Ch.

14: Integrated Marketing

Communications Strategy

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 Marketing strategies
Consumers are are changing
changing

The new Marketing

Communications Landscape

Changes in
communications technology

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 Less Broadcasting

The shifting Marketing

Communications Model

More Narrowcasting

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Marketing Communications Mix

Advertising Sales Promotion

Public Relation

Personal Selling Direct Marketing

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 Steps in Developing Effective
Marketing Communications
1. Identify the Target Audience

What will be said, how it will be said,

when it will be said, where it will be said, and who will say it

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Steps in Developing Effective
Marketing Communications
2. Determining the
Communication Objectives

Buyer-Readiness Stage: awareness, knowledge, liking,

preference, conviction, and purchase

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 Steps in Developing Effective
Marketing Communications
3. Designing a Message

Message Content: Rational appeals, Emotional appeals,

Moral appeals, and Social appeals

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Steps in Developing Effective
Marketing Communications
3. Designing a message

Three message structure: Draw a conclusion,

first or last and one-sided or two-sided.
Message format.

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Steps in Developing Effective
Marketing Communications
4. Choosing media

Personal and Nonpersonal:

Major media, Atmospheres, and Events

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Major Media
Print Media

Broadcast Media

Display Media

Online Media

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Steps in Developing Effective
Marketing Communications
5. Selecting the Message Source

Message delivered by highly credible

sources are more persuasive.

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Steps in Developing Effective
Marketing Communications
6. Collecting Feedback

Feedback on marketing communications

may suggest changes in the promotion
program or in the product offer itself.

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