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PRINCIPLES OF MARKETING
12th Edition
Philip Kotler and Gary Armstrong
Chapter 14
Integrated Marketing
Communication
Strategy
 Copyright 1999 Prentice Hall
The Marketing Communications
Mix
Advertising
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
Personal Selling
Personal Presentations by
a Firm’s Sales Force.
Sales Promotion
Short-term Incentives to
Encourage Sales.
Public Relations
Direct Marketing
Building Good Relations with
Various Publics by Obtaining
Favorable Unpaid Publicity.
Direct Communications
With Individuals to Obtain
an Immediate Response.
 Copyright 1999 Prentice Hall
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The Communication Process
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Encoding
Feedback
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Message
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Media Noise Noise
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Response
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Decoding Noise Noise
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Receiver Noise Noise
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 Copyright 1999 Prentice Hall
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Steps in Developing Effective
Communication
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Step 1. Identifying the Target Audience
Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
 Copyright 1999 Prentice Hall
Purchase
Steps in Developing Effective
Communication
Step 3. Designing a Message
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Attention
Message Structure
Draw Conclusions
Argument Type
Argument Order
Interest
Desire
 Copyright 1999 Prentice Hall
Message Format
Headline, Copy, Color,
Words, & Sounds,
Body Language
Action
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Steps in Developing Effective
Communication
Step 4. Choosing Media
Personal Communication
Channels
Nonpersonal Communication
Channels
Step 5. Selecting the Message Source
Step 6. Collecting Feedback
 Copyright 1999 Prentice Hall
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Setting the Total Promotion Budget
Affordable
Method
CompetitiveParity
Method
Percentageof-Sales
Method
Objectiveand-Task
Method
 Copyright 1999 Prentice Hall
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Setting the Promotion Mix
Nature of Each Promotion Tool
Advertising
Reaches Many Buyers, Expressive
Impersonal
Personal Selling
Personal Interaction, Builds Relationships
Costly
Sales Promotion
Provides Strong Incentives to Buy
Short-Lived
Public Relations
Believable, Effective, Economical
Underused by Many Companies
Direct Marketing
Nonpublic, Immediate, Customized,
Interactive
 Copyright 1999 Prentice Hall
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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
 Copyright 1999 Prentice Hall
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Changing Face of Marketing
Communications
New Marketing Communications Realities
Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting
 Copyright 1999 Prentice Hall
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Integrated Marketing Communications
Company Carefully Integrates and
Coordinates Its Many Communication
Channels to Deliver a Clear, Consistent,
Compelling Message.
Packaging
Event
Marketing
Advertising
Message
Direct
Marketing
Personal
Selling
Sales
Promotion
Public
Relations
 Copyright 1999 Prentice Hall
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