- 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
- 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
14-5 6. The Promotion Mix
- Advertisingis any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
14-6 7. The Promotion Mix
- Sales promotionis the short-term incentives to encourage the purchase or sale of a product or service
14-7 8. The Promotion Mix
- 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
14-8 9. The Promotion Mix
- Personal sellingis the personal presentation by the firms sales force for the purpose of making sales and building customer relationships
14-9 10. The Promotion Mix
- 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
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
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
- Identify the target audience
- Determine the communication objectives
- Select the message source
14-22 23. Steps in Developing Effective Communication
- Identifying the Target Audience
- Marketing communicationsbegins with a clear target audience to answer these questions:
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
14-24 25. Steps in Developing Effective Communication
14-25 26. Steps in Developing Effective Communication
- Designingincludes the message content and structure
- Message contentwhat to say
- Message structure and content
14-26 27. Steps in Developing Effective Communication
- Message contentis an appeal or theme that will produce the desired response
14-27 28. Steps in Developing Effective Communication
- 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
- Non-personal communication
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