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Chapter 14

Integrated Marketing Communication Strategy

Marketing Communication Mix or Promotion Mix


Products Design

Stores that Sell the Product

Products Price

Products Package
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The Changing Communications Environment


Market Fragmentation Led to Media Fragmentation
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Marketers Have Shifted Away From Mass Marketing Less Broadcasting


Two Factors are Changing the Face of Todays Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting

The Need for Integrated Marketing Communications


With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service.
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Integrated Marketing Communications (Fig. 14.1)


Advertising Personal selling

Sales promotion

Public relations

Direct marketing
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A View of the Communications Process


Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages:
Preselling

Selling

PostConsumption

Consuming
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Elements in the Communication Process (Fig. 14.2)

Key Factors in Good Communication


Sellers Need to Know What Audiences They Wish to Reach and Response Desired. Sellers Must be Good at Encoding Messages That Target Audience Can Decode. Sellers Must Develop Feedback Channels to Assess Audiences Response to Messages. Sellers Must Send Messages Through Media that Reach Target Audiences
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Steps in Developing Effective Communication


Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Awareness Knowledge
This ad for the Toyota Celica may be able to cover the first three stages of the buyerreadines s s tages : aw arenes s, knowledge, and liking. There is no mention of competitors , so it does not seem to establish preference.

Liking Preference Conviction Purchase


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Steps in Developing Effective Communication


Step 3. Designing a Message
Is this ad making an emotional, rational, or moral appeal, or is it combining them? How much do the personified cows contribute to this ad? Is the ad structured to let the audience make a decision? Is this an effective ad? The same company puts lifelike statues of cows, with this slogan, into mall food courts. What makes that practice effective?

Message Content
Rational Appeals Emotional Appeals Moral Appeals
Designing a Message
Content
The pictures and the slogan make this what type of appeal?

Message Structure
Draw Conclusions Argument Type Argument Order

Format
This layout, almost like a yearbook or photo album, reinforces the sentimental aspect of this advertisement.
Click or press spacebar to return.

Headline, Illustration, Copy, & Color Body Language

Message Format

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Steps in Developing Effective Communication


Step 4. Choosing Media
Personal Communication Channels

Nonpersonal Communication Channels

Step 5. Selecting the Message Source


Step 6. Collecting Feedback
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Setting the Total Promotion Budget


One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion.
Affordable Percentage of Sales

Based on What the Company Can Afford

Based on a Certain Percentage of Current or Forecasted Sales

Objective-and-Task

Based on Determining Objectives & Tasks, Then Estimating Costs

Based on the Competitors Promotion Budget

Competitive-Parity

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Setting the Promotion Mix


Advertising
Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Interaction, Relationship Building, Most Expensive Promo Tool Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Very Believable, Dramatize a Company or Product, Underutilized Nonpublic, Immediate, Customized, Interactive
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Personal Selling Sales Promotion Public Relations Direct Marketing

Promotion Mix Strategies


Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.

Strategy Selected Depends on: Type of ProductMarket &


Product Life-Cycle Stage

Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.

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Discussion Connections
How do the integrated marketing communications and promotion mix concepts relate to one another? Describe the promotion mix of a company like Kellogg, Coca-Cola, Campbell, or some other consumer goods producer.

What pull promotion elements does the company use? What push elements? Are the companys communications well integrated?
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Integrating the Promotion Mix


Analyze trends internal and external that can affect your companys ability to do business. Audit the pockets of communications spending through the organization.
Identify all contact points for the company and its brands. Team up in communications planning.
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Integrating the Promotion Mix


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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Socially Responsible Marketing Communication


Advertising and Sales Promotion

Companies must avoid false and deceptive advertising. Sellers must avoid bait-and-switch advertising. Trade promotion activities are also closely regulated.

Personal Selling

Salespeople must follow the rules of fair competition. Three-day cooling-off rule Salespeople must not disparage competitors.

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Review of Concept Connections


Name and define the tools of the marketing communication mix. Discuss the process and advantages of integrated marketing communication. 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.
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