1. Advertising
2. Sales Promotion
3. Public relations and publicity
4. Personal selling – face to face intervention
5. Direct Marketing – mail, telephone or fax
The sender’s task is to get his message through to the target audience.
These are potential problems:
Kotler Summary – Chapter 20: Designing and Managing Integrated Marketing Communications
3. Communication can produce the most effective shifts on unfamiliar,
peripheral issues, which do not lie at the center of the recipient’s
value system. ⇒ new
4. Communication is more likely to be effective where the source is
believed to have expertise, high status, or likeability. -> expert
5. The social context group or reference group will mediate the
communication and influence whether or not the communication is
accepted.
Kotler Summary – Chapter 20: Designing and Managing Integrated Marketing Communications
3. Designing the Message – after defining desired audience response,
develop an effective message. The message should gain attention,
hold interest, arouse desire, and elicit action.
Kotler Summary – Chapter 20: Designing and Managing Integrated Marketing Communications
Social Channels – consist of neighbors friends etc, talking to target
market.
Kotler Summary – Chapter 20: Designing and Managing Integrated Marketing Communications
o Amplified expressiveness – dramatize the product and the
company through art, color and sound
o Impersonality – is not as compelling as company sales rep.
o Advertorials – print ads designed to look like newspaper article
o Infomercials
2. Sales Promotion – diverse. Offer three distinctive benefits. Use sales
promotions to create a stronger and quicker response. Effects are
useful for short run strategy.
o Communication – gain attention and usually provide info that
leads consumer to product
o Incentive – incorporate concession or inducement that gives
value to customer
o Invitation – include distinct invitation to engage in the
transaction now.
3. Public Relations and Publicity
o High credibility – news stories and features add authenticity
and credibility
o Ability to catch buyers of guard –
o Dramatization – like advert., has ability for dramatizing a
company or product
4. Personal Selling – most cost effective tool at later stages of the
buying process. Three distinctive benefits:
o Personal confrontation – interactive relationship between two
people
o Cultivation – allows relationships to exist between buyers and
sellers
o Response – makes buyer feel obligated to listen to sales talk,
even if response is a polite ‘no thank you’
5. Direct marketing – there are different forms, but they all share these
characteristics:
o non-public – message addressed to specific person
o Customized – message can be customized to appeal to the
addressed individual
o Up-to-Date – message can be prepared very quickly for
delivery
o Interactive – can be altered depending on person’s response
Kotler Summary – Chapter 20: Designing and Managing Integrated Marketing Communications
o comprehension building- explain new features and their uses
o efficient reminding
o lead generation – ads and brochures can generate leads for
sales
o reassurance – reminds customer how to use product and
reassure them about purchase
2. Personal selling can improve consumer markets:
o increased stock position – persuade dealers to take more stock
and devote more shelf space to product
o enthusiasm building
o missionary selling – sales reps can sign up more dealers to
carry company’s brands
3. Push vs. Pull Strategy
Push strategy – involves manufacturer marketing activities (sales
force and trade promotion) directed at channel intermediaries. Goal is
to induce the intermediary to order and carry the product and
promote it to end users. Appropriate where there is low brand loyalty
in a category, brand choice is made in the store, product is an
impulse item or product benefits are well understood.
Pull strategy – involves marketing activities (advertising and
consumer promotion) directed at end users. Purpose is to induce
them to ask intermediary for the product and thus induce the
intermediary to order the product from the manufacturer. Appropriate
when there is high brand loyalty and high involvement in the
category, people perceive differences between brands, and people
choose the brand before they go to the store.
Company Market Rank – top ranking brands derive more benefit from
advertising than sales promotion
Kotler Summary – Chapter 20: Designing and Managing Integrated Marketing Communications