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Chapter 14: Integrated Marketing Communications Strategy

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Josh Johnstone

on 1 December 2013

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Transcript of Chapter 14: Integrated Marketing Communications Strategy

Integrated Marketing Communications Strategy


Chapter 14
Marketing communications mix: consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships.
The Promotion Mix
Integrated Marketing Communications
A View of the Communications Process
Steps in Developing Effective Marketing Communication
Setting the Total Promotion Budget and Mix
Socially Responsible Marketing Communication

Promotion Mix
Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
Catalog
Telemarketing
Kiosks
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
Rational appeal relates to the audience’s self-interest
Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase
Moral appeal is directed at the audience’s sense of right and proper

Opinion leaders are people within a reference group who, because of their special skills, knowledge, personality, or other characteristics, exerts 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
Personal selling is the most effective method at certain stages of the buying process, particularly in building buyers’ preferences, convictions, actions, and developing customer relationships
Integrated Marketing Communications Strategy
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Broadcast
Print
Internet
Outdoor
Developing Marketing Information
Personal communication involves two or more people communicating directly with each other
Face to face
Phone
Mail
E-mail
Internet chat
other personal communications about the product may reach buyers through channels not directly controlled by the company.
Integrated marketing communications (IMC). Carefully integrating all communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
IMC calls for recognizing all customer touch points
Non-personal communication is media that carry messages without personal contact or feedback,
The message’s impact on the target audience is affected by how the audience views the communicator
Celebrities
Athletes
Entertainers
Professionals
Health care providers
Involves the communicator understanding the effect on the target audience by measuring behavior resulting from the behavior

Public relations is a very believable form of promotion that includes news stories, features, sponsorships, and events
Direct marketing is a non-public, immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telemarketing, and online marketing
Sales promotion includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase, and can be used to dramatize product offers and to boost sagging sales
Communicate openly and honestly with consumers and resellers
Avoid deceptive or false advertising
Avoid bait-and-switch advertising
Do not offer bribes
Do not attempt to obtain competitors’ trade secrets
Do not disparage competitors or their products
Advertising
Promotion Mix
Sales Promotion
Consumers are better informed
More communication
Less mass marketing
Changing communications technology

Integrated Marketing Communications
The New Marketing Communications Model


Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness
The marketing communicator needs to know where the target audience now stands and to what stage it needs to be moved.
AIDA Model
Attention
Interest
Desire
Action
few messages take the consumer all the way from awareness to purchase, but the AIDA framework suggests the desirable qualities of a good message.
Message content is an appeal or theme that will produce the desired response
Message Format: pictures and headlines; distinctive formats; message size and position; and color, shape, and movement
Advertising reaches masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times
Two basic promotion mix strategies:
push promotion
pull promotion
Sales promotion is the short-term incentive to encourage the purchase or sale of a product or service
Discounts
Coupons
Displays
Demonstrations
Promotion Mix
Public Relations
Public relations involves building good relations with the company’s 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
Promotion Mix
Personal Selling
Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships
Sales presentations
Trade shows
Incentive programs
Promotion Mix
Direct Marketing
Integrated Marketing Communications
The Need for Integrated Marketing Communications
Integrated Marketing Communications
The Need for Integrated Marketing Communications
Integrated Marketing Communications
The Communication Process
Integrated Marketing Communications
The Communication Process
Sender is the party sending the message to another party.
Encoding is the process of putting thought into symbolic form.
Message is the set of symbols the sender transmits.
Integrated Marketing Communications
The Communication Process
Media is the communications channels through which the message moves from sender to receiver.
Decoding is the process by which the receiver assigns meaning to the symbols.
Receiver is the party receiving the message sent by another party.
Integrated Marketing Communications
The Communication Process
Response is the reaction of the receiver after being exposed to the message.
Feedback is the part of the receiver’s response communicated back to the sender
Integrated Marketing Communications
The Communication Process
Noise is the unplanned static or distortion during the communication process, which results in the receiver’s getting a different message than the one the sender sent.
Integrated Marketing Communications
Steps in Developing Effective Marketing Communication
Integrated Marketing Communications
Identifying the Target market
The target audience will heavily affect the communicator’s decisions on what will be said, how it will be said, when it will be said, where it will be said, and who will say it.
Integrated Marketing Communications
Determining the Communication Objectives
Integrated Marketing Communications
Designing a Message
Integrated Marketing Communications
Designing a Message
Integrated Marketing Communications
Message Content
Integrated Marketing Communications
Choosing Media
Integrated Marketing Communications
Choosing Media
Integrated Marketing Communications
Non-Personal Communication Channels

Integrated Marketing Communications
Message Source
Integrated Marketing Communications
Feedback
Integrated Marketing Communications
the Overall Promotion Mix
Integrated Marketing Communications
the Overall Promotion Mix
Integrated Marketing Communications
the Overall Promotion Mix
Integrated Marketing Communications
the Overall Promotion Mix
Integrated Marketing Communications
Promotion Mix Strategies

Integrated Marketing Communications
Socially Responsible Marketing Communication
Full transcript