Transcript Chapter 1 - courses.psu.edu

Chapter 14
Integrated Marketing
Communication Strategy
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Marketing Communication Mix
or Promotion Mix
Product’s
Design
Product’s
Price
Stores that Sell
the Product
Product’s
Package
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Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting
Two Factors
are Changing the Face of Today’s
Marketing Communications:
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting
Market Fragmentation Led to
Media Fragmentation
The Changing
Communications Environment
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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)
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)
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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 Audience’s
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?
Format
This layout, almost like
a yearbook or photo
album, reinforces the
sentimental aspect
of this advertisement.
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Format
Headline, Illustration,
Copy, & Color
Body Language
Click or press spacebar to return.
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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
Competitive-Parity
Based on Determining
Objectives & Tasks, Then
Estimating Costs
Based on the Competitor’s
Promotion Budget
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Setting the Promotion Mix
Advertising
Reach Many Buyers, Repeat Message
Many Times, Impersonal, Expensive
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
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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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.
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What pull promotion elements does the company
use?
What push elements?
Are the company’s communications well integrated?
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Integrating the Promotion Mix
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.
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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
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Companies must avoid false and deceptive
advertising.
Sellers must avoid bait-and-switch advertising.
Trade promotion activities are also closely
regulated.
Personal Selling
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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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