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Integrated Marketing Communication
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Definition
The Marketing Communications Mix The specific mix of
advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
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The Marketing Communications Environment is Changing: Mass markets have fragmented, causing
marketers to shift away from mass marketing
Media fragmentation is increasing
Improvements in information technology are facilitating segmentation
Integrated Marketing Communications
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The Need for Integrated Marketing Communications Conflicting messages from different
sources or promotional approaches can confuse company or brand images The problem is particularly prevalent
when functional specialists handle individual forms of marketing communications independently
Integrated Marketing Communications
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Integrated MarketingCommunications
AdvertisingPaid non-personal
presentation and promotion of ideas,
goods, or services by an identified sponsor
Sales PromotionShort-term incentives used to encourage the purchase of a product or service
Public RelationsBuilding good relations with the company’s publics through favorable publicity, a good corporate image, and effective handling of unfavorable news
Personal Selling
Personal presentation by the sales force used to enhance sales and
customer relationships
Direct MarketingGain an immediate
response and lasting relationship with
targeted consumers
Need for IMC
Consistent, clear, compelling messages
ADVERTISING SELLING
PUBLIC RELATIONSSALES
PROMOTION
DIRECT MARKETING
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Elements in theCommunication Process
DEVELOPING EFFECTIVE COMMUNICATION
Identify target audience
Set communications objectives
Design the message
Choose the media
Select message source
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Step 1: Identifying the Target Audience Affects decisions
related to what, how, when, and where message will be said, as well as who will say it
Developing Effective Communication
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Step 2: Determining Communication Objectives Objectives may be set to move buyers
through the six readiness stages
Developing Effective Communication
communication Objectives
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
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Step 3: Designing a Message AIDA framework guides
message design Message content
Rational Emotional appeals: fear,
humor, guilt, shame, love Moral appeals
Developing Effective Communication
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Step 3: Designing a Message Message structure
Draw a conclusion? One-sided or two-sided? Strongest arguments
presented first or last? Message format
Novelty, contrast, and more
Developing Effective Communication
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Step 4: Choosing Media Personal vs. nonpersonal communication
channels
Developing Effective Communication
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Step 4: Choosing Media Personal communication channels
Includes face-to-face, phone, mail, and Internet chat communications
Word-of-mouth influence is often critical Buzz marketing cultivates opinion leaders
Nonpersonal communication channels Includes media, atmosphere, and events
Developing Effective Communication
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Step 5: Selecting the Message Source Highly credible
sources are more persuasive
A poor choice of spokesperson can tarnish a brand
Developing Effective Communication
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Step 6: Collecting Feedback Recognition, recall,
and behavioral measures are assessed
May suggest changes in product/promotion
Developing Effective Communication
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Setting the Total Promotional Budget Affordability Method
Budget is set at a level that a company can afford
Percentage-of-Sales Method Past or forecasted sales may
be used Competitive-Parity Method
Budget matches competitors’ outlays
Setting the Promotional Budget and Mix
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Setting the Total Promotional Budget Objective-and-Task Method
Specific objectives are defined Tasks required to achieve objectives
are determined Costs of performing tasks are
estimated, then summed to create the promotional budget
Setting the Promotional Budget and Mix
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Setting the Overall Promotion Mix Determined by the nature of each promotional
tool and the selected promotion mix strategy
Setting the Promotional Budget and Mix
Revlon emphasizes advertising while Avon emphasizes personal selling
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Setting the Promotional Budget and Mix
Reaches large, geographically dispersed audiences, often with high frequencyLow cost per exposure, though overall costs are highConsumers perceive advertised goods as more legitimateDramatizes company/brandBuilds brand image; may stimulate short-term salesImpersonal; one-way communication
AdvertisingPersonal SellingSales PromotionPublic RelationsDirect Marketing
Nature of Each Promotional Tool
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Setting the Promotional Budget and Mix
Most effective tool for building buyers’ preferences, convictions, and actions
Personal interaction allows for feedback and adjustments
Relationship-oriented
Buyers are more attentive
Sales force represents a long-term commitment
Most expensive of the promotional tools
AdvertisingPersonal SellingSales PromotionPublic RelationsDirect Marketing
Nature of Each Promotional Tool
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Setting the Promotional Budget and Mix
May be targeted at the trade or ultimate consumerMakes use of a variety of formats: premiums, coupons, contests, etc.Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging salesStimulates quick responseShort-livedNot effective at building long-term brand preferences
AdvertisingPersonal SellingSales PromotionPublic RelationsDirect Marketing
Nature of Each Promotional Tool
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Setting the Promotional Budget and Mix
Highly credible
Many forms: news stories, news features, events and sponsorships, etc.
Reaches many prospects missed via other forms of promotion
Dramatizes company or benefits
Often the most underused element in the promotional mix
AdvertisingPersonal SellingSales PromotionPublic RelationsDirect Marketing
Nature of Each Promotional Tool
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Setting the Promotional Budget and Mix
Many forms: Telephone marketing, direct mail, online marketing, etc.Four characteristics: Nonpublic Immediate Customized Interactive
Well-suited to highly targeted marketing efforts
AdvertisingPersonal SellingSales PromotionPublic RelationsDirect Marketing
Nature of Each Promotional Tool
Promotion mix strategiesPUSH
PRODUCER
RETAILER/WHOLESALER
CONSUMER
PRODUCER
CONSUMER
RETAILER/WHOLESALER
PULL
PromotionActivity
PromotionActivity
PromotionActivityDemand
Demand
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Promotion Mix Strategies Push strategy: trade promotions and
personal selling efforts push the product through the distribution channels.
Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products.
Setting the Promotional Budget and Mix