Marketing Management

Part : 07

Promotion Chapter-17

Designing and Managing

Marketing Communications

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MARKETING MANAGEMENT
12th edition

17
Designing and
Managing Integrated
Marketing
Communications

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Kotler
nt Keller
 Chapter Questions
 What is the role of marketing communications?
 How do marketing communications work?
 What are the major steps in developing effective communications?
 What is the communications mix and how should it be set?
 What is an integrated marketing communications program?

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 The Role of Marketing Communications

Marketing Communications are the means by

which firms attempt to inform, persuade and remind
consumers, directly or indirectly, about the products and
brands that they sell.

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 The Role of Marketing Communications
 Marketing Communications represent the “voice” of the
brand and are a means by which it can establish a dialogue
and build relationship with the consumers.

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 Marketing Communication (Promotion) Mix
 The Marketing Communication Mix (Promotion Mix) consists
of six major modes of communication.

a. Advertising
b. Sales Promotion
c. Events and Experiences
d. Public Relations and Publicity
e. Direct Marketing
f. Personal Selling

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 Marketing Communication (Promotion) Mix

Advertising
Advertising

Personal
Personal Sales
Sales
Selling
Selling Promotion
Promotion

Marketing
Marketing
Communication/
Communication/
Promotion
Promotion
Mix
Mix

Direct
Direct Events/
Events/
Marketing
Marketing Experiences
Experiences

Public
PublicRelations
Relations

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 Marketing Communication (Promotion) Mix
a. Advertising : Any paid form of non-personal presentation and
promotion of ideas, goods, or services by an identified
sponsor. Examples : Print and Broadcast Ads, Billboards etc.

b. Sales Promotion : A variety of short-term incentives to

encourage trial or purchase of a product or service. Examples
: Coupons, Premiums (Gifts), Rebates etc.

c. Events and Experiences : Company-sponsored activities and

programs designed to create daily or special brand-related
interactions. Examples : Sports, Festivals, Factory Tours etc.

d. Public Relations and Publicity : A variety of programs

designed to promote or protect a company’s image or its
products. Examples : Seminars, Speeches etc.
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 Marketing Communication (Promotion) Mix
e. Direct Marketing : Use of mail, telephone, fax, e-mail, or
internet to communicate directly with customers. Examples :
Telemarketing, Electronic Shopping etc.

f. Direct/Personal Selling : Face-to-face interaction with one or

more prospective purchasers for the purpose of making sales
and building customer relationships. Examples : Trade Shows,
Door-to-Door Selling etc.

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 Marketing Communication Mix
Common Communication Platforms
Advertising Sales Events/ Public Direct Personal
Promotion Experiences Relations Marketing Selling
Print and Contests, Sports Speeches Catalogs Door-to-door
Broadcast Games, Selling
Ads Sweepstakes
Brochures Premiums Entertainment Seminars Mailings Fairs and
and Booklets (Gifts) Trade Shows
Posters Sampling Festivals Publications Telemarketing Sales
Presentations
and Leaflets
Billboards Fairs and Factory Community E-Shopping Sales
Trade-Shows Tours Relations Meetings
Point-of- Coupons Arts Press TV Shopping
Purchase Relations
Displays
Display Signs Rebates Company Lobbying E-Mail
Museums
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 Communication Process
 In order to communicate effectively, managers need to
understand how communication works.
 Communication involves nine elements.
i. Sender
ii. Encoding
iii. Message
iv. Media
v. Decoding
vi. Receiver
vii. Response
viii. Feedback
ix. Noise (Any distortion during the communication process)

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 Communication Process

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 Word-of-mouth Influence and Buzz Marketing

 Word-of-Mouth Influence : Personal communication about a

product between target buyers and neighbors, friends, family
members, and associates.
 Buzz Marketing : Cultivating opinion leaders and getting them
to spread information about a product or service to others in
their communities.

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 Word-of-mouth Influence and Buzz Marketing

Word-of-mouth Influence

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 Above the Line (ATL), Below the Line (BTL) and
Through the Line (TTL) Promotions
 Below the line (BTL), Above the line (ATL), and
Through the Line (TTL), in organizational business and
marketing communications, are promotion techniques.
 Promotion can be loosely classified as "above the line" or
"below the line".
i. Promotional activities carried out through mass media, such
as television, radio and newspaper, are classed as “Above
the Line Promotion”.
ii. The terms “Below the Line Promotion” or communications,
refers to forms of non-media communication, even non-
media advertising. Below the line promotions are becoming
increasingly important within the communications mix of
many companies, not only those involved in FMCG products,
but also for industrial goods.

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 Above the Line (ATL), Below the Line (BTL) and
Through the Line (TTL) Promotions

iii. "Through the Line Promotion" refers to an advertising

strategy involving both above and below the line
communications in which one form of advertising points the
target to another form of advertising thereby crossing the
"line".
 An example would be a TV commercial that says 'come into
the store to sample XYZ product'. In this example, the TV
commercial is a form of "above the line" advertising and once
in the store, the target customer is presented with "below
the line" promotional material such as store banners,
competition entry forms, etc.

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 Integrated Marketing Communications (IMC)
 Integrated Marketing communications (IMC) is the concept of
marketing communications planning that recognizes the
added value of a comprehensive plan.
 “Such a plan evaluates the strategic roles of a variety of
communications disciplines-for example, advertising, sales
promotion, public relations, direct marketing-and combine
these disciplines to provide clarity, consistency, and maximum
impact through the seamless integration of messages.”
 Unfortunately, many companies still rely on one or two
communication tools. The wide range of communication
tools, messages, and audiences makes it imperative that
companies move toward IMC.
 Companies must adopt “360-degree view” of consumers to
fully understand all the different ways that communications
can affect consumer behavior in their daily lives.

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 Integrated Marketing Communications (IMC)
 Example : For a Citibank campaign to market home equity
loans in US market, instead of using only mail, Citibank used
mail, coupon, telemarketing, and print advertising. Although
the second campaign was more expensive, it resulted in a
15% increase in the number of new accounts compared with
direct mail alone.

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 Group Discussion
 The current competitive environment of dairy milk
brands in Pakistan and who will be leading.

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