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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
Communicating Customer
Value: Integrated Marketing
Communications Strategy
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
14-2
Chapter Outline
1.
2.
3.
4.
5.
6.
14--4
Advertising
Sales promotion
Public relations
Personal selling
Direct marketing
14-5
Broadcast
Internet
Outdoor
14-6
Discounts
Coupons
Displays
Demonstrations
14-7
Press releases
Sponsorships
Special events
Web pages
14-8
Sales presentations
Trade shows
Incentive programs
14-9
Catalog
Telemarketing
Kiosks
14-10
Integrated Marketing
Communications
The New Marketing Landscape
Major factors affecting change toward
segmented marketing
14-11
Integrated Marketing
Communications
The Shifting Marketing Communications Model
Less broadcasting and more narrowcasting
14-12
Integrated Marketing
Communications
The Need for Integrated Marketing Communications
Integrated marketing communication is 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
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
14-15
7.
8.
9.
Sender
Encoding
Message
Media
Decoding
Receiver
Response
Feedback
Noise
14-16
14-18
14-19
14-21
2.
3.
4.
5.
6.
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
14-24
Get Attention
Hold Interest
Arouse Desire
Obtain Action
14-25
Rational appeal
Emotional appeal
Moral appeal
14-27
Personal communication
Non-personal communication
14-29
Face-to-face
Phone
Internet chat
14-30
Company
Independent experts
Word of mouth
14-31
Salespeople
Independent experts
Consumer advocates
Buying guides
Word of mouth
Friends
Neighbors
Family
14-32
14-35
Press conferences
Grand openings
Exhibits
Public tours
14-37
Celebrities
Athletes
Entertainers
Professionals
14-39
14-40
14-41
14-43
Estimating costs
14-44
14-45
Advertising
Personal selling
Sales promotion
Public relations
Direct marketing
14-46
14-48