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PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong. Chapter 14. Integrated Marketing Communication Strategy. The Marketing Communications Mix. Advertising. Personal Selling. Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

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chapter 14

PRINCIPLES OF MARKETINGEighth Edition

Philip Kotler and Gary Armstrong

Chapter 14

Integrated Marketing

Communication

Strategy

slide2

The Marketing CommunicationsMix

Advertising

Personal Selling

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Personal Presentations by a Firm’s Sales Force.

Short-term Incentives to Encourage Sales.

Sales Promotion

Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.

Public Relations

Direct Communications With Individuals to Obtain an Immediate Response.

Direct Marketing

slide3

Sender

The Communication Process

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Encoding

Feedback

Media

Message

Decoding

Response

Receiver

slide4

Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives

Buyer Readiness Stages

Steps in Developing EffectiveCommunication

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

slide5

Step 3. Designing a Message

Steps in Developing EffectiveCommunication

Message Content

Rational Appeals

Emotional Appeals

Moral Appeals

Message Structure

Draw Conclusions

Argument Type

Argument Order

Message Format

Headline, Copy, Color,

Words, & Sounds,

Body Language

Attention

Desire

Interest

Action

steps in developing effective communication

Step 4. Choosing Media

Steps in Developing EffectiveCommunication

Step 5. Selecting the Message Source

Personal Communication

Channels

Nonpersonal Communication

Channels

Step 6. Collecting Feedback

slide7

Affordable

Method

Percentage-

of-Sales

Method

Competitive-

Parity

Method

Objective-

and-Task

Method

Setting the Total Promotion Budget

setting the promotion mix

Advertising

Reaches Many Buyers, Expressive

Impersonal

Personal Selling

Personal Interaction, Builds Relationships

Costly

Setting the Promotion Mix

Nature of Each Promotion Tool

Sales Promotion

Provides Strong Incentives to Buy

Short-Lived

Public Relations

Believable, Effective, Economical

Underused by Many Companies

Direct Marketing

Nonpublic, Immediate, Customized,

Interactive

factors in developing promotion mix strategies
Factors in Developing Promotion Mix Strategies
  • Push Strategy - “Pushing” the Product Through Distribution Channels to Final Consumers.
  • Pull Strategy - Producer Directs It’s Marketing Activities Toward Final Consumers to Induce Them to Buy the Product.

Product Life-Cycle Stage

Type of Product/ Market

Buyer/ Readiness Stage

changing face of marketing communications

New Marketing Communications Realities

Changing Face of MarketingCommunications

Marketers Have Shifted

Away From Mass

Marketing

Less Broadcasting

Improvements in

Information Technology

Has Led to

Segmented Marketing

More Narrowcasting

integrated marketing communications
Integrated Marketing Communications

Company Carefully Integrates and Coordinates Its Many Communication Channels to Deliver a Clear, Consistent, Compelling Message.

Packaging

Advertising

Event

Marketing

Personal

Selling

Message

Direct

Marketing

Sales

Promotion

Public

Relations