Marketing Management

Sixteenth Edition

Chapter 12
Managing Marketing
Communications

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Learning Objectives
12.1 Explain the role of marketing communications.
12.2 Define meaningful communications objectives.
12.3 Describe how a company should identify target
customers and craft a communications message.
12.4 Explain how a company should decide on the
communication media mix and develop a media plan.
12.5 Describe the creative strategies involved in
developing an effective communication campaign.
12.6 Identify actionable metrics for measuring
communication effectiveness.
Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
The Role of Marketing Communications
• Marketing communications
– The means by which firms
attempt to inform,
persuade, and remind
consumers about the
products and brands they
sell

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
The Communications Process
• Macromodel of marketing communications
– Articulates the interaction between the sender
(company) and the recipient (consumer) of the
communication message
• Micromodel of marketing communication
– Concentrates on consumers’ specific responses to
communications

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Figure 12.1 Elements in the
Communication Process

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Micromodel of Marketing Communication
• Generating a consumer response:
– Awareness
– Knowledge
– Liking
– Preference
– Conviction
– Purchase

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Figure 12.2 Developing a Communication
Program

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Setting the Communication Objectives (1 of 3)
• Defining the focus of company communications
– Communications objective
▪ A specific task and achievement level to be
accomplished with a specific audience in a specific
period
– Creating awareness
– Building preferences
– Inciting action

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Figure 12.3 Current Consumer States for
Two Offerings

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Setting the Communication Objectives (2 of 3)
• Setting the communications benchmarks
– Quantitative
– Temporal

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Setting the Communication Objectives (3 of 3)
• Determining the communications budget
– Objective and task budgeting
▪ Consider:
– Stage in product life cycle
– Product differentiation
– Market share
– Message complexity
– Reach
– Competitive communication
– Available resources

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Identifying the Target Audience
• Start with a clear target audience in mind
– Ask questions
▪ Is the target new to the category or a current user?
▪ Is the target loyal to the brand, loyal to a
competitor, or someone who switches between
brands?
▪ If a brand user, is he or she a heavy or a light user

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Crafting the Communication Message
• Message should:
– Resonate with consumers rationally and emotionally
– Distinguish the brand from competitors
– Be broad and flexible enough to translate into
different media, markets, and time periods

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Marketing Communications Mix
• Advertising • Online and social media
marketing
• Mobile communication
• Direct marketing
• Events and experiences
• Word of mouth
• Public relations and
publicity
• Packaging
• Personal selling

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Developing a Media Plan (1 of 4)
• Consider:
– Audience quality
– Audience attention
probability
– Editorial quality
– Ad placement policies
and extra services

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Developing a Media Plan (2 of 4)
• Superbowl advertising
• Media reach (R), frequency (F), and impact (I)
– Total number of exposures (E)
▪ E  R F
– Weighted number of exposures (WE)
▪ WE  R  F  I

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Developing a Media Plan (3 of 4)
• Media timing and allocation
– Macroscheduling decision
– Microscheduling decision
• Consider:
– Buyer turnover
– Purchase frequency
– Forgetting rate

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Developing a Media Plan (4 of 4)
• Four strategies for launching a new product
– Continuity
– Concentration
– Flighting
– Pulsing
• Areas of dominant influence

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Determining the Message Appeal
• Informational appeals
– Elaborate on product or service attributes or benefits
▪ One-sided vs. two-sided arguments
• Transformational appeals
– Elaborate on a non-product related benefit or image
▪ Negative/fear vs. positive appeals

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Selecting the Message Source
• Source credibility is important
– Expertise
– Trustworthiness
– Likability
• Principle of congruity
– Communicators can use their good image to reduce
some negative feelings toward a brand but might lose
some esteem with the audience

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Developing a Creative Brief
• ADPLAN framework
– Attention
– Distinction
– Positioning
– Linkage
– Amplification
– New equity

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Figure 12.4 Formula for Measuring Different
Stages in the Sales Impact of Advertising

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Discussion Questions (1 of 2)
• Think about some of your favorite ads.
– What makes these ads special to you?
– Did you watch the ads live on television or later on
social media?
– Did the ads that drew your attention encourage you to
engage with companies in other ways?
– What do your responses to these questions tell you
about the effectivenss of the communication itself and
the choice of media used?

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Discussion Questions (2 of 2)
• Many companies changed their messages during the
COVID-19 pandemic. Consider Royal Caribbean, AB
InBev’s Corona Beer, and Kentucky Fried Chicken.
– How did the messages of these companies change?
– How, if at all, did their choice of media change?
– What was the intention of the new communications?

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Copyright

This work is protected by United States 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 it 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.

Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved