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Chapter 14. Integrated Marketing Communication Strategy. Advertising. Personal Selling. Direct Marketing. Public Relations. Sales Promotion. Marketing Communication Mix or Promotion Mix. Product’s Design. Product’s Price. Stores that Sell the Product . Product’s Package. - PowerPoint PPT Presentation
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Chapter 14
Integrated Marketing Communication Strategy
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Marketing Communication Mix or Promotion Mix
Product’s Design
Product’s Price
Product’s
Package
Stores that Sell the Product
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The Changing Communications Environment
Two Factors are Changing the Face of Today’s
Marketing Communications:
Improvements in Information Technology
Has Led to Segmented MarketingMore Narrowcasting
Marketers Have ShiftedAway From Mass
MarketingLess Broadcasting
M
arke
t Fra
gmen
tatio
n Le
d to
Med
ia F
ragm
enta
tion
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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)
Personal selling
Public relations
Direct marketing
Sales promotion
Advertising
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Preselling Selling
Post-Consumption Consuming
Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages:
A View of the Communications Process
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Elements in the Communication Process (Fig. 14.2)
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Sellers Need to Know What Audiences
They Wish to Reach and Response
Desired.
Sellers Must be Good at Encoding MessagesThat Target Audience
Can Decode.
Key Factors in Good Communication
Sellers Must Send Messages Through Media that Reach Target Audiences
Sellers Must DevelopFeedback Channels to
Assess Audience’sResponse to
Messages.
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Step 1. Identifying the Target Audience
Step 2. Determining the Communication ObjectivesBuyer Readiness Stages
PurchaseConviction
PreferenceLiking
KnowledgeAwareness
Steps in Developing Effective Communication
This ad for the Toyota Celicamay be able to cover the firstthree stages of the buyer-readiness s tages : awareness,knowledge, and liking.
There is no mention ofcompetitors , so it does notseem to establish preference.
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Step 3. Designing a Message
Message ContentRational Appeals
Emotional AppealsMoral Appeals
Message StructureDraw ConclusionsArgument TypeArgument Order
Message FormatHeadline, Illustration,
Copy, & ColorBody Language
Steps in Developing Effective Communication
Designing aMessage
ContentThe pictures and the slogan make this whattype of appeal?
FormatThis layout, almost like a yearbook or photoalbum, reinforces the sentimental aspect of this advertisement.
Click or press spacebar to return.
Is this ad making an emotional,rational, or moral appeal, or is itcombining them? How muchdo the personified cowscontribute to this ad?
Is the ad structured to let the audience make a decision?
Is this an effective ad?
The same company puts lifelikestatues of cows, with this slogan,into mall food courts. Whatmakes that practice effective?
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Nonpersonal CommunicationChannels
Step 4. Choosing Media
Personal CommunicationChannels
Step 5. Selecting the Message Source
Step 6. Collecting Feedback
Steps in Developing Effective Communication
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Affordable Based on What the
Company Can Afford
Objective-and-Task Based on Determining
Objectives & Tasks, Then Estimating Costs
Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales
Competitive-ParityBased on the Competitor’s
Promotion Budget
One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on
Promotion.
Setting the Total Promotion Budget
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Advertising
Personal SellingSales
PromotionPublic
Relations Direct
Marketing
Reach Many Buyers, Repeat Message Many Times, Impersonal,
ExpensivePersonal Interaction, Relationship Building, Most Expensive Promo
ToolWide Assortment of Tools,
Rewards Quick Response, Efforts Short-Lived
Very Believable, Dramatize a Company or Product,
UnderutilizedNonpublic, Immediate, Customized, Interactive
Setting the Promotion Mix
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Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.
Strategy Selected Depends
on:Type of Product-Market &Product
Life-Cycle Stage
Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
Promotion Mix Strategies
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Discussion ConnectionsHow 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 company’s communications well
integrated?
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Analyze trends – internal and external – that can affect your company’s 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.
Integrating the Promotion Mix
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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 company’s 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.