Summary: Chapter 12: Managing Marketing Communication, 

Marketing Management, Kotler/Keller/Chernov, 16^th edition, 2022

1. Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible to target customers. Companies must also communicate with current and potential stakeholders and with the general public.
2. The marketing communication mix consists of nine major modes of communication: advertising, online and social media, mobile communication, direct marketing, events and experiences, word of mouth, publicity and public relations, personal selling, and packaging.
3. The communication process consists of nine elements: sender, receiver, message, media, encoding, decoding, response, feedback, and noise. To get their messages through, marketers must take into account how the target audience usually decodes messages. They must also transmit the message through efficient media that reach the target audience and develop feedback channels to monitor response to the message.
4. Developing effective communication requires eight steps: (1) identify the target audience, (2) choose the communication objectives, (3) design the communication, (4) select the communication channels, (5) set the total communication budget, (6) choose the communication mix, (7) measure the communication results, and (8) manage the integrated marketing communication process
5. 5. In identifying the target audience, the marketer needs to close any gap that exists between current public perception and the image sought. Communication objectives can be to create a need for the category, to increase brand awareness, to improve attitude toward the brand, or to boost intension to purchase the brand.
6. Designing effective communication requires making three key decisions: what to say (message strategy), how to say it (creative strategy), and who should say it (message source). Communication channels can be personal (advocate, expert, and social channels) or nonpersonal (media, atmosphere, and events).
7. Although other methods exist, the objective and task method of setting the communication budget, which calls on marketers to develop their budgets by defining specific objectives, is typically the most effective.
8. 8. In choosing the marketing communication mix, marketers must examine the distinct advantages and costs of each communication tool and the company’s market rank. They must also consider the type of market in which they are selling, how ready consumers are to make a purchase, and the offering’s stage in the company, brand, and product life cycle.
9. Measuring the effectiveness of the marketing communication mix requires asking members of the target audience whether they recognize or recall the communication, how many times they saw it, what points the recall, how they felt about the communication, what their previous attitudes toward the company, brand, and product were, and what those attitudes are.