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Principles of Marketing: Communicating Customer Value: Integrated Marketing Communications Strategy
Principles of Marketing: Communicating Customer Value: Integrated Marketing Communications Strategy
Principles of Marketing
Learning Objectives
After studying this chapter, you should be able to: 1. Discuss the process and advantages of integrated marketing communications in communicating customer value 2. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix 3. Outline the steps in developing effective marketing communications 4. Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix
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Chapter Outline
1. 2. 3. 4. 5. 6.
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
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3. 4. 5. 6.
Identify the target audience Determine the communication objectives Design the message Choose the media Select the message source Collect feedback
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Opinion leaders are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others.
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Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities
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Athletes Entertainers
Professionals
Health care providers
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Personal selling is the most effective method at certain stages of the buying process, particularly in building buyers preferences, convictions, and actions and developing customer relationships
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Sales promotion includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase. It can be used to dramatize product offers and to boost sagging sales.
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Analyze trendsinternal and external Audit the pockets of communication spending throughout the organization Identify all customer touch points for the company and its brands Team up in communications planning Create compatible themes, tones, and quality across all communications media Create performance measures that are shared by all communications elements Appoint a director responsible for the companys persuasive communications efforts
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Communicate openly and honestly with consumers and resellers Avoid deceptive or false advertising Avoid bait and switch advertising Conform to all federal, state, and local regulations Follow rules of fair competition Do not offer bribes Do not attempt to obtain competitors trade secrets Do not disparage competitors or their products
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Dowling College, MBA Georgetown University, BS Business Administration Adjunct Professor, LIM College, NY Adjunct Professor, Long Island University, NY Lecturer, California Polytechnic State University, Pomona, CA President, Walter Heimler, Inc .