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1Prepared by Kerry Kuhn, Griffith University
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Chapter 12
Integrated Marketing Communications for Services
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Learning Objectives
1. Appreciate the need for an integrated approach to marketing communications for services
2. Understand the role of the marketing mix in communicating with customers of a service
3. Discuss the role of the promotional mix in marketing communications for services
4. Examine the growing use of the internet in promoting services
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5. Examine the advertising of services6. Explore sales promotions for services7. Present the role of personal selling in
services8. Discuss the role of public relations and viral
(word-of-mouth) marketing for services
Learning Objectives
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Chapter Outline
I. Introduction
II. Services and Integrated Marketing Communications
III. Marketing Communications and Services
IV. The Promotional Mix
V. Advertising the Service
VI. Sales Promotions and Services
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Chapter Outline (cont’d)
VII. Personal Selling and Services
VIII. Publicity and Services
IX. Promoting Services on the Internet
X. Summary and Conclusion
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Services and IntegratedMarketing Communications
• Integrated marketing communicationsrefers to the pursuit of a single positioning concept for an organisation or its products
• This is achieved by planning, coordinating and unifying all its communication devices (Schultz, Tannenbaum and Lauterborn 1996)
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Marketing Communications and Services
• Most services are intangible and this creates challenges for service marketers
• Tangibilising the service means making the service more concrete, thus enabling customers to understand it better (Shostack 1977)
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Marketing Communications and Services (cont’d)
• Some firms offer giveaways, use trademarks, symbols or standardise processes
(e.g. an accounting firm might give a brochure, a calculator and monthly newsletters to reinforce their service)
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The Promotional Mix for Services
• The services promotional mix consists of:– Advertising– Sales promotions– Personal selling– Publicity and public relations– Direct mail – Internal personnel branding
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Advertising the Service
• Advertising objectives• Guidelines for advertising services• Enhancing the vividness of services
advertising
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Advertising objectives
• Goals are to make customers aware and to influence their purchase decisions:– AIDA: achieving customers’ attention,
interest, desire and action
• Advertising must reflect a customer-orientation philosophy using appropriate media
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Guidelines for advertising services
• Provide tangible cues• Capitalise on word-of-mouth communication • Make the service understood • Establish advertising continuity• Advertise to employees• Promise what is possible
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Enhancing the vividness of services advertising
• A vividness strategy is an advertising approach for service offerings that uses concrete language, tangible objects, and dramatisation techniques to tangibilise the intangible
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Enhancing the vividness of services advertising (cont’d)
• Interactive imagery uses pictorial representations, verbal associations and letter accentuations that combine an organisation's name and its service to establish a strong link between service name and performance in customers’ minds
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Sales Promotions and Services
• Sales promotions– Attract customers– Accommodate cyclical demand (change
promotions to suit all climates and trends)– Enhance customers’ perception of the
service– Add tangibility — try to tangiblise the
intangibles, giving customers something to hold on to
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Source: Adapted from George, William R., J. Patrick Kelly, and Claudia E. Marshall (1983), “Personal Selling of Services,”in Emerging Perspectives on Services Marketing, L..L. Berry, G. L Shostack and G. D. Upah (eds.), Chicago: American
Marketing Association, 65–67.
Personal Selling and Services
• Some specific strategies on the selling of services:– Design and coordinate the service
purchase– Facilitate quality assessment– Tangibilise the service– Emphasise organisational image and
reputation
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Source: Adapted from George, William R., J. Patrick Kelly, and Claudia E. Marshall (1983), “Personal Selling of Services,”in Emerging Perspectives on Services Marketing, L..L. Berry, G. L Shostack and G. D. Upah (eds.), Chicago: American
Marketing Association, 65–67.
Personal Selling and Services (cont’d)
– Use references external to the organisation
– Recognise the importance of all public contact service personnel
– Recognise customer involvement and co-production during the service design and consumption process
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Public Relations, Publicity and Services
• Service organisations gain tremendously from good publicity– The best publicity an organisation
receives comes from happy customers
• Service organisations must have plans in place to overcome or control negative publicity when it occurs
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Promoting Services on the Internet
• The internet is one of the fastest growing vehicles for service promotion
• A distinct medium for transmitting information• It enables service organisations to access and
target narrow segments of customers in novel and interactive ways
• Website design is now a key feature• Key criteria for good website design includes
speed, efficiency, effectiveness and recency, and creative visual impact
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Promoting Services on the Internet(cont’d)
• A site needs to: – Be easy to use and navigate– Be able to present information in simple
language– Have a secure payment format – Have the ability to search and automatically
generate suggestions to help consumers find what they want
– Include an inventory of services/products on offer
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Promoting Services on the Internet (cont’d)
• A site needs to: – Be able to build a positive attitude to achieve
repeat visits– This is known as the quality of ‘stickiness’ —
the site is attractive, encouraging the user to stay longer and make return visits, generating free viral or word-of-mouth communication
• Advertisements can attract customers to online sources of information and retailer websites
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Promoting Services on the Internet (cont’d)
• Cyberspace advertisements are used as a promotional device for services – cyberspace coupons – contests
• Service organisations combine email communication with internet capabilities to create a powerful combination of promotion and selling
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Summary of marketing communications strategy
Marketing ObjectivesCommunication Objectives
Operations InputHuman Resources
Input
Marketing CommunicationsTraditional Promotion Mix
Front Line RolePhysical Evidence
Implicit Role ofValue, Pricing and Service Quality
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Chapter summary
• Services and Integrated Marketing Communications
• Marketing Communications and Services
• The Promotional Mix
• Advertising the Service
• Sales Promotions and Services
• Examine the advertising of services
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Chapter summary (cont’d)
• Explore sales promotions for services
• Present the role of personal selling in services
• Discuss the role of public relations and viral (word-of-mouth) marketing for services
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