Chapter 17 - Designing and managing integrated marketing communications. In this chapter, we will address the following 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 communication program? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Designing and Managing Integrated Marketing Communications Chapter 17 Discussion 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 communication program? Role of Marketing Communications Persuade Inform Remind Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell. In a sense, marketing communications represent the voice of the company and its brands. Marketing communications can: help firms establish a dialogue and build relationships with consumers and strengthen customer loyalty, and thus contribute to customer equity. work for consumers when by showing how and why a product is used, by whom, where, and when. Consumers can . | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Designing and Managing Integrated Marketing Communications Chapter 17 Discussion 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 communication program? Role of Marketing Communications Persuade Inform Remind Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell. In a sense, marketing communications represent the voice of the company and its brands. Marketing communications can: help firms establish a dialogue and build relationships with consumers and strengthen customer loyalty, and thus contribute to customer equity. work for consumers when by showing how and why a product is used, by whom, where, and when. Consumers can learn who makes the product and what the company and brand stand for, and they can get an incentive for trial or use. allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things. contribute to brand equity by establishing the brand in memory and creating a brand image. drive sales and even affect shareholder value. Marketing Communications Mix Advertising Public Relations and Publicity Sales Force Direct and Interactive Marketing Word-of-Mouth Events and Experiences Sales Promotion The marketing communications mix consists of eight major modes of communication. Advertising Sales Promotion Events and Experiences Print and broadcast ads Packaging Cinema Brochures Posters Billboards Display signs Point of purchase displays Contests, games, sweepstakes, lotteries Premiums and gifts Sampling Fairs and trade shows Coupons Rebates Trade-in allowances Tie-ins Sports Entertainment Festivals Arts Causes Factory tours Company museums .
