Académique Documents
Professionnel Documents
Culture Documents
Philip Kotler
Perspective
14
Communicating
Customer Value:
Integrated Marketing
Communications
Strategy
Gary Armstrong
Swee Hoon Ang
Siew Meng Leong
Chin Tiong Tan
Oliver Yau HonMing
Learning Objectives
After studying this chapter, you should be able to:
1.
2.
3.
4.
Chapter Online
1. The Promotion Mix
2. Integrated Marketing Communications
3. A View of the Communications Process
4. Steps in Developing Effective Communication
5. Setting the Total Promotion Budget and Mix
6. Socially Responsible Marketing
Communication
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Broadcast
Print
Internet
Outdoor
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Press releases
Sponsorships
Special events
Web pages
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Integrated Marketing
Communications
The Changing Communications Environment:
Major factors are changing the face of MC
Shift away from mass marketing develop focused marketing
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Integrated Marketing
Communications
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Communications Process
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format.
Message contentwhat to say
Message structurehow to say it
Message formatthrough what way to express
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interest.
Emotional appeal is an attempt to stir up positive or
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Personal communication
Non-personal communication
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Steps
inCommunication
Developing Effective
Personal
Communication
Personal communication involves two or more people
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online media.
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promotion
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organization.
Identify all customer touch points for the company and its
brands.
Team up in communications planning.
Create compatible themes, tones, and quality across all
communications media.
Create performance measures that are shared by all
communications elements.
Appoint a director responsible for the companys persuasive
communications efforts.
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resellers.
Avoid deceptive or false advertising.
Avoid bait and switch advertising.
Conform to all regulations.
Follow rules of fair competition.
Do not offer bribes.
Do not attempt to obtain competitors trade secrets.
Do not disparage competitors or their products.
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