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Module 5 integrated marketing communication strategy

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  • 1.Communicating Customer Value: Integrated Marketing Communications Strategy Principles of Marketing 14

2. Learning Objectives

  • After studying this chapter, you should be able to:
  • Discuss the process and advantages of integrated marketing communications in communicating customer value
  • Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix
  • Outline the steps in developing effective marketing communications
  • Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix

14-2 3. Chapter Outline

  • The Promotion Mix
  • Integrated Marketing Communications
  • A View of the Communications Process
  • Steps in Developing Effective Communication
  • Setting the Total Promotion Budget and Mix
  • Socially Responsible Marketing Communication

14-3 4. The Promotion Mix

  • The promotion mixis the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships

14--4 5. The Promotion Mix

  • Major Promotion Tools
  • Advertising
  • Sales promotion
  • Public relations
  • Personal selling
  • Direct marketing

14-5 6. The Promotion Mix

  • Major Promotion Tools
  • Advertisingis any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
  • Broadcast
  • Print
  • Internet
  • Outdoor

14-6 7. The Promotion Mix

  • Major Promotion Tools
  • Sales promotionis the short-term incentives to encourage the purchase or sale of a product or service
  • Discounts
  • Coupons
  • Displays
  • Demonstrations

14-7 8. The Promotion Mix

  • Major Promotion Tools
  • Public relationsinvolves building good relations with the companys 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

14-8 9. The Promotion Mix

  • Major Promotion Tools
  • Personal sellingis the personal presentation by the firms sales force for the purpose of making sales and building customer relationships
  • Sales presentations
  • Trade shows
  • Incentive programs

14-9 10. The Promotion Mix

  • Major Promotion Tools
  • Direct marketinginvolves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationshipsby using direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers
  • Catalog
  • Telemarketing
  • Kiosks

14-10 11. Integrated Marketing Communications

  • Major factors affecting change toward segmented marketing
  • Shift away from mass marketing
  • Improvements in information technology

14-11 The New Marketing Landscape 12. Integrated Marketing Communications

  • The Shifting Marketing Communications Model
  • Less broadcasting and more narrowcasting
  • Advertisers are shifting budgets away from network television to more targeted cost-effective, interactive, and engaging media

14-12 13. Integrated Marketing Communications

  • The Need for Integrated Marketing Communications
  • Integrated marketing communicationis the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

14-13 14. Integrated Marketing Communications

  • The Need for Integrated Marketing Communications
  • Integrated marketing communication calls for recognizing all contact points (brand contact) where the customer may encounter the company and its brands

14-14 15. A View of the Communications Process

  • Integrated marketing communication involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response
  • Marketers are moving toward viewing communications as managing the customer relationship over time

14-15 16. A View of the Communications Process

  • The Communications Process
  • Sender
  • Encoding
  • Message
  • Media
  • Decoding
  • Receiver
  • Response
  • Feedback
  • Noise

14-16 17. A View of the Communications Process

  • The Communications Process
  • Senderis the party sending the message to another party
  • Encodingis the process of putting thought into symbolic form
  • Messageis the set of symbols the sender transmits

14-17 18. A View of the Communications Process

  • The Communications Process
  • Mediais the communications channels through which the message moves from sender to receiver
  • Decodingis the process by which the receiver assigns meaning to the symbols
  • Receiveris the party receiving the message sent by another party

14-18 19. A View of the Communications Process

  • The Communications Process
  • Responseis the reaction of the receiver after being exposed to the message
  • Feedbackis the part of the receivers response communicated back to the sender
  • Noiseis the unplanned static or distortion during the communication process, which results in the receivers getting a different message than the one the sender sent

14-19 20. A View of the Communications Process

  • The Communications Process
  • For a message to be effective, the senders encoding must mesh with the receivers decoding process
  • Best messages consist of words and other symbols that are familiar to the receiver

14-20 21. A View of the Communications Process

  • The Communications Process
  • Marketers may not share their consumers field of experience but must understand the consumers field of experience

14-21 22. Steps in Developing Effective Communication

  • Effective Communication
  • Identify the target audience
  • Determine the communication objectives
  • Design the message
  • Choose the media
  • Select the message source
  • Collect feedback

14-22 23. Steps in Developing Effective Communication

  • Identifying the Target Audience
  • Marketing communicationsbegins with a clear target audience to answer these questions:
  • What will be said
  • How it will be said
  • When it will be said
  • Where it will be said
  • Who will say it

14-23 24. Steps in Developing Effective Communication

  • Determining the Communications Objectives
  • Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness
  • Awareness
  • Knowledge
  • Liking
  • Preference
  • Conviction
  • Purchase

14-24 25. Steps in Developing Effective Communication

  • Designing a Message
  • AIDA Model
  • GetA ttention
  • HoldI nterest
  • ArouseD esire
  • ObtainA ction

14-25 26. Steps in Developing Effective Communication

  • Designing a Message
  • Designingincludes the message content and structure
  • Message contentwhat to say
  • Message structure and content
  • how to say it

14-26 27. Steps in Developing Effective Communication

  • Designing a Message
  • Message contentis an appeal or theme that will produce the desired response
  • Rational appeal
  • Emotional appeal
  • Moral appeal

14-27 28. Steps in Developing Effective Communication

  • Designing a Message
  • Rational appealrelates to the audiences self-interest
  • Emotional appealis an attempt to stir up positive or negative emotions to motivate a purchase
  • Moral appealis directed at the audiences sense of right and proper

14-28 29. Steps in Developing Effective Communication

  • Personal communication
  • Non-personal communication

14-29 Choosing Media 30. Steps in Developing Effective Communic

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