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Chapter 17
Designing and Managing Integrated Marketing Communications
Key Chapter Concepts:
The Role Of Marketing Communications
Macro Model Of The Communication Process
Micro Model Of Consumer Responses
Developing Effective Communications
Global Adaptations
A) The Affordable Method, Percentage-
Of–Sales Method
Direct And Interactive Marketing
Personal Selling
Type Of Product Market
Buyer-Readiness Stage
Product Life-Cycle Stage
Measuring Communication Results
1) Clarity
2) Consistency
3) Maximum Impact Through The
Seamless Integration Of Messages
Coordinating Media
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Assignments:
1) The Communication Process Models
This chapter states that the marketing communications mix consists of six major modes of
2) Creative Strategy
The opening vignette of this chapter is about Dove’s advertising campaign featuring “normal”
women. Either individually or in groups, have the students go to the Web site:
3) The Macro Model of the Communication Process
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.
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Chapter 18
Managing Mass Communications:
Advertising, Sales Promotions, Events and Experiences, and Public Relations
Key Chapter Concepts:
Developing And Managing An Advertising
Program
Setting The Objectives
Deciding On The Advertising Budget
Deciding On Reach, Frequency, And Impact
Choosing Among Major Media Types
Alternative Advertising Options
Place Advertising
Advertising Versus Promotion
Selecting Consumer–Promotion Tools
Selecting Trade-Promotion Tools
Selecting Business-And Sales-Force-
Promotion Tools
Pre-testing, Implementing, Controlling, And
Evaluating The Program
Designing Sponsorship Programs
Measuring Sponsorship Activities
Public Relations
Marketing Public Relations
Establishing Objectives
Assignments:
1) Creative Development and Execution
In small groups, have the students create an advertising campaign for a product/service of their
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2) Developing and Managing an Advertising Program
Organizations handle advertising in differing ways. In this assignment, students should contact
different size companies in their community (one large, one medium, and one small company)
3) Deciding on Media and Measuring Effectiveness
This assignment should be a favorite one for the students to complete. Breaking the class up
into groups, assign a different television channel (cable and network) to each group. Have the
4) Place Ads
It has been suggested that over 70 percent of all buying decisions are made in the store and as
a result, point-of–purchase advertising has grown in its appeal. Students should give three
5) Events and Experiences and Sponsorships
Events, experiences, and sponsorship advertising is increasing. The chapter outlines eight
reasons given for sponsoring events. Students should choose an event or sponsorship (recent
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Chapter 19
Managing Personal Communications:
Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Key Chapter Concepts:
Direct Marketing
The Benefits Of Direct Marketing
Public And Ethical Issues In Direct Marketing
F) Sponsorships
G) Alliances
H) Online Communities
I) E-mail
Assignments:
1) Direct Marketing
Market demassification has resulted in an ever-increasing number of market niches and the
use of direct marketing to reach these niches is growing. In small groups (five students
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2) The Benefits of Direct Marketing
The direct market offering, according to the text, consists of five elements—the product, offer,
3) Buzz and Viral Marketing
In a research paper, students are to comb appropriate Internet sites, and documents, illustrating
4) Sales Force / SPIN Selling
Students are to assume the role of a salesperson calling on Jones Inc., which is a firm
employing 50 salespeople, but currently does not use any customer relationship software.
5) Relationship Marketing
Infomercials can be found selling almost everything imaginable! As a group, have the students
6) Managing the Sales Force
Most managers agree that to increase the motivation of their salespeople they have to reinforce
the intrinsic and extrinsic rewards offered. However, this is not a universally accepted opinion.
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Chapter 20
Introducing New Market Offerings
Key Chapter Concepts:
New Product Options
Types Of New Products
Cost Reductions
Challenges In New Product Development
New Product Failure
New Product Success
Budgeting For New-Product Development
Organizing New–Product Development
New-Product Manager
High-Level Management Committee
Development To Commercialization
Product Development
Quality Function Deployment (Qfd)
Customer Tests
Beta Testing
Alpha Testing
Market Testing
Interacting With Others
Creativity Techniques
Purchase Frequency
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Assignments:
1) Improvements And Revisions Of Existing Products
Identify three new products (introduced to the consumer and/or business markets within the
2) Idea Generation
Use the class and conduct a brainstorming session using the tips from the Marketing Memo
3) Managing The Development Process: Concept To Strategy
Using the suggestions in the Marketing Memo entitled “Eight Ways to Draw New Ideas from
4) Consumer-Goods Market Testing
New products fail at a disturbing rate. Recent studies put the rate at 95 percent in the United
States and 90 percent in Europe. In small groups (five students suggested as the maximum),
find three products that have “failed” (been introduced then withdrawn from the market by the
company) and suggest the
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Chapter 21
Tapping into Global Markets
Key Chapter Concepts:
Competing on a global basis
Deciding whether to go abroad
Deciding which markets to enter
How many markets to enter
Communications
Price
A) Price escalation
B) Transfer prices
Assignments:
1) Competing on an International Basis
The instructor is encouraged to challenge the students by assigning students to find their
2) Developed versus developing markets
Have the students look at Table 21.1 which lists the 25 leading global firms based in
developing markets and see how many they recognize and more importantly how many
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3) Product adaption
Table 21.3 shows some famous “blunders” in international marketing. Students should
research these examples (and find others) and provide insight into why they think such
“blunders” were allowed to occur. This can lead to a classroom discussion into the complexity
4) Deciding how to enter the market
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Chapter 22
Managing a Holistic Marketing Organization
Key Chapter Concepts:
Trends in marketing practices the role of
marketing in the organization is changing
Internal marketing
Product-or brand–management organization
Socially responsible marketing
Corporate social responsibility
Sustainability
Cause-related marketing
Cause marketing benefits and costs
Social marketing
Financial analysis
Marketing–profitability analysis
Assignments:
1) Holistic Marketing
Successful holistic marketers have integrated relationship marketing, internal marketing, and
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2) Social Responsibility
Some companies like the Newman’s Own Brand, have built a business model on social
responsibility. Students should find three other examples of such socially responsible firms
3) Strategic Innovation
In the Marketing Memo entitled “Fueling Strategic Innovation,” Professor Steven Brown of
4) Sustainability
Have the students read Michael F. Porter and Mark R. Kramer, “Strategy & Society,”
5) Cause-Marketing
Students should research and find two examples of a successful cause-marketing program