kotler17_im_Marketing management笔记.doc

此文档收集于网络，如有侵权，请联系网站删除DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS17C H A P T E R LEARNING OBJECTIVESAfter reading this chapter, students should:q Know what is the role of marketing communicationsq Know how marketing communications workq Know what are the major steps in developing effective communicationsq Know what is the communications mix and how should it be setq Know what is an integrated marketing communications programCHAPTER SUMMARY Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible to target customers. Companies must also communicate with present and potential stakeholders, and with the general public. The marketing communications mix consists of six major modes of communications: advertising, sales promotion, public relations and publicity, events and experiences, direct marketing, and personal selling. The communication process consists of nine elements: sender, receiver, message, media, encoding, decoding, response, feedback, and noise. To get their messages through, marketers must encode their messages in a way that takes into account how the target audience usually decodes messages. They must also transmit the message through efficient media that reach the target audience and develop feedback channels to monitor response to the message. Consumer response to a communication can be often modeled in terms of a response hierarchy and “learn-feel-do” sequence. Developing effective communications involves eight steps: (1) Identify the target audience, (2) determine the communications objectives, (3) design the communication, (4) select the communication channels, (5) establish the total communications budget, (6) decide on the communications mix, (7) measure the communications results, and (8) manage the integrated marketing communications process. In identifying the target audience, the marketer needs to close any gap that exists between current public perception and the image sought. Communications objectives may involve category needs, brand awareness, brand attitude, or brand purchase intention. Formulating the communication requires solving three problems: what to say (message strategy), how to say it (creative strategy), and who should say it (message source). Communication channels may be personal (advocate, expert, and social channels) or non-personal (media, atmospheres, and events). The objective-and-task method of setting the promotion budget, which calls upon marketers to develop their budgets by defining specific objectives, is most desirable. In deciding on the marketing communications mix, marketers must examine the distinct advantages and costs of each communication tool and the companys market rank. They must also consider the type of product market in which they are selling, how ready consumers are to make a purchase, and the products stage in the products life cycle. Measuring the marketing communications mixs effectiveness involves asking members of the target audience whether they recognize or recall the communication, how many times they saw it, what points they recall, how they felt about the communication, and their previous and current attitudes toward the product and the company. Managing and coordinating the entire communications process calls for integrated marketing communications (IMC): marketing communications planning which recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of discrete messages. OPENING THOUGHT Perhaps, the most challenging aspect of this chapter is the section on the nine elements of the communications process: sender, receiver, message, media, encoding, decoding, response, feedback, and noise. Students not previously exposed to these concepts in other marketing or communications courses will find these concepts somewhat difficult to fully understand and perceive without good use of examples and trial. The instructor is encouraged to use examples gleamed from advertisers Web sites, advertisers, television or print commercials to demonstrate via dissection these concepts especially encoding and decoding. The remainder of the chapter covers material previously reviewed such as identifying the target market, and designing the marketing message. What is different in this chapter is the integration of all of the communications “mix” or elements of communicating to the target audience in a consistent and effective manner. Finally, the coordination and integration of all of the elements of the communications mix and their effect/affect on the total message (evaluation of their effectiveness) remains a challenge to prove. The fact is that the concept of the combined effectiveness of the integration of all marketing communications is difficult to prove in the real business world. Instructors are encouraged to use examples of non-effective communication(s) to highlight what the “possibilities” could be with an integrated marketing communications process. TEACHING STRATEGY AND CLASS ORGANIZATIONPROJECTS1. At this point in the semester long marketing plan project, students should have agreed upon their integrated marketing communications matrix. The instructor is encouraged to evaluate the submissions vis-vis the material presented in this chapter. In reviewing the submissions, the instructor should evaluate the continuity of the message across all possible communication media (students will tend to concentrate their media to television or to the Internet and exclude other forms such as personal selling and radio).2. With the instructors guidance and attendance, set up a field trip to a local advertising agency in the community to gather from the agencys management, their (ad agency) views on the topic of integrated marketing communications. Specially, what services have their clients requested that the ad agency performs to build an integrated marketing communications program? Today, many progressive ad agencies are including among their services: print, marketing intelligence, personal selling training, and strategy development in their portfolios. 3. Sonic PDA Marketing Plan Every marketing plan must include a section showing how the company will use marketing communications. The question is not whether to communicate, but rather what to say, to whom, how to say it, how often, and which promotional tools to use. You are responsible for planning integrated marketing communications for Sonics new PDA. Review the strategies you previously documented in the marketing plan for the targeting, positioning, branding, product management, pricing, and distribution of the Sonic 1000. Now use your knowledge of communications to answer these questions: What audience(s) should Sonic target in its integrated marketing communications plan? What image should Sonic seek to create for its first PDA product? What objectives are appropriate for Sonics initial communications campaign? What message design and communication channels are likely to be most effective for the target audience? Which promotional tools would be most effective in Sonics promotional mix? Why? How should Sonic decide the amount to allocate to its marketing communications budget?Summarize your answers in a written marketing plan or type them into the Marketing Mix section of Marketing Plan Pro.ASSIGNMENTSSmall Group Assignments1. The opening vignette of this chapter describes the marketing campaign that BMW used in their relaunch of the Mini automobile. This small group assignment is entrusted with the following objectives. First, collect as many “copies” of the advertising that BMW used in the initial launch by looking for copies of the print ads in back issues of magazines. Second, find news stories that were run that mentioned the product and finally, collect other information off the Web site about the product. Once this information has been collected, compare, contrast, and form an opinion (based on the material in this chapter) of why this campaign was so successful? Could such a campaign (grassroots and/or guerilla) have worked so successfully for a “normal” size automobile? How does the non-traditional “form” of the Mini lend itself to a non-traditional campaign? 2. This chapter states that the marketing communications mix consists of six major modes of communication and that every brand contact delivers an impression that can strengthen or weaken a customers view of the company. In small groups, have the students select an example of a companys message that is not consistent across its advertising, sales promotion, events and experiences, public relations, direct marketing, and personal selling. The students should also provide an example of a firm whose marketing communications is consistent in all of these areas. Students should be able to explain why they believe the communication is or is not consistent. Individual Assignments1. The starting point in planning marketing communications is an audit of all the potential interactions that customers in the target market may have with the brand and the company. Students should select a brand of their choosing and in their papers “map” out or create an audit of all the potential interactions that customers in the target market have with the brand and company. Student should, for the purpose of this assignment, assume that they are a member of the target market. 2. In the Marketing Insight, entitled, Coordinating Media to Build Brand Equity, the author lists solutions for strengthening communications effects as brand signatures, ad retrieval cues, and media interactions. Assign students the project of finding at least three examples of companies and/or brands that have used one or more of these strengthening effects to communicate brand awareness. The students should be prepared to defend, with the use of examples, their positions. Think-Pair-Share1. Buzz marketing, word-of-mouth, and viral marketing techniques have lead to a number of new ideas and new products. In the Marketing Insight, Buzz Marketing, the authors lists the five myths of buzz. Surveying their environment, have the students comment on what current products they feel are the “buzz” right now. Can “buzz” be managed? Is it more effective for a “fad” a “trend,” or “traditional” product? 2. Following up on # 1 above, Malcolm Gladwell postulates in the “Law of the Few, Stickiness, and the Power of Context” and identifies mavens, connectors, and salesmen necessary for igniting public interest in an idea. Question: Do you agree with Mr. Gladwells assertions? Are there mavens, connectors, and salesmen present on campus? If so, have they been successful in igniting public interest in an idea or cause? Finally, can the “Law of the Few” work for building interest in a product (in other words can this be marketed?). MARKETING TODAYCLASS DISCUSSION TOPICSCreative strategy translates messages into specific communications. Creative strategies are either informational or transformational in form. Following up from the class discussion topic in Chapter 1, how would you design a message strategy for “Mothers Against Drunk Driving.” Would an informational or transformational strategy be more effective? Why? Note to Instructor: Before assigning this project, students should be directed to do research into previous ad campaigns for this group and to collect examples of such advertising. An in-class discussion can be conducted examining why these campaigns have or have not been successful in reducing incidences of drunk driving in this country. Better students will relate these campaigns to the concepts of consumer buying behavior covered in this text. END-OF-CHAPTER SUPPORT MARKETING DEBATEWhat Is the Biggest Obstacle to Integrating Marketing Communications?Although integrated marketing communications is a frequently espoused goal, truly integrated programs have been hard to come by. Some critics maintain the problem is an organizational onethe agencies have not done a good job of putting together all the different teams and organizations involved with a communications campaign. Others maintain that the biggest problem is the lack of managerial guidelines for evaluating IMC programs. How does a manager know when his or her IMC program is satisfactorily integrated? Take a position: The biggest obstacle to effective IMC programs is a lack of agency coordination across communication unit versus the biggest obstacle to effective IMC programs is a lack of understanding as to how to optimally design and evaluate such programs. Pro: Advertising agencies have just recently begun to understand the concept of integrated marketing communications and have marshaled the resources needed to coordinate these various elements. Agencies are defined by specialists in particular disciplines (radio, print, television, and copy) and each discipline or specialist believes that his/her discipline is the reason for the effectiveness of the campaign. Because measuring the reason why a consumer has purchased a companys particular product is difficult or nearly impossible, no true assignment of that “specialty” weight or importance to the purchase can be assigned, everyone then can hold onto their specialty as the reason why the sale was consummated. However, because agencies work for the client company, the proliferation of these internecine positions rests with the client company not being able to either understand IMC, or not believe in the concepts espoused in IMC. If the client company begins the relationship with the agencies with clear IMC goals and objectives, the agencies will/would follow suit. Con: Consumer buying is a complicated and often elusive process not fully understood by the companies involved and often not fully understood by the consumer as well. Why did/does a consumer, choose one branded product over another at any given buying opportunity? That is the question(s) plaguing companies. If that question cannot be fully satisfied/answered/ quantified for each purchase occasion, how can the firm subsequently contribute elements of the marketing communications mix to these decisions? Until an agreed upon system is developed that quantifies each element of the marketing communications mix into the consumers overall purchase decision. Such as having a consumer say that “in my purchase of product X, the following elements played a role in my decision-making: advertising-5 percent, sales promotion10 percent, events and experiences10 percent, public relations and publicity4 percent, direct marketing4 percent, and personal selling67 percent.” Or some other matrix, evaluating the effectiveness and the contribution each element played in the consumers decision process will be debated. Therefore, a manager cannot fully “know” (meaning assigning percentages of elements of the decision process versus costs involved) that their program is satisfactorily integrated. The manager can, however, know when their program is “not” satisfactorily integrated by measuring consumer perceptions about their products or firm compared/contrasted to the messages being transmitted to the consumer from the various elements of the company. MARKETING DISCUSSIONPick a brand and go to the Web site. Locate as many forms of communications as you can find. Conduct an informal communications audit. What do you notice? How consistent are the different communications? Student answers will differ depending upon their favorite Web sites.MARKETING SPOTLIGHTIntelDiscussion Questions:1)What have been the key success factors for Intel?a. They have a strategic concept.b. Chose a trademarkable name for their chipsc. Developed a program with computer manufacturers to co-op marketing if the name/logo/sticker was visible on the outside of the computer.d. Advertised to the consumer to “look for” the Intel logo in the purchasing of their computers.e. Integrated marketing programs featuring both consumer and corporate programs.2)Where is Intel vulnerable? a. Overexposure of their trademarked name.b. Danger of the name becoming “common speech” (aspirin) thereby losing their competitive advantage in the naming. 3)What should it watch out for?a.The transformation in the consumers mind of the “computer product” to the “every type of product”losing brand identity and positioning in the minds of the consumer (brand proliferation).4) What recommendations would you make to senior marketing executives going forward?a. Do not rest on past successescontinue your strategic direction of having an integrated marketing communications program.b. Monitor consumers perceptions of the effectiveness of sound integrated marketing communications programsconsumers may begin to feel “manipulated” or “brain-washed” by constant and consistent exposure to such programs.c. Develop flanker brands or other brands consistent with new areas of technology (TVs ,etc.) so as to protect their parent brand from overexposure or brand proliferation.5)What should the company be sure to do with their marketing? a.Capitalize on the “moment” and be ready to change, adapt, or discontinue the programs as consumer attitudes changes.DETAILED CHAPTER OUTLINE Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with present and potential stakeholders, and the general public. For most companies, the question is not whether to communicate but rather what to say, how to say it, to whom, and how of