or unit sales price. • Ignores the effects of promotion on sales. • Easy to use and helps management think about the relationship between promotion, selling price, and profit per unit. • Wrongly views sales as the cause rather than the result of p promotion. Ch 11 - 30 Copyright © 2011 Pearson Education Ch 11 - 31 Copyright © 2011 Pearson Education 8 Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Setting the Total Promotion Budget Competitive-parity method sets the budget to match competitor outlays. Objective-and-task method sets the budget based on what the firm wants to accomplish with promotion and includes: • Represents industry standards • Defining promotion objectives • Avoids promotion wars • Determining tasks to achieve the objectives • Estimating costs Ch 11 - 32 Copyright © 2011 Pearson Education Ch 11 - 33 Copyright © 2011 Pearson Education Shaping the Overall Promotion Mix Shaping the Overall Promotion Mix The Nature of Each Promotion Tool The Nature of Each Promotion Tool Advertising reaches masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. Sales promotion includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase, and can be used to dramatize product offers and to boost sagging sales. Personal selling is the most effective method at certain stages of the buying process, particularly in building buyers’ preferences, convictions, actions, and developing customer relationships. Ch 11 - 34 Copyright © 2011 Pearson Education Ch 11 - 35 Copyright © 2011 Pearson Education 9 Shaping the Overall Promotion Mix Shaping the Overall Promotion Mix The Nature of Each Promotion Tool Public relations is a very believable form of promotion that includes news stories, features, sponsorships, and events. Direct marketing is a non-public, immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telemarketing, and online marketing. Ch 11 - 36 Copyright © 2011 Pearson Education Shaping the Overall Promotion Mix Integrating the Promotion Mix Checklist Ch 11 - 37 Copyright © 2011 Pearson Education Socially Responsible Marketing Communication Public policy: Rules and regulations 1. Identify customer touch points 2. Analyze trends—internal and external 3. Audit the areas of communication spending throughout the organization 4. Team up in communications planning Advertising and sales Promotion • Avoid deceptive or false advertising • Avoid bait-and-switch advertising • Conform to all regulations and legislation 5. Create compatible themes, tones, and quality across all communications media 6. Create performance measures that are shared by all communications elements 7. Appoint a director responsible for the company’s persuasive communications efforts Ch 11 - 38 Copyright © 2011 Pearson Education Ch 11 - 39 Copyright © 2011 Pearson Education 10 Socially Responsible Marketing Communication Public policy: Rules and regulations Personal Selling • Follow rules of “fair competition” • Do not offer bribes • Do not attempt to obtain competitors’ trade secrets • Do not disparage competitors or their products Ch 11 - 40 Copyright © 2011 Pearson Education This work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Dissemination or sale of any part of this work (including on the World Wide Web) will destroy the integrity of the work and is not permitted. The work and materials from this site should never be made available to students except by instructors using the accompanying text in their classes. All recipients of this work are expected to abide by these restrictions and to honor the intended pedagogical purposes and the needs of other instructors who rely on these h materials. i l Ch 11 - 41 Copyright © 2011 Pearson Education 11