Transcript Chapters 1 and 29

Marketing
Communications
Contexts, contents and strategies
Chapter 1
Marketing communications:
an introductory perspective
Assumptions of exchange
Must be two or more people
Each must be able to offer something of
value
Both must be prepared to enter freely in
the exchange process, the transaction
Independent of other exchanges,
are short-term
Long-term orientation
between two parties.
Exist between parties who
work as collective group.
Basically gift transactions,
often indicates close
relationship.
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Main purposes of
communication
Informational
Attitudinal
Behavioral
Role of marketing
communications
Differentiate products and services
Remind and reassure
Inform
Persuade
The DRIP effect of marketing
communications
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Figure 1.1 The marketing communications mix.
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Marketing communication provides the
means by which brands and organizations
are presented to their audiences with the
goals of stimulating a dialogue leading to
a succession of purchases.
Fill, p. 2.
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Figure 1.3 The system of marketing communications.
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Chapter 29
Integrated marketing communications
Promotional Mix
Above-the-line and
below-the-line
Marketing Mix
price, product, people,
place, promotion
Business Strategy
philosophy, objectives
and mission, content
Outsourced providers
agencies, production
and material suppliers,
fulfillment houses
The Organization
employees and
management, whether
located at HO, SBUs,
departments or
overseas divisions
Table 29.1 Elements involved in integrating marketing communications.
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Evolutionary Integrated
Communications
Stage 1 Integration: Awareness
Proposition: the greater the degree of
change on the existence of specific market
pressures, the grater the likelihood that
integrated marketing communication will
emerge
Stage 2 Integration: Image Integration
Need for consistency message, look and
feel.
Duncan and Caywood
Stage 3 Integration: Functional
Integration
Greater degree of involvement among still
traditionally separated areas.
Stage 4 Integration: Coordinated
Integration
Barriers starting to disappear, each function
becoming more equal.
Stage 5 Integration: Consumer-Based
Integration
The value of a refined customer and prospect
database. Elements begin to work together.
Stage 6 Integration: Stakeholder-Based
Integration
IMC becomes more broadly defined to
become integrated communications.
Stage 7 Integration: Relationship
Management Integration
A fully integrated communication strategy
reaching all stakeholders brings
communications professionals into contact
with all management functions.
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C29.2
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INTEGRATING
COMMUNICATION
So that management can harmonize all
consciously used forms of internal and
external communication as effectively
and efficiently as possible in order to
create a favorable basis for relationships
with groups upon which the company is
dependent.
Cees B. M. van Riel
Peggy Simcic Brønn
18
Figure 29.4 A model of integrated marketing communications.
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Strategy
Identity
Image
Common Starting Points
Management
Communication
Organizational
Communication
van Riel, C., Principles of Corporate Communications
Marketing
Communication