kotler pom 15e 14 - deukisi.deu.edu.tr/sumeyra.kurt/mrk 2002/ppt/kotler_pom_15e_14.pdf · 12/15/14...

12/15/14

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Chapter Fourteen

Communica)ng Customer Value: Integrated Marke)ng

Communica)ons Strategy

Copyright ©2014 by Pearson Education, Inc. All rights reserved

Communicating Customer Value: Integrated Marketing Communications Strategy

•  The Promo*on Mix •  Integrated Marke*ng Communica*ons •  A View of the Communica*ons Process •  Steps in Developing Effec*ve Marke*ng Communica*on

•  SeDng the Total Promo*on Budget and Mix •  Socially Responsible Marke*ng Communica*on

Topic Outline


•  The promo*on mix is the specific blend of adver*sing, public rela*ons, personal selling, and direct-‐marke*ng tools that the company uses to persuasively communicate customer value and build customer rela*onships

The Promotion Mix


The Promotion Mix

Adver)sing is any paid form of non-‐personal presenta*on and promo*on of ideas, goods, or services by an iden*fied sponsor

•  Broadcast •  Print •  Internet •  Outdoor

The Promo)on Mix


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The Promotion Mix

Sales promo)on is the short-‐term incen*ve to encourage the purchase or sale of a product or service

•  Discounts •  Coupons •  Displays •  Demonstra*ons

The Promo)on Mix


The Promotion Mix

Personal selling is the personal presenta*on by the firm’s sales force for the purpose of making sales and building customer rela*onships

•  Sales presenta*ons •  Trade shows •  Incen*ve programs

The Promo)on Mix


The Promotion Mix

Public rela)ons involves building good rela*ons

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

•  Press releases •  Sponsorships •  Special events •  Web pages

The Promo)on Mix


The Promotion Mix

Direct marke)ng involves making direct connec*ons with carefully targeted individual consumers to both obtain an immediate response and cul*vate las*ng customer rela*onships—through the use of direct mail, telephone, direct-‐response television, e-‐mail, and the Internet to communicate directly with specific consumers

•  Catalog •  Telemarke*ng •  Kiosks

The Promo)on Mix


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Integrated Marketing Communications

•  Consumers are beQer informed

•  More communica*on •  Less mass marke*ng •  Changing communica*ons technology

The New Marke)ng Communica)ons Model


Integrated Marketing Communications

Integrated marke)ng communica)ons is the integra*on by the company of its communica*on channels to deliver a clear, consistent, and compelling message about the organiza*on and its brands

The Need for Integrated Marke)ng Communica)ons


Integrated Marketing Communications Strategy


A View of the Communication Process

The Communica)on Process


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Steps in Developing Effective Marketing Communication

Identify the target audience

Determine the communication objectives

Design the message

Choose the media

Select the message source


Steps in Developing Effective Communication

Iden)fying the Target Audience

What will be said

How it will be said

When it will be said

Where it will be said

Who will say it



•  Marketers seek a purchase response that results from a consumer decision-‐making process that includes the stages of buyer readiness

Determining the Communica)on Objec)ves



AIDA Model • Get AQen*on • Hold Interest • Arouse Desire • Obtain Ac*on

Designing a Message


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Message content is “what to say”

Message format is “how to say it”

Designing a Message



Ra)onal appeal relates to the audience’s self-‐interest

Emo)onal appeal is an aQempt to s*r up posi*ve or nega*ve emo*ons to mo*vate a purchase

Moral appeal is directed at the audience’s sense of right and proper

Message Content


Steps in Developing Effective

Marketing Communication

Personal communica)on involves two or more people communica*ng directly with each other

•  Face to face •  Phone •  Mail •  E-‐mail •  Internet chat

Choosing Media




Personal communica)on is effec*ve because it allows personal addressing and feedback

Control of personal communica*on •  Company •  Independent experts •  Word of mouth

Choosing Media


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Opinion leaders are people within a reference group who, because of their special skills, knowledge, personality, or other characteris*cs, exerts social influence on others

Buzz marke)ng involves cul*va*ng opinion leaders and geDng them to spread informa*on about a product or service to others in their communi*es

Choosing Media Personal Communica)on



Non-‐personal communica)on is media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly

Non-‐Personal Communica)on Channels



Major media include print, broadcast, display, and online media

Atmospheres are designed environments that create or reinforce the buyer’s leanings toward buying a product

Non-‐Personal Communica)on Channels



Events are staged occurrences that communicate messages to target audiences

•  Press conferences •  Grand openings •  Exhibits •  Public tours

Nonpersonal Communica)on Channels


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The message’s impact on the target audience is affected by how the audience views the communicator

•  Celebri*es –  Athletes –  Entertainers

•  Professionals –  Health care providers

Selec)ng the Message Source



Involves the communicator understanding

the effect on the target audience by measuring behavior resul*ng from the behavior

Collec)ng Feedback


Setting the Total Promotion Budget and Mix

Affordable budget method sets the budget at an affordable level

•  Ignores the effects of promo*on on sales

SeNng the Total Promo)on Budget


Percentage of sales method sets the budget at a certain percentage of current or forecasted sales or unit sales price

•  Easy to use and helps management think about the rela*onship between promo*on, selling price, and profit per unit

•  Wrongly views sales as the cause rather than the result of promo*on




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Compe))ve-‐parity method sets the budget to match compe*tor outlays

•  Represents industry standards •  Avoids promo*on wars




Objec)ve-‐and-‐task method sets the budget based on what the firm wants to accomplish with promo*on and includes:

•  Defining promo*on objec*ves •  Determining tasks to achieve the

objec*ves •  Es*ma*ng costs





Adver*sing reaches masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many *mes •  Is impersonal and one-‐way communica*on

Shaping the Overall Promo)on Mix The Nature of Each Promo)on Tool


Personal selling is the most

effec*ve method at certain stages of the buying process, par*cularly in building buyers’ preferences, convic*ons, ac*ons, and developing customer rela*onships

•  However, it is most costly tool




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Sales promo)on includes coupons, contests, cents-‐off deals, and premiums that aQract consumer aQen*on and offer strong incen*ves to purchase, and can be used to drama*ze product offers and to boost sagging sales

•  Not as effec*ve at building rela*onships and brand preference




Public rela)ons is a very believable form of

promo*on that includes news stories, features, sponsorships, and events

Direct marke)ng is a non-‐public, immediate, customized, and interac*ve promo*onal tool that includes direct mail, catalogs, telemarke*ng, and online marke*ng




Promo)on Mix Strategies

Shaping the Overall Promotion Mix


•  Communicate openly and honestly with consumers and resellers

•  Avoid decep*ve or false adver*sing •  Avoid bait-‐and-‐switch adver*sing •  Conform to all federal, state, and local regula*ons

Socially Responsible Marketing Communication

•  Follow rules of “fair compe**on” •  Do not offer bribes •  Do not aQempt to obtain compe*tors’

trade secrets •  Do not disparage compe*tors or their

products Copyright ©2014 by Pearson Education, Inc. All rights reserved

kotler pom 15e 14 - deukisi.deu.edu.tr/sumeyra.kurt/mrk 2002/ppt/kotler_pom_15e_14.pdf · 12/15/14...

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