Ch 11 - 1 Copyright 2011 Pearson Education

Principles of Marketing,
Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed
Tolba
Presentation prepared by Annelie Moukaddem Baalbaki

CHAPTER ELEVEN
Communicating Customer
Value: Integrated Marketing
Communications Strategy

Lecturer: Insert your name here

Ch 11 -2 Copyright 2011 Pearson Education

Chapter Learning Outcomes
Topic Outline

11.1 The Promotion Mix

11.2 Integrated Marketing Communications
11.3 A View of the Communications Process
11.4 Steps in Developing Effective Marketing Communications
11.5 Setting the Total Promotion Budget and Mix
11.6 Socially Responsible Marketing Communications

Ch 11 - 3 Copyright 2011 Pearson Education

The Promotion Mix
Marketing Communication Mix

The promotion mix or marketing communication mix is the

specific blend of advertising, public relations, personal selling,
and direct-marketing tools that the company uses to
persuasively communicate customer value and build customer
relationships.

Ch 11 - 4 Copyright 2011 Pearson Education

The Promotion Mix
Major Promotion Tools

Advertising is any paid form of non-personal presentation

and promotion of ideas, goods, or services by an identified
sponsor.
Broadcast
Print
Internet
Outdoor

Ch 11 - 5 Copyright 2011 Pearson Education

The Promotion Mix
Major Promotion Tools

Sales promotion is the short-term incentives to encourage

the purchase or sale of a product or service.
Discounts
Coupons
Demonstrations

Ch 11 - 6 Copyright 2011 Pearson Education

The Promotion Mix
Major Promotion Tools

Public relations involves building good relations with the

companys various publics by obtaining favorable publicity,
building up a good corporate image, and handling or heading
off unfavorable rumors, stories, and events.
Press releases
Sponsorships
Special events
Web pages

Ch 11 - 7 Copyright 2011 Pearson Education

The Promotion Mix
Major Promotion Tools

Personal selling is the personal presentation by the firms

sales force for the purpose of making sales and building
customer relationships.
Sales presentations
Trade shows
Incentive programs

Ch 11 - 8 Copyright 2011 Pearson Education

The Promotion Mix
Major Promotion Tools

Direct marketing involves making direct connections with

carefully targeted individual consumers to both obtain an
immediate response and cultivate lasting customer
relationshipsthrough the use of direct mail, telephone, e-
mail, and the Internet to communicate directly with specific
consumers.
Catalog
Telemarketing

Ch 11 - 9 Copyright 2011 Pearson Education

Integrated Marketing Communications
The Need for Integrated Marketing Communications

Integrated marketing communications is the integration

by the company of its communication channels to deliver a
clear, consistent, and compelling message about the
organization and its brands.

Ch 11 - 10 Copyright 2011 Pearson Education

Integrated marketing Communications

Ch 11 - 11 Copyright 2011 Pearson Education

A View of the Communication Process

Ch 11 - 12 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications

Ch 11 - 13 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications
Identifying the Target market

Ch 11 - 14 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications
Determining the Communication Objectives

Marketers seek a purchase response that results from a

consumer decision-making process that includes the stages of
buyer readiness.

Ch 11 - 15 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications
Determining the Communication Objectives
Steps in Developing Effective Marketing
Communications
Designing a Message

AIDA Model: Get Attention, Hold Interest, Arouse Desire,

Obtain Action

When putting the message together, the marketing

communicator must decide:
What to say ( message content )
How to say it ( message structure and format )

Ch 11 - 17 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications
Choosing Media

Personal communication involves two or more people

communicating directly with each other.
Face to face
Phone
Mail
E-mail
Internet chat

Ch 11 - 18 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications
Choosing Media: Personal Communication

Opinion leaders are people within a reference group who,

because of their special skills, knowledge, personality, or
other characteristics, exert social influence on others.

Buzz marketing involves cultivating opinion leaders and

getting them to spread information about a product or service
to others in their communities.

Ch 11 - 19 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications
Non-Personal Communication Channels

Non-personal communication is media that carry messages

without personal contact or feedback, including major media,
and events that affect the buyer directly.

Ch 11 - 20 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications
Non-Personal Communication Channels

Major media include print, broadcast, display, and online

media.

Events a: press conferences, grand openings, exhibits, public

tours.

Ch 11 - 21 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications
Selecting the Message Source

The messages impact on the target audience is affected by

how the audience views the communicator.
Celebrities
Athletes
Entertainers
Professionals
Health care providers

Ch 11 - 22 Copyright 2011 Pearson Education

Steps in Developing Effective Marketing
Communications
Collecting Feedback

The communicator must research the effect of the message

on the target audience by measuring the behavior resulting
from the message.

Ch 11 - 23 Copyright 2011 Pearson Education

 This work is protected by local and international copyright laws and is provided solely for
the use of instructors in teaching their courses and assessing student learning.
Dissemination or sale of any part of this work (including on the World Wide Web) will
destroy the integrity of the work and is not permitted. The work and materials from this site
should never be made available to students except by instructors using the accompanying
text in their classes. All recipients of this work are expected to abide by these restrictions
and to honor the intended pedagogical purposes and the needs of other instructors who rely
on these materials.

Ch 11 - 24 Copyright 2011 Pearson Education